Skift Global Forum: Content Marketing Lessons From Marriott International
Skift Take
Brands aren't only using content to engage with customers. They are using these new conversations as form of content itself to deepen relationships with existing users while broadening their brand awareness to attract new ones.
It's no longer enough for a travel company to update its social media accounts with announcements of deals or new products.
Brands today need a voice, a personality even, that represents the values of the company as well as the customers and employees around them.
Marriott International, one of the largest global hotel brands, is attempting to do just that with a number of initiatives aimed at changing consumers' perception of Marriott and engaging customers in building a better hotel product.
Leading these initiatives is Karin Timpone, who earned her marketing chops in the media business before joining the travel industry with the goal of turning a hotel company in a content factory.
Timpone, who is spearheading a marketing revolution at Marriott, will speak October 9 about the rise of content marketing in travel at the Skift Global Forum on The Future of Travel. Skift caught up with Timpone to learn more about how to start a conversation with customers and use them to tell meaningful stories.
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Skift: How has content marketing changed Marriott’s conversations with guests?
Karin Timpone: We want to be informed by customer insight and have a direct discussion with our customers whether it’s an online chat or another of social media.
There was an initiative we did wh
