Content pillars are a foundational element of a hotel's social media strategy that supports the achievement of the hotel’s business goals. By focusing on in on content pillars, hotels can create a more effective and cohesive social media presence that drives engagement, increases brand awareness, and ultimately, leads to more bookings and revenue.
The content pillars that a hotel should focus on may vary depending on the hotel's specific business goals and target audience. However, some common content pillars that hotels may consider include are their unique selling points that help in driving:
1. Brand Awareness - The first pillar is to build brand awareness by creating a consistent brand identity across all social media platforms. This includes developing a unique voice, visual identity, and messaging that resonates with the hotel's target audience.
2. Engagement - The second pillar is to increase engagement by creating content that encourages interaction with the hotel's social media channels. This may include asking questions, responding to comments and messages, and sharing user-generated content.
3. Community Building - The third pillar is to build a community by connecting with followers and building relationships with potential guests. This may include collaborating with local businesses or influencers and creating engaging and shareable content that fosters a sense of community.
4. Conversion - The fourth pillar is to drive conversions by creating content that motivates followers to book a stay at the hotel. This may include showcasing the hotel's amenities, highlighting special offers, and leveraging user-generated content to demonstrate the hotel's value and appeal.
At Lotus Marketing, our first step in creating a sound social media strategy is to curate these pillars and create compelling visual narratives that support each one. By focusing on these pillars, the Lotus Marketing social media team can elevate a hotel’s social media presence by building brand awareness, increasing engagement, building a community, and driving conversions.
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