Online activity and social media marketing that is content-led attracts two-thirds of customers to buy from the company, according to new research.
A study from Elliotts Agency suggests that 78% of chief marketing officers (CMOs) in the hospitality sector think custom content is the future of marketing while 62% of companies outsource their content marketing, which is a rise of 7% from last year.
Two-thirds (61%) of consumers say they feel better about companies that deliver custom content and are more likely to buy from that company; while 60% feel more positive about a company after reading custom content online.
One-fifth of people spend their time on line looking at content-led websites.
Ann Elliot said: “Looking over digital strategies, all too often the emphasis is on fan acquisition and building email newsletter sign-ups. What’s missing? Any mention or measure that pertains to the other key element of digital – content.”
“Having an amazing fan base and not working equally as hard on the content you are sharing is like taking out a front page advert in The Guardian and not worrying about the artwork. It’s a waste of an amazing opportunity.”
Operators in the hospitality sector are planning to increase the amount they spend on digital platforms and marketing in the next year, with 83% planning to spend more.
The study shows that B2C content marketers rely on content marketing across the value chain to increase awareness, drive traffic and increase revenue.
