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Creativity for content marketing

Artistic ingenuity and personal touches will draw in targeted sales

Wednesday 13 July 2016, 02:56PM

In this column we will work towards connecting hospitality businesses with the right customers through social media channels. It’s a brave new world for business and we will do our best to equip you for it!

If you are a business owner, hotel manager or work in sales and marketing, you may have heard of content marketing and how powerful it can be in driving sales to your business.
In the past few years, customers have become savvier with how they are influenced by marketing. Different from traditional marketing in print or television, potential customers are now interrupted while they have their attention on something that is of interest. An example of this would be pop-up ads, which divert someone’s attention in order to try and persuade them to buy something. Studies have shown how ineffective standard advertising is, with customers now automatically tuning out advertisements.
However, content marketing is the art of developing stories that belong uniquely to your business – the “behind the scenes” of why, what, who and how you do things in your company.
The reason I call this an art is because people now consume news and information on their own time and don’t like to be interrupted. In fact, I’m sure it has happened to you – you are watching TV and an advert interrupts you, so you switch your attention to your phone or you get up to do something entirely different instead.
In order to create a story that can capture the attention of people, a photo, write up or video needs to have a compelling story behind it to generate interest. Personal stories, achievements of teamwork or even anecdotes of enjoyment go a long way in drawing people in with intimacy.
People won’t mind being interrupted if the content that is placed in front of them is creative, adds value and has a message, as opposed to just trying to sell them something every single time. If your content is good, the customers will follow.

Daniel Villota is the Managing Director of E-Media Asia, the number one social media consulting agency in Southern Thailand! He can be contacted at or visit



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