Do you need a content calendar?
In short, yes. And here’s why.
Creating content on an adhoc basis may work for a short period of time, however is not sustainable. That’s why we create content calendars for all our clients so we can be prepared for the year ahead. Content planning will largely depend on your business and what is relevant to you.
With years of experience creating content for hotels and the hospitality industry, we have created a basic yearly content plan free for you to download. But, before you download it, here is some useful information you’ll want to know…
Why should I have a content calendar
Like with most things in life, consistency is key to success. The same is true for social media, SEO, and gaining attention from online users. Don’t expect your first, second, or even sixtieth piece of content to get attention, but maybe your sixty first. Having a plan makes it so much easier to stay consistent
Brand recognition occurs when consumers have seen your brand enough times that it sticks at a subconscious level. Consistent content will help to keep your audience engaged. Engagement is important because when consumers come to make a purchase decision you’ll want to be catapulted to the front of their mind.
Get to know your customers
By monitoring your content performance you will begin to understand your customers, including what they’re interested in seeing from you. This will help you in other areas of your business, like brand, product development, and other communications.
What to consider
It’s not all about you
Your content should be relevant to your customers. If your hotel is in a city centre, for example, it could be a good idea to mention a concert happening nearby. Be careful to get your content right, a hotel positioned as sophisticated and ideal for older couples should probably avoid talking about ‘The 1975’ concert happening next week. Whilst very popular, their fans are not the right target audience and therefore not relevant.
Online users are continuously scrolling, however, they only stop and engage with very few posts. To make a user stop scrolling their feed your content needs to stand out. You can improve to “stopability” of you content by using creative imagery or attention grabbing copy. Content that is relevant and timely to your audience complete with attention grabbing copy is the goal.
What’s the purpose?
One way to think about structuring content is by thinking of the 3E’s; Educate, Entertain, and Emotion. Using these as a basis will make it easier to structure your content. Just ask yourself if you are providing information, enjoyment or evoking an emotion. After the intention has been decided, include a clear Call To Action asking users to do one thing. This could be as easy as leaving a comment, for an emotional response, a like or reaction for an enjoyment response or asking people to visit your website for an informative response.
Tailor for the platform
Different platforms require different content and you must consider this before posting. On Instagram the priority should be visual appeal, whereas Twitter is about snappy copy. Your website blog can be used to give in depth information on topics that your customers are searching for. PS. try to keep your website content evergreen so it stays relevant with a few updates now and then.
Leave room for spontaneity
Be sure to leave some space for any topical and current content that might crop up. This will ensure you appear up to date to your audience.
To answer our earlier question, yes having a content plan is one of the most beneficial things you can do for your marketing, as well as making your life a lot easier.
Download our free hospitality industry content plan here