Influencer marketing is a popular strategy for B2C content marketers, but none have approached it with a more solid foundation and open mind than Marriott. In the past, influencer marketing was focused on the appeal well-known celebrities could establish with their endorsements, but this has evolved.
To accomplish what David Beebe, vice president of global creative and content marketing for Marriott International, refers to as the “3Cs” strategy (content, community, and commerce), Marriott launched a 65-person content studio. Its charter? To publish, distribute, and share digital content across multiple platforms and on all screens with the intent to build worldwide communities of people passionate about travel that will drive commerce to the company’s hotels.
These are some of the reasons why David is a Content Marketer of the Year finalist, chosen in particular for his dedication to influencer marketing. The Content Marketer of the Year will be announced at Content Marketing World this September. While you may not work for a travel company, read on to discover more about how Marriott works with influencers to create engaging content that builds active communities that drive commerce. Anyone who wants to work with influencers can learn from Marriott’s strategy.
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