Why content marketing for private clubs needs to be part of your 2017 marketing strategy.
Simply put, it’s the creation and distribution of valuable assets, such as videos, blog posts, and e-newsletters, as marketing tools to attract and retain members and prospects.
For clubs and resorts, these assets showcase your property’s unique story and brand.
How does content marketing for private clubs work?
The Content Marketing Institute (CMI), based in the US, defines content marketing as “…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action.”
How does it work in hospitality? By attracting your target guests, influencing them into booking a tee-time or reservation, and retaining them by increasing their member usage.
The key is first to provide useful content that informs and entertains. Secondly, it’s important to deliver it consistently to establish credibility and foster engagement.
As part of your inbound digital marketing campaign, content also drives traffic to your website and social media channels. What content marketing isn’t, is excessive promotional messaging.
Occasional outreach to publicize new programs or amenities is expected, but good content is light on the sales pitch.
Club’s new to content marketing should approach it by getting into the minds of their customers.
Zack Bates, a marketing and membership consultant, CEO of Private Club Marketing, says combining marketing objectives is a good place to start.
“The question a club or hotel should be asking first is, what can I do to help a specific audience that will also tie into what I want to accomplish for my property? So, depending on the type of club or resort, maybe it’s helping prospective, and current members find the best restaurants in the area, or understand what to do around in town when their not at your club,” explains Bates.
“Or, if you are city club that hosts a lot of meetings, perhaps suggest best practices for successful meetings and conferences. If your club is also part of a resort or has a spa, maybe it’s a blog about healthy living with topics specific to golfing, or sharing your chef’s recipes of new menu items or member favorites.”
The next step is considering a content distribution strategy. There are different ways to deliver content – including social media, email, and on your website.
“You want to think about how to get the most bang for your buck with the content you develop,” Bates adds. “So think about audience, purpose, and business goals, and then formats and channels.”
A content marketing for private clubs strategy is itself an involved topic. In a nutshell, it’s a multi-layered plan that involves: content creation; deciding when, where and how to distribute content; and how to measure results.
Depending on the size of your properties marketing team, content marketing may be the role of one person or an entire staff. Outside marketing agencies can also help support and supplement your efforts.
5 clubs with great content marketing
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