Content Marketing Success Story: Dazzler Hotels

We tell you the success story of Dazzler Hotels to understand why companies are using Content Marketing to get E-commerce customers.

Currently, the Dazzler Hotels chain offers 13 hotels and is present in 7 cities throughout South America. What distinguishes Dazzler are its strategic locations in the main avenues, gastronomic and commercial centers, which provide extra comfort to the guest.

Dazzler had among its main objectives: to increase brand visibility, increase visits to its website, generate sales opportunities and build customer loyalty. Within the integral strategy of Online Marketing based on four pillars: find, know, convert and measure, Known Online emphasized Content Marketing to attract, retain and build customer loyalty through the creation of quality content.

Today this technique has become an essential tool for companies. It has become essential to bring something more to users and consumers, something that differentiates each company and provides value.

Content Marketing is basically about selling without having to sell. That is, creating and distributing relevant and valuable content to attract our target audience. Understanding exactly what your customers need to know and delivering it to them in a compelling way. By providing value without asking for anything in return and without having to advertise, customers become more knowledgeable and consequently, much more loyal.

Content Marketing Strategy

1) Define the audience

Before starting a Content Marketing strategy, it is necessary to establish your target audience. It is very important to know who to address, who are your possible users and potential customers. You have to ask yourself who might be interested in what I offer?

For this reason, as a first step in Dazzler Hotels, a diagnosis of the public was made through Google Analytics statistics and previous market research based on interviews with managers, Corporate Sales executives, receptionists and the passengers themselves to investigate, first hand, about their interests, needs and what tourist information they would like to obtain from the hotel chain.

Different User Personas (archetypes) were also created to represent the audience. The Dazzler guest profile was then defined, which in general has the following characteristics:

Businessmen, executives, traders and professionals traveling on business.
They are headed for the big cities.
They attend conventions, congresses, attended meetings, events and generate a movement of businessmen, officials and executives to visit a city for business and then for pleasure.
They are managed in groups.
Most of them are Argentinean and U.S. customers.
Short stay at the hotel: between 2 and 4 days.
They travel at any time of the year, even in low season.
During free time they engage in activities such as dining out, attending a sporting event, shopping, sightseeing, etc.
They are looking for comfortable spaces and quality at an international level.
Interested in sports, international and signature cuisine, technology applied to business and travel, high-end cars and nightlife.

2) Plan the content

Once the audience is defined, the format in which each content will be published must be established, according to the one that best suits the needs of your plan. In the case of Dazzler Hotels, we chose to publish the content in blog format.

https://blog.dazzlerhoteles.com/ with a visual design and a language according to the guests, formal but dynamic, aimed at young professionals. The structuring of the content was based on hotel destinations and also by themes: Gastronomy, Shopping, Transportation, etc.

The goal was to build loyalty among Dazzler’s customers through the blog, offering them quality content and solving their doubts. Because not just any content about a company is Content Marketing. It must be valuable, useful and interesting in order to attract an audience and gain loyal customers. Instead of forcing a sale through traditional advertising, a professional bond of trust is generated through Content Marketing, with quality content and free of charge.

In the case of Dazzler Hotels, for example, a traveler initiates the search for information about the destination, in principle without the need to buy. The communication is not intended to be commercial in the first instance, but to provide relevant value for the consumer.

For this purpose, Dazzler’s blog has created topics related to useful information about the tourist destinations where the hotels are located, linked to the guests’ own interests and needs. This is information that tourists seek about the destination before choosing the accommodation and that will be useful during their stay:

Transportation: From the interviews conducted, it was found that most of Dazzler’s guests are concerned about security and prefer to have the issue of transfers to the hotel solved, as well as to reduce time, since most of them come for work for a few days. Information was then provided on transfer companies, car rental companies in the main capitals and information on reliable cabs, etc.
Gastronomy: Guests ask about places to go to eat since most hotels do not have built-in restaurants and food is one of the great pleasures tourists want to indulge in while traveling. Brief posts were made with useful information about recommended restaurants according to the hotels’ neighborhoods, according to the type of cuisine (grill, Italian cuisine, Spanish cuisine, typical dishes) and useful information was shared such as opening hours, location, chef’s suggestions, prices, and benefits and discounts that some hotels of the chain had with certain restaurants.
Shopping: Useful information was provided on where to shop according to the destination, where the brand name outlets are, when it is convenient to go, shuttle services to shopping malls and shopping centers or what to take as souvenirs.
Entertainment: The majority of Dazzler’s audience tends to be young professionals who come for work and the evening is the time when they have the most free time. Information was provided on what to do at night in the destinations, information on bars, after offices and the benefits and discounts that some of the chain’s hotels had with certain places.
Tourist Points: As Dazzler tourists usually have little time to visit destinations with this type of content, we sought to solve doubts about the must-see places in the destination, excursions, tours near the hotel and provide information about City Tours, including dates and times, prices, transfers and bilingual guides.
Agenda: Updated information on festivals, fairs and congresses held in the destinations.

Finally, it is important to note that in order to achieve brand awareness, new customer acquisition and engagement, it is necessary to have an editorial calendar. In other words, for Content Marketing to work, it is necessary to plan a medium and long term editorial schedule for the contents and to be constant in the publication. If the posts are of good quality, you will create attraction (engagement) and customer loyalty. The Dazzler Hotels blog has already created 144 posts with an average of 10/12 posts per month. In addition, all the timeless articles are translated into English in order to reach an even larger audience.

3) Content distribution

One of the main problems of a Content Marketing strategy is to achieve sufficient visibility of the content generated and meet the proposed objectives. In addition to the content being interesting for readers, it must be optimized for search engines to improve the brand’s reach in search engines. It is important that the content we write can be found, that it appears when a user searches for certain keywords. Dazzler’s blog texts were optimized for search engine positioning, knowing which keywords were the right ones to use for the tourism sector and inserting them in a way that they are effective. Research was done on which themes and keywords were most effective, attracted the target audience in the market and took into account travelers’ questions about the destinations.

In addition, contacts were established with travel bloggers and influencers related to the tourism market to generate mutual collaboration agreements (exchange of nights for posts). The objective was for them to relate their experience in the hotels in their blogs and generate content with useful information about the destination visited for Dazzler’s blog as collaborators. This helps in addition to web positioning by facilitating linking from third party sites to Dazzler’s and creating a community around the brand. Comments were exchanged, thus generating a relational communication, in the sense that it allows building relationships with the target audience and interacting closely with the collaborators. It is important to mention that this relationship can be one of loyalty in terms of product promotion and interaction in general. In this way, Dazzler Hotels managed to get its brand talked about in niche sites and mass media related to the tourism market.

In order to achieve a good distribution of the content of the Dazzler blog, the content was also shared on the chain’s official social networks, key tools to disseminate information and grow the brand’s image.

In addition, in the case of Dazzler Hotels, the creation of content-based e-mail marketing campaigns was fundamental. E-mail marketing is the most effective way to inform and prepare potential customers for purchase, and at the same time take care of existing customers. General interest topics were linked to the blog so that people would take email marketing from the service side, beyond the actual sale itself. As a way to appease the offer invasion, combined with topics of interest for frequent customers and future opportunities.

Results and benefits of Content Marketing

Among the benefits of Content Marketing obtained by the Dazzler Hotels chain, the following stand out:

Increased brand visibility.
Increased visits to your website.
Attraction of potential customers and generation of sales opportunities.
Customer loyalty (trust and credibility based on the creation of quality content provided free of charge).
Authority as a mechanism for differentiation from the competition
Positioning and engagement (strategically designed content gains organic traffic on Google and thus manages not only to inform, but also to build a bond with a particular audience).
Increased remarketing audiences.

It is worth mentioning that a Content Marketing strategy is a long-term strategy and results may take months to arrive. Once the quality information is created and the dissemination channels are selected based on the segmentation that has been previously carried out, the conversion of each of the objectives that have been proposed must be properly monitored. In order to convert, it is necessary to measure and be clear that the conversion with this type of techniques occurs in the long term.

Finally, as with all marketing techniques, content creation must be integrated into the company’s general strategy, as this is the only way to truly obtain the expected return.