August 15, 2016
10 things you HAVE to know about your social media audience
STOP. Don't post anything on your brand's social channels until you have a clear picture of who you're talking to. Here are the fundamentals
August 15, 2016
How to find the right influencer for your content campaign
Developing an influencer marketing project? Look for a genuine fit, not just high follower counts. Here's how to get started
November 18, 2015
Is your homepage copy the ‘weak first paragraph’?
Try cutting the first paragraph. If you’ve ever taken a creative writing or feature writing course, there’s a fair chance you came across that tip. It’s a popular heuristic for tightening up openings, based on the notion that writers instinctively circle a bit before really sinking their teeth into a topic. Here’s an example (fake […]
November 4, 2015
More pictures, less creativity: travel’s addiction to photography
I have a hobby horse that I occasionally ride around the office. It’s this: creatively, the travel industry has got stuck on a very literal kind of photography.
April 20, 2015
Google offers insights into improving search performance
We had the pleasure of sponsoring the Travel Weekly Business Breakfast at Google campus last Thursday, for which the theme was ‘Talk to Google’. In preparation for hosting the event I asked a few clients what question would they ask Google about Travel if they had the chance. The usual questions came back to me: […]
January 13, 2015
How hotels can compete with the OTAs
2014 was a year of ups and downs for the hotel industry with rising investment and an increase in global transactions offset by continued competition from the sharing economy and, perhaps more damagingly, intensified competition from OTAs. With the large private equity backed hotel groups streamlining their portfolios and digital transactions continuing to grow in […]
December 16, 2014
2015 On-Site Marketing Checklist
By now, most marketing heads have their digital strategy and budgets set for the forthcoming new year or if not, they should. Our clients have been busy evaluating the highs and lows of the current year, fine-tuning campaign activity whilst closely monitoring their customers’ behaviour. The overriding objective is how the chosen activity is going […]
December 9, 2014
What is digital storytelling and does your brand need to tell stories?
Alexander Knights for Melt Content, 9th December 2014 Everyone’s talking about the value of digital storytelling in content marketing. This will invariably be evoked with the prehistoric origins of story, or scientific analyses of the brain’s receptivity to stories, and generally spoken of with an aura of mystique or magic. Or, more prosaically, brand storytelling […]