Why Content is King (and Queen)
Content creator, interior designer, home chef and entertaining expert Athena Calderone @eyeswoon in Marrakech, Morocco | Photo Credit: Saad Alami

Why Content is King (and Queen)

So, I have something to confess…

I’ve chosen hotels based solely on their Instagram accounts. Crisp, beautiful photos? Clever point of view? Curated and rich landscapes? I’m there.

But chances are, you’ve done the same thing.

Content is the new face to the world. And make no mistake: Instagram feeds are content. So are Facebook statuses, YouTube videos, Snapchat stories, and anything else that showcases your property or location.

The connection between a consumer and content is incredibly powerful if—and it’s a big “if”—the content is properly executed. But first there are a few dimensions to consider.

The True Meaning of Content

Don’t let the name confuse you. In 2017, social media is media. And people who excel on social, whether writers, photographers, copy editors or designers, are content producers. Meg Nolan, founder of Friend of a Friend Consulting, says worthwhile content is “original, authentic, and informative,” and you must seek out creatives who can guarantee on those three pillars.

Authenticity is key—never force a message. Just because one property perfectly executed a campaign about a pool party doesn’t mean your safari outfitter should attempt the same.


Travel Influencer and Photographer Jessica Wright @BonTraveler
Travel Influencer and Photographer Jessica Wright @BonTraveler

Own Your Channels

Take control over your social channels (Facebook, Twitter, Instagram, the list goes on) and the benefits are threefold: you create your own narratives; forge a tighter connection with consumers; and deepen your brand voice.

How exactly you divvy up responsibilities between PR, marketing or advertising teams is less critical than ensuring your voice stays in tune. “It drives me crazy when I see a brand do carefully curated work on an organic Facebook feed, and then a Facebook ad with a completely different look or copy that sounds off,” says travel and luxury lifestyle consultant Peter Frank, who stresses that excellent communication supports consistent brand messaging.

How You Can Win

Of course, with these new content avenues comes another C word: cost. We’re still in the early days of influencer marketing and multiple platforms, so you must set out achievable, measurable goals and decide what would make the most impact for key stakeholders.

Fashion illustrator and influencer Meagan Morrison (@travelwritedraw) says companies can win by putting together case studies: “Showcase the ROI, and once you start building up those stacks of cases, they can be used to help get people on board.”

Plus, a small reallocation of funds could result in seismic shifts: Instead of a traditional corporate photographer, why not consider a social-first photographer or influencer to capture your brand through a new lens?

"For us, it’s about communicating what a place feels and sounds like in an editorial and intimate way..."

What You’ll Pay

When expenses range from creative ideation and implementation to execution and promotion, content development isn’t one-price-fits-all. However, working with the right, targeted influencers who do their research before stepping on property is crucial. Be prepared to provide them with similar benefits you’d give a journalist, including airfare, hosting, meals, and so on.

Also, remember to look around your own office. You likely already have social media-savvy internal team members who are natural ambassadors for your brand. Don’t ignore them; empower them and listen to their ideas.

Where to Deploy

New to the content game? Build up one channel at a time. Abundance to work with? Create a content calendar and strategically deploy across traditional and social media, brochures, website materials, branding documents, and collateral.

And don’t be afraid to think outside the box. Jason Schmidt and Cory Jacobs, the husband-and-wife team behind Cottage Eight Films, believes short-form video is imperative for social-first marketing. “Our approach is about creating authentic shorts that do not employ the typical drone photography you see so often in travel and lifestyle,” they say. “For us, it’s about communicating what a place feels and sounds like in an editorial and intimate way—and in turn, making you feel you should be there, too.”


Cory Jacobs + Jason Schmidt of Cottage Eight Films at The Grand Hotel Kronenhof
Cory Jacobs + Jason Schmidt of Cottage Eight Films at The Grand Hotel Kronenhof

Keep the Ball Rolling

If you’re working with an influencer, be clear upfront about who owns the rights to the produced work. The goal is to make content development ongoing and collaborative, rather than a one-off event. The ideal result? Organic content creation authentic to both brands. Great content should have a long tail, whether through multiple executions or a new relationship with a talented creator. Once you master the key facets of creating memorable content—who, what, when, where, and why—you’ll unlock all its benefits.

At The Brandman Agency our Director of Digital Strategy, Tanya Blum recommends that your social media channels “become an online destination where consumers can find unique and creative content that sets you apart. Not only does original content give consumers a reason to check back on your page, it also helps with your SEO strategy.”

And fair warning, if you see me like your property’s gorgeous Instagram photo—I just might be on my way.