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Using retargeting ads to unlock content marketing ROI
Content marketing is, by definition, an indirect approach to revenue generation. In fact, so the theory goes, the more indirect the better. But although it’s true that content created “to delight and inform, not to sell and promote” is usually more effective at engaging audiences, the inescapable question is: when and how does that translate… continue reading
Case study: Blogger outreach that works
Not long ago I wrote a piece on influencer outreach exploring some of the most common hurdles to working with consumer influencers, and the problem of quantifying real impact on consumer purchase decisions (leads, bookings & revenue), as opposed to relying on indirect measures of audience engagement (followers, impressions, re-shares etc). Although it certainly is possible for digital… continue reading
Quick wins to drive email leads from travel content marketing
The primary aim of content marketing is not to drive direct leads and business. The core goal is to build an engaged audience of people that know and trust your brand and to provide multiple touchpoints to convert your audience into paying customers in the future. Assuming the content is there, getting these touchpoints right… continue reading
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