I do a lot of research around on the Internet for my articles. And filter the content through my own Content Funnel.

I will start with determining which type of content will add the most value for Hotels.

There is a lot of great content out there, but not all of it will add the value I am looking to achieve my goals.

Curate Content

When I start my articles I already have set out a handful of themes I plan to work on. This makes it easier for me to curate relevant content.

I use Pocket to curate content that is in line with my theme.

Here is a sample set of articles I found on the Internet that added value to articles I have written.

1. Content Marketing Trends to watch for 2018

One important part of my research is to keep up relevant trends. And often I will look at how a theme fit in upcoming trends.

Consistent, original, and addictive content is all the rage. In some ways, we are seeing the golden age of a new television … it just happens on any and every device imaginable, says Joe Pullizi.

2. Content and the Marketing Funnel

I will also look at other articles that support the principles behind my Hotel Content Funnel.

At Moz, I often gather information related to optimize SEO and content. Their principles behind Content and the Marketing Funnel I find very relevant.

The idea of the funnel is that your pool of potential customers grows smaller as it moves toward its first transaction with your business. At the top of the funnel, there are a great many people who will become aware of your brand (often seen as the first step in the conversion process). The middle of the funnel is smaller, as there are fewer people who’ll consider paying you for your products or services, and the bottom of the funnel is even smaller, as many of the folks who consider paying you will end up deciding not to. Your mission as a marketer is to make that funnel as solid (and cylindrical) as possible, guiding potential customers toward an eventual conversion.

3. 15 Content Marketing Tools You Can’t Live Without

What helps me tie all content together either it is my personal content, or clients content comes down to the content tools.

Neil Patel is the master marketer that I will recommend anyone to add to their listening list.

Neil indicates that as many as 88% of B2B marketers use content marketing as part of their marketing strategy.

Are you part of that 88%?

If you are, you’re probably aware of all the benefits.

If you aren’t, it’s just a matter of time. You’ve likely already realized its importance and plan to make changes to include it in your overall marketing strategy ASAP.

But how do you get started if you’ve never done it before?

And how can you do it right, and well?

The good news is there are countless marketing tools at your disposal to make things easier and more successful for you.

4. 6 Content Marketing Strategies Every Small Business Should Steal

As part of my Hotel Content Funnel, I must tie the content into effective strategies. I often research to identify effective strategies that I can model.

I highly recommend start model other people’s content. PS! Don’t steal or copy, but MODEL!

Brian Sutter, a Forbes contributor tells us the following:

Got big dreams but a small budget? You’re not alone. Most small companies are in the same fix. But this doesn’t have to be a deal-killer – it just means you need to be smart. You need to think differently than your larger competitors.

Many of the big-splash strategies of the Fortune 500 simply won’t work for you. You don’t have a whole floor of people to throw at this. You don’t have a Pepsi-size budget. But again – you don’t need one.

The good news with content marketing is that it’s one of the most effective types of marketing for smaller budgets. Many content marketing “teams” are just one person. 68% of them are three people or less.

But while you don’t need a big budget, you do need some media skills and a knack for creating engaging content.

5. 3 Content Marketing Trends for Hoteliers

I start with overall trends I find that impact my theme, but it is also important for me to identify industry-specific trends that will add value to my content.

My friends at Leonardo provide some incredibly valuable content that represents innovation and alternative principles I find great value in.

Much has been written on the importance of content marketing to a Hotel’s digital marketing strategy. But what areas of content should you be focused on, and how can you make the task of content creation more manageable?

This article identifies 3 content marketing pillars from which to build your content strategy.

Let’s start by recapping what content marketing is and the value it brings to Hotels. Content marketing is essentially anything that conveys a message to your audience; be it a photo, video, blog article, tweet, pin, or something else. Every time you say something, or show something, it’s content.

6. Content marketing for Hotels: How to get started telling your hotel’s story

Storytelling is a key component of my Hotel Content Funnel.

Hospitalitynet shares great content for and from Hoteliers around the world. In this article curated from SiteMinder, we learn that Hoteliers new to content marketing should approach it by getting into the minds of their customers.

Ardath Albee, a B2B marketing strategist, CEO of Marketing Interactions, Inc. and an instructor for CMI’s Content Marketing University, says combining marketing objectives is a good place to start.

“The question a hotelier should be asking first is, what can I do to help a specific audience that will also tie into what I want to accomplish for my hotel? So, depending on the type of hotel, maybe it’s helping potential and current guests find the best restaurants in the area or understand what to do while they’re in town,” explains Albee.

7. How Hotels Can Enliven their Travel Content

One critical part of the storytelling part of my Hotel Content Funnel is to find creative ways to tie it together with the Customer Experience.

And my friends at Hotel Speak is a goldmine of resources for my research. Mandy Hegarty with World Words provides a brilliant example of how it all comes to alive.

There has never been so much travel content at our fingertips. Every day, hotel, travel and news websites publish reams of articles and blogs on everything from the best festivals on the Costa del Sol to things to do in Timbuktu. And with so much written travel content out there jockeying for readers’ attention, it takes a little extra effort to make your hotel’s copy attract your target reader’s eye, mind and – ultimately – wallet.

To stand out from the crowd, you need to create high-value, entertaining and well-written content that readers will want to devour. Easier said than done, you may rightly remark. But it’s far from impossible; implementing just a few simple steps can help you elevate your hotel’s written offerings, whether that be on your hotel blog, in print brochures or on social media platforms.


I provided you all with some of the many awesome resources for the great content you find online today.

And I use strategies from the Hotel Content Funnel to curate this content to assist me with my own and clients content.

I encourage you to check out these resources and learn more about how they can add value to your Hotels Content Marketing Strategies.

Let me know if you have a blog or content you believe will add value to Hotels, and I will curate it for upcoming similar articles.


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About the author

Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast