The Content Marketing Institute (CMI), based in the US, defines content marketing as “…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.” How does it work in hospitality? By attracting your target guests, influencing them into booking a stay, and retaining them as repeat guests. The key is to first provide useful content that informs and entertains. Secondly, it’s important to deliver it consistently to establish credibility and foster engagement. As part of your inbound digital marketing campaign, content also drives traffic to your website and social media channels. What content marketing isn’t, is excessive promotional messaging. Get the full story at SiteMinder