Writing Tourism Promotions

Interactive content has evolved from a novelty to a fundamental strategy for publishers aiming to enhance audience engagement in 2025. As readers increasingly seek immersive experiences, publishers are incorporating gamification elements, such as quizzes, polls, and interactive narratives, to transform passive consumption into active participation. This approach not only captivates audiences but also fosters a deeper connection with the content. Polls, for instance, are a powerhouse tool. Embedded directly into articles, they turn passive readers into active contributors, boosting time spent on-page and uncovering preferences traditional analytics miss. These insights enable publishers to refine their content strategies while fostering a sense of community, a win-win for trust and relevance. Publishers like The New York Times have pioneered this approach for over a decade. Their iconic "How Y’all, Youse, and You Guys Talk" dialect quiz, launched 10 years ago, became the most-read article in the outlet’s history at the time and remains a blueprint for hyperlocal publishers. By leveraging regional dialects, it transformed linguistic curiosity into a nationwide conversation while fostering micro-community connections—proof that localised interactive tools drive sustained engagement. Hyperlocal publishers are now building on this legacy. For example, TribLive’s 2023 “Can You Pass This Pittsburgh Slang Quiz?” became a viral sensation in Western Pennsylvania, testing readers’ knowledge of phrases like “yinz” and “jaggerbush.” This playful interactive piece not only celebrated regional identity but also drove record traffic and social shares, showcasing how dialect-driven content strengthens community ties. Also, incorporating game-like elements taps into readers' intrinsic motivations, such as the desire for achievement and competition. This strategy enhances user satisfaction and encourages repeat visits, thereby increasing engagement and loyalty. Here are the key takeaways for publishers: 1.    Implement Interactive Elements: Integrate features like quizzes and polls to create engaging content formats. 2.    Understand Audience Preferences: Tailor interactive components to align with your readers' interests and behaviors. 3.    Measure and Optimise: Regularly evaluate the performance of interactive content to refine strategies and maximise engagement. Interactive content is shaping the future of digital publishing. By embracing gamification and incorporating tools like polls into editorial strategies, publishers can craft compelling experiences that not only attract but also retain readers. What interactive formats have you found most effective? Share your experiences and examples in the comments below! #DigitalPublishing #InteractiveContent #Gamification #AudienceEngagement #PublishingInnovation

Over the last 6 months at Triangle, we’ve reviewed the performance of dozens of our Executive and Founder LinkedIn posts across all sectors. We pulled together reach, engagement, and story-type metrics, and three consistent patterns emerged. (1) Cultural hooks drive visibility. Posts that lead with a recognisable figure or big event attract high impressions. By tying in to these topics, you get broad distribution and big numbers. Then insert your idea, offer, company within this. Example: A tech leader building in the AI space opened with “Mark Zuckerberg wanted to buy Google.” The post reached 3.2M impressions. (2) Use proof points to build credibility. Executive posts that point to a real outcome (a campaign delivered, a deal closed, a client story) bump engagement rates significantly. Fewer eyeballs, but more meaningful interaction. That’s the kind of peer-recognition that moves you from “someone who talks” to “someone you want to buy from.” Example: A founder of a UK-based speaker bureau shared that they booked an Olympic gold medalist for a client. The post generated 26k impressions with 15 qualified MQLs. (3) Personal narrative and spotlighting others deepen the connection to your readers. When executives share a lived experience, like hardship, change, lessons learnt or they deliberately make someone else the hero, engagement spikes. You build trust at scale and deepen the connection with your audience. Example: A founder reflecting on 8 years of building their company reached 3.7k impressions with 1.57% engagement. Another spotlighting a client’s book launch hit 2.5k impressions and achieved 5.86% engagement. Actions you can take • Use a mix of formats rather than a single style. • Use a cultural hook when you need to amplify reach. • Use proof posts when you want to underpin your capability. • Use personal stories when you want to humanise your brand and deepen trust. • Track not just impressions but meaningful engagement: comments from peers, ICP engagement, follow-ups, profile views, DMs initiated. The difference between executives who get seen or not – is down to having a system in place. At Triangle, we build that system. Turning your ideas, proof points, and stories into a consistent flow of credibility, reach, and opportunity.

What started as a weekend hack has become a growing platform and services business. Today, Corio surpassed one million impressions. Whilst we consistently maintain that impressions and likes aren't the measure of success, this milestone offers valuable lessons about what truly engages audiences when sharing an authentic position. Our journey to one million impressions has increased our conviction about what resonates in today's crowded and competitive digital landscape: • Connection stories dominate: Personal experiences and authentic journeys averaged 50% higher than other types of content. • First-person narrative matters: 95% of our top-performing posts used first-person storytelling, creating an immediate sense of authenticity and relatability. • Questions engage: 65% of the highest-performing content included questions, inviting dialogue rather than broadcasting information. • Length isn't a barrier: While conventional wisdom suggests keeping content brief, longer-form content (200-300 words) performed exceptionally well, achieving 70% more impressions. Analysing our most successful content reveals clear patterns in what makes a story travel: 1. 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰 𝗲𝘀𝘀𝗲𝗻𝗰𝗲 𝗼𝘃𝗲𝗿 𝗽𝗼𝗹𝗶𝘀𝗵: Our highest-engagement posts weren't polished or corporate - they were human. One engineering post with the opening line "I spend my time guessing..." captured the authentic reality of professional life, generating massive engagement by expressing what makes that organisation special. 2. 𝗦𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀 𝗼𝘃𝗲𝗿 𝗽𝗿𝗶𝗻𝗰𝗶𝗽𝗹𝗲𝘀: When we shared concrete examples rather than abstract ideas, engagement increased measurably. Stories with real journeys - challenges and outcomes - resonated deeply. 3. 𝗦𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲𝗱 𝗻𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲𝘀: Regardless of length, well-structured content kept readers engaged and helped positioning resonate. 4. 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝗰𝘆 𝗺𝗮𝘁𝘁𝗲𝗿𝘀: Months with regular posting showed significantly higher performance. The flywheel effect of showing up consistently drives significant growth. True impact happens beyond metrics. The real value comes when: • The right prospect sees your positioning at their moment of need • They recognise their situation in your narrative and reach out • Your consistent presence builds trust • Your in-person interactions are amplified by what people see online It's this last one that matters most. You need to get out of the building and talk to people - prospects, customers, friends, colleagues - anyone who will listen to you and your ideas. When you couple this with a willingness to share and learn, it becomes a force multiplier. Authentic positioning creates connections that drive business results. People are watching, whether they interact or not. When your message connects, they'll find you. Keep showing up - authentically and consistently. When you do, you will become the obvious choice for the people you are trying to serve.

Below is a screenshot of my intro from two years ago — and how it is now. Nothing changed. I still use the same simple approach: draw readers in with something they already face or know to be true. I've stuck to this because it works—even better now than before. Why? Because the problem has never been content volume like we've been led to believe. It's content authenticity. While everyone's drowning in AI-generated fluff, real problems still need real solutions. I learned this at Trengo two years ago: 💡Write like a support agent, not an SEO junky. (cheers to Pim de Vos) Not because support agents are better writers, but because they answer real questions in real time. Questions that actually keep customers up at night. Think about it: A support agent would never write "In today's fast-paced digital landscape..." They'd write exactly what you need to hear: ➡️ ”Here's how to fix that sync issue you're having.” ➡️ ”Try disconnecting your calendar first.” This approach made perfect sense for a customer engagement platform. After all, if you can't engage customers in your content, how can you claim to help others do it? Take that inbox clutter article for Trengo: ❌ Instead of "optimizing workplace communication efficiency" ✅ I wrote about why that "121 unread emails" notification is driving you crazy. ❌ Instead of "leveraging enterprise solutions" ✅ I talked about why you're still clearing your inbox at 9 PM on a Friday. When you write how people think and speak, they actually listen. And that’s where so many brands are getting it wrong. The gap between how we write and how we actually help people isn’t just staggering. It’s costing us: 🚫 Trust 🚫 Customers 🚫 Growth In a world flooded with generic content, authenticity is a competitive advantage.

For a long time, I believed that posing chart headlines as questions appeared gimmicky, and that straightforward, generic titles were the best and 'only' way to write chart titles, especially for exploratory charts. But, the more I am taking an interest in cognitive psychology and how our minds interpret data, I’m starting to understand why framing chart titles as a question can sometimes engage audiences more effectively. In one of my recent readings, I discovered that our minds are wired to seek closure and resolve cognitive dissonance. This helped me realize why question-based headlines are often more engaging, particularly for charts that lack a specific takeaway. When we encounter a question in a headline, it basically triggers a psychological tension within us until we find an answer or resolution. This desire for closure is what drives us to engage & interact more deeply with the chart’s content. Although, be mindful when crafting your question-headline. It should guide your audience towards discovering key information, without pushing any specific agenda. It's quite fascinating to see how psychological principles can be leveraged in something as simple as chart headings to boost audience engagement. Try framing certain exploratory charts titles as questions. The inherent need for closure will pique your audience’s interest, and prompt them to engage with the chart in search of answers. This is a good strategic approach, because apart from satisfying audience’s curiosity, the active engagement can also lead to a greater understanding and retention of the information being presented. 

We had a beautiful customer newsletter... and no one cared. Up until the end of 2023, we had a highly designed version of the newsletter. It looked great, but it took a ton of time to pull together. Every send required custom images, specific copy lengths, and with no real guardrails on content, we tried to include ✨everything.✨ And it did… fine. But not fine enough to warrant the time it required and no clear strategy, so we stopped doing it. This year, I relaunched our customer newsletter — and doubled our engagement score and click-through rates. Here's the 4 steps I took to do it: 1️⃣ I redefined the purpose. The newsletter needed to be a valuable touchpoint for account managers — something that kept customers informed and encouraged them to explore more of the Lattice ecosystem through features, events, and content. Not salesy. 2️⃣ I scrapped the overly designed template and went plain-text. The emails now come directly from Account Owners (because who’s Kerry Wheeler anyways?). 3️⃣ We segmented our customers into three key groups and tailor content to each one based on what’s most relevant to them. 4️⃣ I implemented strong content guardrails. Every send now includes just two of the most relevant product updates, events, and resources — and it must be actionable today (no “coming soon” teasers). The results? Open rates held steady at ~50%, but engagement took off. Click-through rates more than doubled, and we’ve heard great feedback from both customers and AMs on how the newsletter has kept them informed and engaged.

After analyzing over 1,000 posts from 50+ fintech and Web3 founder accounts, a clear pattern for success emerged. It’s driven by timeless communication principles Your audience has developed an “AI filter.” They get suspicious when writing is too clean or pristine. They crave (i hate the word) authenticity You can transform your results by focusing on three core areas: 1. Be real. and have a f*ing opinion Your audience wants your unfiltered thoughts. As I’ve seen with our clients, readers engage with unique stories and insights, not sanitized corporate-speak. Your point of view is your most powerful asset. Don't hedge. 2. Engineer yourhook You have three seconds before a user scrolls past your post forever. A strong hook can increase reader retention by 30%. Your entire post’s success is determined by that first line. literally 3. Deliver insight first Founders who treat LinkedIn like a press release channel get ignored. Users want to learn. Build authority by sharing valuable educational information and you will earn the right to generate leads. Here is a 3-point content audit to run on every post before you publish. Save it -> The Authenticity Test: Does this sound like something I would actually say? -> The 3-Second Test: Is the first sentence compelling enough to stop the scroll? -> The Value Test: Am I teaching something valuable before asking for anything? Most founders are so preoccupied with gaming a complex algorithm that they consistently overlook the simple, timeless fundamentals of human communication that actually drive engagement.

Having a large, unengaged email list is like having a phonebook full of numbers that never pick up – it's almost worthless. In email marketing, the size of your list is only part of the equation. The real question is: Are your subscribers engaging? Without engagement, it doesn’t matter how big your list is, you still won’t generate meaningful results for your business. Here’s how to build a highly engaged email list that becomes a money-making machine: STEP 1: ATTRACT THE RIGHT AUDIENCE List growth shouldn’t be just about attracting more subscribers, it should be about attracting more of the RIGHT subscribers. Instead of casting a wide net, focus on attracting people who are in your target market and, ideally, have a demonstrated interest in your products or services. Using lead magnets, social media ads, or strategic partnerships can be a great way to grow your audience while prioritizing quality over quantity. STEP 2: SET CLEAR EXPECTATIONS Engagement is a reflection of your ability to get the right content in front of the right people. From the first email, let your subscribers know exactly what they’ll get from you—and when. And, most importantly, DELIVER ON THAT PROMISE. Aligned expectations build trust, improve conversions, and accelerate sales cycles. STEP 3: DELIVER VALUE CONSISTENTLY Every email you send should have a single, customer-centric purpose. Whether you’re educating, entertaining, or selling, your emails should ALWAYS deliver value. If your subscribers feel like they’re being bombarded with promotions, or the relationship feels too one-sided, they’re going to bounce. STEP 4: SEGMENT YOUR AUDIENCE Too many brands treat their subscribers like numbers instead of people. Divide your audience into segments based on demographics, interests, or behaviors, so you can send personalized emails that address their specific needs and interests. Personalized emails are more relevant, and relevance is a key determinant of engagement. STEP 5: CLEAN YOUR LIST The easiest way to improve engagement is to prune your unengaged subscribers. You should regularly remove subscribers who have inaccurate contact information or haven’t engaged with any of your recent content. Don’t get caught up in vanity metrics. A smaller, engaged list outperforms a large, unengaged list every single time. Having a big list might feel like an accomplishment, but without engagement you have a rolodex, not a revenue channel. Focus on the quality of your subscribers and build a strategy that forms stronger relationships with each of them – your P&L will thank you for it.

Once a 6-page narrative has been written on Amazon, the bulk of the responsibility shifts to the document's readers. These readers are not passive recipients; they are decision-makers, stakeholders, builders, and owners of what happens next. The role of the readers is to extract insights, identify gaps, challenge logic, propose next steps, and help the team move forward after the meeting. The progress of a plan or new initiative idea depends on engaged, high-judgment readers. During the silent reading period at the beginning of the document review, the readers take notes and leave questions in the comments. They flag unclear assumptions, risks not addressed, and disagreements. They also note any ideas for improving the plan. Done well, these comments give the authors valuable feedback to strengthen both the thinking and direction. Here are common questions that Amazon readers carry in mind as they read narratives: → What assumptions are being made? Do I agree with them? → Does the logic hold together? → Is there a clear recommendation or call to action? → Are we ready to decide, or is further exploration needed? → What’s missing—and how do we get it? Specifically for an Annual Operating Plan document, they will carry these questions as they read: → What’s the current truth of the business? → What are the key input metrics and how do we influence them? → Are the goals ambitious and achievable? → Are initiatives scoped clearly? → Are the resource asks realistic? → How does this plan compare to other investments? Specifically for a PR/FAQ, they may ask themselves: → Do I understand the customer problem? → Is the problem real and significant? → Who is the customer and what do they care about? → Is the proposed solution clear to customers? → Will this change customer behavior? → Is the TAM big enough? → Can we test this faster or with less scope? → What’s the recommended next step: build, test, pivot, or stop? Once reading ends, discussion begins. Two formats work well. One is sequential: Go through comments in order while someone takes notes. The second method is round-robin: Each person raises their most important questions, starting with the most junior and ending with the most senior person in the room. Finally, the meeting must end with a clear next step. That could be a greenlight, a request for more data, a narrowed scope, or a reframed problem, but it must be explicit, actionable, and assigned. If the meeting ends without clarity, it’s the document authors’ responsibility to ask, “What decision have we made and/or what action are we taking from here?” The purpose of the narrative exercise and the review meeting is to drive clarity, action, and high-quality decisions. If that doesn’t happen, the value of the document hasn’t been realized. To learn more about writing narratives for your business: https://lnkd.in/d_BUzQ2W

"Can you make this blog more... engaging?" This feedback haunts most content writers. What clients think "engaging" means: → Add more emojis → Write like a social media influencer → Make everything "fun and casual" What engaging actually means: → Hook readers with their exact problem in the first line → Use specific examples they can relate to → Structure content so it's easy to scan → End with actionable next steps Example of boring vs engaging: Boring opening: "Customer retention is important for SaaS businesses. Here are some strategies..." Engaging opening: "Your trial users signed up 14 days ago. Today, 87% of them will never log in again." Same topic. Completely different impact. The real secret to engaging content: Write for ONE specific person, not "everyone who might be interested." That SaaS founder losing trial users? They stop scrolling. That random reader browsing LinkedIn? They keep moving. Your content should make the right people think: "This person gets exactly what I'm going through." Engaging isn't about writing style. It's about writing relevance. 📌 Need blogs that actually keep readers reading? Let's talk →