Content marketing is starting to gain a stronger foothold within numerous online business projects. While many attempts have been made to define content marketing, it is basically a way to attract customers by creating and promoting relevant and appealing content.
Even industries which initially dismissed this idea, choosing to focus on sales pitch instead, are now recognizing its value. Among them, convention centers and visitors bureaus have discovered that providing relevant and important information is a very efficient method of convincing to meeting planners to hold meetings at their destinations.
Of course, the success of these organizations depends on their content marketing strategy? If you are running a convention center, here are two aspects to keep in mind:
Content quality
Original and thought-provoking content is a sure way of gaining loyal clients. By providing reliable information, you are not only improving your destination’s appeal, but you are also helping meeting planners do their job more efficiently. There are several ways to make sure your content is appreciated:
- Keep it short, useful and appealing. Content marketing is about providing straight-forward information.
- Try to incorporate visual media in your content. Studies show that visitors respond better to posts that include photos and videos.
- Focus not on promoting your destination, but on providing the solutions that meeting planners need. Be open to their needs and flexible in your offers. This will give them trust and convince them to choose you over your competitors.
Distribution
Creating valuable content is only the first step of a successful marketing strategy. You need to make sure that this content is received by a large group of people. You have to target the right public, through the right channels. There are several ways of doing so:
- Social media websites;
- Third-party websites;
- A reliable search engine optimization strategy.
If correctly implemented, a content marketing campaign can definitely help you reach out to meeting planners and establish a solid relationship.
