How Contrend helped a leading multinational hospitality group create content and dominate the competition
One of the world’s top hospitality groups asked Contrend to create engaging destination content for Australia, Japan, Thailand and India. Here’s how we did it.
To deliver the best content offering to this hospitality group (Brand X), they subscribed to our Contrend platform to manage content strategy development, multi-country content production workflows, performance reviews and optimization.
By engaging Contrend, we created a data-driven, audience-centric “Brand X Destination” content strategy for APAC. Contrend’s AI/ML-tech harvested and analyzed content created by Brand X and their competitor hotels, and within the wider landscape (non-hotel content). NLP algorithms then applied “Topic,” “Format” and “Intent” tags to the content, as well as Audience Relevance Scores and SEO Performance Scores.
This created Engagement Index (Ei) scores for Brand X, Competitors and Landscape content, identifying opportunities for the hospitality group to create content about topics their audience was interested in, that competitors did not deliver against.
We went on to localize this for each market, using Contrend to create country-specific content calendars.
Contrend helped our editors identify and manage the best locally based contributors in our network to create the 50+ content assets required per month across multiple formats (video, blogs, feature articles, photography, animation) and in several languages.
Here’s how our team used Contrend to accomplish this in five steps:
- Created a data-driven, audience-centric content strategy
- Secured access to analytics and workflow for Brand X’s teams
- Multi-market, multi-format content creation
- Analyzed and optimized performance
- Delivered best-in-class content and engagement
What did we achieve?
The hospitality group was able to substantially increase their Engagement Index (Ei) scores over 5 months. Their content was performing better online, which led to a sizable chunk being taken out of their competitor’s online engagement.
How big of a chunk? Brand X Ei versus Competitor Ei increased by 37%, as Brand X’s content outshone competitors. Furthermore, Brand X’s own Ei increased by 18% over that same period, as the new content cut-through online clutter and engaged with audience interests.
They also benefited in other areas. Their increase in online visibility lead to a better SEO ranking, plus growth in organic traffic, time per user spent on the site and returning page visits. Contrend also helped half workflow times as processes became more efficient. This was a major win for Brand X’s APAC team with Brand X US and EMEA sharing this best-practice and use of innovative tech.
Brand X Ei versus Competitor Ei increased by 37%, as their content outshone competitors.
Contact us for more information on how Contrend can help your organization grow its online engagement.