How can you win the content marketing game if you happen to be a brand in an industry governed by a highly competitive search market and excessive amounts of content being shared across social channels? You turn to data.

The challenge: Getting ‘Heads in Beds’ – drive monetisation on Hyatt and Andaz social channels

Tasked with making Hyatt and Andaz social media channels more valuable by driving greater amounts of traffic to .com and thereby increasing their chances of putting more “heads in beds”.

In response, I created a series of content campaigns around key events happening in the destination cities. Content was then distributed across Facebook, Twitter, Pinterest, Instagram, Tumblr and partner channels.

Out of thousands of events that happen each month in Amsterdam and London it was essential to use data to help decide what events to focus on. Web analytics, SEO data, consumer surveys via TGI, social listening through Talkwalker, mining the data from tourism reports and studying the qualities of the most shareable travel content across key markets helped zero in on five events to create content campaigns for.

The strategy was to increase traffic to .com from Hyatt hotels’ social channels by improving brand visibility, the quality of travel stories and ensuring that all content created had a strong call-to-action:

This was achieved by:

A: Taking a multi, data-lead approach to researching the reasons for people travelling to a city. These reasons had to be in line with brand values and be culturally relevant to the intended audience.

B: Creating shareable and eye-catching content and coupling with a strong call-to-action.

C: Distributing this content through social channels to highly-targeted audiences based on geo-location, behavioural characteristics and potential interest in order to create destination demand.

We applied a series of filters using search, social and web analytics plus desk research to explore brand fit, core audience relevance, the potential for competitive stand out and platform channel and format possibilities.

The results

Across all hotels, we saw an uplift in not only traffic from social to .com (between 7.3% – 26.2%) but also an uplift in direct traffic (between 5.4% – 11.3%). An increase in visibility of the hotels on social networks made the hotel more memorable and contributed to an increase in direct traffic.

In short

Creative lead, Content Production, Community Management, Client Services and Account Management, Paid Media Management.