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Marriott International is doubling down on content, and it has its own in-house team to prove it.

In October at the Skift Global Forum, the hotel chain’s Global Marketing Officer Karin Timpone discussed why great content deepens relationships with customers.

“We introduced Marriott’s Global Content Studio last Monday, and it’s really become very clear to me that this is really a moment to connect with consumers in a way that is deeply, fundamentally engaging with them that they can pass along,” Timpone explained to the audience. “It’s not just the distribution that we control on our own social channels, we’re also collaborating with folks who have their own large social followings, and this drives an enormous amount of traffic.”

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Photo Credit: Marriott's Global Marketing Officer Karin Timpone. Skift