Create a Successful Blog for Your Property, build trust with your audience, and increase your customer base & profit.
Welcome to another edition of hospitality property school.
Today, we are going to talk about how to create a successful blog.
In the last episode, I shared with you 16 reasons why you should blog.
Today, I’m going to spend a couple minutes explaining a few things for you to get started and share with you some of the initial mistakes bloggers make.
So before you get started, you have to decide the reason you want to write a blog.
Take a moment to ask yourself these questions:
- Why is your property blog worthy?
- What story supports this property?
- Who would share your passion?
- Are your employees aligned with this passion?
After you have answered these, start brainstorming:
Who are your target guests?
If you are not sure how to do this, this is a question we discuss in our “Your Organizational Structure” training tutorials
Once you know who your ideal customer is, do a little research into their behaviour and then you can adapt your blog accordingly.
Some places you can start this type of research include:
- Q & A forums ie. Quora, & Yahoo! Answers
- Social media ie. Groups of social media sites
- Tools for getting content for your potential customers BuzzSumo.com & Topsy.com
- Blog comments on other blogs your potential customers might read. What type of content are they already engaging with on other blogs?
You want to build trust with your audience so if you can discover the information your customers seek and become the go-to blog for providing that information, they will likely start to trust you.
Compile a list of 5-10 of your closest or the same type of competitors with blogs, audit their content and see what is working.
If they’re ranking higher than you for crucial keywords, then write and promote better content for those keywords. If you see gaps in the content on their site, capitalise on those gaps.
Create a list of 5-10 keyword groups you want to rank for and with them the associated long-tail keywords you can include in blog content.
If you are new to this go to google support for more info on keywords and keyword planning.
Google’s algorithm is constantly changing and is becoming more and more natural.
You are better off writing good content that engages your readers, and not worry so much about the search engines.
Decide on a Rhythm
Decide on their realistic number of blog posts you can commit to per week, per month and then stick to it. This will become your editorial calendar and by creating this calendar you’re creating accountability and a rhythm. Posting to your blog is not about frequency, but instead about good content and consistency.
Make sure your blog schedule is in sync with rest of your social media strategy.
Initial Mistakes Bloggers Make
Here are some of the most common mistakes beginner bloggers make and some ways to avoid them.
Considering all blogging ideas in general.
When you start blogging, you’re going to be thinking of ideas all times a day or night and wanting to post them.
The reason you’re blogging is to help your business grow, so all of your post ideas should help serve those growth goals. They should have tie-ins to concerns in your
Your writing is too rigid
Don’t write like its university or college theses. They are normally not that interesting for your average customer to read.
Instead, write like you talk. Be conversational in your writing, be loose, and toss in contractions. Your readers want to feel like they’re doing business with real people, not computers.
You think people care about you
When you start writing, people do not care about you.
Why should they?
They don’t know you, all they care about is what you can teach them.
Don’t force yourself on your readers, but instead, share your personality. There is no right or wrong way to do this, write is if you’re talking to a friend.
Don’t be all over the page
Quite often when bloggers start writing they let your topics get too wide-ranging.
Stay very specific especially in your first few posts. Decide your goal, then your topic and then your title.
Many new bloggers write exactly what they are thinking and this stream-of-consciousness style of writing isn’t good for blog posts. Most readers scan, so make sure your post is organised.
Organise your flow thought and create a logical flow outline for your post, the use the same outline for every post and stick with it. You will be basically filling in the blanks and it will become easier over time.
Copy & paste is a really cool technique but it doesn’t work when it comes to your properties blog.
If you’re using other people’s content, give them credit.
Finish writing and forget to edit
When we reread something that we have written, all brain allows us to skip over mistakes.
Quite often we put too much trust in our brain. This can be a mistake.
Your blog post is going to need editing. Take the time to read each sentence slowly and carefully, fix your run-on sentences, typos, and grammatical mistakes and when that is done, give it to someone else to read.
If you would like more help with getting started we have included in the marketing section of “Guide to Operating an Independent Hotel or Bed & Breakfast” Training Tutorials the “Blogging for Business” eBook to help you with your success.
If you have any interesting stories about choosing your visual branding and would like to share or have any questions or feedback you can leave them in the comments section of the show notes at.
That’s it for this session of hospitality property school.
We appreciate your comments and if you have topic ideas, feel free to reach out to use on
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Or email at
So, as always, let’s work together to put heads in your beds.
Until next time, have a fun day.
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