Publishing

What effect will Instant Articles and AMP have on travel content marketing?

What effect will Instant Articles and AMP have on travel content marketing?

Moves from the web’s two biggest giants to shake up mobile publishing have been causing waves among mainstream publishers. Two features, Facebook’s Instant Articles and Google’s Accelerated Mobile Pages (AMP) were launched last year, ostensibly to improve speed and overall experience for mobile users. The initiatives are part of a broader shift in the tectonics… Continue…

What is brand publishing and why should content creators care?

What is brand publishing and why should content creators care?

Bloggers working with travel organisations is nothing new. But as the marketing landscape evolves and travel companies start to think and act like publishers, we’re finding exciting new opportunities for content creators and audience builders to work with their industry partners. Travel businesses have a huge need for insights and data on the audiences they’re trying to… Continue…

Are you doing content marketing or just chucking spaghetti at the wall?

Are you doing content marketing or just chucking spaghetti at the wall?

Content fever continues to spread, with travel companies pumping out articles and ebooks, hosting blog trips, posting photos to Instagram and building their email lists, but to what end? We have the faint notion that “content” helps us sell to our audiences, but the actual mechanics behind that process can be less clear. Despite the content… Continue…

Why content marketing is its own worst enemy – and what to do about it

Why content marketing is its own worst enemy – and what to do about it

Although this deck is a couple years old and is nominally about B2B marketing, it’s still incredibly relevant to companies trying to connect with travel consumers: The core question is simple: if, like every other brand, you’re now supposed to be a publisher – what does that mean for the volume of content your audiences are exposed to, and how easy… Continue…

Case study: Blogger outreach that works

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…

How Compass Magazine sets the bar in branded travel publishing

How Compass Magazine sets the bar in branded travel publishing

Brand publishing, an evolution in the content marketing trend, is based on the idea that brands can and should act like bona fide publishers in their own right. As the theory goes, many travel companies have enormous stores of expertise and knowledge locked up in their brand, assets and employees’ heads, and brand publishing allows the… Continue…

How Best Made Co. produces amazing travel content by living the brand

How Best Made Co. produces amazing travel content by living the brand

Ostensibly Best Made Company produces high-end tools and equipment for travel and the great outdoors, but the fact that their signature axe is displayed by the likes of the Saatchi Gallery in London gives an indication of just how high-end, verging on the realms of art, this equipment is. Founder Peter Buchanan-Smith, a graphic designer by training, hit the… Continue…

Brands that blog well: Roundtheworldflights.com

Brands that blog well: Roundtheworldflights.com

Virtually every travel brand on the web has a blog tucked away somewhere on their site, yet given how ubiquitous they’ve become it’s surprising how few live up to their full potential. For digital brands that have little or no direct contact with their customers, a good blog offers an important opportunity to show some… Continue…


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