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January 31, 2014

Creating online travel content that SELLS

There is no shortage of travel content on the internet. Explore the sites of any major travel agent, airline or tourist board and you’ll be bombarded with a never-ending stream of travel content, including blogs, email newsletters, photo galleries, videos, competitions, surveys, games and social media marketing campaigns. Yet for all the travel content served […]

December 23, 2013

The Frequency Trap: Why the most prolific travel bloggers need to refocus

White Paper Series: The Frequency Trap Why the most prolific travel bloggers need to refocus * “While I was gone, my blog didn’t explode. My readers didn’t all hit unsubscribe. The world didn’t end.” Matthew Kepnes, Nomadicmatt.com “There really is no ideal length, but there is an ideal question: “Should this page exist?”” Grant Simmons, […]

December 21, 2013

Content marketing: Great use of video in the travel sector in 2013

You’re sat in the middle seat of row 51, anticipating a 14 hour flight to the corner of the globe with Horrid Henry neatly positioned right behind you.  You’re desperately trying to catch the eye of the far from chirpy flight attendant to advise you that your upgrade to first class has come through, when […]

December 20, 2013

10 content marketing ideas for 2014

According to the Content Marketing Institute, 56% of UK marketers expect to increase their content marketing spend in coming 12 months (11% say ‘significantly’). Debates rage over the practice – its proper definition, its scalability, whether it is anything new at all. But it is not going away in 2014, and the themes it raises […]

November 8, 2013

3 things we learned making a stop-motion Vine

When we did Tnooz’s ‘startup pitch’ Q&A, they hit us with an extra challenge: make a Vine clip that gives a creative take on what the company does. Content isn’t the easiest thing to depict. We don’t have a physical product or an interface to demo, and didn’t want to resort to a ‘showreel’ of […]

October 24, 2013

How to plan for a ‘slow content’ strategy: four old-school essentials

A few weeks ago we released a white paper called The Frequency Trap. It explored the value of focusing on quality material rather than regular activity, and argued that changes to the search landscape and digital reading habits could make this the ideal approach for under-resourced travel bloggers. As many commenters have pointed out on […]

October 18, 2013

#askBG: British Gas might have ‘failed’, but not at Twitter

British Gas had a torrid day yesterday. For those who missed it, the gas company hiked prices, ran a Twitter chat and reaped the whirlwind. Now the fun is over, it’s worth re-examining the #askBG session and asking what went right. After all, the brand opened itself up to questions and public opinion. Isn’t that […]

October 8, 2013

Content repackaging and Melbourne’s ‘Remote Control Tourists’

Tourism Victoria’s Remote Control Tourist campaign for Melbourne is making headlines today. It’s a neat execution that sees two charismatic visitors decked out with cameras and microphones and put at the mercy of the internet. You can issue instructions through social media or through the campaign’s site, which does a good job of integrating live […]

August 11, 2013

Translation or localisation: What’s what and who’s who?

It’s all very well having some lovely, well-written content on your website, but what if you’re attracting an international audience? Some web-browsers have a built-in word-for-word translation service (to an extent), but that doesn’t necessarily mean that it will be relevant information. That’s basically, the difference between simple translation and localisation. A few examples of […]