RECAP: Brennpunkt eTourism

The 11th Brennpunkt eTourism on October 22th 2015 at the technical college Salzburg was dominated by the content marketing. Zeppelin Group acted as a sponsor of the top-class event, and as the Austrian agency head, I spoke about the topic content marketing and storytelling in the hotel industry.
We all know that this is not the case. It is about strengthening the users’ trust, being available in a mobile function, having an opportunity to compare the prices, as well as to personalize the content on the website. It is necessary to convince the user within 5 seconds on the own website.
Storytelling and content marketing in the hotel industry - Stefan Gruber
In my lecture, it became clear that a worked out content strategy is of crucial importance for the success of a project regarding the content marketing. By means of practical tips, I explained the path to the strategy and the further steps for the content marketing process. The users’ needs for information have to be covered by the right strategy, therefore, longtime customers relationships need to be strengthened.

That’s why it is important to create relevant content and to bring it to market. Because of that, the marketing of the content is very important, because there is an oversupply of content - it is believed that over 20% of the generated content is not read at all. If it is possible to create qualitative - which means relevant - content, then the content marketing serves as a perfect addition to typical SEO.

The second part of the lecture was about storytelling - a very effective way to operate content marketing. We all know good stories - but it also needs authenticity, relevance, personality and docking sites to optimally use the story for marketing purposes. Special importance is thereby laid on image material. A person can handle a picture three times faster than a word. Besides, good pictures increase the interaction rate by up to 138%. 
Facebook strategy - Who needs fans any longer? Sebastian Franz
This presentation showed that fans on Facebook are not the most important indicator of a social media strategy. Due to an oversupply of content, you can not reach more than 8% of the fans daily. You can purposefully counteract that decline of range by profiled advertisement. Moreover, the organic range can be increased by different quality and interaction factors. The purpose of all those measures is the approach of relevant users with relevant content at the right time. Over 84% of the users are inspired by holidays of friends; 83% of the users enjoy looking at travel photos. 
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