Blog Posts
Our team has lots of great ideas - and we're willing to share
Click Bots, Apple Privacy and Email Reporting
Over the past few years, a lot has happened in email marketing. Not only did COVID-19 throw everyone for a loop, but click bots were rampant and then, last fall, Apple decided to throw in their new Mail Privacy Protection setting. Open rate numbers have gone crazy and click rates are wonky as well. Some have said this might be a nail in email marketing’s coffin—but I think email marketing is still here to stay. It just needs a fresh look.
When Apple came out with their new privacy setting, it allowed people to choose if they wanted marketers to track their email opens. This meant that if somebody was knowledgeable enough to turn on this setting (and it is very easy to do), they could essentially hide when and if they opened your email. To achieve this, Apple now automatically downloads all images in your email, which unfortunately also automatically downloads...
Gallery of Content that Inspires Travel
The latest research from The State of the American Traveler, Destinations Edition, showed that Americans want to travel and are ready to travel again. People are more motivated to travel and are reprioritizing travel and different experiences.
Having content that highlights these in a destination can help appeal to audiences looking for something they might not have before, and below are a few examples of destinations and organizations doing that already.
Traveling to Visit Families and Friends
One of the top priorities right now for people traveling is to spend time with families and loved ones. Destin Fort Walton Beach curated a hub on their site called “Little Adventures...
Multichannel Storytelling Strategy
"Picture it, Sicily 1912…" so begins the opening to almost every unforgettable story told by the incomparable Sophia Petrillo, TV's original Golden Girl. Though a fictional character from a 1980s sitcom, when Sophia tells you to "picture it," you know you're in for a story you're not likely to forget. The same holds true for brands: inviting an audience to "picture it," allows destinations to draw their audiences into stories about everything that is memorable, sensational and intriguing about their destination—whether it be a thrilling new rollercoaster, a hot new restaurant or the best place to go snorkeling. The stories behind the places in a destination are the building blocks to an impactful content strategy.
Before diving deeper, let’s go back to basics: what is storytelling and what exactly could a storytelling content strategy look like? In its...
Securing the Future of Bangladesh’s World Heritage Wonder
The Sundarbans region of Bangladesh is home to the world’s largest remaining Mangrove Forest, two World Heritage sites and the critically endangered, regal Bengal Tiger.
Bangladesh is a country smaller than the state of Georgia in the U.S. but has a population of 163 million. In one of the world’s most densely populated nations, the Sundarbans is the largest and most important remaining natural area, a wilderness hosting boundless flora & fauna. The Bengal Tiger is the most iconic– but the region is also home to hundreds of bird species (including the largest variety of Kingfishers in the world) and the unique Ganges and Irawadi dolphins. It is also the...
Fundamentals of Creating Inclusive Content
Let’s talk about creating inclusive content. The goal of inclusive content is to ensure your messaging strikes a chord with everyone who comes across it. It’s about respecting and appreciating people’s diversity — whether that’s age, race, ethnicity, gender identity, ability, religion or sexual orientation.
And you might look at my name and author photo and think, “Oh, here we go. Another nondiverse person writing about inclusivity.” But looks can be deceiving, and I’m Hispanic. So, with that out of the way, we’ll dive into the important stuff.
Why Do You Need to Worry About Inclusive Content?
There are two main reasons for you to ensure your content is inclusive. First, we’re all businesspeople in this digital room: Inclusivity broadens your audience, which means you increase opportunities to market your brand, which, in turn, increases your...