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Glossary overview

Content Distribution

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.

Frequently asked questions about content distribution in hotel marketing

What is content distribution in hotel marketing?

Content distribution refers to the targeted distribution of content that hotels create to support their marketing efforts. This can be done through various channels such as websites, social media, email marketing and others.

Why is content distribution important for hotels?

Content distribution allows hotels to increase their brand visibility and reach potential guests. By distributing relevant and engaging content through various channels such as the hotel website, social media, and email marketing, hotels can target their message. In this way, hotels can showcase their unique offerings, services and attractions, which increases the likelihood that travelers will book. In addition, targeted content distribution helps improve guest satisfaction because guests are well-informed and have realistic expectations about their stay.

How can hotels ensure that their content reaches their target audience?

This requires a thorough analysis of the target audience. Hotels should understand exactly who their potential guests are, know their needs and preferences, and then create content that appeals to them. This could relate to special travel offers, local attractions or unique hotel experiences. In addition to the targeted content production, the selection of the right distribution channels is of great importance. Hotels should use the platforms on which their target group is active, be it through search engine optimization (SEO) for the hotel website, social media marketing or targeted e-mail campaigns.

What are the current trends in content distribution in hotel marketing?

Current trends include increased video content, personalized marketing, and the use of influencers in content distribution.