Content creation 101
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The document provides tips on how to generate superior content. It discusses strategically prioritizing content ideas, making the most of every content piece while managing challenges like time and resources. It emphasizes creating snackable, mobile-friendly content that drives connectivity, community, collaboration and rewards. Metrics for measuring the impact and performance of paid, owned and earned content are also covered. The document is authored by Are Morch, an experienced hotel blogger and social media manager.
Content creation 101
- 1. Content Creation 101 How To Generate Superior Content Creation Ideas @AreMorch Are Morch – Hotel Blogger Are Morch
- 2. Who I am 1 • Born in Norway • Certified in Hospitality Management from eCornell • Certified in Hospitality Digital Marketing from HSMAI • Certified in Introduction to Global Hospitality Management from Cornell University • Worked w/ Intercontinental Hotel Group & Starwood Hotels and Resorts • Manage Hotel LinkedIn Groups & Hotel Social Media & Collaboration Community on Google+ • Experienced Independent Hotel Blogger • Speaker Hotels & Social Media • Social Media Manager for Hotels • Drive a Harley Davidson Trike • Horse rescuer
- 3. Intro 2 • What qualities and values makes your content superior • How to strategically prioritize content ideas • Common inefficiencies in the content creation process • How to get the most out of every content piece • Challenges: Time, Resources (Budget, People) & Visibility
- 4. Stats 3 • 78% of consumers believe that organizations providing custom content are interested in building good relationships – source: Altimeter • 61% of consumers are influenced by custom content – source: Dragon Search Marketing • Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads source: DemandMetric • Conversion rates are nearly 6x higher for content marketing adopters than non-adopters – source: Aberdeen
- 5. Content Drivers 4 • Connectivity - the quality, state, or capability of being connective or connected • Community - a group of people with a common characteristic or interest • Collaboration - to work with another person or group in order to achieve or do something • Reward - a stimulus administered to an person or group following a correct or desired response that increases the probability of occurrence of the response • Dynamic - characterized by constant change, activity, or progress
- 6. 5Snackable Content • Snackable Content is a key element to your content marketing strategy. As attention spans decrease, consuming media in bite-sized pieces becomes more favorable. Why we snack on media is simply because we need something to keep our attention • Consumer wants something easy to access, easy to understand, and–for a lack of a better word–engaging • Snackable content is content that is designed to be easy for readers to consume and to share • Social snackable content creates a scalable way to give your campaign a cohesive design across every channel • Mobile friendly content - about 60% of time spent on Social Media is through a mobile device
- 7. 6From Content to Conversion • Create interesting content – there is no market for content’s sake. Focus on content that exceed expectations • No promotional content • Content has to be relevant • The content has to close a gap – it should answer a relevant question or problem • Need to be well written (TIPS: Use tools like Grammarly or the Hemmingway App) • Content should support you business objectives • Provide proof – testimonials – statistics - metrics
- 8. 7Content Presentation • Present your information via numerous means, including articles, blog posts, eBooks, emails, FAQs, infographics, podcasts, reference guides, video demos, webinars, white papers, and workbooks, to name a few • The three presentation principles • Takeaway – what are the benefits of your service/products? What do you want consumers to walk away remembering? • Instructor – tell consumer what you are going to say – say it – tell them what you said • Narrative – the human brain is more programmed for stories then for abstract ideas
- 9. 8Importance of Content • 98% of visitors to Hospitality websites abandon their booking, which means ultimately only 2% will make booking – source: Adobe & HeBS • New and Renewed customers now use new channels for inspirations
- 10. 9Impact of Content • Content Generation – Hospitality is an experiential offering – experience is impacted by physical facilities and performance level * Guests & consumers today share their experiences on Social Media both positive and negative • Content Aggregation – Customers & Guests today use Social Media to express their views in real-time – 46% of people post online reviews • Content Consumption – Prospective travelers rely on Social Media. Word-Of-Mouth is shifting to become the most important source of inspiration
- 11. 10Making the Content Marketing Shift What’s Your Story? 1. Why do you provide your service / product? 2. What qualities and values does your service / product provide? 3. How do you deliver and implement your service / product?
- 12. 11Content strategy Think Win – Win - Win 1. Desired results (fans – customers – you) 2. Guidelines (principles – accomplishment) 3. Resources (network, fans / Tribe, financial, technical, team) 4. Accountability (performance) 5. Consequences (good and bad) WinWinWin
- 13. 12Content Ideas • Content Automation – automate your processes through Content Curation and Calendar • Content Curators • Evernote • Feedly • Alltop • Content Calendar • Excel • Google Spreadsheet
- 14. 13Content Shareability What type of content generate Social Media shares: • Content that evokes curiosity, delight and surprise • Remove obstacles between sharing and engagement – utilize Social Buttons / Widgets • Ask for shares • Produce relevant visuals – The human brain process visuals 60000x faster then text – 65% of humans are visual learners – source: HubSpot
- 15. 14Content Community • Think Like a Network - Collaboration • Listening outposts • Mandate • Truth – Consumer vs Brand • Consistency • Consumers First! Tell the Consumer Stories not Brand Stories – the Consumer will then tell the Brand Story • Engage through Paid – Owned and Earned media
- 16. 16Content Metrics • Measure paid, organic and earned Content • Awareness – impressions, reach, mentions • Consumption – clicks, visits, referrals • Engagement – likes, shares, +1s, time on site • Actions – leads/sales, PDF downloads, newsletter sign- ups, site navigation • SEO Impact – increased organic site traffic and activity, increased organic backlinks, increased engagement on specific content pieces
- 17. 15Content Brand Stories • Alternative Experience Brands • Zappos – the Shoe Experience • Airbnb – the Rental Experience • Uber – the Transportation Network Experience • Expedia – the Mommy blogger Experience
- 18. 17 ?
- 19. 18 Where you can find Are Morch – Hotel Blogger & Social Media Manager Blog: http://aremorch.com Facebook: https://www.facebook.com/HotelBlogger Twitter: https://twitter.com/AreMorch LinkedIn: https://www.linkedin.com/in/aremorch Google+: https://plus.google.com/u/0/+AreMorchHotelBlogger Pinterest: https://www.pinterest.com/aremorch/ Instagram: https://www.instagram.com/aremorch/