The secret to creating a compelling content calendar in 2020

When it comes to social media marketing for the hotel and hospitality industry, it’s all about reach and engagement. But what is the secret to driving a successful social media strategy? Well, it really begins and ends with the content you publish to your social channels – and for that you need a compelling content calendar. With that in mind, here are our top tips on how to create one for 2020 (and beyond).

Step 1: Define your brand and its values

Before you can convey your brand to potential customers, you need to know it inside-out yourself. It’s vital that you can distil the essence of your brand into just a few short words, phrases, or even emotions.

There are a few questions you can ask yourself in order to carve out exactly what your brand values look like:

• What does your brand stand for?
• How do you want your customer to feel when they engage with your brand?
• What lasting memory do you want to leave with people when they engage with you?

Step 2: Decide on your core content pillars

The next step in building a content calendar for your social media strategy is to understand the “pillars” of your content. These are essentially the key topics you’d like to build upon in order to engage audiences.

Each pillar could be a different type of content – images, videos, animations – or they could share a common topic. Knowing these pillars will help you maintain structure over your strategy and ensure you’re not simply working in the dark.

Step 3: Focus on great storytelling

Stories are one of the most compelling tools in the social media marketing arsenal, so you should always focus on telling great stories. This could be your brand’s story – its legacy, heritage, or unique differentiators – or it could be personal stories about guests who love your hotel.

As more and more hotels venture into social media, it becomes more important for you to stand out by engaging social media users on a personal level – and a compelling story is the perfect way to do that.

Step 4: Make sure your brand has a visual identity

In addition to the stories they read and hear, humans are also highly motivated by what they see. For this reason, it’s vital that your brand’s social media presence be memorable and consistent across channels. The look and feel of your posts, your brand’s tone-of-voice, and the choice of images and videos you publish all come together to create the customer experience.

Social media is your chance to give potential clients a glimpse of your hotel brand, and visuals are a core element in achieving that.

We hope these tips will set you on the path to social media success this year, but if you need more help with your content calendar for 2020, be sure to get in touch with us. Image from Twitter.