Hotel Marketing Podcast Episode 203 – How You Can Create Kickass Content For Your Hotel’s Website

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You may have the world’s smallest hotel, like the Eh’Haeusl in Amberg Germany with just one room 8’ wide.  Or you may have the world’s largest hotel, like the 7,351 room First World Hotel & Plaza in Malaysia.  Even if you work at one of the other 700,000 hotels worldwide, you all have a similar problem.  How can you create compelling content that will inspire your potential guests to make a booking?

Today on Episode 203 of the Hotel Marketing Podcast we are going to dive into the 10 steps any hotelier use to create kickass content for their website. We will also cover the ways to ensure this content rank as highly as possible in the SERP.  You can enjoy the full-length article at

To summarize, we’ll cover how to plan your calendar, target your content, and execute your strategy.  Now let’s dive into the 10 steps to creating kickass hotel content.

#1: Define Your Topic.

  • The blog on your hotel website should contain a variety of topics. 
  • Of course, write articles featuring your on-site restaurant or the recent renovations made to your pool area. 
  • Self-promoting topics are important, but you also have to think outside the box. Tangential content about your area can help people find you when they are interested in your area but may not be familiar with your hotel. 
    • Think of your blog as a digital concierge. 

#2: Who Is Your Target Audience?

  • Before we get further into the content creation process, let’s remember to whom we are writing this blog article. 
  • The overall goal is to create an amazing user experience that turns page visitors into hotel guests. But who is your typical hotel guest? 
  • Your target audience may change by topic as well. Those who find and read your article about local nightclubs may not be the same crowd that’s finding your article about local museums. 

#3: What Are My Target Keywords?

  • Now it’s time to select your keyword(s). 
  • Start by thinking of how someone would search for your topic when putting it into a search engine. It might be one word or a phrase or even a question. 
  • To keep track of your main keyword and keyword variations you may want to include in your blog article, it is helpful to create a spreadsheet for your findings.
  • You’ll want to look at search volume and competition for all of your keyword variations

#4: Who Are My Competitors?

  • The best way to be sure your content is better than that of your competitors is to read what your competitors have written. 
  • Simply take your main keyword(s) and enter it into a search engine.
  • When you see which sites are ranking, you then need to figure out how you can make your content more appealing and more informative or provide something that the others aren’t (like videos, images or maps). 

#5: Get To Work Creating Something Great.

  • It’s time to write! Before you get overwhelmed with a blank page, try creating an outline of your article. 
  • Make a list of the main points you want to discuss and any specifics within those. Then make note of how you want to introduce your article and how best to conclude your thoughts. 

#6: Don’t Forget Your Optimization Best Practices.

  • Now is the time to add headers to your text. This is not only helpful for users to make the content easier to read but also important for optimization. 
  • Google pays attention to the headers on your page and it is a factor when determining your page’s ranking. 
  • Your new post will likely reference something you have written about before. Create internal links within these references. Also, make sure your posts link to page you know do a great job of sending users further down the conversion funnel. 

#7: Go The Extra Mile with FAQs.

  • Continue thinking about the big picture by adding elements to your article that will be helpful from an SEO standpoint. 
  • Remember the questions you saw in the search results under “People Also Ask”? You can add FAQ schema to your webpage with these questions and their answers. 

#8: The Devil Is In The Details, The Technical Details.

  • Once your article is complete, edits have been made and the extras have been added, it’s time to post. 
  • When adding your new blog article to your website, don’t forget the technical details that are very important from an SEO perspective. 

#9: Submit Your Content To Search Engines.

  • You want to be sure that Google knows you have created new content as quickly as possible. Within Google Search Console, which is a free tool, there is a tab titled URL Inspection. 

#10: Promote, Promote, Promote…

  • Finally, anytime you create new blog content on your website, you should share it with your “Followers.” Whatever social media networks you are on, be sure to create a post inviting your followers to read and share your new article. 
  • You may also want to send it in prearrival emails or newsletters. 

Keep in mind, while you may be working on creating kickass content, the reality is that is just a means to an end.  Your true goal is to put heads in beds.  This means you should never forget the conversion funnel, specifically how you plan to move a reader from the piece of content to the booking process. While not taking away from the value of the content you have created, look for natural ways to put your brand, amenities, or specials into the article. 


60 Seconds To Success

Running a Flash Sale or Limited Time Offer? Be sure to use countdown timers on your website and within your ad copy. When someone sees “Only 2 Days Left To Save 45%” in your ad copy and they click on your ad and see another timer ticking away it creates a sense of urgency and FOMO. We have seen this work wonders and tends to generate high CTR from ads and high CR for not only those who have seen the ad but all website visitors who see the countdown. If you have a Cyber Monday sale coming up, be sure to test this tactic for yourself. 



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