This so called “content marketing” can be a tricky thing to grasp for those unfamiliar with it, particularly because its goals can be more nebulous than simply selling off roomnights. David Beebe, the award-winning VP of global creative and content marketing for Marriott International, walked through some of the key things to know about content and influencer marketing during a webinar on 3 December. Content marketing stretches far beyond the traditional scope of regular advertising. “We are publishing magazines, books. We have TV shows, webisodes, short films, documentaries,” Beebe said. “You have to be really everywhere the audience is engaging with them. It’s content that informs. It’s content that entertains. Sometimes both.” Get the full story at Hotel News Now