Content Marketing Case Study: Sofitel

OBJECTIVE
Sofitel, the Accor Group's luxury hotel brand, was looking for a partner to manage, optimize and localize the content on their hotel websites to make it more engaging to their current and potential customers, plus more successful in terms of natural search ranking.

SOLUTION
The EVG London team first worked with the hotel group to research what type of guests they would like to attract, unique selling positions of each hotel, and how to better paint an accurate, consistent and enticing picture of the venues to those searching for hotels in their locations. EVG content specialists craft the hotel copy to maximize natural search and then localize in up to ten languages per hotel. In addition, EVG manages ad-hoc localization work in up to fifteen languages using a two-tier, native speaker process and a 48-hour turnaround.

RESULTS
Sofitel is able to outsource a very strategic yet complicated content project that would have required massive coordination and management of multiple resources, including writers, editors, SEO experts and translators, to one convenient and cost-effective resource. The resulting content is consistent in tone and style, incorporates multicultural marketing for each language and is search engine optimized to drive traffic and increase conversion.