“It’s no longer about brand-first. It’s about giving consumers content that adds value to their lives, and in return adds value to us.”
- David Beebe in an interview for Contently
Influencer marketing is a popular strategy for B2C content marketers, but none have approached it with a more solid foundation and open mind than Marriott. In the past, influencer marketing was focused on the appeal well-known celebrities could establish with their endorsements, but this has evolved.
To accomplish what David Beebe, vice president of global creative and content marketing for Marriott International, refers to as the “3Cs” strategy (content, community, and commerce), Marriott launched a 65-person content studio. Its charter? To publish, distribute, and share digital content across multiple platforms and on all screens with the intent to build worldwide communities of people passionate about travel that will drive commerce to the company’s hotels…
Marriott’s Influencer Marketing Program Breaks the Mold: A Look at Their Strategy
