As a small group of boutique hotels – seen as being trendy with a strong design ethos – Artist Residence doesn’t have the pressure of filling hundreds of rooms like some hotels. But this doesn’t mean content marketing isn’t relevant. 

 

While many of my hotel clients use content marketing strategies – including blogs, newsletters, case studies and testimonials – to drive a high volume of bookings, the approach with Artist Residence was a little different.

 

When I started working with Artist Residence, they wanted to drive bookings during all seasons, but also use content as a way of sharing the personality and ethos of the hotel group.

 

As a result, I did some research to understand the content opportunities, which included interviewing the owners to hear their story and get to the heart of the brand. After this, I developed and wrote a series of content that helped to celebrate the brand. This included interviewing furniture makers about the bespoke bar stools they made for the London property, and writing about walking routes near the Oxfordshire property to help develop a narrative about their Sunday lunch.