Your Content Matters
Content is key when trying to engage your guests. This article with show you how to create and present relevant content to your guest though the Best Western Mobile Engagement Platform.
Before you start developing content for your platform, it is important to understand who your guests are. Crafting content that is not only applicable to their needs, but also their wants will ensure a successful platform and satisfied guests.
There are questions you should be able to answer prior to developing your platform’s content, here’s an example of a few:
Ex: if your property has primarily business travelers, it makes sense to include information about your business center, mail services, etc.
Ex: if your property has primarily leisure travelers, it makes sense to include detailed and vibrant Staff Picks to help your guests find things to do in the local area.
If there are items / requests that guests are frequently asking for, find a way to include it in your platform.
Your brand identity defines your guest experience.
Create a voice that aligns with Brand standard as well as with the genuine culture of your own property. If you’re having trouble determining your brand voice, use your property’s website as a reference. The support guides will provide you with further guidelines that will help prevent your copy from missing the target.
By their nature, mobile platforms restrict your creative freedom. You have a limited amount of space to convey your message. Users want to quickly find information or perform an action rather than scrolling through endless amounts of unnecessary content.
Writing copy that is clear and concise takes time and revisions. When crafting copy for your platform, ask yourself these questions:
- What is this page/ topic about?
- How can I relay the most information using the least amount of words?
Example:
- Our business center is located next to the lobby and open 24 hours a day. We offers free printing, mailing, copying, and internet access. With our upgraded monitors and fast internet, our business center is sure to fit all your professional needs. So what are you waiting for, come check it out now!
- Our business center is located next to the lobby and open 24 hours a day. The center offers a variety of services that are sure to meet all of your professional needs.
See the difference?
The first answer is accurate but contains unnecessary information. While it’s great to craft engaging and colorful copy, it’s important to remember to keep it short and to the point.
The second answer provides the user with a clear understanding of what service is and how to obtain said service.
Having a focus is essential when producing quality copy. It's good practice to answer the second question several times; a more focused answer will help you develop text that is targeted and impactful for the reader.
Make sure your content is well organized and easy to follow.
Make good use of bullet points. Bullet points help you maximize the space while organizing content that is easy to read for your guests.
Runtriz offers you a variety of formatting options to help you customize and make your content hit its audience. Click on ‘Formatting Help’ while on your Content Management System and get started. (find a better way to present where to find our tooltip).
It’s important to maintain consistency across all channels. This includes grammar and punctuation. One way to reduce / eliminate grammatical and punctuation errors in your platform, is to have someone QA the copy.
Remember, your platform will be primarily displayed on mobile devices. Use your platform Preview Generator (located on the Dashboard) to see how your content looks on a mobile device.
Need more assistance with crafting clear, concise, and error free copy? Contact the Customer Success Team today!