Posted by: Kathleen Gossman, Enveritas Group
The hospitality digital landscape is a complex ecosystem with travel inspiration websites providing content in addition to standard search and booking, discusses Kathleen Gossman, Content Strategist at Enveritas Group. Read more »
The promise of content marketing is the astounding ability to provide value to your audience, help them find great advice and entertain them. In order to do so successfully, we need to adjust and react to insights provided by data. But in order to make those adjustments, we need to ensure that we're actually measuring the right indicators and not creating strategy based on arbitrary numbers. Read more »
Posted by: Dan Brotzel, Sticky Content
We’re always reading that one content format is on its way out and another is the one to watch. But effective content is about fitness for purpose, not fashion… Read more »
Posted by: Paul Keers, White Light Media
There’s a classic journey which every customer takes. It’s a sequence which goes from awareness to interest to engagement, to the completion of a sale, and then onward to loyalty and evangelism.
What’s interesting is that different marketing media, tools and approaches may be effective at particular stages of that journey – but content can play a part at every one. Read more »