Vail Daily column: Take control of your online presence |

Vail Daily column: Take control of your online presence

Brands in every business sector are responding to the transformative change in the media landscape caused by the increased growth of mobile phone use for media consumption. No longer are brands focused on traditional media placement and advertising; todays successful brands are built upon content and customer engagement. This is being done through content marketing.

Content marketing focuses on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.

Examples abound, but consider Marriott International; we know Marriott as the largest hotel company in the world with a variety of well-known brands including Ritz-Carlton and Gaylord Hotels. “We are a media company now,” said David Beebe, Marriott’s vice president of global creative. He further explains, “First and foremost, (the goal) is to engage consumers. Get them to associate with our brands, build lifetime value with them. Content’s a great way to do that.”

The Vail Valley Partnership is making it even easier for members to promote their business through our online content channels. We’re invested in content marketing as well, and are providing a range of new features for local businesses through the new Member Login portal on Vail Leveraging our reach and our content channels allow local businesses to grow their online presence by leveraging our reach both locally and to destination visitors.

Member organizations are now empowered and given full authority over their online presence. Through the new login portal, member businesses have immediate access to update business listings, upload events to the online calendars, post and manage job listings and add news to the newsroom.

Local visitor information sites such as and local chamber business sites such as VailValley are important tools as well. Businesses can now update their online listing to conveniently make changes to their listing in the business directory including contact information, website, business description and business category.

Events drive engagement as well, and must be properly promoted to ensure customers are aware of the details. We now allow member organizations to directly post events to our valley-wide event calendars. This new function allows timely access to post, update or change events on VailValley and Through this function, members can categorize their events into several selections including live music, educational event, volunteer opportunity or networking event. The Partnership promotes these events in our web content, social media and visitor newsletters, making the event calendar an important tool for local businesses, towns and nonprofits looking to increase attendance at their events.

The local labor market is increasingly challenging and doesn’t show any signs of improving. Due to this, our job listings page is a popular feature for members. Businesses now have the flexibility to post new job openings, but also update them as needed, remove them once the position has been filled, and extend the expiration date if necessary.

Members also now have direct access to visitor contact information; we allow visitors to opt-in to receive more information on interests such as real estate, equipment rentals, lodging, transportation, activities and dining. Your business can follow up directly with these visitors to drive business to your front door.

We strive to stay on top of marketing trends, and we do continually focus on adding value to our business members and the community by curating content and allowing our members to leverage our communication channels to reach customers to grow their business. We look forward to pushing your messages and helping you grow your business through our content marketing efforts.

Chris Romer is president and CEO of the Vail Valley Partnership.

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