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During a recent webinar with Destinations International, Miles Partnership Senior Vice Presidents Laura Libby and Nate Huff shared key insights for how travel industry businesses can best message to key audiences—while measuring impact and engagement—during these unprecedented times.
Their advice? Take a “messaging” versus a “marketing” approach to create a holistic, fluid strategy with consumers that leans into storytelling and creates value for your partners. Start by creating a plan that focuses on what your organization can be doing now, while setting yourself up for continued evolution. Establish your message points, create plans to share them, set a new baseline and start measuring the progress of your efforts. A phased approach will create space to react to shifting circumstances in real time.
Five key recommendations include:
Even though travel is currently at a standstill until COVID-19 is under control, there are still a lot of ideas and content you can share with your email subscribers. Below is a list of things destinations and attractions are doing to stay engaged, all of which are great ways to keep a destination at the top of travelers’ minds when we’re all finally able to travel again.
1. Share online videos and live streams.
Cincinnati Zoo, the Great Wall of China, San Diego Zoo and National Parks have all done this, and I for one have loved it. With two kids at home from school right now, they’re understandably going a little stir crazy. So far, we’ve been able to experience animals up close at the zoo, explore Yellowstone National Park and venture to the Great Wall of China, all from the comfort of our home. In watching these videos, my kids are not only...
We’ve all seen the links.
“We say goodbye to Kelly Ripa!” or “American Icon Clint Eastwood gone too soon!”
We know they’re not true, but how many of us click on them anyway out of sheer curiosity, just to see what crazy things the interwebs have to say that day?
That’s exactly what the folks who wrote those misleading links want you to do. They’ll say whatever it takes to get a user to click, because – sadly – it works.
These are the shysters who give “click-bait” a bad name, which is a terrible thing. Because when utilized correctly to deliver the content promised, attention-grabbing link text is a beautiful thing – an incredibly effective marketing tool that gets your content seen by the people who want it.
You shot a killer video that the whole world needs to see. You uploaded it to YouTube, anxiously waited a week before you checked your analytics for the stream of validation that surely would descend upon you as you see hundreds, nay, thousands of views rack up. Your expectations are undoubtedly high -- hundreds of minutes of watch time. Thousands of followers who will like, share and continue to fill your comment stream with a seemingly endless fount of praise. And this, THIS video will be what vaults your destination into the stratosphere of YouTube fame as influencers beg to work with you and VidCon books you as one of its keynote speakers.
Except…no one seems to be watching your video. Your analytics show a pitiful handful of viewers who stopped watching only a few seconds in. Wah waaaaaaaaah.
As a Senior Content Director at Miles, my work helping destinations tell their compelling stories often puts me in the market for strong freelance writers – a search that usually leads me to former newspaper reporters.
There’s no question the traditional newspaper industry as we know it is struggling, so it’s easy to see why reporters might be looking for extra work. But what is it about a journalist that makes him or her a particularly good storyteller when it comes to travel writing – or any type of content creation, for that matter?
You can attribute that to the same tenants of journalism they follow when reporting the news.
“Long before the advent of search engines, journalists were perfecting the craft of dynamic, interesting and informative content that could capture wide audiences,” the editors at Prose Media wrote in a...