It is content that is useful, inspiring and relevant to you everyday. Stories about everything that surround you. Things you can do. Places you can visit. Extraordinary events and experiences. People to meet. People to be inspired by.
How can a hotel without a 'lifestyle vibe' develop an effective content strategy?
To seduce consumers you need to be relevant by offering something that people care about. If you’re selling rooms that means that once in a while your target actually do care about you, when they’re thinking about booking a room. As it happens that is not very often… Still you need to build your brand and get consumers excited so that the day they want to book they’ll think of you first. This leads to you spending tons of money on marketing, being sexy and attractive, and getting people to visit your site. And people do. For about 3 minutes. Then they’re gone. And you have to go back and spend another ton to get them to come back.
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