Especially in the hotel marketing industry, content rules all. While a paid search campaign can be a great tool for hotel marketing, travel sites like Expedia can outspend almost everyone. Therefore, the issue becomes how to set your hotel's site apart from the pack. To further complicate things, Google's new Panda and Penguin updates value a deeper, more substantial and more entertaining type of fresh content. It's no longer possible to slap up some content with relevant keywords and expect your site to rank well. Instead, new content generation techniques that make the content not only relevant but engaging need to be implemented. According to a recent eMarketing article, this is how hotel marketing pros will profit from redesigning the content on their sites.
In addition, paid search marketing can benefit from this more engaging content creation. Instead of blanket and general brand messaging, paid search campaigns can be more tailor-made and used as a direct response advertising tool.
In short, hotel and travel marketing pros need to sit up and take notice of these new changes and challenges. Creating 30 pages with bullet points about accommodations and amenities is not going to work any longer; users want a fun and engaging experience when landing on the site. We do have some advice to add to this, however. Make sure you do not forget to make that engaging content SEO-friendly, or it will have been a waste.
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