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View all posts: Content
Content Manager
Content

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...

Video Creative Producer
Content
Video

YouTube SEO & Channel Optimization Best Practices - Optimizing Your Channel (Part 1)

Create video content, they said.  It would be fun, they said. And it is...until all that time and creativity nets you with disappointing views and little engagement. So, what’s the deal?  What’s the secret sauce to unraveling the mysteries of YouTube and its sacred algorithm? 

If you don’t understand how YouTube’s algorithm works, it can make it difficult to present your content on your channel in a way that will get the right viewers to watch and engage with your video. And while YouTube is constantly tweaking the way its algorithm operates to control viewer behavior, here are some of our suggestions on how to optimize your content and channel for the best possible organic results.

Let’s Get Basic

Why do we even care about YouTube anyhow? When you’re the second most-used search engine in the world, built on the first most-used...

Video Creative Producer
Content
Video

Producing in My Pajamas: Adventures in Remote Production (Part 2 – Remote Production 2.0)

(This is a continuation of Producing in My Pajamas Part 1.)

Once upon a pandemic, San Francisco Travel had the opportunity to interview five local celebrities: Coach Steve Kerr (Golden State Warriors), Mayor London Breed, Lexi Pence (YouTube Personality), Hunter Pence (Former San Francisco Giant), and Francis Ford Coppola (Winemaker and Director).  The twist?  San Francisco was on lockdown, and that was only the first challenge of many that we needed to ninja our way around to make this happen.

With this prospect, they wanted to create a hero video that would speak to their COVID recovery messaging and use of the tagline “Our Gate is Open™.”  Given that this was a once-in-a-lifetime...

Video Creative Producer
Content
Video

Producing in My Pajamas: Adventures in Remote Production (Part 1 – Remote Production 1.0)

It was March 2020, I was mentally preparing for a busy season of video production. Undoubtedly, I would be whisked away to any number of different destinations through the end of the year, staying in countless hotels and racking up all those frequent flyer miles. As I was making a mental note of my travel “must-haves” to preemptively pack in preparation for what we were predicting would be a busy season, I caught an earful of the news. The NBA was postponing their season because of COVID-19.  Um…what?

Yes, the virus became real for me when professional sports decided to shut-it-down. And while the first few weeks working remotely proved a welcome respite from the slog to and from the office and having to dress like a grown adult, as the weeks ticked by it became clear that we were going to have to pivot and pivot HARD in order to keep...

Creative Strategies for Marketing Road Trips

For more on road trips, check out the latest U.S. Road Trips research from Longwoods International in addition to the resources from our September webinar, "U.S. Road Trips - Reinvented for COVID-19 and Beyond."

As mandatory travel restrictions have eased in some parts of the country, Americans are looking for safe ways to get out and explore. Naturally, a good old-fashioned road trip comes to mind. In fact, Longwoods recently found that among Americans who are planning to travel, the majority (61%) will travel by car.

Many destinations are eager tap into this trend, so travelers are currently being flooded with road trip marketing. How do you cut through all the noise and set your destination apart? Read on for ideas on how to delve...