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Pillar Content: 10 Effective Tactics With Many Derivatives

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Pillar content can be seen as any long-form piece of substantive information.

Pillar content can be seen as any long-form piece of substantive information that has many derivatives. Examples include eBooks, reports, and guides. 

Pillar contents are central to your online marketing strategy because they provide you with a way to directly interact with your audience by providing them with useful information. 

This article will discuss the advantages of using pillar content to have a successful online marketing campaign.

There are benefits when having pillar pages for your business in your online marketing campaign. 

These pillar page pieces deliver large quantities of qualitative data in infographics, white papers, or blog post content. There is no need to create new content for every campaign with pillar content because the pillar pieces act as the backbone of your campaigns.

Pillar page can be used in any aspect of your outsourced service marketing campaigns, whether for a blog post, an infographic, or a webinar.

The pillar content pieces create more opportunities to gather information from your audience that can be valuable when it comes to making strategic decisions about the future of your business. 

That data is valuable and worth looking into since the pillar page can help you get closer to understanding what value means to your customers in terms of products/services they need and want while also offering some insights on how well you are currently delivering those same services.

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A pillar piece needs effective distribution planning because, without this plan, there will not be engaged with the reader, diminishing its effectiveness as a lead generator.

A key part of any pillar campaign is knowing exactly where each pillar lives on the internet, how it should be marketed, and what you can measure to know if the pillar is effective.

Pillar content can be seen as any long-form piece of substantive information that has many derivatives. 

When you’re using pillar content in your online marketing campaign, it can provide your blog’s main source of content. 

When you use pillar contents, there’s the potential to produce rich media content because it has various derivative sections which can be broken up into different pieces.

This type of content is also written with the intention that it will be repurposed for different purposes. For example, you might repurpose your eBook for an infographic or video form.

The different types of benefits cornerstone content

different types benefits cornerstone content
  • Can create richer content by connecting to the visual elements which are utilized in multimedia content
  • It allows us to showcase our expertise in the industry
  • It is easier to generate links back to our homepage when we use pillar contents
  • It is easier to distribute content across channels like social media or email marketing campaigns when using pillar content because the audience only has one content to reference. This makes it simpler for them, and they can easily share it through their preferred channel.

Here are good examples of pillar content?

A great example is using videos to show readers how to do something or give them more in-depth examples on specific topics. This type of content needs to be updated regularly to stay relevant and not become outdated. This provides an excellent user experience because people will always have access to helpful resources.

  • An ebook about pillar pages
  • A report about pillar contents
  • A guide on pillar pages
  • Video pillar content – an ebook about pillar pages
  • How To’s vs. How Not To’s (guide)
  • Essential Tips & Tricks (eBook)
  • A Guide On Email

How do you write pillar content?

How write pillar content?

There are several ways that you could go about getting started writing pillar content:

  • One thing that you should consider doing before anything else is brainstorming all of the questions that your readers have been asking lately, either through emails, social media, or through your blog.
  • From there, you want to figure out the common themes among those questions and try to develop specific solutions for those problems.
  • You also want to spend some time researching how other companies have addressed these same issues so that you can provide an optimal user experience by providing readers with updated information as opposed to outdated content. 
  • The pillar pages must be substantive and informative on a particular topic, theme, or subject matter. It should also provide a large scope of information and be broken into many derivative sections, pieces, and materials.
  • The pillar page should always be something that you can articulate in a couple of sentences. One way to do this is by breaking it into three main components: what the content consists of, who it’s for, and why they need it. 

The following is about the importance of creating an informative document about your business:

I recommend creating one document that includes all the information about your business so that it’s easy to find when you need it. 

This way, everyone in your team knows where to find the information that they need when it’s needed. You can create a guide about your business and what you do, who needs to know this information, and why they should care.

A good document would also include some key details like What makes a business successful? How does one get started? Where are the best places to advertise etc.?

These questions give more specifics on each derivative section while still maintaining the larger scope of the pillar page.

  • an ebook about business with many derivatives on different types of businesses or starting a new company from scratch
  • a report on why creating informative documents is important for your family and what kind of information you should include in them
  • a guide on how to create informational documents that everyone in your family will be able to access when they need them most easily
  • video pillar pages – an informative piece about all kinds of businesses with many derivatives like how to start one, what makes it successful, etc.

Here is an example of an internal organization with pillar content

The first section of the document should be an introduction to the business and what you do. Include some key details that people might want to know, like what makes your business successful, how you get started, etc. You can then include sections for different parts of your business like marketing, hiring staff, etc. Include examples of these directives so that readers can see how they work in real life. The last section should provide instructions on updating the document with new information as it becomes available.

When to use pillar page

When use pillar page

Pillar pages should be used in your online marketing strategy to provide a comprehensive way to share information with your audience. When you publish content, it’s hard to know what is salient and relevant and not. A pillar content works to streamline this process by providing a focused location that can easily access.

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Key advantages of pillar content

  • It allows people who don’t want or need all of the permutations of your content to navigate around it more easily
  • Pillar pages give you more control over your content by ensuring that everything is focused on one topic/theme/substantive piece of content.
  • Expertise – if you have expertise in a specific thing, a document about the topic might be enough for you to give your readers.
  • Informative – writing an informative piece of content that answers specific questions is a good way to use pillar page because it allows you to answer the most relevant questions about one topic in one place instead of having them spread out across multiple pieces.
  • Easier for people who don’t care about every single derivative or permutation or variation of information on your subject/topic/theme

You’ll be able to provide all the necessary details in one place, and everyone will know where to find this information should they need it.

Why is it important to have an effective distribution plan for all of your content?

Pillar pages are a tool that, when utilized strategically, can help you get the most out of your content marketing. It’s important to have an effective distribution plan for all of your content because it will allow you to share the content with your target audience in the way they prefer.

For instance, if someone doesn’t want to read through a word-heavy document, they will likely prefer a video or infographic on the same subject. Additionally, having different pieces of content on one subject will help get around any restrictions on certain specific types of content. This way, no matter what type of content is being restricted by social media algorithms and the like, you’ll still be able to get your information out there.

Distribution plan – how will you distribute your pillar content? 

how will you distribute your pillar content? 

You must have an effective distribution plan for all of your content because then people can access whatever they want in whatever way is most convenient or helpful to them. This might include having a few different types of derivative pieces such as videos, infographics, quizzes/surveys, etc., so that no matter what type of content someone prefers, they’re more likely to find something useful from you.

What does a good blog post consist of? How do I know if my blogs need work? How many keywords should I put in my blog? These questions give more specifics on each derivative section while still maintaining the larger scope of the pillar page.

  • A good blog post consists of a subject or theme that is interesting to your target audience, an informative piece about it, and added value by way of original research/insights/quotes, etc.
  • Knowing if you need work – look at your stats (number of hits), number of shares / social media reach/engagement (likes + comments), etc.,

It’s important to have keywords and make sure they don’t come off as spammy because search engines will penalize your search engine rankings! Having keywords isn’t enough these days; Google now wants unique content from every website it deems worthy of ranking.

  • Blog post – what’s a blog? How do I write one? What should my pillar page consist of, and why is that important, etc?

A pillar page is a content type that consists of a post with a longer word count.

These posts tend to be more in-depth and answer questions or problems that emerge. It takes more time to create this content, but the result is usually worth it. To get started writing a pillar page with cluster content, you’ll need to have an outline of the guide.

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What is pillar content strategy?

  1. Start by brainstorming what kinds of questions your readers have been asking
  2. You need topic clusters in your plan
  3. Figure out what the common themes are among those questions
  4. Now, try to come up with specific solutions for those problems
  5. Spend some time researching (and cluster content) how other companies have addressed these same issues

What is the best way to create pillar content?

I would start by brainstorming all of the questions that your readers have been asking. From there, you want to figure out the common themes among those questions. Once you have identified those themes, work on coming up with specific solutions for those problems.

Finally, spend some time researching how other companies have addressed these same issues. This way, you can provide your audience with the most up-to-date information possible.

What are some examples of pillar content?

Some good examples include using videos to show readers how to do something or give them more in-depth examples on specific topics. This type of content needs to be updated regularly to stay relevant and not become outdated. This provides an excellent user experience because people will always access helpful resources even if they can’t see the post right away.

How do pillar content posts differ from standard blog posts?

Pillar page is a type of post that typically has a longer word count than regular blog posts due to their more in-depth nature.

They are also usually written to answer questions or solve common problems amongst readers rather than just providing helpful tips on topics they may be interested in learning about.

These types of blogs tend to take more work but are worth it because not only will people who read them benefit from the resources provided, but it keeps you looking like an authority figure and improves SEO rankings as well!

What is pillar content in SEO?

Pillar content is a type of content that consists of pillar posts with a longer word count. pillar content types are typically written to answer questions or solve problems that readers have. pillar page types take more time to create but the result is usually worth it because pillar page improves SEO rankings and makes you look like an authority figure.

Cluster content is a type of content that consists of cluster posts with a shorter word count. These types of posts consist of one or more central topics and passages.

It is usually ranked in the top tier for search engines, which means it can be found through searches even when not included in incremental search results. Cluster content provides an engaging user experience by grouping related information together on one page.

What are some examples of cluster content?

Some examples include using lists to organize information related to one topic, using infographics to provide detailed information about one subject, or including videos that demonstrate how to do something or give readers more in-depth explanations on specific topics.

Conclusion on pillar content

Pillar content is a type of marketing that will not bring in quick sales or leads but build on your brand and show people who you are as a business.

Pillar content results in increased search engine rankings and improved traffic on the site, leading to more conversions for your marketing. Pillar pages are usually evergreen and educate people on an issue, and it’s usually evergreen.

It’s a fact of life that content marketing is important for every business. But what exactly IS content marketing? And how can your business make the most out of it?

The truth is, while some businesses know they need to invest in their online presence, many are still confused about why and how they should be doing so. If this sounds like you, don’t worry! We’re here to help.

Pillar pages should show the reader why they need your product, how it will benefit them, and what flaws or issues they may experience without you. 

Pillar page should keep people reading by including entertainment such as a thought-provoking story or article about a real-world situation. Pillar content can also feature user-generated submissions, leading readers to submit their questions – when answered, these submissions will become new pillar pieces for interested readers!

Our team at MATRIX Marketing Group specializes in helping businesses just like yours understand the importance of content marketing and develop an effective strategy for implementing it into your business model.

From creating engaging blog posts to developing social media strategies that get results, we’ve got you covered! Contact us today to learn more about our services or request a free consultation with one of our experts today!

General FAQs

What does pillar content do?

Pillar content is a pillar in the overall success of any given business and marketing strategy. Pillar content builds authority and trust with your target audience, which can result in conversions. Pillar page helps to create credibility with your site visitors, who will then associate these attributes with your company when they think about buying from you in the future.

Why pillar content?

Pillar content is a pillar in the overall success of any given business and marketing strategy. Pillar content builds authority and trust with your target audience, which can result in conversions. Pillar content helps to create credibility with your site visitors, who will then associate these attributes with your company when they think about buying from you in the future.

How can pillar content increase sales conversions?

Pillar content can be used in many different ways in an attempt to increase sales and conversion rates. Pillar content needs to be well-written and extensively researched so that it is believable and trustworthy.

Who should publish pillar content?

Pillar content should be published by anyone who wants to increase their SEO rankings and build reader trust in their company. Pillar content can hold a lot of weight and influence search engine ranking. It is thought-provoking and educational for your targeted audience. Pillar content can also help you with customer retention when looking at many avenues such as social media, blogs, or email marketing campaigns.

What is Content Marketing Definition?

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What is the content marketing definition?

Write an article about how content marketing definition and how content marketing is the backbone of your company.

It’s all about generating and distributing valuable, relevant, and consistent content to attract and retain clearly defined audience-your customers. 

Content marketing creates buzz for products or services by leveraging various distribution channels like social media.

What is content marketing? A content marketing definition.

It’s a process of developing the content distributed with advertising messages to generate leads or sales from a particular target market.

This type of marketing strategy is very popular with companies looking for new ways to engage with their customers efficiently.

This approach aims for lead generation and customer retention by providing real value such as educational information or entertainment.

For content marketing efforts to be effective, the company needs a content marketing platform that will enable them to create, distribute and track various types of content efficiently.

Content Marketing Platform- a business information system that helps marketers deliver content to audiences across several channels and formats. The main objective is to drive traffic towards a website or generate leads for the company.

This approach’s most common type of content includes blog posts, advertisements, social media updates, online videos, etc.

In this way, companies can communicate with their target audience and measure advertising performance based on lead generation or sales resulting from the campaign.

Content Marketing Examples: A good example is how brands leverage Instagram to post images and videos related to their products targeted at specific without being too pushy.

The content marketing definition states give the visitor what they want when they want it.

Why does content marketing work & content marketing definition?

Why does content marketing work?

Content marketing works because it helps you communicate with your audience, promote your product or service, and deliver contextual content.

Content marketing also helps create connections with your customers through valuable, relevant, and consistent content delivered in different formats.

We have found that we can build a relationship with our target audience by creating valuable content for our target audience. And when they are engaged with our content, they are more likely to purchase from you.

You can use content marketing to your advantage by producing content with strongly related keywords.

There are three types of content, and you should keep this in mind:

  1. lead-generating content
  2. customer retention content
  3. lead nurturing content. It’s vital to know which type of content you should be creating for your business
  4. helps you establish yourself as an expert in your industry
  5. shows your customers what kind of value they’ll receive from purchasing from you

The difference between the three types of content is extremely helpful because it can help you decide what to do for your business.

Content marketing is the backbone of companies because it allows them to reach their customers by generating and distributing quality, relevant, and consistent content to attract and retain a clearly defined audience-their customers.

This article will go over all three types of content and how they work together to create a successful content marketing strategy.

Lead-generating content is the type of content that will get your audience to take action. It causes them to make a purchase or sign up for something.

This type of content might include an excellent blog post, ebook, whitepaper, customer success story, slideshow, video, etc.

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Generating leads with your lead-generating content will give you more chances to have people buy from you once prompted properly.

For example, A company has been successfully selling skis for years. They’ve built a reputable name in their industry by providing customers with great products and customer service.

Now they want to use content marketing, so they publish an eBook called ‘The 4 Skis Every Expert Should Consider Buying.‘ This type of content will get people to take action because it advises what to buy next.

Customer retention content is used to keep your customers coming back to you instead of your competitor’s business.

It could be made up of blog posts, eBooks, videos, webinars, etc., just like lead-generating content, but this time it’s focused on customers who have already purchased from you in the past rather than potential leads (people who haven’t yet made a purchase).

Customer retention content and generating leads with your lead-generating content will give you

  1. Builds trust within your customer base.
  2. It gets them excited for what you have coming out next.
  3. It shows you care about their experience with your company.

You can also use these types of content to give information about any discounts or sales you may have, making it more likely for people to continue purchasing from them instead of other companies because they’ll know they’re getting a deal.

They made an eBook called ‘How Your Business Can Save Money During The Winter Season.’ It’s specifically targeting their current customer base who are interested in saving money during the winter season.

This content will keep customers coming back because they’ll feel like this company is speaking directly to them since they already know who their customers are.

Lead nurturing content is the content that will help build a relationship between you and your customer base before you ask for something (such as a business sale).

This can be done through email marketing, social media content, blog posts, etc. By using lead nurturing content, it’s possible to communicate with potential leads or even current paying customers without being too pushy about sales.

Type of lead nurturing content

Type of lead nurturing content

Using the right type of lead nurturing content can help build trust within your audience because you’re not asking for anything up front but instead making sure they’re getting value from what you have to offer.

For example, A company talks about saving money during the winter season on their website but then shares discounts or coupons in their blog posts, emails, tweets, etc.

Those types of lead nurturing content will help build trust with potential customers. They’re not being pushed towards making a purchase immediately but instead given different opportunities to save money on things they may do later down the road.

Content marketing is a great way to generate leads, traffic, and revenue. 

Content marketing generates leads, traffic, and revenue.

There are many content marketing examples available on the internet for you to use.

It’s all about generating and distributing valuable, relevant, and consistent content to attract and retain clearly defined audience-your customers.

Content Marketing Institute says that “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience —and, ultimately, to drive profitable customer action.”

Consumers prefer to get the information they need to make decisions instantly or on the go. They want answers right away at their fingertips through their preferred channel, like a mobile device. 

Content marketers know this, which is why they are adapting quickly by producing engaging long-form content (3,000 words plus) with high value that will inform, entertain & persuade consumers into taking action.

Studies show that content marketers are more likely to use in-person events, case studies, research reports, videos, animations, and photo essays for their content marketing campaigns. Content Marketing Institute found these statistics about content marketing:

  • 67% of B2B marketers say custom ebooks and white papers help improve lead generation. (Content Marketing Institute)
  • 70% of business decision-makers prefer to get company information in a series of articles or posts than through emails or whitepapers. (Curata) 

This is just one example you can add to your content marketing strategy if it’s related to what you’re giving out to prospects. You can add something like this: How To: A step-by-step explanation of a process that shows your customers how to do something, like, how to select a digital marketing agency.

This example will add value to prospects looking for this content and be on the lookout for it.

Remember, make content valuable and relevant to them, not yourself! In other words, you want to give out what prospects are looking for, not what you think they need or should have.

If you’re giving out what you believe they should need, they’ll become frustrated with your brand because they don’t want this type of content.

When someone searches “content marketing” on Google, what results come up? You can use some examples here:

You get a combination of helpful articles, blog posts, and websites related to content marketing. You can add a sentence or two about a couple of these articles. A paragraph or two is fine as long as your content is engaging and not full of fluff!

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The result will be more trust because you offer insights based on research rather than just what the person wants to hear. Your prospects want answers, so give it to them straight, no fluff included! Content marketing should offer information that’s helpful and valuable to your target audience.

Remember, this isn’t for you. It’s for your customers. Write with them in mind first before yourself. Offer useful tips within your content that they can use in their business or personal lives. This will get them interested in what you have to say.

People don’t want or need BS. Make sure you give facts with your content marketing examples.

Some tools for using in your content marketing example are Social Media, Blogging Platforms, Video Creation Tools, etc. These are all great tools to use to get out useful content for your prospects.

Matrix Marketing Group has a list of the top 20 Content Marketing Tools to help you get started and find the right ones for what you’re trying to accomplish!

You can add this link and a sentence or two about each one and what they offer so that the prospects know exactly how these tools will be helpful to them if they sign up/subscribe/purchase whatever it is that you’re offering.

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Content marketing return on investment & content marketing definition

Although content marketing has been around for a few years, many businesses are still wary of its usefulness and power.

They still want to focus on more tangible products and services, such as physical goods. However, if you analyze the ROI of content marketing in the last few years, there have been many benefits.

Marketing can be very expensive and time-consuming when done incorrectly. This is where content marketing comes in: it’s inexpensive and about long-term results instead of short-term success. 

Content marketing can also be scaled up gradually over time, so you don’t have to worry about an all-out blitz with no return. 

It can include things like blogging posts that inform your customers or brand ambassadors of new products or services, infographics that help your customers get information quickly, social media posts that are engaging and informative, ebooks that educate potential customers on how to get the most out of your product or service. 

All of this content will contribute to the bottom line by keeping customers wanting more from you. Content marketing definition states you should also use metrics to see what’s working.

Benefits of investing time in content marketing. 

Suppose you can keep your consumers engaged through various channels over time. In that case, it will make them much more likely to buy from you rather than a competitor who may have an attractive offer at first glance but does not provide continuous engagement for their consumers. 

The best part about content marketing is that the tools are easy to use, and there’s no way for it to fail if done correctly.

You may say that writing an eBook doesn’t sound like marketing at all. If you’re thinking about yourself when you write, then yes, it will seem like something only content marketing professionals can do well. 

However, if you put your customers in the center of everything and imagine what they would find most interesting or helpful when reading something on your website, then writing eBooks is not unlike writing for any other purpose in life; with the exception that customers need to be able to consume content quickly to glean information from it. 

You can also share these eBooks across social media platforms as a paid advertisement, which is a great way to get more eyes on your product or service!

Essential rules for your content marketing plan

Essential rules content marketing plan

So now you know how important content marketing is. Keep in mind these essential rules when you put together your content marketing plan:

  1. Make sure to stay consistent with your message, tone, and style of writing or speaking. The basics are still the most important thing to keep in mind before delving into more complicated aspects of content marketing.
  2. Keep in mind that quality is much better than quantity when it comes to this marketing tactic. It’s much better not to publish anything at all than publish little bits of low-quality work overtime.
  3. Remember that content must be educational and helpful for your customers to remain loyal to you by wanting more from you later on down the road!

Content Marketing Definition Conclusion

To recap, content marketing is an approach that uses the internet or other forms of digital media to offer educational information about the company’s products.

Companies can generate leads and sales through content marketing, meaning blogs, videos, social media posts, etc., and often use a content marketing agency to help.

Content Marketing is a marketing strategy that aims to attract and retain customers by creating valuable, relevant, and consistent content. 

When you invest time in your content marketing plan, it will help you build customer loyalty by keeping them engaged over time with different types of media such as blog posts or infographics. 

It’s important to ensure that quality is much better than quantity when it comes to this type of marketing tactic- publish high-quality work instead of low-quality work overtime. 

Content must also be educational for consumers, so they remain loyal because if they aren’t receiving any value from what you’re creating, there’s no reason for them to stay interested!

Content marketing comprises three types of content: lead-generating content, customer retention content, and lead nurturing content. 

These are all the unique ways you can use interactive media to establish yourself as an expert in your industry while also showing your customers what kind of value they’ll receive by purchasing from you.

What type(s) of content marketing have you experienced?

General FAQs

What is content marketing?

Content marketing is a company’s strategy to attract and retain customers by providing genuine content to consume at their convenience. Content marketing is generated through digital media such as blogs, videos, social media posts, etc. It aims to establish our brand as an expert in the industry while also showing what value we provide the customer by purchasing from us.

What are the two types of content marketing?

There are two types of content marketing: lead-generation content and customer retention content. Lead generation refers to using valuable information to help a company get a positive response from a prospected customer, thus leading them towards conversion. This can be done through blog posts, video ads, etc., that speak directly to the prospects’ interests or problems. Customer retention is less about getting prospects’ contact details and more about giving them what they want in terms of free resources such as infographics or eBooks on social media. In this way, you “capture” their attention by offering interesting content which you make available only to followers on your social media pages – this creates demand for your product or service from people who already know and like your brand.

Why use content marketing?

Content Marketing helps companies establish their brand as an expert in the industry, while also showing what kind of value they provide to customers. Start building customer loyalty now with content marketing!
Content marketing is the backbone of your company. It’s all about generating and distributing valuable, relevant, and consistent content to attract and retain clearly defined audience-your customers. Your content has the power to create long-lasting relationships with your customers that keeps them engaged over time through different types of media such as blogs or infographics. And don’t forget that quality is better than quantity when it comes to this type of marketing tactic- publish high-quality work instead of low-quality work overtime. Content must be educational for consumers so they remain loyal because if they aren’t receiving any value from what you’re creating then there’s no reason for them to stay interested.

What does content marketing include?

Content marketing is a non-traditional type of advertising used to attract, engage and retain an audience by creating and sharing relevant articles. This approach establishes expertise, promotes brand awareness, and keeps your business top of mind when it’s time to buy what you sell.

What Is Content in Marketing: An Important Element

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Content marketing is a marketing technique

Content marketing is a marketing technique that involves creating content designed to attract customers, encourage them to purchase products or services or build long-term relationships with brands. 

Content can take many forms, including blog posts, videos, images, and text messages. Some companies even use live video streaming!

While there are many different types of content, you could create for your business. It’s important to know what type will work best for your audience before you get started. 

For example, if your company sells solar panel installation, creating an infographic about choosing the right solar panel installer would be more effective than posting another blog post about why solar panels are good for the planet.

Content marketing is a confusing topic.

It’s hard to know what content marketing is, how it works, and why you should care about it.

This article will answer all of your questions about content marketing in one place. We’ll explore the definition of content marketing, the benefits, and how to use the content for lead generation.

You’ll also find tips on creating high-quality content that converts readers into customers!

What is content in marketing?

What is content in marketing?

Content marketing is one of the most effective and beneficial aspects of digital marketing. It’s a way for brands to create content that resonates with their target audience, leading to increased visibility, traffic, leads, and sales.

The definition of content marketing is the use of relevant and valuable information to attract, acquire, and engage a clearly defined and understood target audience—to drive profitable customer action. 

Content marketers provide educational resources that help their customers make smart buying decisions by providing credible information about products or services through different channels like blogs, websites, email campaigns, etc.

It helps build trust between your company and potential customers, which results in more sales conversions.

Content Marketing can be used as an awareness strategy (branding) & lead generation tool (customer acquisition). 

A good content marketing campaign should create high-quality content with specific keywords for increased visibility using SEO best practices; it will appear at the top when people search for a topic related to your business. 

Content marketing should also be integrated into all of an organization’s activities, including sales and customer service, to maintain brand consistency and achieve better results from their campaigns.

Why is content marketing important?

Content marketing is important because it helps you build your brand awareness and drive traffic to your website. 

It’s also an excellent way to reach customers with messaging that speaks directly to their needs. 

There are many companies that use content marketing as a major component of their digital marketing strategy. So, content marketing is important for all businesses.

Why do you need to be creating content in marketing for your business?

creating content for your business

Content creation for a business is developing content for public use, usually addressed to a particular audience or readership. 

Content production is one of the core activities in the field of digital marketing. It requires establishing an appropriate voice and tone to attract and engage an intended audience. 

Content marketing aims to provide substantial value to your reader or viewer through writing, producing, or sharing with them.

Companies must continue to create content for their business because it allows them to generate leads and convert prospects into customers.

If they’re not creating this kind of content, they’re missing out on opportunities to grow their social following, drive traffic back to their site, increase time on your site.

After a great deal of research, we have discovered the five different types of marketing content that exist. We will provide a brief definition of each one and some examples to help you better understand how they work.

Content in marketing is about communicating with an audience to take action with your business or product(s).

TV and Online Advertisements

Advertising is an element of content in marketing and allows you-the marketer-to find new customers by interrupting their routine (e.g., billboard ads on highways, TV spots during the football games). 

It can also be used as branding since it creates awareness around your company’s products/services, which leads people to consider purchasing them later down the road. 

It can also be used as a way to build trust with your target market by sharing valuable information that is useful and helpful in their everyday lives, giving them a reason to think of you first the next time they’re interested in making a purchase.

Examples:

  • TV commercials is content is marketing
  • Facebook ads
  • Social media campaigns (Twitter ads, Instagram marketing)

For advertisements to work properly, companies must use Search Engine Marketing (SEM). This form of digital marketing helps businesses make sure people searching for these keywords can find what they need quickly. 

In other words, it ensures those who might not have heard about your company or products will now know how beneficial it would be if they purchased them.

One of the most important things to keep in mind when creating content in marketing for an advertisement is to be consistent across all platforms.

This means your company’s name, logo, and brand colors (or images) should always remain on each piece of marketing content. 

Whether it be a TV commercial or ad spot during a football game; this way, customers will come to recognize your business easily while also feeling like they know what they can expect from it because everything has been laid out clearly and concisely.

The best ways to create the right type of content for your audience

Benefits Content Marketing Plan

Ensuring that you have the right type of content in marketing for your audience is important to provide them with content that they are interested in. This is not only good for your business, but it will also help with rankings on search engines.

The best way to create this type of content is by surveying your audience and finding out what types of things interest them.

You can do this by looking at what kind of social media posts they are sharing, what articles they are reading, or even by asking them directly about it.

Then, use this information to find out what types of content you should be providing for them and make sure it’s fresh and relevant.

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Evaluate your content and marketing efforts

No matter how experienced you are, it’s still important that you evaluate your content marketing efforts. It’s easy to be lured into spending time on ineffective or irrelevant content marketing techniques.

The best way to make sure you’re not doing this is by following these four simple steps: create a content plan, focus on your goal with the content, research what your competition is doing, and always measure the performance of the content in marketing.

Planning out what types of content you want to create will help keep your work focused and ensure that the final product is worth your time. Focusing on what you want people to do after reading the content in marketing will also help guide the final content creation. 

This will also help you determine which keywords are most important for your content to rank well on search engines.

Finally, measuring the performance of your content is integral because it allows you to see which types of posts work best and helps you determine what other topics are worth covering in future articles.

No matter how experienced a marketer might be, they should always evaluate their success with each piece of content a priority. It’s easy to get ideas that sound great but don’t lead to real results when creating new pieces of content in marketing without an evaluation process first. 

By following these four steps – planning out the right content, focusing on goals within that type of content, researching what competing brands or websites are doing, and then measuring the impact afterward – marketers can ensure that all time spent will have a positive impact on their business.

Planning out what types of content you want to create will help keep your work focused and ensure that the final product is worth your time. Focusing on what you want people to do after reading the content will also help guide the final content creation. 

This will also help you determine which keywords are most important for your content to rank well on search engines. 

Finally, measuring the performance of your content is integral because it allows you to see which types of posts work best and helps you determine what other topics are worth covering in future articles. 

No matter how experienced a marketer might be, they should always evaluate their success with each piece of content a priority.

Use Google Search Console to see your CTR and traffic by the web page.

How to measure your content in marketing efforts with analytics

measure your content marketing efforts with analytics

You can measure the content marketing analytics and results by following these simple steps:

  • Keep track of all social media engagement
  • Measure the traffic to your website after posting an article or blog post
  • Analyze how many shares, likes, and comments you are getting on each piece of content you publish.

The best way to measure the impact of content in marketing is by keeping track of all social media engagement with popular articles or blog posts. 

This will allow you to see which pieces of content in marketing is most interest your audience and generate higher numbers for social sharing. 

Measuring the traffic to your website after posting an article or blog post will help identify what kinds of content in marketing is generating more web traffic for you. 

Analyzing how many shares, likes, and comments you are getting on each piece of content will also help identify what types of posts best resonate with your audience.

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Conclusion about what is content in marketing

Content marketing is a powerful way to generate leads and, as such, should be considered an integral part of your business model. 

To make the most out of content creation, you need to follow these four steps:

  • planning out what types of content you want to create;
  • focusing on what you want people to do after reading the content;
  • researching what other brands or websites are doing in regards to their content strategy and measuring the impact afterward. 

Make sure that all time spent will positively impact your business by following these simple steps before getting started with any new pieces of content for your digital marketing plan.

General FAQs

What is content in marketing?

Content in marketing is a general term that covers creating and distributing content. Content ranges from text, images, audio, video to data-driven news analytics about companies for sale. Content Marketing can be used to create relations with customers, sell products or services, and advertise your company’s message.

What role does content marketing play in a website or blog post?

Content marketing plays a key role in all content created, whether featured on the homepage, in the sidebar, or further down on a more specific blog post. Your content in marketing is meant to convert visitors into customers, attract more traffic and customers by ranking higher on search engine results pages (SERP) or maintain relationships with existing customers. To do this best, content should be created horizontally – across multiple channels – and vertically – aimed at different customer segments based on what they like and how they reacted to content previously.

Why is content marketing important for your business?

Content marketing is important for any business to create an online profile, rank well in search engine rankings (SERP) and attract more customers. As content plays a big role in digital marketing, businesses that use content marketing can expect lower costs per lead- the cost of reaching potential customers through digital channels.

When do most people need to hire a marketing agency for their content marketing needs?

Content marketing has a huge impact on any business’s digital marketing strategy. This means that most people need to hire a content marketing agency when they’re ready to start building their online identity, developing an SEO plan, or acquiring new customers organically.

Hospitality Marketing: How Hospitality Businesses Should Approach Content Marketing Now

· ·

Hospitality marketing and your content marketing strategy across all marketing channels.

So your hospitality marketing strategy must reach all of your target audience across multiple channels. Does your marketing automation software do that?

While some company’s in the hospitality industry have embraced omnichannel marketing strategies because their target audience is big yet not homogeneous.

2020 was the year of disruption. As humankind was forced indoors, the impact of the tragedy was felt across several industries. 

The migratory nature of the workforce and the sudden pause on restaurant and travel services had a sizable impact on the hospitality industry on a global level.

Indeed, the market faced a downturn. But does that mean that you should avoid working on your brand? Not. 

It is crucial to be proactive even during the hard times if you want your business to flourish. 

Several businesses in this industry used the pandemic to reevaluate their strategies and prepare for the market resurgence. Now, they are geared up and ready when the demand has started perking up. 

The audience still has their name instilled in their minds from when they were sitting in their house, wondering when they will be allowed to head out. 

Take Kimpton Hotels as an example. They are doing a great job with their ‘Life Is Suite’ blog section. They take you on a mini, virtual adventure. 

When the pandemic hit us, they did not shy away from sharing relatable tips for the kind of lifestyle we all had during the lockdown. They have managed to stay on top of the minds of travelers now.  

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So, how should you approach marketing during such times to follow in the footsteps of leading brands in your industry? 

Your content marketing should be vigorous. It will keep your brand primed for when things get better and when business starts booming. 

The more you keep working on your brand, the more opportunities you will find. If you hit a pause, bouncing back will be challenging. 

For instance, many hotels grabbed the opportunity and decided to transition into becoming in-house workstations for their guests. The targeted group here was those who were working remotely (which is almost everyone!).

Having a content marketing strategy in place is necessary to grow. It helps attract a particular group of individuals, lets you maintain pace in the highly competitive race, and also builds your credibility as a brand. 

Now that you know why you should be focusing on content marketing in the hospitality industry, it is time to learn how. 

There are a lot of digital marketing agencies that can help you with the same and more quickly. However, if you are looking for ways to do it yourself, you can find it all below in this article.  

Create a fast and aesthetically pleasing website is part of your hospitality marketing plan

hospitality marketing plan
hospitality marketing plan

If you do not already have a website, it is now time to get one. Think of a website as your virtual brochure or your virtual salesman. Your website is the first encounter that your audience has with your brand. Ensure that it is perfect in every sense. 

Your hospitality marketing agency should leverage marketing hospitality and tourism, as they are a great pair for c-marketing opportunities.

A website is a central hub of all the efforts that you put into content marketing. When your target audience searches for anything related to your niche in Google, your website should rank at the top. Every time your website does not show up, you must understand that you are losing customers. 

Make sure you are adding relevant keywords to optimize your website for the search engines. We’ve talked about it in length below. 

When designing your website, there are a few things that you should consider:

  • Make it appealing but focus equally on easy navigation. 
  • Your website should be inclusive. Give your visitors an option to select a language they are comfortable with. 
  • Ensure your website is not slow. Slow websites can hinder the experience. 
  • Everything should be easily accessible, from the ‘Search’ feature to your policies. Mention everything.  

Don’t try to target every single person. 

You must understand that not every person is your target audience. Every individual is different. 

Let’s take an example. Imagine you own a resort, and you want to promote staycations. 

You cannot reach out to adventure enthusiasts with a proposal for a staycation. They will not be ready to spend days inside a hotel room. 

They love the outdoors. It’ll be a waste of time and effort. Be clear about who your audience is. 

Since you are taking this time to reevaluate your efforts, you should try to niche down too. Rethink who will suit your brand perfectly and vice versa. 

When you niche down, you make content marketing a lot less complex for yourself. Now, you can focus on one segment and create content keeping their likes, dislikes, and personalities in mind.  

Niches also help you solve the problems of your audience in a more precise and elaborated manner. 

Do a thorough keyword research and your hospitality marketing strategy. 

hospitality marketing strategy keywords longtail seo

It would help if you had keywords. These phrases and words help you defeat your competitors and rank at the top of search engine results. 

Your blog titles, website content, metadata, URLs – everything needs a relevant and well-placed keyword. 

You want your website to show up to improve your visibility and get the traction you deserve—keyword research aids in doing that. 

Keyword research helps you identify what your audience is searching for. It is also a great tool to figure out your competitors’ keyword games. Use that as a basis to create an advanced action plan. 

Make sure to use a balance of low competition and high competition keywords. You can try ranking for high-value keywords, but mostly it’ll be in vain. It is because the competition for popular keywords is generally really high. Thus, the right mix. 

To see where your website lies on search results, you can use a Google rank checker. After analyzing, you can direct your content marketing efforts to a more high-yielding path. 

Promote relevant content and your hospitality marketing

One golden rule of content marketing is to offer your audience what they want. 

Take the current scenario, for instance. Your audience wants more and better reasons than before to put their trust in you. 

You must understand that the hospitality industry will experience a massive transformation as the demand rises further. 

You’ll have to shift your focus from traditional wants and concerns to the current ones. 

Today, your audience will want to see how clean and hygienic your restaurant is. They would want to know about your efforts and protocols in making sure of their safety. 

Thus, you should share content that circles the steps you are taking, the products you are using, and how well-trained your employees are to ensure sanitation. 

Once you see a good response, you can always shift from this to the other concerns of your customers and address them using your content. 

It helps induce confidence in them and enables you to establish yourself as an authority. 

Create a strong email marketing strategy 

email marketing strategy tourism hotel restaurant rentals

Email marketing is one of the most cost-effective ways to give your content marketing strategies a push. The world today revolves around emails. Newspapers have been replaced by emails as an early morning read for around  58% of the users. They also happen to open their emails at least 20 times a day. 

Thus, a robust email marketing strategy should be your priority. 

Be proactive about the schedule. You must identify and analyze the best time to send an email to your audience, or it can hurt your stats. 

You can segment your groups according to the best time to approach them. Use an automation tool to schedule your emails to be consistent in your efforts. 

But what should these emails be about? You can share the measures you are taking, your upgrades, your discounts, and most importantly, a link to your latest blogs or articles. 

Just make sure whatever you send is valuable and nothing redundant. 

Level up your social media platforms and your hospitality marketing strategy

social media platforms hospitality marketing strategy

Regardless of the industry, social media marketing is the best performing strategy for businesses. 

There are plenty of social media platforms that are now available to the audience. From Instagram to Twitter, Facebook to TikTok, users are truly spoilt for choices. 

Yet, you will not find everyone on every platform. Keeping this in mind, you have to identify the best social media platforms that work for your business. It is one of the most crucial steps in content marketing. 

One of the main reasons for this is to help you avoid deviating from your target groups. Like we discussed before, your only focus should be on making your target audience happy. 

After you have identified the best platforms for your brand, create valuable and entertaining content. Being in the hospitality industry, you would need to embrace creativity. 

Play around with different forms of content. Use videos, images, or even carousels. Experiment with the right time to post. 

Analyze your content and determine the piece that got the most engagement. Create more of such content. 

Host virtual tours of your cafe or hotel, or bar. It will help in attracting your audience. 

One important tip – add content generated by your customers as much as possible. When your target audience witnesses that other people enjoy your services, they are more likely to convert. 

Make your social media a priority at all times. 

Try influencer outreach and your hospitality marketing plan

Influencer outreach has proven to be a fantastic way to outshine the crowd and offer valuable content to your audience. 

Getting an influencer on board has more benefits than just promoting your content. It helps in building more connected relationships with the audience. Bonds with your customers are too precious to have when facing a downturn. After all, they are your support system.  

People are more likely to get attracted to a brand offering personalization. Influencer outreach is the perfect solution. 

You could choose a micro-influencer, a macro-influencer, or even a celebrity. But before you do that, filter out the best ones out of the lot. 

The first step is to find out who will fit well with your content. You can do this by defining the purpose of your outreach. 

Then, be vigilant about their reach and engagement. An influencer might have several thousands of followers. But if the engagement is dead, it will dissolve the entire purpose.  

Once all the formalities are done, build a holistic strategy to promote your content. 

Yes, it is a time-consuming process. But the enhanced ROI, when it is done well, makes up for it. 

Don’t overlook backlinks and your hospitality marketing strategy

Backlinks are the indication of your reputation. 

The more websites start linking to your website, the higher your ranking in the search engines. 

Think of backlinks as validation from those who are directly or indirectly related to your business. Most websites only add your links based on how valuable they found your content. 

Thus, always focus on value-added content. 

Another thing that you have to be careful about is the quality of websites. Keep a check on the websites that are using your links. Ensure they are of high quality and are not jeopardizing your reputation in any manner. 

For instance, for businesses in the hospitality industry, a link from a hotel or travel website will add to the reputation. If you get the same link from a car seller, it can be harmful and tarnish your brand name. 

Instead, offer valuable content that others will believe is worthy of linking to their website. 

Analyze your progress – Get Reports

Till you don’t see the results, you won’t know whether what you’re doing is right or wrong. You should analyze your data daily. This will help you identify what form of content is performing well, the right time to publish, and also aid in figuring out the steps forward. 

For all this to happen, you need to learn how you can analyze your data. It would help if you went beyond ‘looking’ at your analytics. You should go in deep if you wish to identify possible changes and areas of improvement. 

Find out your lowest-performing pieces of content. Check their bounce rate, and try to understand why they are not performing as well as others. Make the changes or delete them from the website if there is no scope for updating or improving it.  

It will help you understand where you are going wrong and save you from repeating the same mistake in the future. 

You can also use the content from an old piece, convert it into another form of content, say an infographic, and re-share it with your audience. 

Upgrading your low-performing content is one of the best strategies to save time and reuse old pieces. 

Indeed, one of the vastly impacted industries was the hospitality sector after the pandemic hit us last year. Therefore, your hospitality marketing strategy is more important than ever.

We might face more such downturns in the future. It would be best if you did not take this as a reason to hit a pause on your content marketing efforts. Instead, find opportunities when things are not going the way you planned. 

It is a great time to revisit your strategies and experiment with your content. It will help you maintain visibility and be prepared for when things get better for you and the industry as a whole. 

Let’s continue with 6 quick marketing hacks for your hospitality marketing you can use today!

6 Hacks To Help Grow Your Hospitality Business [BONUS]

The global pandemic is a knee-jerking episode for all businesses, but the hospitality business has broken its spine. 

The vertical that fuelled almost 3% of the world’s total gross domestic product is now sitting empty for months.

But the ravage does not seem to cease anytime soon. 

Research from McKinsey suggests it may take until 2023 for the hotel industry to recover fully. 

So do you give up until things go normal? Hell no. Get your hospitality marketing strategy in place and automate as much as possible now.

The future of the hospitality sector looks completely different. It is agile and flexible. If you wish to see yourself in the hospitality industry’s future, you need to get creative now. 

So how do you get back on your feet? 

How do you start your sales machine again? 

Read on to find out.

Top 6 marketing hacks to growth your hospitality marketing reach

Your business directly harnesses its power from your customers and hospitality marketing should review the analytics to find opportunities.

Whether your goal is higher annual sales or business expansion, everything roots in your audience, the more desirable and valuable you become to your target audience, the higher your chances of sustaining uncertain times. 

But what do your customers want from you? 

Here are a few preference parameters that today’s guests expect from their service providers:

  • Meaningful experiences
  • Customer service and your
  • Higher engagement
  • Safe environment
  • Cleanliness

Let’s find out how you can surpass all these top expectations of your borders. 

Steer to experience-driven services

The hospitality business is all about building relationships. And your hospitality marketing should be too.

The key to maintaining positive customer relations is communicating with customers regularly. 

Be open to feedback at all times. Make sure that your communications are clear, polite, and professional. It will help you understand them better. 

By doing so, your hospitality business will be well on its way to success.

Following are a few ways in which you can achieve so. 

  • Utilize the power of technology: Today’s tourists want a break from everything but technology. Tailoring your hospitality services with a technological engagement like AI-powered geysers to mini-bars and voice assistants like Alexa, and you’re already on your customers’ list of favorites. Voice is hot for the hospitality marketing activities.
  • Invest in interior and architecture: Design and architecture play an essential role in the overall experience of your customer’s short span of stay with you. If your hotel is located in a rich history or is a place of cultural importance, feature that in your interior design. Draw your design inspirations from your immediate locality. Remember, in interior design, thinking global, but acting local is the ultimate mantra. 

Rethink your marketing strategies 

Marketing can be a huge breakthrough for an industry that is predominantly experience-driven. 

Today’s tourists want their staycations to be everything memorable. This means they are now conscious about how you present as much as the what. But to do this right, there are a few elements that you need to pay special focus on. 

As mentioned, above your hospitality marketing need to look to your website as the central hub of all your digital hospitality marketing.

Website: The hospitality industry is all about rendering superior experiences. Your website is the first-hand experience that your potential customers have with your brand. This means your hotel website design needs to be on point.

Did you know that:

  • 93% OF ONLINE EXPERIENCES START WITH A SEARCH ENGINE.
  • OVER 70% OF CLICKS GO TO ORGANIC SEARCHES THAT RANK ON THE FIRST PAGE OF GOOGLE.

Give your customers a solid reason to choose you over your competitors. Keep an eye on the SEO of your site at all times. 

Make extensive use of high-quality content and photography to engage your audience. Using a third-party vendor for photography is a smart decision. You can use a commercial photography contract template to make it easier to collaborate. 

Also, always keep your website’s design and information architecture aligned with your target audience’s taste. 

Pro Tip: Make it easy for your customers to book spaces with you. Integrate a vacation rental management software in your website to make it seamless.

  • Social media: If you lose social media’s power, you are losing money on the table. LinkedIn, Facebook, Twitter, and Yelp are essential networking tools you should use throughout the year. You should post information on these sites regularly to show your clients that you are active and there to do business. The more active you are with meaningful, relevant content, the more likely your business is to come back with a bang.  
  • Email Marketing: An email marketing campaign is one of the essential tools you can use for your hospitality business. Everything can be personalized here, no matter your target, special promotions, announcements about discounts, and newsletters. It’s also essential to keep your client list updated and current. This way, you can easily direct them back to any information that they may be interested in.

Get creative with your sales efforts. 

Marketing can turn your audience’s eyeballs towards you, but you need to offer the demand to see the money flow. What worked before Covid-19 may not work today at all. To cut, you need to work on what you present your products and offers. 

Following are a few points that you should remember while you brainstorm your service ideas to cater to your customer’s needs. 

  • Branding: If you thought your branding is only meant for higher market exposure, you are wrong. Your hospitality marketing must build on a foundtion, your brand. In such an uncertain time, your brand can save you much long-term harm. Harnessing the strength of your brand equity is probably the best move today than ever. Your brand is the answer to why your customers choose you over others. And the answer is they trust you. All other factors follow this element. 
  • Repackaging: After you win your audience’s confidence, you need to retain it for a long time. 

But how? Your selling strategy should be based on what is in demand and not what you already deliver. Your operational systems need to be agile to adapt to the present situations.

Think of what value can your resort provide to generate a bundle more attractive to guests than competitors? 

How do you put yourself apart in the crowd? Think about daily happy hours outside or within a socially remote setup, free massages, fitness packages with yoga or exercise classes, or personal dining choices. All these can give your sales the desired boost. 

  • Upselling: It is much easier to win an existing customer’s trust than someone who has never done business with you. Does you hospitality marketing plan include products and services with hospitality marketing sales funnels aligned with your customer journey? A study says customer acquisition is six times costlier than retention. This means you cannot afford to lose customers. Upselling is a definite way to add value to your existing client base. But this strategy can only work when you keep your upselling services contextual to the existing service you offer your client. 

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Rethink your business ROI model

Covid-19 has changed how the world travels and meets completely. This means it is high time you rethink how you generate money from your business. The traditional monetization channels would take some time to recover for all hotels and restaurants alike. So what can you do to generate the money that your venture needs to float?

Asking a few critical questions here can solve your problem to some extent:  

  • What will fit the requirements of today’s attendees and travelers?
  • What are the top priorities of today’s travelers? 
  • Why are the emotional states of post-covid-19 traveling? 

If you worked in the startup world you now pivot. Your hospitality marketing strategy needs to be reviewed often. Hospitality marketing dashboards make this a click of a button.

Revenge traveling and pent-up visits are the top reasons why your audience would like to visit you. Cater your services to meet their emotional and psychological needs. 

Here are a few ideas you can utilize:  

  1. Workspaces: Renting your hotel spaces as workrooms and meeting rooms is an excellent solution for the work-from-home squads. It is a means to acquire alternative revenue for your premises.
  2. Rented space for local sellers: Renting your reception or commonplaces as a pop-up area for local sellers can prove to be immensely profitable. It not only helps your venture to float but saves small businesses from falling apart. 
  3. Kitchen rent-outs: Food tech is perhaps the second vertical that saw the maximum boost after the entertainment industry. But here is your opportunity. The most significant pain point of food start-ups can prove to be your biggest asset. Rent out your kitchen place to start-ups with maximum sanitation. You would be surprised how much profitable this can turn out for your hotel. 
  4. Video shooting rentals: Content creators often require spaces for their shootings. Renting your spaces to creative ventures can give you a steady flow of income here. From video bloggers to OTT channel creators, you can tie up with anyone to whom you can cater to your services.

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Ace your customer service and include it in your hospitality marketing plan

One of the best ways to show your customers that you care about them is to offer them the highest quality service possible. Having a well-thought plan for your customer’s success is essential for on-point delivery. 

Always have hotel employees on hand to greet customers as they arrive at the front desk. Make sure that you have room service waiting at their table when they arrive. Have a form on your website to be filled by your customers to fill out. All these minor changes add up to the final experience of your customers. 

Following are a few elements that you can utilize to improve your customer service.

  • Inbound calls: You should always plan on making time to connect with your customers face to face if at all possible. The easiest way to do this is by making inbound calls. You can even include audio files if you want to provide more personalized customer service. Is your call tracking in your hospitality marketing tactics?
  • Focus on building trust: Trust will be crucial in the recovery of the hotel industry globally. This means that before you start to think of sales, you need to think about gaining your customer’s trust. Invest in deep sanitation and cleaning programs. Use air filtration systems, mobile check-ins, and QR scanning for menus at restaurants can ensure you deliver the highest safety standards to your customers.  

Consider how robust your partner program is working. Tourism makes a great pair for co-marketing programs.

Staying open to collaborations will only help you earn better. Partner with event planners, agencies, and other companies to optimize each other’s networks and capabilities. 

  • Hybrid events: The future of social mixing isn’t only in-person and should be includded in your hospalality marketing plan. Virtual events are now a permanent thing of the future. This means there will be numerous times when you see a hybrid event taking place. Getting yourself ready for the future of events can give your venture an immediate sales boost.  

Providers would gain from capturing the house’s flexibility through movies, highlighting precisely what a secure event experience appears like, right from orientation to contactless audio-visual to the main event to departure. 

You can produce a video detailing a hybrid occasion hosted by your hotel. Reveal how your distances are flexible along with your audio-visual capabilities. 

Show your audience’s experiences both offline and online in real-time. All this can be set up as a very strong case study for your potential customers. 

Wrapping up on hospitality marketing

The above tricks and sales tips will give you an overall boost in your hospitality venture. But what you need to understand is that no matter what the decision is, keep your customers at the heart of it. Do exactly what leads to a blissful customer experience. 

The future of the hospitality business depends a lot on how sensible and trustworthy you can prove to be to your customers. 

Go that extra mile. It’ll only make you grow stronger and it starts with your hospitality marketing plan.

If you need help with your hospitality marketing strategy or a hospitality marketing website. We can help!

Gneeral FAQs on hospitality marketing

What is hospitality marketing?

Hospitality marketing looks at how different hospitality industry sectors (e.g., accommodations, food and drink, tourism, and travel) develop marketing strategies to promote their products or services, resulting in an increase in revenue.

What is the hospitality industry?

The hospitality industry is a broad category of fields within the service industry that includes lodging, food, and drink service, event planning, theme parks, travel, and tourism. It includes hotels, tourism agencies, restaurants, and bars.

What is hospitality marketing, and why is it important?

The hospitality industry is mostly made up of tourism, so a consistent brand identity is essential. Marketers want to ensure that brand awareness exists so that customers will use their services repeatedly.

What do hospitality marketers do?

Marketers make sure information on hotels, resorts, and restaurants is easy to find and up-to-date. They can do this by buying ad space on relevant travel sites, creating an engaging website, and collaborating with other, non-competing hospitality services in the same market.

The Human Element: Content Marketing & the Fight For Authenticity

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The human element in content marketing is getting lost with writing tools like Grammarly and AI.

Internet literacy has become a bit of a double-edged sword for online businesses. 

On the one hand, more people are entering the online space, which has assured a steady stream of potential customers for those selling their products or services online to try and draw the eye.

On the other hand, it has created a situation where businesses can no longer rest on trying and true marketing methods to their consumer base without quickly seeing through their tactics.

This, coupled with a lingering distrust of online platforms, has turned authority and authenticity online into a cracked bottle, spilling out its contents as quickly as it can be filled up again.

People have trouble trusting online businesses, especially when they share sales tactics with websites that have more than earned that nervous hesitation from customers.

So, is there a way to maintain a trustworthy, viable online presence?

That’s where content marketing comes in. In a world where more obvious optimization tactics will often get you marked as spammy or dubiously inauthentic.

Content marketing is the human element of your marketing strategy, creating something meaningful for your clientele to connect with as they explore your services.

What is Content Marketing?

marketing content human element

As you’d likely guess from the name, content marketing, put, is using various forms of content to promote a brand, either directly as PR pieces or targeted advertising, or through indirect means, such as blogging or link building.

However, if it were that simple, we wouldn’t have another thousand words of explanation to get through.

Alas, while the idea of content marketing may seem like the simplest thing in the world, it encapsulates a lot more than just quick sales pitches and promotional articles.

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Content & the Nature of the Internet

When you get down to its most basic practical elements, what IS the internet? Although I’m sure that there are limitless possibilities when trying to answer that admittedly rather vague question, I would posit this:

The internet is, at its core, content connected by links.

Youtube is video content connected to other video content through an algorithm of links and suggestions based on your interactions with those links and pieces of content.

Google is an attempt to provide value scores to the near-limitless sea of content and links on the internet.

Even a platform like Twitter is just a jumble of ideas through text, videos, and pictures linked about by some great algorithmic force.

When broken down into its core components, practically any website will be a structured mess of links and content, mostly in the form of text. 

Because of this, many of how these links and pieces of content are categorized are based on text.

From here, you can start to see why content marketing is far more all-encompassing than some would give it credit for. Your content is how the internet works out what you are, and the same can be said for the humans reading it.

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Content, Brands & the Nature of Human Beings

As oddly dystopian as that heading seems, I feel that it’s an apt way to look at why we use content and why the internet is structured in the way that it is.

Content has an enormous impact on how people interact with a product or service, with several studies across the 21st century finding that people develop genuine attachments to their favorite brands.

A paper from 2011 by the name of Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self, for example, looks into some of the various factors that determine the emotional relationship that people will develop with brands and the effect that matching a brand’s personality with the customer’s “self” can have.

As marketing specialists, we are, to an extent, taught to write in the voice of our target audience.

Our brands are constructed to have an identity that allows them to connect with their audience on a level above simple appreciation of their service. This is especially true on the internet.

The internet does away with many of the trappings that come with geographical convenience, meaning that for every service, product, or even business as a whole, there are likely thousands of competitors doing the same thing that are vying for the attention of the same audience.

If your service itself doesn’t come with unique selling points that will lure in customers over your competitors, then it’s up to you to give them a reason to come outside of that. If that can’t come in the form of quantifiable improvements.

You’ll need to try and connect with an audience emotionally. I mean, heck, even if your brand DOES have quantifiable unique selling points over all of your competitors, good luck trying to convince them of that without some good branding and excellent content marketing.

All of this is to say that your content is your way of connecting with your audience, and connecting with them is the most important thing for any customer-facing business.

So, How Do You Do Anything With This Information?

If you’ve come this far and are scratching your head wondering how any of this helps you, I appreciate you staying on this long, and I’ll try to keep it worth your while.

Content marketing, as you would expect, requires a lot of supplemental content to discuss without falling into flowery prose properly, so it’s important that there is a solid basis for any information that you try and implement yourself.

So, now that all of that has been covered, let’s get into the actionable points of all this:

Creating an Authentic Brand Tone & Identity

Authentic Brand Tone Identity

With all we have already covered, I would like to believe that the value of creating a brand identity is relatively obvious. It’s the proverbial face to a name for your customers, allowing them to recognize you in a sea of similar businesses easily.

So, when you’re thinking about building a brand, it’s important to consider who you’re trying to appeal to. Therefore:

Audit Your Brand with Human Element in Content Marketing Considerations

You may think you know who your customers are, but your initial intention isn’t always going to match up with how your brand ends up being interacted with.

Nike started as a producer of track running shoes and is now most associated with flex wear and basketball; being able to pivot from your initial ideas where necessary is one of the most important factors in the longevity of a brand.

See who is currently interacting with your brand. Get information on demographics and traffic to your website from tools like SEMRush; the more information you have, the better your targeting.

Once you have a solid understanding of who you’re marketing towards, it’s time to do your research.

Get Inspired

One of the easiest trappings to fall into is only drawing information from competitors.

This is because, while competitor research is certainly valuable, it’s difficult to stand out if you’re only drawing from what big businesses in your industry are already doing.

Instead, broaden your efforts, and look at any businesses that happen to be successfully appealing to the same demographics as you.

Get a feeling for their tone, style of writing, visual identities, and try to pinpoint the throughlines between them all; find what commonalities they tend to share.

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Find Your Identity with Human Element in Content Marketing Considerations

It’s important to bring something unique to the table, and what’s more unique than you?

Even if you don’t feel that you are an overly engaging presence, the authenticity that comes from having a defined human presence is invaluable in and of itself.

People want to connect with people, so having your personality seep into your brand’s identity is a great way to get people to identify with your offerings.

To be clear, this doesn’t mean parading your face across billboards like Clive Palmer. It simply means allowing your personality to come through in your writing, aesthetic, and how you interact with your customers.

Nobody wants to feel like they are being palmed off to someone else when they try to ask for help, or like the words they’re reading were spun by artificial intelligence.

Authenticity means showing that a person who cares about their customers had a hand in this business.

Remain Consistent in Your Tone & Messaging

positioning messaging blogging brand tone

As with people, businesses change over time. This natural progression of ideas as a brand shifts from one message to another is natural, and the ability to do so when necessary is hugely valuable.

However, inconsistent messaging, where you appear to go between ideas one after the other that contradict each other, even just tonally, can completely derail a business’ success.

Consistency is one of the core pillars of authenticity.

If you believe in your tone and what you are saying through your content marketing is coming from an earnest place, it shouldn’t change too drastically back and forth, whether that be on a whim or the back of some change in the world you would like to piggyback off of.

Once you have made a stance, it can be very difficult to back out of if you decide that you no longer want that to be your brand association, so do your best to consider whether the things you say and the way you say them are something you want your brand to be connected to. 

Try to Make Friends and Play Nice

There are many reasons why some businesses choose to hire people to handle their client and competitor interactions.

For some, it’s simply because they don’t have time. For others, it’s because they don’t have the innate understanding of social and other platform varieties required to get the most out of their efforts.

However, many people do this because they know they should not be interacting with the public directly.

Being a spokesperson is a skill in and of itself, and if you don’t think you can keep your temper or avoid speaking out of turn, hiring someone else to do it for you is an admirable and adult decision (good job to those that have taken this particular path).

However, for those that have decided that they don’t need anyone to speak in their place, you must understand why people often do.

The internet can be difficult to navigate when you’re at all in the public eye. It can feel like scrutiny is everywhere, and anything that you say or do will forever be weaved into the proverbial tapestry that is your online historical presence.

Because of this, maintaining a clear head and avoiding unnecessary hostility of any kind is essential if you want to maintain an uncomplicated relationship with those that would be utilizing your services.

One must only look so far to find countless stories where successful people have been stripped of their standing due to a poorly worded “joke” or bigoted remark.

So, if you can’t keep things like that out of your online presence and branding, it’s best to hire someone who can.

~

Connecting to people through the internet can be difficult, especially when building a brand.

However, those willing to put in the work and acknowledge the importance of that connection are sure to reap the benefits.

A brand can be so much more than a business, and once it sticks in people’s minds, it can become a little piece of their identity.

If you want to reach that point, it’s up to you to convince your audience that they should let you into their lives, which is difficult to do with products alone.

Human Element in Content Marketing Summary

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General FAQ’s the human element for content marketing

What is the human element?

The Human Element is the innate skills, talent, emotion, drive, and culture that only come from humans. 

How does the human element impact marketing content?

Companies focus all their energy on the technicalities that most foster growth and success: maximizing conversion rates, search engine optimization, profitability, reach, etc. While all of these are valuable and essential elements of running a business, their potential impact is limited when not partnered with a strategy that values the human element of doing business. The consumers of any business are people — human beings who long to feel seen, engaged, valued, and appreciated.

Why are human elements important?

Every part of your business bubbles down to people. And by understanding the human element, you’ll be more profitable, lead more effectively, create brand loyalty, close more deals, and do better work.

What is the human element of a digital marketing agency?

The Human Element is a holistic and comprehensive methodology for improving the way people work together, leading to better individual, team, and organizational performance and rate of goal achievement. The goal of The Human Element is to reduce unproductive behaviors and achieve better business results. That’s what MATRIX is all about!

Are Content Clusters Relevant to SEO?

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Content Clusters are critical to SEO, often pillar content.

If you’re engaging in any content strategy and content planning, then you probably know what content clusters are.

Content clusters are instrumental, even more so if your content is part of the core SEO techniques you use – as it should be.

Since organic results are the main “provider” of traffic, the fact that there’s an increasing need for brands and companies to boost their SEO game is evident – even more so since marketers know that consumers won’t move past the first page of the SERPs.

The first step is to benchmark your competition and your current state. Here’s an example of recent site traffic for a new client of Matrix Marketing Group.

website traffic increase through seo
Matrix Marketing Group

Competition is fierce, which makes SEO a priority. And SEO is now being leveraged through a content cluster model. But what is that, exactly?

What is a content cluster: A Definition

The main idea of content clusters is the following: A brand decides on the pillar content. A content cluster is a subject that encompasses all of the content pieces present on the website. The content created after that is content that is relevant to the pillar content.

In general, your pillar content needs to be relevant to – or focused on – the keyword that best describes your brand and has a discernible search volume. The topic clusters focused around your pillar content need to be built around relevant keywords that are more specific and reachable regarding their search volumes.

Let’s assume that you’d like to focus your efforts on email marketing. You will create your pillar content with the keyword “email marketing” in mind.

Now, you will need to have topic clusters that will be talking about smaller keywords related to email marketing, like “email marketing for beginners,” “A comprehensive guide for eCommerce email marketing,” or “how to build your email list” and so on.

The idea is to have the topic clusters link back to your pillar content, thus creating a trustworthy – by SERP standards – “network” for your content.

All in all, the piece of “pillar content” is pretty much the hub that links to – and is linked to – all of the other pieces of content.

In Google’s eyes, this technique creates a neat, tidy, organized model that is easy to crawl – for its machines – and easy to use – from a UX perspective.

Not to mention that breaking down a high search volume keyword into smaller clusters that link back to a centerpiece shows Google that you’ve got authority on the subject matter – especially if we’re talking about well-written, no-fluff content.

Why Content Clusters Help With SEO

Let’s go into a little more detail here. Your pillar content is what your brand is all about, which you need search engines and prospects to know.

Therefore, your pillar content should make your value super clear to both bots and humans and be present every step of the way, from building your content calendar to its implementation.

For example, when you’ve got a super lengthy and detailed blog post that talks about digital marketing, you need your Facebook marketing, Instagram growth, social media growth, and email marketing blog posts to be linking back to this centerpiece.

Make sure to frequently update your centerpiece and the supporting blog posts with new data and information. The more you do that, the easier it is for Google to know that you’re an expert on the field and urge users to look at your content by pushing it to the SERPs’ top positions.

What About User Intent?

Understanding user intent and creating content that corresponds with it and works to your advantage might be one of the hardest things to do when it comes to SEO. And it’s hard because it’s common to misinterpret what user intent is.

A marketer’s objective is to give the users what they want in just a few clicks – or one. This means that they need a firm grasp on the search terms people enter in search engines that have to do with their pillar content or brand.

So, let’s see what questions people are asking when it comes to email marketing: 

As you see, most people want to know more about what email marketing is, how to do email marketing properly, why email marketing is important, and so on. And since our pillar content revolves around email marketing, these are some of the questions to answer. These will create content clusters that revolve around your pillar content.

That way, you will satisfy the user, whose intent is to learn more about email marketing, and Google will reward you for that.

Why Keywords Just Won’t Cut It Anymore

It all comes down, again, to user intent. Nowadays, users search for “the best pr plan ideas for 2021”, not just “pr plans” or “pr plan tips,” as they used to some years ago.

And since the users are looking for something as detailed as that, they’ll need to find content that contains more than just keywords that can rank.

Not to mention that most people may not be searching for something as specific as “best Netflix movies.” They may be in for a “What should I watch tonight?” kind of question. They may not be asking Google, even, but a voice assistant.

Still, Google aims to give the most relevant results, which means that it will search for content that will answer both a detailed and a vague question.

And this is why content clusters that lead to a pillar content piece are needed. Thin, keyword-packed content can’t answer either question, as the first is way too specific, while the second one is way too vague.

How to Create Your Content Cluster Strategy

Content clusters are the topics that will be linking back to your pillar content. Your pillar content helps define and bind everything together. So, how are you going to create your content clusters in a way that will benefit your SEO efforts?

Establish Your Goals

Content is king when it comes to SEO because it helps brands reach their marketing goals. This is where marketers need to establish the goals their content will help them achieve and find a way to align with their goals and metrics.

Before you begin creating your clusters, think of what you need to achieve when changing your SEO approach – especially since it’s not an easy task.

Are you hoping for more exposure? Better customer engagement? What are the goals you’d like to reach, and what is good conversion in that context? What are the keywords you’d like to focus on to get that conversion?

Answering the questions above will help you understand your goals a little bit better and have more clarity regarding the marketing strategy you will follow.

And it will make the next couple of steps easier to comprehend.

Define Your Buyer Personas

You can’t know the intent of your users if you don’t know your users. And you can’t understand your users if you don’t create buyer personas.

Your buyer personas – or customer personas – are a representation of your ideal prospect or customer. 

You can create a buyer persona by studying your customers’ journey through your data or surveys to help you understand your strengths and weaknesses, according to your audience.

Be as specific as possible:

  • Are your personas married?
  • What is their level of education?
  • What are their problems?
  • What do they want from life?
  • What are their pain points?
  • How are you going to help them achieve their goals?

The answers to the questions above are the basis of your content clusters. So, next off, you will need to conduct a keyword search that will answer those questions. 

Look for keywords that will be relevant to the general umbrella term that can best describe you. This will allow search engines to understand everything about the topics you will use, from small clusters to the pillar content itself.

If, for example, you want to talk about online payments, and your buyer personas are small business owners, you can’t possibly skip the “online payments for small businesses” keyword.

Create a list with keywords that will help you create the content that can answer all of your prospects’ questions – since it can answer those of your personas. 

Use long-tail keywords, and make sure to study the keywords your competitors rank for, as it will give you an excellent idea about the things your audience is looking for in a brand.

Define Your Existing Content

Suppose you’re not a newbie and you’re trying to remodel your website and utilize all the SEO benefits content clusters can give you. In that case, you will need to define your existing content in a way that will correspond with your content clusters.

First of all, split your existing content into topics and categories. This will help you figure out what keywords you’ve already used and the ones you can use to create content in the future.

Next, make sure to see if there’s duplicate content, thin content, irrelevant content, or anything that could harm your content strategy and throw you off track.

Each piece of content needs to be reviewed very closely; otherwise, you won’t be able to remove content that is no longer valuable or changes and enrich content that doesn’t rank or has outdated information.

Once you get a good grasp of your content covers, you will know what content clusters you’ve already created.

Create Your Pillar Page

The pillar page is the centerpiece that binds all content clusters together. The main idea is for your content to look like this:

Of course, there is no pillar page if you don’t identify and create your clusters first, and there are no clusters if they cannot be tied to the hub that is your pillar page.

Your pillar page needs to be broad enough to link to all of your clusters, as well as be linked. But how are you going to create it?

First of all, you’ll need to find the core content of your pillar page. Here are the characteristics of the keyword that will be the basis of your core content:

  • It is broad and industry-specific
  • It can be educational
  • It’s not long-tail
  • It is on par with your product or service

If you’re starting your blog or website, you’re going to create your pillar page from scratch. But if you’ve already got some material to work with, you can choose an existing piece as a pillar page. Like so:

  • Find the best performing post that has a broader topic
  • Create internal links between your clusters and the post you decide to use as your pillar page

Your cluster content pieces should have internal links and be connected to your pillar page as well. Like a puzzle, you will need to create a picture that feels natural and leaves no piece behind.

Google’s algorithm will see that you’ve got various content that can all be traced back to one “mother” topic, in the form of internal links and backlinks. And since the clusters are good, Google will be sure that the pillar content is good – and easy to find and crawl.

This will make Google think that you know your stuff very well – in other words, it will consider you to be an authority in your niche.

The Final Step for Content Cluster

Before we proceed with the final step of creating a content cluster that will amaze Google, let’s see the steps so far:

  • You’ve established your goals
  • You’ve studied your buyer personas
  • You’ve audited your content
  • You’ve identified your content clusters
  • You’ve created your pillar page and created links to that page

Now, for the final step: You will need to find a way to maintain that structure. This practice will benefit you in the long run, as it will make sure your clusters and your pillar content are always relevant.

Your content will need to be updated and a/b regularly tested since the content is a living organism that changes according to user intent. So, each time you create new content, make sure to review what you already have and keep it properly linked, fresh, and full of new data.

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General FAQs

What is a content cluster?

Content clusters are a newer concept in SEO content strategy that goes beyond merely inserting keywords in content and hoping Google will rank. 

What is pillar content?

Pillar content is content that provides a complete answer to any question a user may be searching for on a given topic.

Are buyer personas that important?

Buyer personas can help you with every marketing endeavor, and content clusters are no exception. Study your data, create segments and find the patterns that emerge. These patterns will help you find your personas’ pain points – and by extension, your customers’ pain points. Finding solutions to your personas’ questions will help you create and organize the topics your content clusters will cover.

Why use content clusters?

A content cluster strategy not only helps boost your search engine visibility — it helps you come up with fresh ideas for future content. 

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