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Content designed to drive loyalty at Marriott

Branded content thrives on customer curiosity. I think that's an amazing insight!

Campaign (Asia edition): Brands needs to make loyalty, not content for content's sake: Marriott marketer, 2018-Mar-28, Interview of Tony Chow, APAC director of creative and content marketing for Marriott International, by Soon Chen Kang

Citing American Express as an example of a brand using content marketing effectively, Chow said that content is not a short-term game. “You can’t expect it to be an instant, overnight success," he said. "Content marketing needs a long-term investment. Building trust and loyalty is a relationship, just like falling in love, going through the whole courtship before getting married."

Having a content studio and being its own publisher is one way for Marriott to grow its audience organically, Chow told Campaign Asia-Pacific after his on-stage appearance. Having said that, he agreed that paid media provides a good balance in driving awareness and audience to the brand’s distribution channel. “We want to focus on our own platform to engage more with our consumers, tell them about our new developments," he said. "A part of the process about getting loyalty is building a community."

In terms of content that audiences will find engaging, Chow said storytelling thrives on curiosity, and the hospitality brand did not have to look further than using its own staff as cast. “The best way to tell stories is to leverage on authenticity," he said. "Real stories are more powerful. We want to utilitize people that we don’t see all the time—the bartenders, the chefs. That will build a connection with the audience based on what they experience when staying at a hotel.”

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