Customer insights

Winning with content in a competitive conference industry

s360 lifted a hotel chain of six hotels in a very competitive conference industry with limited resources.


Sinatur Hotel & Conference is a hotel chain of six unique hotels in Denmark. They all have fabulous locations and were awarded ‘Best Hotel Chain in Denmark 2019’ at the Danish Travel Awards.


Sinatur has been a valued client for several years, and turned to s360 as they were going through a rebranding process and wanted help to ensure their market position.


With a limited budget, s360 & Sinatur managed to prioritize all actions in a way where the most valuable content related actions have been executed and with great success. 27% more conferences are now booked in advance and the campaign has lifted Organic Visibility with 636%. Sinatur’s website is now more visible than ever in the industry. The case shows how to perform and implement a rock-solid content marketing strategy.

We are so extremely happy with the content strategy developed by s360 and their intense work during the last year. We have exceeded many of the rankings our competitors owned before. Our visibility has never been higher. We are at the top when users are searching for our services, and we can definitely see the results in our business. Overall, we have exceeded our business goals faster than we thought was possible. s360 helped us understand what people are searching for and how we could create amazing content pieces that lead to activity and by the end of the day - a lot more business.

Kari Brandsgård, CEO

Sinatur Hotel & Conference


360 provided Sinatur with a full-scale keyword analysis uncovering all relevant search behaviour for Sinatur. The analysis was then grouped into different types of searches and then enriched with information about competition and current rankings in Google. From this initial research, we found that there were 368.000 monthly searches for conference & hotel-related keywords. We found that many of these keywords were relevant for Sinatur and at the same time brand fit for Sinatur. s360 then grouped all relevant keywords into what we refer to as intention groups. Based on the intention groups we created a hierarchy for the hotel specific landing pages. Based on this information and our best practice SEO guidelines, s360 created a content piece for each page. In the implementation phase, we worked closely with the designers in order to implement the content pieces in a way where it would look great design-wise and at the same time bring value to the user.


Louise la Cour, Client Manager
+45 25157 3071
[email protected]

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