Booking.com cr-program | Content strategy

Booking.com cr-program | Content strategy

MockUpContent Strategy_2

In collaboration with Limelights, we developed a content strategy for Booking Cares. Booking Cares is Booking.com's Corporate Responsibility program and responsible for the sustainability goals of Booking.com. Booking.com believes tourism can only be sustainable if it is carefully managed; Potential negative effects on the host communities and the environment are not permitted to outweigh the financial benefits. In order to share their stand on tourism, a new content strategy was needed. 

 

Given the confidential nature of a content strategy, we can't share any information about the content strategy itself. What we can do is briefly explain the process that has been followed. 

Developing a good content strategy is a process in which we like to work closely with the client. In general, we do this through three phases:

Preparation & research phase:
In the preparation phase, we collected and analyzed all available information based on interviews and data from analytic tools. We have immersed ourselves as much as possible in the market, customers, competitors and popular content within the market in order to really understand Booking.com, their stakeholders and the market.

Workshop:
Based on the preparation and research phase, we hosted a workshop. In this workshop, we worked together with the Booking Cares team in an interactive setting on the challenges, solutions, the tone of voice, first idea directions etc. This way we could get as much information out of the team and test some of the outcomes of the preparation and research phase.

Development phase:
In this phase the strategic choices where made based on all previous phases. Clear objectives with KPIs were formulated, and for each objective, the best strategy was determined.

We strongly believe that a good content strategy must be also pragmatic, which is why in this phase we also translated the content strategy into different content formats. As a result, a strategy is not a paper document that has to be translated into practice, but a strategy that comes to life and can directly be executed. In this phase, we of course also had an important feedback moment in which the Booking Cares team could give their input and make a number of decisions based on some options we laid out for them. 

 

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