How to write content that actually sells

Is the content you write for your website or your social media compelling?  Does it engage your audience?  Does is sell beds?  Taylor Smariga from Net Affinity gives simple suggestions to ensure that the things you write will drive sales.

Does Your Hotel Create Content that Sells Rooms?

There are two main areas where content is important for hotels: firstly, the foundational content on your hotel website. Your website is your online ‘hub’. Reflect that with the effort you put into the writing and imagery. The better your website content (along with your website design, revenue strategy and marketing strategy), the more direct bookings you’ll get.

Secondly, content marketing. This can come in the form of articles, guides, even quizzes and playlists – the sky’s the limit! There’s a lot of buzz about content marketing in the hospitality industry. Most of it is even warranted. Content marketing is a great, cost-effective way to increase brand recognition, win over guests and drive direct bookings.

However, that doesn’t mean that all content is by definition worthwhile. It certainly doesn’t mean that all content will get you direct bookings.

She examines six characteristics of content that performs well. Check out the full article for examples and more information.

1) It is not promotional
Good content inspires genuine interest, social sharing, and brings people back to you. How? It does one or more of the following:
•    Creates a strong feeling in your audience
•    Polarizes your audience
•    Makes us nostalgic

2) It is relevant
When you write content, you must make sure it will be useful to the reader. This is true regardless of whether it supports your company message directly. Keep the needs of your hotel second to your guests, or you’ll lose sight of what makes good stories so successful.

Suggestions from the article include local area guides and event-specific content

3) It closes a gap
Content marketing should answer a question or problem common to your guests. This can be a great way to generate topics for content. Look at your guest personas, and find out which of their wants and needs you’re able to answer with content.

4) It is written well
Poorly written thought leader¬ship doesn’t just provide poor results. It may also hurt your hotel’s reputation. Fortunately, this one is straightforward to fix.

5) It is relevant to your hostel
While x may be interesting, will it persuade guests to book with you? Does it matter to the type of guests you hope to attract? Ask yourself the following questions before you start putting time and money into an article or video:

1.    Does this matter to the guests we want?
2.    Will reading/seeing this help guests remember our hotel?
3.    Will reading/seeing this lead to a guest making a booking?
4.    Does this portray our hotel as a place who values the same things our guests do?

6) It gives proof
Since you write to support the ultimate goal of getting guests to book a stay at your hotel, your content may seem biased. To overcome that, make sure that the content you create argues your point.

You can accomplish this by using compelling pictures, metrics and statistics, and quotes and testimonials.