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Content Marketing

The Art of Producing Creative Content

12th November 2015

According to Mobile Marketing Magazine, seven in ten people in the UK own a smartphone.

This is hardly surprising when looking around at the vast majority of people who are forever staring down at their smart devices.

But when you question why this is the case, the answer is simple: content marketing.

What is online content and how do I find it?

Online content can be a story, picture, video, or anything which can be seen and consumed online.

Whilst anyone can upload content through a website or a blog, making it engaging, useful, and interesting can make producing creative content a challenge.

Fortunately for hoteliers, hotels are content gold mines which are full of quirky, professional, and unusual activities that happen on a daily basis.

For example, content could be based around:

  • How to make a bed in a five-star hotel
  • Wine tasting notes from your Sommelier
  • Sharing the secret recipe of a popular or renowned dish in the restaurant
  • Top five tips to achieving a luxury lawn
  • Best gifts for Valentine’s Day (including a hotel stay, of course)
  • Unique places to visit and things to do nearby

How do I turn these activities into creative content?

  • Keep your paragraphs and sentences short
  • Have a snappy writing style that is suited to your target audience
  • Break up the story using catchy subheadings and bullet points; this will make it appealing to the eyes and easy to read
  • Use meaningful photography that clearly illustrates exactly what you are talking about in the content

Is there anything I should avoid?

After watching a webinar on content creation, it was suggested businesses like hotels should avoid ‘The Kanye West Effect’.

This is when a business tries to sell itself to guests as opposed to letting guests who have already experienced the hotel do the talking.

To get your guests to do the selling for you, use reviews or guest experiences to underpin your content.

Do lots of guests comment on the impeccable lawns in your hotel’s gardens?

If so, they’d love to know how your gardener keeps it looking fabulous all year round.

Who can create the best content?

You’re not alone when creating content, and anyone can create powerful content.

The most engaging creative content is usually produced by more than one person.

We all have different strengths, skills, and passions, so use that individuality to create your hotel’s content.

For example, if you want to produce a step-by-step guide to making a bed in a five-star hotel, get the housekeeping department involved, after all, they know it best!

Guests love being able to put a name to a face, especially the faces of the people who interact with guests throughout their stay.


If you have any questions or would like some help in mastering your creative content, get in touch with us by emailing or calling us on 01179 304 365.