Content marketing is definitely the new black, regardless the niche. Every business employing this strategy should also track its performance. Just like PR, content marketing has value beyond traditional ROI formulas.
There are several ways to maximize the ROI of your content marketing efforts. Your website itself is a powerful content marketing vehicle, giving you freedom to share content in many forms with your target audiences. Anything you publish is content: images, video, rich media, interactive infographics, articles, special offers, banners, and so on. Knowing what performs and what not will help you determine which types of content are more appealing for your site visitors, and what types of content to create more.
Google Analytics, Statcounter and other tracking tools are highly recommended for this purpose, but Buzzsumo is even better, as it is not limited to your own site, but it also shows you what content performs best for any competitor, and helps you find key influencers to promote your content. The PRO plan offered by Buzzsumo goes in depth, also showing backlinks.
Brandwatch is a social media monitoring tool, with powerful analytics, tracking mentions across millions of online sources, and delivering actionable reports in real time. Finding where users are talking about your hotel, or about your destination, is powerful intelligence, enabling you to join those conversations directly, and to convert your dialogue partners into hotel guests.
Picreel is another excellent tool to maximize ROI directly on your website. Bouncing visitors are shown a special offer as they leave your site. You can target visitors as they discover your content, and deliver exclusive deals based on their behavior.