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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...
In everyday life, when you meet somebody new, you say hello and tell them a little about yourself. You might also ask questions to learn more about the person you just met.
In email marketing, the welcome email is a similar chance to get to know your new (and normally highly engaged) subscribers.
Research shows that subscribers who receive a welcome email show 33% more engagement than subscribers that do not. In most instances, your welcome email is your first opportunity to meet your audience, and in turn learn a little more about them. It’s also their first opportunity to meet you, so having a well-thought-out welcome email is a great way to start that relationship off right.
Marketing teams invest heavily in email deployments and digital media buys. From building creative to choosing targeting parameters and setting up A/B tests for subject lines and ad copy, the bulk of this investment is spent with one goal in mind: drive clicks. With a hyperfocus on CTR as the magic metric of success, investment often—unfortunately—doesn’t support ongoing, personalized brand experiences after an initial touchpoint.
It’s a huge missed opportunity for marketers. Investing in personalized experiences post-click helps build brand love and drive potential customers down the funnel.