Image: Hilch/

Content Marketing Research: Content Distribution Solutions

Image: Hilch/

Definition: Content fuels the web and is found in the form of data, images, audio and video in addition to other types. Hotels, Vacation Rentals, Restaurants and Country Clubs rely on this content to inform potential customers of their products, services and experiences as they peruse their options. Creating, storing and sharing this content plays an important role in the ability of these businesses to entice customers into their brand, products and experiences.

What exactly is Content Distribution in the context of managing a hotel, restaurant or a group of these businesses? If your property wants to maximize exposure and ECommerce opportunity, it will distribute its rooms or food through other businesses, such as Online Travel Agencies (i.e.: Expedia or Orbitz) or Food Delivery Solutions (i.e.: UberEats or Postmates). Doing this provides access to a broader market for any given location and often leads to new customer acquisition. However, to participate in the sites that have access to these prospective customers, your business needs to be able to choose what sites to partner with and how best to distribute products with them. Many people familiar with this concept call it Channel Management. Traditional channel management accounts for the distribution of pricing and product availability to third parties that have a license to redistribute your products. When distributing hotel rooms or the purchase of food and beverage online, content for these products is key when consumers are researching or making a purchase. This is where Content Distribution comes into play when successfully distributing your products with the additional reach and marketing prowess of OTAs and FDSs.

Capsolve has identified 19 solutions that either provide products in this category or contain selected functionality to facilitate content distribution across online distribution channels. While this category is not one of the larger categories Capsolve covers, it has multiple solutions paths when considering how the solutions may be combined for an eventual implementation.

Many of the solutions in this category are sold from companies headquartered in the United States, but the most comprehensive and industry specific solutions are headquartered in a couple of cities located across the globe.

Marketplace Context

Distributing product content into the marketplace in support of ECommerce partnerships creates both marketing and revenue potential for Restaurants and Hotels. The primary business need is to present an attractive visual representation of your products and entice consumers to buy through these channels. As a result, Hotels and Restaurants should consider the following:

Content Format
  • Text
  • Links
  • Images
  • Video
  • Virtual Tours
  • Augmented & Virtual Reality
Product Content
  • Product Information
  • Pricing
  • Availability
  • Inventory
  • Visual Content
  • Product Content Interface
  • Performance Metrics
Site Selection
  • Choosing Partner Sites
  • Static or Dynamic Selection

Partnership Considerations
  • Terms & Conditions of Partner Site
  • Business Rules
  • Management of Partnership
  • Negotiated Terms
  • Partner Sites
  • Mutual Prospects & Customers

Furthermore, when dealing with significant amounts of content for a location or across multiple locations, having tools to manage all of this content becomes crucial to maintaining your brand and communicating its essence to your prospective buyers. This category solves this pain point with many different types of solutions and from various perspectives.

The diversity of these solutions extends beyond the geographic headquarters of their owning companies and well into the actual functionality of their respective features sets. You will find almost any combination of functionality within this marketplace depending upon your business needs. However, sifting through numerous vendors to perform proper due diligence may become an exasperating experience whether you are a technology novice or aficionado.

Capsolve has researched this category of solutions for you and sheds light on how to find the best solutions for your team.

Need more information? Read more below by logging in or subscribing to Capsolve’s Introductory Research Plan. Alternatively, search for relevant Content Distribution solutions by requesting a Custom List:

Your customized list of solutions will meet your primary criteria for a particular type of solution, such as a Content Distribution product. However, you may request this type of list for any category.

Capsolve’s Research on Content Distribution Solutions includes:

  • Content Distribution Styles
  • Core Capabilities of Content Distribution
  • Sales & Marketing Considerations
  • The Ecosystem of Content Distribution Solutions
  • Current Trends

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About The Document

This document details a review of the marketing information and capabilities associated with Content Distribution solutions and the surrounding technology ecosystem. It contains original content written by Capsolve to provide a perspective of current trends affecting hotels, restaurants, solution providers, consultants and agencies. The analysis covers a statistically significant portion of the marketplace.