Content Marketing Case Study: Carlson

OBJECTIVE
Carlson Hotel Group needed a content partner that could execute new website copy with SEO keywords for its individual hotel websites. All copy had to be crafted in accordance with corporate brand standards, and an annual schedule of updates for over 750 hotel websites was agreed upon.

SOLUTION
EVG assembled a staff with expertise in copywriting, editing, SEO, project management and technical skills. EVG created a custom CMS that accommodates workflow and provides for easy communication with the individual hotel properties. The dedicated team now handles  over 15,000 updates a year that include daily offers and special deals.

RESULTS
Individual hotel websites maintain consistently high natural search rankings for highly searched keywords and overall bookings and revenue has increased:
• 76% increase in revenue over control group
• 62% increase in monthly visits to sites