View all posts: Content
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...
Since its launch at the Destinations International Annual Convention in 2017, the Google DMO Partnership Program has received significant industry attention. An initiative that seeks to engage destinations around the world, the program offers opportunities for destinations to learn more about ways to enhance their consumer-facing content across Google’s range of products. One such opportunity is to capture and share Street View 360 imagery of destinations.
The decision-making process for travelers choosing a destination can take months and involve thousands of different digital touchpoints. While maps used to be seen as just a wayfinding tool, they are increasingly being used by travelers for gaining a better understanding of a destination before making the decision to visit. The ability for potential travelers to virtually immerse themselves in a destination before they book can be incredibly powerful, and there’s no better tool to help that process than Google’s Street View platform.
After a rousing weekend in Anaheim attending VidCon 2018, I’m happy to say -- long live the King! Storytelling still reigns supreme in the world of online video. And, this shouldn’t come as a surprise to, well, anyone. After all, humans are hardwired for storytelling. For as far back as we’ve existed on this planet, stories have been shared and passed down through generations—cave drawings, ancient religious texts – it’s as if storytelling is embedded in our DNA.
“Without stories, humanity would not exist. Stories help us explain our view of the world and share that with others to bind us as communities.”
(Cassie Roma, VidCon 2018)
In the realm of destination marketing, great stories can form the building blocks of trust, and trust is what motivates and persuades us to act (or book). As evidenced by the staggering...