Ultimate Guide to STR Content Marketing

Chase Gillmore
Jul 10
14 min read

Updated: Jul 12

Content marketing can transform your short-term rental (STR) business by increasing direct bookings, reducing reliance on platforms, and boosting revenue. Here's why it works and how to get started:

Why It Matters: Properties with strong social media content see 2.8x more bookings, charge 18% higher nightly rates, and enjoy a 37% increase in booking rates.
Key Benefits: Build guest trust, highlight unique property features, and connect directly with travelers during their planning phase.
Actionable Steps:
- Identify your target audience (families, couples, business travelers, etc.).
- Develop a consistent brand voice that reflects your property’s vibe.
- Use high-quality visuals, blog posts, and video content to showcase your property.
- Plan a content calendar with a mix of promotional, educational, and engagement-focused posts.

Pro Tip: Regularly update and repurpose top-performing content for better results. Use analytics tools like Google Analytics to track performance and refine your strategy.

A strong content marketing plan can make your property stand out, increase bookings, and help you retain more revenue. Dive into the guide to learn how to create and optimize your strategy.

How To Market Your Airbnb Without Using Airbnb!

Building Your STR Content Marketing Strategy

Crafting a successful content marketing strategy for your short-term rental (STR) begins with understanding two key elements: your audience and what makes your property stand out. Without this clarity, even the most creative content might fall short of driving bookings.

Finding Your Target Audience and Guest Profiles

The foundation of effective STR content marketing lies in knowing who you're speaking to. Start by identifying the types of travelers your property naturally attracts. Does your space cater to solo adventurers, families, business professionals, couples, honeymooners, millennials, retirees, or spring breakers? Each group has unique needs and preferences that should shape your messaging.

Your property’s features and pricing can offer valuable insights into your ideal audience. For instance:

A sleek downtown loft with fast Wi-Fi may appeal to business travelers.
A spacious beachfront home with multiple bedrooms is likely to attract families.
A high-end property priced at $400+ per night caters to affluent guests seeking luxury.
A budget-friendly option around $75 per night may draw in college students or young families.

Guest reviews are another goldmine of information. Look for patterns in their feedback - what demographics are booking your property, why they’re traveling, and which features they rave about. If guests frequently mention the hot tub, for example, it’s clear that relaxation is a priority for your audience.

Lastly, take a look at your local competition. If most nearby rentals cater to business travelers, you might stand out by focusing on leisure guests instead.

Creating Your Brand Voice and Property Advantages

Your brand voice is the personality your property conveys through its content. It should reflect your property’s vibe and resonate with your target audience. For example, a cozy beach house might use warm and casual language, while a chic urban penthouse might favor a polished and sophisticated tone.

To define your rental's personality, consider creating a Brand Tone Blueprint. Think about how you’d describe your property - perhaps it’s a "family-friendly beach retreat", a "rustic mountain cabin", or a "modern downtown loft." Once you’ve nailed this down, ensure your tone stays consistent across all platforms, from your website to social media and even guest communications.

Highlighting your property’s unique features is another way to differentiate yourself. Maybe it’s a charming vintage fireplace, a rooftop garden, or a rich history of notable visitors. These details can create an emotional connection with potential guests.

You can also stand out by tying your property to the local area. Share tips about nearby hidden gems, seasonal activities, or partnerships with local businesses. For example, you might recommend the best hiking trails or offer a discount at a popular nearby restaurant. These insider touches can make your property more memorable and appealing.

Setting Goals and Planning Your Content Schedule

A strong content marketing strategy needs clear, measurable goals. Use the SMART framework to set objectives that are Specific, Measurable, Achievable, Relevant, and Time-bound. Instead of a vague goal like "increase bookings", aim for something more concrete, such as "boost direct bookings by 25% in the next six months" or "increase social media engagement by 40% during Q2".

Your content calendar should include a mix of post types to keep your audience engaged. A good balance might look like:

30% promotional content (e.g., property specials, booking incentives)
40% educational content (e.g., travel tips, local area guides)
30% engagement-focused content (e.g., polls, user-generated photos)

Timing is everything. Plan posts around seasonal demand and local events. For example, if your property is near a college town, create content about graduation weekend accommodations well in advance. Ski properties might benefit from promoting winter stays as early as fall, when travelers are planning their trips.

Regularly track your progress using metrics like website traffic, social media interactions, and direct booking conversions. Consider creating content clusters that revolve around your property’s features or nearby attractions. Comprehensive guides, such as a neighborhood overview highlighting local restaurants and activities, can improve your SEO while offering valuable information to potential guests.

Don’t forget the power of visuals. Schedule photo shoots throughout the year to showcase your property in every season - whether it’s a blooming garden in spring, a lively pool scene in summer, colorful fall foliage, or a cozy winter atmosphere. High-quality images help guests imagine their stay, no matter the time of year.

Next, we’ll dive into the specific types of content that can drive engagement and boost bookings. Stay tuned!

Types of Content That Work for STRs

Crafting the right mix of content can make a big difference in boosting your short-term rental’s visibility and bookings. Each type of content plays a role in attracting guests and converting them into bookings.

Blog Posts: Local Guides and Travel Tips

Blog posts are a cornerstone of content marketing, helping your property stand out as a go-to resource while driving traffic to your website. Local guides, in particular, can showcase your expertise and highlight what makes your property special.

Neighborhood guides are especially effective for short-term rental owners. These posts can feature local restaurants, attractions, and hidden spots that only a local would know. For instance, instead of a broad topic like "Things to Do in Orlando", try something more focused, like "Best Family-Friendly Activities Near Our Orlando Properties" or "How to Enjoy a Rainy Day at Our Coastal Rentals". These kinds of posts offer helpful information while naturally promoting your rental.

Seasonal content helps you address what travelers are looking for at different times of the year. Highlight peak-season attractions, seasonal events, or activities tailored to your location. If you own a mountain cabin, you could write about the best fall foliage spots, winter skiing conditions, or spring hiking trails. For beach properties, topics like summer water sports, off-season storm watching, or fishing during the shoulder season might resonate.

Travel advice posts can broaden your appeal by offering tips that go beyond your rental’s immediate area. Share local recipes, explain quirky regional phrases, or provide packing advice based on your location’s climate. For example, a desert rental could discuss staying hydrated in dry weather, while a coastal property might focus on beach safety or tide pool exploration.

Social media has reshaped how people discover and book short-term rentals. High-quality content on these platforms can significantly boost engagement and booking inquiries.

Photography is the backbone of social media marketing. Capture your property during the "golden hours" (sunrise and sunset) for the best natural lighting. Use wide-angle shots to highlight room layouts and close-ups to showcase premium amenities. Keep a seasonal photo library to ensure your visuals stay fresh and aligned with what guests are searching for.

User-generated content can amplify your reach. Posts featuring real guest experiences on platforms like Instagram often see 38% higher engagement, and properties that actively share this content experience a 25% jump in booking inquiries. Encourage guests to share their photos using branded hashtags, and engage with their posts to strengthen your online presence.

Tailor your approach to each platform. On Instagram, for instance, use Stories to run polls, share behind-the-scenes updates, or introduce your team to build trust. Quick replies and automated responses on platforms like Instagram and Facebook can help you respond to inquiries within 2–3 business hours.

"Social media has fundamentally transformed the short-term rental terrain, with platforms like Instagram driving 83% of service discovery among users. Property managers who harness these digital channels effectively are seeing dramatic increases in direct bookings and guest engagement, outpacing competitors who rely solely on traditional listing sites."– Keith Kakadia, Founder at Sociallyin

Adding dynamic visuals like videos to your strategy can further enhance your property’s appeal.

Video Content for Property Tours

Video content is incredibly effective for short-term rentals, driving 49% higher engagement compared to static images.

Property walkthrough videos provide a virtual experience for potential guests. Even with just a smartphone, you can create a smooth walkthrough by focusing on steady shots and capturing both the interior and exterior of your property. Highlight key features like patios, gardens, or pools, and use natural lighting for the best results.

"A video makes you feel like you're in the house, experiencing it."– Robin Christman

Keep your videos short - ideally under two minutes - and emphasize standout features like a cozy fireplace, modern kitchen appliances, or breathtaking views.

For an extra touch, consider professional upgrades. A gimbal, priced around $100–$200, can help stabilize your footage, while professional editing services typically cost $30–$50. If you want to go all out, a 360° virtual tour can cost about $300.

Video testimonials from past guests can build trust and credibility. These personal endorsements, combined with your branding and a clear call-to-action, can drive viewers to your booking page.

To maximize your video’s reach, share it across listing platforms, social media, and email campaigns. Immersive virtual tours and drone footage can also highlight your property’s location and unique exterior features.

Investing in video content can lead to stronger engagement, more bookings, and even the ability to charge higher rates for your rental property.

Measuring and Improving Content Results

Creating great content is just the beginning. To truly make an impact, you need to measure how it's performing and use that data to refine your approach. By understanding what works and what doesn’t, you can optimize your efforts to drive bookings and get the most out of your marketing.

Analytics Tools for Tracking Content Performance

To build a winning strategy, you need to know what’s driving results. Google Analytics is a go-to tool for tracking website performance, used by 84.1% of all websites. For short-term rental (STR) owners, it’s an invaluable resource for analyzing how your blog posts, property pages, and booking funnels are performing.

Pay attention to key metrics like occupancy rate, average daily rate (ADR), and revenue per available room (RevPAR). Also, take a close look at your booking sources - this data shows which content channels are bringing in the most valuable traffic.

If you want deeper insights, specialized STR analytics tools can help. Platforms like AirDNA offer subscription plans ranging from $15 to $1,200 per month, depending on your needs. These tools allow you to compare your performance to market trends, giving you a better understanding of how you stack up. On the social media side, platforms like Instagram Insights, Facebook Analytics, and YouTube Analytics provide detailed data on engagement, reach, and audience demographics.

For even more precision, dynamic pricing tools like Beyond Pricing and Pricelabs integrate with your property management system. These tools let you adjust rates based on demand generated by your content, factoring in seasonality and local events. This helps you directly connect your content marketing efforts to revenue outcomes.

Use these insights to refine your approach and make the most of your existing content.

Updating and Reusing Existing Content

Instead of constantly churning out new material, focus on maximizing the value of what you already have. Start by identifying your top-performing content using Google Analytics and social media metrics. Look for blog posts and updates that consistently attract engagement and remain relevant over time. For example, a neighborhood guide that performed well last year can be updated with new restaurant openings, current attraction hours, and pricing details.

Repurposing content is another smart move. A detailed blog post about local hiking trails could be transformed into an Instagram carousel, a YouTube video, a downloadable PDF guide, or even a series of social media posts that highlight individual trails.

"Repurposing content is the goldmine of digital marketing for every business - but especially for small businesses with limited resources. The biggest tip for sharing the same information in different formats is to add a special touch to each separate form of media." – Madylen Kablak, Marketing Director, 2D Graphic Design Artist

Seasonal updates are another way to keep evergreen content fresh. For instance, a post titled "Best Winter Activities" could be updated with new venues, prices, and photos to improve its relevance and search rankings. Adding user-generated content, like recent guest photos or testimonials, can also breathe new life into older posts. Properties that regularly share user-generated content see a 25% increase in booking inquiries.

Tailoring content for each platform is key. What works on your blog might need shorter paragraphs and more visuals for social media, while Instagram content might require longer captions and different hashtags to perform well on Facebook.

Once you’ve refreshed your content, it’s time to test different approaches to maximize its impact.

Testing Different Approaches for Better Results

Effective content marketing isn’t about guesswork - it’s about experimenting to find what resonates most with your audience. A structured testing approach can provide the insights you need to fine-tune your strategy and achieve better results.

A/B testing is a simple yet powerful way to optimize your content. By testing variations of headlines, images, or call-to-action buttons, you can identify what drives higher conversions. Research shows that 1 in 7.5 A/B tests results in a significant lift, with an average improvement of 61%. For example, you might test whether "Book Your Mountain Getaway" performs better than "Reserve Your Cabin Today" in an email campaign.

Follow a clear process: Plan → Build → Test → Analyze → Optimize. Start by defining specific goals, like increasing email open rates, boosting social media engagement, or driving more direct bookings. Test one element at a time to ensure your results are meaningful.

Testing Method	Best For	Traffic Requirement	Strategic Value
A/B Testing	Single variable (e.g., CTA, headline)	Low to medium	Quick validation of assumptions
Multivariate Testing	Complex combinations of elements	High	Identifies interaction effects between variables
Qualitative Testing	User experience and pain points	Any	Offers insights into user behavior

Consider testing key content elements like property descriptions, photos, pricing displays, and booking flow language. With 90% of top-performing companies emphasizing the importance of experimentation, making testing a regular habit can lead to consistent improvements.

Don’t overlook qualitative feedback. Guest surveys, social media comments, and direct feedback can provide valuable context to your data, helping you understand certain content works better. This allows you to create more targeted content that addresses specific guest needs and preferences.

How Maverick STR Supports Content Marketing

Maverick STR offers tools and services designed to turn your content marketing efforts into a revenue-driving machine.

Custom Direct Booking Websites

Custom direct booking websites are game-changers for converting traffic into bookings. Maverick STR specializes in creating these tailored websites to help you secure more direct reservations. In 2024, direct bookings through vacation rental websites grew by 35%, and 67% of travelers reported preferring to book directly on a brand’s site.

Maverick STR’s "Done For You (DFY)" custom direct booking websites seamlessly integrate with your content strategy. Unlike standard property management system (PMS) sites, these websites are designed to highlight your property with engaging visuals and personalized content. This not only enhances your property’s appeal but also boosts traffic and improves search rankings. Plus, you can track guest behavior for tailored retargeting campaigns. Integration with vacation rental PMS and channel managers’ booking widgets ensures a smooth, hassle-free booking process for your guests.

Listing Optimization and SEO Services

Visibility is key to effective content, and Maverick STR’s listing optimization and SEO services ensure your property gets noticed by the right audience. Their services include keyword research, optimized website structures, local SEO strategies, and backlink building - all aimed at turning visitors into paying guests.

Their process starts with detailed keyword research to uncover high-intent search terms, which then guide your listing and content strategy. From crafting engaging, keyword-rich blog posts to conducting technical SEO audits and building quality backlinks, Maverick STR’s approach is thorough. They even focus on local citations to boost your property’s authority. The result? A data-driven strategy that increases your chances of converting browsers into guests.

Pricing Strategies and Revenue Management

Getting your property seen is just one part of the equation - maximizing revenue is the next step. Maverick STR’s pricing strategies and revenue management services are designed to help you make the most of your content marketing efforts. Their dynamic pricing models adjust based on demand trends, seasonal fluctuations, and local events, ensuring your rates remain competitive and profitable.

Their revenue management approach also incorporates listing optimization to enhance your visibility on booking platforms. By combining expertise in real estate, hospitality, and digital marketing, the Maverick STR team ensures your content marketing aligns with pricing strategies that attract the right guests. On top of that, targeted ad campaigns on platforms like Meta and Google amplify your top-performing content, reaching audiences most likely to book. This holistic strategy ensures every dollar you invest in content marketing delivers measurable results.

Conclusion

A well-thought-out content strategy - ranging from eye-catching visuals to in-depth local guides - can be the driving force behind boosting direct bookings and strengthening guest relationships. In a competitive short-term rental (STR) market, where 76% of travelers turn to social media for inspiration, content marketing is what sets thriving hosts apart from those struggling to fill their calendars.

Consider this: video content generates 1,200% more shares than text and images combined. Meanwhile, email marketing delivers an impressive $36 return for every $1 spent. These numbers highlight the power of storytelling and strategic communication.

"PR, in addition to word of mouth, is the thing that really built our brand over the last 10 years. And because of that, Airbnb is a noun and a verb used all over the world." – Brian Chesky, CEO of Airbnb

Your content should do more than just describe your property - it should tell a story. Whether it's through local area guides, professional photos that showcase your space, or email campaigns tailored to guest preferences, every piece of content should reflect your property’s unique value and build trust with potential guests. By blending storytelling with practical travel insights, you create a compelling reason for travelers to choose your STR.

Consistency and authenticity are the cornerstones of success. Start by creating a content calendar that balances promotional posts, educational resources, and engaging material. Highlight your property’s unique features in detailed descriptions, and consider collaborating with local businesses to offer added value to your guests.

Unlike paid ads, high-quality content has a lasting impact. It continues to attract and convert guests long after it’s published. If managing these strategies feels overwhelming, seeking expert help can make a world of difference. Companies like Maverick STR specialize in creating direct booking websites, optimizing SEO, and handling revenue management. With over a decade of experience in digital marketing, they can turn your content into a steady stream of bookings and loyal guests.

As the vacation rental market grows increasingly competitive, properties with strong content marketing foundations will outshine those relying solely on OTA visibility. Start building your strategy today to boost your bookings and create lasting guest connections. The time to act is now.

FAQs

How can I identify and target the right audience for my short-term rental content marketing strategy?

To truly connect with your ideal audience, start by building detailed guest personas. These profiles should include essential information like demographics, travel motivations, preferences, and common challenges your guests face. Knowing your audience inside and out allows you to create content that speaks directly to them.

Dive into booking trends and behaviors within your niche. For example, do your guests lean toward weekend getaways, family vacations, or business trips? This type of research helps you fine-tune your marketing efforts. Also, don't overlook local travelers and nearby guests - they often seek short-term rentals for staycations or last-minute trips.

Take advantage of personalized content and targeted ads on platforms like Google Ads or social media. By blending data-driven insights with thoughtful, engaging messaging, you can boost your short-term rental's visibility and make it more appealing to your audience.

How can I repurpose my existing content to keep it fresh and appealing for potential guests?

Repurposing content is an effective way to keep your short-term rental marketing fresh and appealing. For example, you can transform blog posts into videos, infographics, or even podcasts, allowing you to connect with different types of audiences. On social media, consider creating bite-sized content like quote graphics, teaser video clips, or carousel posts to grab attention quickly. Additionally, refreshing older content with updated details or keywords can help maintain its relevance and improve visibility.

You might also consider combining related pieces of content into a comprehensive guide or an eBook. This approach not only provides valuable resources for potential guests but also gives your content a longer lifespan. These strategies can keep your marketing efforts dynamic and help you attract more bookings.

How can I track the success of my content marketing and improve bookings for my short-term rental?

To gauge how effective your content marketing is for short-term rentals, keep an eye on a few key metrics: website traffic, engagement rates (like clicks, time spent on your pages, and shares), and conversion rates (such as inquiries or bookings). These numbers give you a clear picture of how well your content connects with your audience and drives meaningful actions.

Make it a habit to review your data regularly. Look for patterns that reveal which content is bringing in bookings or revenue. This information can help you fine-tune your strategy - focusing on topics that perform well and reworking areas that fall short. By setting specific goals and benchmarks, you can make smarter, data-driven decisions that improve your property's visibility and profitability over time.