Armin Gögele, last updated on September 01, 2023
Content distribution describes the placement of content via various distribution channels. Content, format and communication channel are determined by the communication objective and commercial goals.
In general, the distribution process can be divided into different areas:
Owned Media: Content distribution via owned media refers to the distribution of content via advertising channels that are under the control of the company, such as websites, blogs, e-mails or portals.
Earned Media: Media capture content because they find it interesting enough for their own editorial program. Examples include travel or lifestyle media reporting on the hotel or guests sharing positive experiences.
Paid media are purchased channels through which content is distributed. This includes paid advertising, whether in the form of social media ads, search engine marketing or display ads.
Social media also plays a central role in content distribution and can generate visibility through organic interaction as well as influencer collaboration or paid advertising.
Content distribution is considered a strategic lever in content marketing for the effectiveness of content measures.
Advantages of content distribution in hotel marketing
- Increased visibility: distributing content across multiple channels increases the hotel's visibility, reaching more potential guests.
- Targeting: hotels can target content to their audience to address their interests and needs
- Improved booking rate: well-placed content can increase booking rates by convincing guests of the hotel's offerings and quality.
- Competitive advantage: Effective content distribution can help set a hotel apart from the competition.
- Long-term retention: Through continuous content distribution, hotels can build long-term relationships with guests and encourage recurring bookings.