August 12, 2016
Creating a company style guide: the 8 fundamentals you need to cover
Don't be daunted by writing a style guide - just get the essentials in place, then you can add to it over time. 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.
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 […]
December 8, 2014
Content marketing has no definition
It’s funny seeing the frenzy surrounding content marketing and trying to ascertain what the hype is really about. I can’t tell you how many times I’ve read a post or article that includes the following daft expressions; compelling, engaging, storytelling, unique, relevant, share-worthy. Why would a brand set out to write a really unengaging communication […]