First, the brand manages content in one place. It has a central team that gets content to all digital communications channels. The Web site is its foundation; it is the place where consumers know to go. But it is also the channel that drives people out to Four Seasons’ online magazine where content is fresh and category-specific. Another part of Four Seasons’ content strategy is leveraging user-generated content, while another part is engaging experiences both on and offline. These parts of the strategy intersect as consumers are interacting with the brand during events such as its Virtual Wine Tasting. The tasting was held via Twitter and hosted by sommeliers at five properties, bringing a vertical experience and the brand’s expertise to consumers in a really engaging way, per Ms. Pizzinato. In addition, Four Seasons hosted concurrent tweet-ups at participating properties including the Virtual Wine Tasting. The last two ways that Four Seasons leverages its content strategy is to have a point of view and a personality. Four Seasons’ content strategy also has a point of view. Part of this is finding new distribution channels, such as a publisher would do, to make the product more widespread. If consumers do not find the Four Seasons brand online, it would mean that the brand is not reaching them. Therefore, Four Seasons distributes its magazine not only through print and online, but also on Zinio and Flipboard. One effort from which the brand saw much traction in terms of brand personality and consumer engagement was its bridal campaign. Get the full story at Luxury Daily