When visual storytelling works well, it makes us feel – and that’s what content marketing is all about. Content marketing involves creating and telling your story online, with an emphasis on helping and informing your prospective customers rather than just selling. Smart marketers are turning to content marketing now to drive interest and increase bookings – like Clementine Amiraux, Creative Director of Hotel Josef Prague, for example.
With a background in Design, Clementine was not your typical hotel Creative Director. But her unique background brought a fresh perspective to the hotel and helped to elevate the Hotel Josef to become the trendsetting superstar that it is today.
Clementine understands that good content is the stimulus that leads enquiring customers through the shopping journey on their road to purchase, and she connects with her guests in a personal way. She uses content marketing to tell the Hotel Josef’s local story in a unique and interesting way so it is set apart from the rest.
Learn how they did it and how you can do it too:
1. They're getting creative with video content.
Clementine is the star of her own web series, Praguing with Clementine, where she takes travelers on a tour of her city and shows them everything it has to offer. This delightful web series provides a unique perspective on Prague while being very helpful – it uncovers loads of hidden gems around Prague and provides insider tips. In addition to enjoying the vivacious Clementine, travel shoppers get value and useful information from this web series – and that is the foundation of content marketing.
Clementine posts her web series on her hotel's website and Facebook page. Speaking of Facebook, we now come to point number 2...
2. They're engaging guests on social media.
The Hotel Josef’s Facebook page is an excellent example of how you can effectively communicate with your guests with content. The Facebook apps provide guests with a tour of the property and allow Clementine to show special offers and rates offered by the hotel.
In addition to using Facebook apps, the Hotel Josef does a great job at posting relevant content on their Facebook page that will inspire and assist guests staying in their city. In the example below, they provide guests with great dining recommendations in Prague. Helpful posts like this are typical for the Hotel Josef and they ensure their guests get the best experience in Prague:
For Clementine, Facebook is a way to communicate. She shows her guests the real side of her hotel – meaning, Hotel Josef’s great team and the unique experience that guests will have at the hotel.
Learn how to create and install Facebook apps with Vizlly.
3. They're highlighting the special things about their hotel.
One unique feature of the Hotel Josef is its on-site bakery, where fresh bread and croissants are baked daily for hotel guests. Clementine highlights this selling feature (and it is definitely a selling feature – who doesn’t like waking up to freshly baked croissants?) on her hotel’s website with a widget devoted to the bakery. This widget tells a story about the bakery with text and provides many tasty looking photos in an easy-to-navigate gallery.
Learn how to create and install web widgets with Vizlly.
Tell your property’s local story in a creative way
You can creatively market your property online just like Clementine. By using all of the tools Vizlly or VBrochure has to offer, you can use content marketing to speak to travel shoppers in an authentic way and start showcasing your property’s local story.
Comments
8 comments
Excellent example of how digital marketing is done right! Highlighting unique features, such as their bakery, was a unique and interesting way to showcase their competitive advantages.
Nice to see some solid examples of content marketing for hotels!
Looking forward to developing new content for 2015 and really engaging our guests both current and potential shoppers. Very nice examples.
Great ideas - we are just updating our brochures & on-line content so it is fun to see other ideas and get creative!
great article, Clementine does a fantastic job of creating fresh, interesting content. The web series is a really great idea. No matter your location, there's bound to be something interesting about location that's going to entice travel shoppers online.
This is helpful and provides some great inspiration!
I love the Facebook Tour of the City! I wish I had about 12 more hours in each one of my days.
Some Great content I loved how they explained some great uses for digital marketing.
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