Getting readers for your hotel blogDone well, a blog can bring you new business, generate traffic for your website, and be a huge help with SEO. It will give you a fantastic new way to communicate with your audience, and give you a platform which can help you to build your hotel’s brand identity.

Done badly, you’ll simply be wasting a lot of time, energy and money.

To make your travel blog a success – and get people reading and sharing it – it’s essential to consider the following points:

Be relevant

One of the most effective way to get customers to engage with your content is to ensure it’s as up-to-date and relevant as possible.

The best way to ensure that your content is relevant is to create a content schedule. This will help you to manage your content production process, and ensure that you never miss an opportunity to create engaging content.

Be valuable

If it’s not interesting, people aren’t going to read your content. There has to be a reason for your reader to stick with your blog – if you’re boring them, they’re not going to hang around.

As a hotel owner, you have it easier than other business owners in some ways, because your audience is going to be actively interested in any content that will enhance their stay at your hotel.

So you could easily create an interesting blog, which offers everything from destination guides to advice about the best local walks and pubs around your hotel’s location, for example.

You may, just about, be able to get away with your blog not being interesting if the content you’re providing is incredibly valuable.

So if you’re able to point your readers to that one amazing restaurant that’s tucked away from the tourists, you’ll impress your readers, and earn their respect.

Before writing each post, think hard about what you’re about to publish, and think about what value you want the finished post to offer your audience. If you don’t think they’ll come away feeling like you’ve helped them, then it probably shouldn’t be published.

Always remember that people aren’t reading your content to help you out – they want something from it.

Be honest and transparent

Your blog gives you a chance to communicate directly with your audience. This means you have to prove to your readers and customers that you’re completely trustworthy.

Your blog is a place to speak honestly and informally. While you don’t need to share everything, being personal, offering opinions and showing emotions that demonstrate that your business is made up of humans, will endear readers to you. This will in turn increase the likelihood of them choosing to engage with you.

If you want an extreme example of transparency in business, have a quick look at Rand Fishkin, who founded the SEO firm Moz. He publishes everything about his business on his blog, including his monthly and personal bank statements – he holds nothing back.

His reward? A highly engaged following that trusts him and his brand implicitly.

Stay on-brand

While being honest and open is important, you should also aim to reflect your brand’s personality though the writing.

If you’re targeting young party lovers, then a highly informal writing style will be needed. If you’re going for business travellers, then you’ll want to get straight to the point – they’re busy people.

Think about your audience, and how you want them to feel about your hotel after reading your blog, as well as how you want them to view your business. Creating customer personas is a superb way to target your blog, and focus your hotel marketing and branding endeavours on the right people.

Be regular

While any content is usually better than no content, you’re not going to notice any positive effects on your website, unless you’re posting on a regular basis.

Importantly, the quality should be consistent too, so don’t rush something out simply to stick to your deadline. Think about how much time you’re likely to have to spend on the blog before you get going.

If you’re already pressed for time, start with just one post per week. You can always build up the frequency of your posts over time.

– Image courtesy of Stuart Miles /