Editor's Note: This post is part of Screen Pilot's "Best Of" series, revisiting our most-read posts from the past. Originally posted 9-12-16.Brace yourselves. Pumpkin spice is coming.From toaster pastries to dog treats, baby food to beer, the weeks ahead are sure to be filled with mounds of pumpkin-flavor promotions.It’s the official release of Starbuck’s wildly popular Pumpkin Spice Latte each fall that seems to signal the unofficial start of the pumpkin spice season. This year marks the 13th consecutive release of the PSL (as aficionados call it), and the rollout has morphed into a rite of autumn, at least in North America.The popularity of Starbucks’ seasonal beverage has spawned numerous replications from competitors and inspired countless food and beverage spinoffs. The flavor even has its own Twitter handle (@TheRealPSL).So how can this new, frothy social custom inspire hospitality teams?As off-site content such as social media plays an increasing role in SEO rankings, and with at least 30% to 35% of hotel website revenue generated as a direct result of organic search engine referrals to the hotel website, executing a robust, strategic content strategy is more critical than ever.Pumpkin spice mania is a whipped cream-topped reminder of the opportunities in unique seasonal messaging, and the importance of maintaining a content calendar to avoid missing those opportunities.TASTY ENGAGEMENT Crafting – and adhering – to a content marketing calendar helps hotel teams avoid gaps in timelines, missed opportunities and unaccomplished goals.Most hotels have the traditional holidays down pat. There’s a marketing plan in place in support of festive season, school breaks, and property-specific “need time.” That plan, most likely, includes social media support.The challenge is effectively filling those social spaces between promotions.The reality of the business is that most hotel teams are strapped for time, which can lead to on-the-fly messaging that fails to be strategic and genuinely engage.A solid content calendar is a lifeline when it’s time to sit and type. Still, while the most popular content marketing tactic reported by 90% of B2C businesses is social media, only 37% say they have a documented content marketing strategy, much less a content calendar.3.0 HOLIDAYSThe PSL onslaught should challenge marketing teams to rethink and grow their content calendar. For teams who have yet to draft a content calendar, writing out the broad strokes for content between marketing campaigns is a good place to start.Whether it’s the new iPhone announcement, or the debut of the next Star Wars installment, there are a ton of “3.0” seasonal events that have emerged in recent years that provide an opportunity for hotels to stand out from their competitors.Key, of course, is remaining on-brand as new ideas flow. A pet-friendly hotel speaking up on National Dog Day (August 26) makes sense, but most properties would be hard pressed to craft a relevant post on National Gummy Bear Day (July 15).4 STEPS FOR AN EFFECTIVE CONTENT CALENDARKeep these tips in mind to maximize the value of your content calendar.
- Craft it. If you’ve yet to start a calendar, start now. Keep it simple. There are a ton of free templates online to get you started. Ask for input from management and ownership. Circulate it internally so your team knows what’s on the horizon.
- Follow it. Set reasonable frequency goals. Be disciplined with posting.
- Evaluate it. Ditch topics that flop. Note posts that drive engagement.
- Evolve it. Think of the calendar as a work in progress. There’s room to grow and reshape it each year.
Bonus tip – if you have a Starbucks location near your property, you can always harness the power of the PSL. The next rollout will be here before you know it.
Editor's Note: This post is part of Screen Pilot's "Best Of" series, revisiting our most-read posts from the past. Originally posted 9-12-16.Brace yourselves. Pumpkin spice is coming.From toaster pastries to dog treats, baby food to beer, the weeks ahead are sure to be filled with mounds of pumpkin-flavor promotions.It’s the official release of Starbuck’s wildly popular Pumpkin Spice Latte each fall that seems to signal the unofficial start of the pumpkin spice season. This year marks the 13th consecutive release of the PSL (as aficionados call it), and the rollout has morphed into a rite of autumn, at least in North America.The popularity of Starbucks’ seasonal beverage has spawned numerous replications from competitors and inspired countless food and beverage spinoffs. The flavor even has its own Twitter handle (@TheRealPSL).So how can this new, frothy social custom inspire hospitality teams?As off-site content such as social media plays an increasing role in SEO rankings, and with at least 30% to 35% of hotel website revenue generated as a direct result of organic search engine referrals to the hotel website, executing a robust, strategic content strategy is more critical than ever.Pumpkin spice mania is a whipped cream-topped reminder of the opportunities in unique seasonal messaging, and the importance of maintaining a content calendar to avoid missing those opportunities.TASTY ENGAGEMENT Crafting – and adhering – to a content marketing calendar helps hotel teams avoid gaps in timelines, missed opportunities and unaccomplished goals.Most hotels have the traditional holidays down pat. There’s a marketing plan in place in support of festive season, school breaks, and property-specific “need time.” That plan, most likely, includes social media support.The challenge is effectively filling those social spaces between promotions.The reality of the business is that most hotel teams are strapped for time, which can lead to on-the-fly messaging that fails to be strategic and genuinely engage.A solid content calendar is a lifeline when it’s time to sit and type. Still, while the most popular content marketing tactic reported by 90% of B2C businesses is social media, only 37% say they have a documented content marketing strategy, much less a content calendar.3.0 HOLIDAYSThe PSL onslaught should challenge marketing teams to rethink and grow their content calendar. For teams who have yet to draft a content calendar, writing out the broad strokes for content between marketing campaigns is a good place to start.Whether it’s the new iPhone announcement, or the debut of the next Star Wars installment, there are a ton of “3.0” seasonal events that have emerged in recent years that provide an opportunity for hotels to stand out from their competitors.Key, of course, is remaining on-brand as new ideas flow. A pet-friendly hotel speaking up on National Dog Day (August 26) makes sense, but most properties would be hard pressed to craft a relevant post on National Gummy Bear Day (July 15).4 STEPS FOR AN EFFECTIVE CONTENT CALENDARKeep these tips in mind to maximize the value of your content calendar.
- Craft it. If you’ve yet to start a calendar, start now. Keep it simple. There are a ton of free templates online to get you started. Ask for input from management and ownership. Circulate it internally so your team knows what’s on the horizon.
- Follow it. Set reasonable frequency goals. Be disciplined with posting.
- Evaluate it. Ditch topics that flop. Note posts that drive engagement.
- Evolve it. Think of the calendar as a work in progress. There’s room to grow and reshape it each year.
Bonus tip – if you have a Starbucks location near your property, you can always harness the power of the PSL. The next rollout will be here before you know it.
