Hotel Copywriting vs. Content Marketing: What’s the Difference?
As a freelance writer for hotels, my projects range from writing email campaigns and text for websites to long-form blogs and even print articles.
The way I approach each project always depends on the client’s goal(s).
Are they looking to attract new customers who might not be familiar with their hotel?
Do they need to inform potential customers and educate them on the product before they’re ready to buy?
Or is it time to convert those lookers into bookers?
Not all writing is created equal. You’ll notice that under the “Work With Me” tab in the navigation above, I’ve separated my services into two primary categories: Content Marketing and Copywriting.
Why?
Well, written text takes many different forms — so the objective matters. If you want to know how I define the difference between hotel copywriting and content marketing for hotels, read on!
What’s the difference between content marketing and copywriting?
Content Marketing
Content marketing is “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.” (Content Marketing Institute)
Surely you’ve heard the phrase, “Content is King/Queen” many times. I assure you, it’s not just marketer-speak.
Content is anything that can be expressed through some medium, whether that’s written text, images, video, speech or audio. Think of it as storytelling, entertaining, educating, or informing.
Photos you took with your phone to post on social media? That’s content.
Your hotel blog with local tips and destination guides? Content.
A podcast you recorded for meeting planners? Yep, you guessed it: content!
Whether you realize it or not, you already create content every day as a hotel marketer. That’s because content powers every single marketing channel, from your own website and emails to social media, PR, and advertising campaigns.
You cannot market your hotel without content.
Copywriting
Copywriting is “the process of writing persuasive marketing and promotional materials that motivate people to take some form of action, such as make a purchase, click on a link, donate to a cause, or schedule a consultation.” (American Writers & Artists Institute)
Whether it’s in print or on the web, the actual text of these materials is still called “copy.” Hence, copywriting.
The term can sometimes invoke images of Don Draper lounging in his office drinking an Old Fashioned and throwing out taglines like, “Pass the Heinz.”
Indeed, some of the most successful advertising campaigns in history contain memorable copy moments.
(BTW if you’ve ever stressed out over purchasing or receiving a diamond engagement ring, blame copywriter Frances Gerety and DeBeers’ “A Diamond Is Forever” campaign. 💍)
Copywriting is by no means a new medium — but actually, neither is content marketing!
Brands have been using stories to attract customers for centuries. Here are a few highlights from a brief history of content marketing:
1732: Benjamin Franklin publishes the Poor Richard’s Almanac… to promote his printing business 📚
1882: The Edison Electric Lighting Company Bulletin is published… to promote the benefits of electric lighting 💡
1900: The Michelin Tire Company publishes their still-famous-today Michelin Guide… to promote roadside lodging and dining. 🍽 (And tires.)
2014: Marriott International launches their own in-house creative studio, publishing original content like their Two Bellmen video series… to promote, of course, hotels. 🛎
I think where some folks get confused on the difference between content vs copywriting is that yes, the end goal is to drive revenue, of course.
How you speak to that customer — and with what medium you choose to do it — is just a matter of where they are on their purchase journey.
Where content and copy fit into the online booking journey
Keep in mind that the modern path to purchase contains a LOT of different touchpoints across multiple channels.
But generally, the journey looks like a funnel.
At the Top of the Funnel is your widest pool of potential customers. The number of people decreases as you move through the Middle of the Funnel, the consideration stage. And it gets even smaller with the number of people who actually book/purchase at the Bottom of the Funnel.
One easy way to understand the difference between content marketing and copywriting is to learn its placement within this funnel.
As a rule of thumb, the objective of your content marketing should be attraction and nurturing.
So think: Top of Funnel and a little bit of the Middle, too.
In this stage, you should be focused on attraction through brand awareness, discoverability, and inspiration.
Then, on nurturing new leads via providing valuable information, educating, informing, and/or entertaining.
The objective of your copywriting is conversion.
This can overlap a bit with the Middle, particularly as you move an individual deeper into the funnel with a softer call-to-action. But ultimately, you want them to reach the Bottom and make a purchase. How?
That “softer” call-to-action could be signing up for your email list, submitting an RFP, or checking availability on their potential travel dates.
Then, making the sale means demonstrating your value proposition, what makes you different/better than the competition, and/or making them an irresistible offer.
If you’re feeling a bit stuck about what content you need at different stages of the online booking journey, my free hotel marketing plan template can help! Get your copy below. ⤵
How do I know when to use copywriting vs content writing?
First, remember that content marketing is not always limited to written text — it includes other mediums, like images, infographics, photography, video, audio, etc.
So here’s how I suggest you think about it.
Copy is meant to drive immediate action.
Content marketing — “attraction” and “nurturing” — is a long game.
Unless you’re on a reality TV show, you don’t just marry someone after a first date, right? Typically, there’s a “courting” period that needs to happen: You exchange some messages… You meet for coffee… You go on a few dates… You get to know one another… You meet each other’s friends/families… and eventually, you kinda figure out whether or not you can stand to be in other’s company for the next few decades!
Most of the time, you don’t make that decision lightly. You take your time.
Copywriting is about action: Do this thing! Take this step! Click here! Go here!
This is why it’s important to keep these two forms separate.
If you’re too focused on a sales message when you should be nurturing (or educating, or informing, or entertaining) — your content marketing won’t engage anyone.
And if you’re using too light a touch when you should be encouraging action — well, your copy isn’t going to convert either!
So… which one is better, content marketing or copywriting?
Welp, here I go, dropping every marketer’s least-favorite saying: “It depends…” 😅
Personally, I think a well-rounded hotel marketing plan needs both. You can’t convert customers if you don’t attract them in the first place. And you need content to attract them AND keep them interested in what you offer.
Neither one is better than the other — and they work best when used together, frankly.
But if you could only choose ONE to focus on right now, here’s how I’d make the call.
When to focus on content
If you have more time than money, invest your efforts into content marketing:
Revisit your hotel social media strategy — try to increase your audience/reach and engagement.
Consider fleshing out or updating your hotel destination guide with local attractions that are up-to-date and considerate of the current COVID situation.
If your hotel has a blog, update older posts and start regularly publishing new content.
Engage your email list by consistently sharing interesting or entertaining content.
Reach out to other businesses to see where you can collaborate — offer quotes and tips to local media, host a webinar or virtual class, be a guest speaker on a podcast for wedding planners, etc.
When to focus on copy
If you have more money than time, you might want to invest in paid advertising or promotions, as these can sometimes provide a “quick win:”
Create a hotel lead generation campaign — you’ll need a landing page, a freebie or “lead magnet,” and a series of follow-up emails to nurture interest before a sales offer.
Set up a retargeting ad campaign to bring visitors back onto your website to book — try to personalize the offer and message based on their browsing behavior. (If you’re not getting traffic to your website to retarget, take a step back and revisit your content marketing efforts first.)
Check your hotel website’s bounce rate against your bookings — if customers are leaving quickly without browsing or even checking availability, that’s a good sign your website isn’t pulling its weight. You may need to revisit your design, photos, copywriting, or all of the above and invest in improvements.
⬆️ Oh, and if you need help with any of the above? Well, you know who to call. 👋
Final Thoughts
Whether it’s an email campaign or a series of blogs, writing for hotels is kinda my jam. But that’s why you’re here, isn’t it?
To quickly recap, the difference between hotel copywriting and content marketing is mainly in where you’re meeting the customer:
Content marketing is about attracting and nurturing potential customers through storytelling and/or providing helpful information.
Copywriting is about driving immediate action, whether that’s a booking/sale or a new lead.
Ideally, you need both for a balanced hotel marketing strategy!
But content is King/Queen — it powers every single marketing channel, from SEO and social media to email marketing and PR.
If you’re feeling a bit stuck about what content you need at different stages of the online booking journey, my free hotel marketing plan template can help! Get your copy below. ⤵