Lodging tech focus: Why content will always work harder than advertising

Standing out among the crowd is becoming increasingly difficult for those in the lodging tech industry. Competition is fiercer than ever. In recent years, accommodation supply has surged across many sectors, including in short term rentals and multifamily housing, and, on top of this, we’ve observed record levels of proptech investment. So, there’s no doubt this year will bring consolidation across the industry through mergers and acquisitions (M&As), especially as operating costs continue to rise.

It’s important for hospitality tech companies to strengthen their brand awareness if they want to capture the interest of their target market and remain competitive. Beyond using a targeted public relations strategy and to raise company pioneers as thought leaders in the industry, you can use several marketing tactics to further spread awareness of who you are and what you do.

The two main strategies are paid channels (advertising) and content creation, but is one tactic more rewarding than the other? Let’s take a look at how content creation and inbound differs from traditional (outbound) advertising and why it will always work harder for your hospitality tech business — whether you’re in the hotel, coliving, student lodging, senior living, short term rental, or multifamily sector.

What is advertising?

Advertising is the outbound promotion of your product or brand through specifically placed paid-for means. These adverts are designed to get in front of the consumer through various means, such as PPC, social advertising, banner adds, and even TV commercials, magazines/newspapers, billboards, or radio announcements.

What is inbound content creation?

B2B content creation is the art of using inbound digital content (such as blogs, case studies, whitepapers, and more) to consistently deliver on-trend, expert-led information and expand your brand’s reach. Inbound content draws traffic to your website.

Inbound content creation vs. outbound paid advertising: 5 reasons why content will always win

1. It engages and informs the right audience

When done well, content engages your target market by answering queries and providing knowledgeable insights. Where the goal of advertising is to simply get in front of the most consumers as possible, content brings the right audience to you by offering personalized, expert information. By uploading consistent content on your website/social media and distributing it through you ‘owned’ channels,, you’re able to develop a relationship between your brand and its market, which can, in turn, help create loyal consumers, drive leads, and generate sales.

2. It nurtures your market

Providing high-value content enables you to address consumer concerns at every stage of their purchase journey, helping to nurture them further along the sales funnel. Offering consumers extra support with evergreen content they can refer back to at any time helps brands build trust with consumers. Conversely, outbound ‘advertising’ is front-loaded and, therefore, cannot support consumers beyond a purchase.

3. It’s always there / on

Paid search, banner adds, sponsorship etc is an excellent addition to any marketing plan. However, ads are short-lived compared to inbound content, as they only run during paid-for slots. On the other hand, evergreen blogs, case studies, and whitepapers will live on your website or social media indefinitely, working round-the-clock to draw in and engage your market.

4. It builds your reputation

Through well-written blogs and long-form content, such as whitepapers, brands can showcase sector expertise which helps to build their reputation as a leader in the industry. For example, giving insight into current industry trends shows your company is knowledgeable and up-to-date on what’s happening in the sector. Where advertising solely focuses on generating sales, content allows you to control the conversation around your brand, product, and the wider industry. Over time, your content will help you build authority in the lodging landscape.

5. It can strengthen your public relations strategy

Expert-led, educational content can work hand-in-hand with a targeted public relations strategy to differentiate a lodging tech brand from its competitors. While press hits, podcasts, and articles help to raise the profile of lodging tech pioneers, content amplifies the reach of these opportunities and continues to spread brand awareness. Using both methods in your marketing arsenal also helps create a consistent brand message.

In the current competitive lodging tech landscape, pioneers looking to stay ahead of the curve and stand out must build strong brand awareness among consumers. Content creation is essential to this strategy, as it forms trust, develops relationships and reputations, and nurtures a company’s target market.

If you’re looking for an experienced agency to help you build your expert-led, education, inbound content for boosted brand awareness, get in touch with us here to discuss how we can work together.

About Maryann Holmes

Maryann brings her expertise and degree in Creative Writing to her role as Senior Content Writer at Abode Worldwide, where she supports the company and its clients to grow their brand awareness through strong inbound content.

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