For Enterprise Hotel Brands, Big Content Reaps Big Rewards

For Enterprise Hotel Brands, Big Content Reaps Big Rewards

Marriott has restructured its content strategy. This led industry publications and others to question whether Marriott is now more of a media company rather than a hotel brand. Perhaps the time has come for them to merge.

Not content, but content experiences.

Redefining SaaS as “storytelling-as-a-service,” AdWeek recently highlighted how Marriott and other enterprise hotels are leveraging the voices and experiences of customers from every brand under their umbrellas. The brand tells a unique story by incorporating real customer experiences into content experiences.

Marriott has produced content at every scale of production. Each brand attracts new customers by using authentic customer content as the foundation. Scott Weisenthal (VP of Global Creative and Content Marketing, Marriott) says that the story is centered around the members. That’s really, really crucial. We are all about enriching lives by telling their stories. In essence, our goal is to make our guests and members brand advocates.

Marriott, an enterprise hotel brand, takes ownership of the entire experience and not just the accommodation. This means that consumers can trust hotels to provide everything they need to have a successful holiday.

Marriott’s content strategy consists of four overarching channels: a real-time social media marketing center called M Live, the Marriott Bonvoy Traveler inspiration hub, a content studio producing high-level films and content, and an in-house creative agency for branded content.

Marriott is constantly in search of engaging, fresh content through so many channels. Marriott, along with all brands that it owns, can efficiently fuel their content strategies by tapping into authentic content from travelers around the world every day. Travelers are looking for relevant content. 86% of people and 92 percent in Gen Z say they have become interested in a particular location because of visual social evidence from their peers.

A well-rounded strategy such as Marriott’s ensures that consumers get value from every visual they see. Stock images are not an option. Marriott shares a wide range of content with customers to create lasting impressions.

High-quality creative content such as documentary short films provides viewers with an unforgettable viewing experience. This is a valuable commodity in today’s streaming video age. The Marriott Bonvoy Traveler Inspiration Hub features real, user-generated content that gives potential travelers visual proof of all the possibilities for Marriott stays. M Live, the social command centre, ensures that there is always a social conversation. Marriott can source the best content by monitoring the content being produced in real time. This allows them to find content that their customers have already created.

“We never ask members or anyone to post for us. Ever,” Weisenthal says. This is about their experience, journey, and what they are comfortable with. We will often see them sharing their experiences with their followers by tagging or talking about us. This is a content mechanism, or a content lever, that requires zero media spending. We always consider our engagement rates. Usually, 2% is the benchmark. The engagement rate in this case was 15%.

AI-powered UCG platforms are able to intelligently sort through the mountains of content to find the most relevant pieces. They can then publish these pieces across all channels.

Marriott is able to get more from every touchpoint with the help of this customer-created content.

Personalization of every brand for each customer, for every stay

Experiences are the most important thing for hotel brands. A successful hotel brand doesn’t just sell a comfortable stay; it also sells the amenities, excursions and personal treatment that make each guest’s stay truly memorable.

Consumer expectations are increasing when it comes to travel. According to 87 per cent of consumers prefer travel brands that offer personalized experiences. Because everyone is different, it is important to tailor the content to each customer.

Customers who visit a site directly need to be aware that they can get a stay that suits their needs and preferences. If visitors to the site are part of a loyalty program they should receive tailored messaging that explains what perks they have.

Hilton is paying attention to consumers’ desire for unique experiences. It encourages each of its 17 sub-brands promote direct reservations on its site to its 90+million loyalty members and all prospective travelers looking for a customized, well-rounded trip. Hilton’s Price Match Guarantee Rewards for Direct Bookings can be used to get perks like free WiFi, digital keys, and the option to choose their room. These are three desires that all travelers agree is essential to a pleasant stay.

Personalization is not just about the booking stage. Guests can share their experiences during their staya href=”’s-the-hotel-guest?infographic >, not just after they check out their rooms. Particularly younger generations are turning to digital feedback methods. 15% of Millennials would like to text their hotel and 17% of those between 35-54 years old want an email survey from their hotel.

You can provide a channel for guests to communicate their concerns, needs, and thoughts. They can rest assured that they will be heard. It doesn’t matter if it’s a website or a function on the brand’s mobile application. But, you can provide a simple, efficient internal process that caters to your guests (especially loyalty members!) A guest doesn’t feel like they have to leave a negative review on the internet if they don’t have any needs. This allows your brand to respond immediately and remember the guest’s needs for the next stay.

Better processes enable better content

Enterprise hotel brands are always looking for new ways to innovate. Bigger and better content experiences provide the foundation for loyal customers. Debika Sihi is Associate Professor of Economics at Southwestern University. She says that the focus in both the Hilton-Marriott campaigns is on building long-lasting relationships between the brand and the traveler.

These are the relationships that last.


WooCommerce Product blocks allow you to integrate content and commerce

WooCommerce and WordPress have long offered the benefit of combining content and commerce. WooCommerce 3.6 introduces eight new product blocks, which allow you to insert products on any page or post in your store.

This means that store owners no longer have to show products only in the product archive or on product pages. They can seamlessly integrate commerce and content across all their stores, on any page.

Note: WooCommerce 3.6’s new product blocks require store owners to have WordPress 5.0 installed.

There are eight new product blocks to choose from

Gutenberg introduced a new user interface in WordPress 5.0 that allows store owners to choose from a variety of predetermined groups and create a custom list with hand-picked products for display on any page or post.

img alt=”There’s eight new product blocks.” src=”″/>

This interface provides a preview of the selection once it is published. Store owners can adjust the order and layout to fine-tune the appearance.

The store owner can organize the layout in a certain number of columns and rows, and order products by newness or price.

The first WooCommerce products blocks was released as a feature plug to allow extensive test, but with 3.6 it will be integrated into WooCommerce core. Here is a breakdown of all eight new product blocks:

  • Featured Products: Choose and display one product in a new, high-impact format. You can adjust the text alignment, hide/show the price and description, add color overlays, change the button call to action, set a custom height and override product photographs.
  • Hand-picked, individual products: Display products of your choosing in a grid.
  • Bestsellers/top-rated: Display a grid of your best-selling products, filterable by category.
  • Latest products: Show a grid with your newest products. Filterable by category.
  • Products on Sale: Display a grid of products for sale, filterable by product category.
  • Products that have specific terms or attributes: Show any products which have been given a particular term or multiple attribute terms.

Or Add all your products to any page, or post in the store!

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Theme authors can customize

Customization is key with WordPress and WooCommerce. The product blocks allow theme authors to customize the display and number of rows and columns.

The Featured Products Block allows theme authors to control product description, price and height as well as overlay color for the background image, button colour, link color, and other details.

Google Content Experiments: A/B Testing

Every online retailer that wants to increase sales must ensure that their design elements are being tested regularly. This can be achieved in a variety of ways, including paid, custom-coded and free options. Google’s Website Optimizer (GWO) was a free option that offered better results in the past. Google’s Website Optimizer (GWO) was discontinued in August 2012 and replaced by Content Experiments. Google claims that the move allows anyone to perform A/B testing, without any technical knowledge. It is also fully integrated with Google Analytics, while GWO had its own reporting areas outside of Analytics.

The move makes it much easier to setup an A/B test. There is less tracking code and the setup process is quicker. GWO supporters aren’t convinced Content Experiments is worth the effort beyond static landing pages. GWO works well with static and dynamic pages, but Content Experiments requires a unique URL landing page for every test variation. This is difficult with dynamically generated content. It makes the claim that “no technical skills required” seem to only apply to non-dynamic content. This makes Content Experiments impossible for ecommerce sites that are primarily composed of dynamic data driven content.

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Content Experiments is a valuable tool, even though it falls short in some areas. Let’s take a look at Content Experiments.


1) Content Experiments uses the Google Analytics tracking instead of placing multiple tracking code snippets on different sections of a page or site, as was the case for GWO. It’s as easy as adding a small tag in the original tracking script.

2) Content Experiments includes a wizard to help you set up new tests and guide you through the process.

It is easy to set up an experiment and takes only a few minutes if you are not creating the variant page. (Read more at cons.

Each test uses a conversion indicator from Google Analytics.

5) URL referral information does not disappear during redirection, even dynamic parameters.

6) Users will quickly see new experiment data with Google Analytics Premium, the premium version.


1) Multivariate testing is not an option.

2) Each experiment must have its own URL. This means that each test will require its own landing page. A product page can be created from one template. This dynamically inserts product IDs into the URL to display content. However, the page technically remains the exact same. To create a test variant, one would have to duplicate the URL. This defeats the purpose of dynamic content. Then, add to the URL some kind of test indicator to let Google know what to display.

Here’s an example:

This would require that the page’s programming code be modified in order to make it work on a dynamic website. It could also cause duplicate content issues with Google if Google finds the URL and indexes it. Google has a solution: make sure that the variant is properly tagged so that robots can’t index it. Technical? Technical?

3) Google Analytics’ Content Experiments goals mean that users will soon reach the maximum permitted.

4) At the moment, users can only test five variations. It is important to carefully consider the variants that are being tested. Many variations can be used in large volumes.

5) Google Analytics users who are not paying for it must wait longer before they can receive experiment data results. This could lead to lost sales and unnecessary expenses.

What online sellers can do.

There are many split testing tools that can be used to meet the needs of online retailers. You can make page changes without A/B testing software and just use Google Annotations for the date that the test began. This allows all traffic to view the same test, rather than splitting it. In which case one would see version A while the other would see version B. However, the trending reports in Google Analytics can provide very accurate and telling results.

This method of testing is best used to test only one item. It is not easy to identify which element(s) had a positive/negative impact when you test multiple elements simultaneously on a page.

Online retailers should test everything and not be satisfied with the results. Keep it simple, and remember to test thoroughly. It doesn’t matter what method you choose, and it doesn’t need to be complicated. Log into Google Analytics to learn more about Google Content Experiments.









23 Tools to Help Manage Content

To make sure your clients have a rich experience with amazing content, you will want more than just a content management system. You’ll require a basket of tools to research, create, market, and monitor your content.

Here’s a list of tools that will help you with content. You will find content search-engine-optimization-tools, editorial tools, content promotion aids, and resources to protect your content from plagiarism. The majority of these programs are free.

Content Tools

Yahoo! Style Guide. Yahoo! Style Guide covers grammar and punctuation and a large number of topics with a web-specific focus: writing and editing for an online audience, techniques for streamlining copy, basic internet codes, Internet law, search engine optimization, and much more. Price: Free.

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Yahoo! Style Guide.

Associated Press Stylebook. The AP Stylebook is your writing style guide for journalists. It offers basic guidelines for spelling, language, punctuation, usage and journalistic style. It’s the definitive source for professional journalists. Price: $26/year.

Quora. Quora connects people with what they need to learn about. Find great content thoughts from frequent questions people are asking. Price: Free.

Übersuggest. Get keyword thoughts with Übersuggest, the free keyword suggestion tool which makes use of Google Suggest and other indicate services. Use the keywords to find inspiration for your articles, or to maximize your pay-per-click campaigns. Price: Free.

Google Keyword Tool. If you would like your content to pull searches, you want to use strong key words in your text and titles. Google AdWords Keyword Tool is a excellent way to get keyword thoughts and get the ideal text to your audience. Describe what words or phrases will drive the most traffic to your website. Price: Free.

Trapit. Research any subject and Trapit provides one of the most relevant spam-free content from around the net. Trapit learns from your thumbs up or down, improving your results over time. Price: Free.

Google Trends. Google Trends give you popular search phrases. Compare tendencies for multiple search terms. Use trends in your keyword campaigns and articles. Price: Free.

Google Trends.

Google Alerts. Google Alerts are email updates of the latest relevant Google results — net, news — according to your queries. Aggregate content on a topic, developing narrative or business. Google Alerts can ensure your own content is timely. Price: Free.

Trello. Trello is a collaboration tool that organizes your projects into planks. At one glance, Trello tells you what is being worked on, who is working on what, and where something is in a procedure. If you’re working with others or simply have to visualize your own project, Trello is a superb tool to track your content creation. Price: Free.

GatherContent. GatherContent is just another tool to better manage your web content jobs. Organize your content with drag and drop. Track changes and watch revisions. Structure particular rules and rules for your own content. Get content you want from the group. Export content to your CMS. Price: $24/month for 5 active jobs.


InboundWriter. InboundWriter makes it possible to identify popular themes and performs automatic keyword research, extracting key chatter, articles, influencers and content across hundreds of internet sources. Follow content marketing best practices via an easy to use tool and useful suggestions for word options, content construction and other standards. It is going to even rate your effectiveness as you compose with real time content scoring. Price: Free up to 4 files per month; $40/month up to 15 documents. If you’re not able to write your own copy, supplies freelance articles from 150 to 1,000 words in length. Ask articles to be written on any subject. Pay only when you approve an report. Price: Articles begin at $1.25.

Storify. Storify enables you to curate social networks to construct social stories, bringing together media scattered throughout the internet into a coherent story. Look through Twitter, Facebook, YouTube, Flickr, Instagram, and much more to collect material. Embed the narrative to enrich your own content. Price: Free. is just another publishing-by-curation platform. identifies great content that matches your audience’s interest. Easily edit and release, then embed it on your website. Price: Fundamental plan is free; Company program is $79/month for performance and branding metrics.

Jing. Improve your content . With Jing, create videos and images of what you see on your computer screen, then share them immediately. Pick any window or area that you want to record, and Jing will catch everything that happens in that region. From simple mouse motions to a fully narrated tutorial, Jing records what you see, and do. Price: Free.

PitchEngine. PitchEngine is a PR platform to pitch your articles stories and get out the word about your enterprise. Reach your clients directly with real-time upgrades and promotions. Produce content from your phone, computer, or tablet computer and publish to your clients on any device. Price: Infinite pitches for free; $39/month for SEO and improved analytics. is just another content distribution platform. The platform’s Promoted Stories automates syndication to social websites, blogs, RSS feed readers, and even news websites. Price: $9.95 to $29.95 per story based on the amount of distribution needed.

Zemanta. Zemanta indexes your content and urges it to bloggers when semantically relevant. Zemanta provides a channel for content marketers to reach over 140,000 active bloggers. Price: Free.

SharedCount. Shared Count offers social analytics. It monitors your stocks, enjoys tweets, Diggs, Pins, and much more. Get social stats on the success of your articles. Price: Free.

Linkstant. Linkstant allows you to know instantly about new links to your articles. Contact linking websites to fix link destination or anchor text, only moments after they have created the link. Linkstant permits you to see whether your content is going hot on social networking sites. Price: Free.


Google Analytics. Find your website’s top content and hidden jewels with the Content reports in Google Analytics. You’ll discover how often people visit each page of your website, how long they stay, and how frequently they convert. Using Content Experiments, it is possible to create several versions of a page and show different variations to different visitors. Google Analytics measures the effectiveness of every page version and determines the very best version. Price: Free for consumers with less than 10 million hits per month.

Copyscape. Copyscape provides a plagiarism checker for finding copies of your articles online, in addition to complimentary plagiarism warning banner ads to warn others against stealing your content. In addition, it offers advanced tools, such as copy-paste creativity checks. Price: Plagiarism checker is free; Premium is $.05 per hunt.

Tynt. Tynt protects your articles from plagiarism. It inserts the page URL once your content is pasted into emails and social websites. Your visitors increases and SEO improves as more URLs become fixed links. Price: Free.

5 Content Marketing Ideas for June 2020

In June 2020, your articles advertising could feature martinis, selfies, cookouts, live-streaming, and security.

Content marketing is the act of producing or curating content, publishing that content, and distributing it all with the purpose of attracting, engaging, and retaining customers.

What follows are five articles advertising ideas your company can utilize in June 2020.

1. National Martini Day: June 19

Gin or vodka. Shaken or stirred. The martini is a prince among cocktails, and June 19, 2020, is National Martini Day at the U.S.

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A martini with three olives are a fantastic way to celebrate Martini Day. Photo: Stanislav Ivanitskiy.

For June 2020 content promotion, you could publish an article regarding the history of the martini. You can relate stories about how the martini influenced important figures in the industry you serve.

By way of instance, a rare book dealer could note that writer Ernest Hemingway contributed to the titles of two martinis.

First, there’s the Hemingway martini, which includes a combination of vodka, Giffard Vanille de Madagascar (a liqueur), vermouth, maraschino liqueur, pink grapefruit, and a Luxardo maraschino cherry.

Second, there’s my favorite martini called an insult to British Field Marshal Bernard Montgomery. Hemingway reportedly said he enjoyed the gin to outnumber the vermouth in his martinis in about the same ratio (based on Hemingway) Montgomery needed to outnumber his enemies until he would attack. Many bartenders create the Montgomery with 15 parts gin to one part vermouth.

2. National Selfie Day: June 21

A disc jockey in Texas supposedly created National Selfie Day on June 21, 2014. Folks — that may or may not need encouragement — are encouraged to take a photo of themselves and discuss it on social networking. Anyone using Snapchat will wonder what is the big thing. However, this pseudo-holiday could represent a fantastic content promoting opportunity for a number of businesses.

June 21, 2020, is the best time to have a selfie. Photo: Christina Zaragoza.

By way of instance, an ecommerce business could publish a critical article about the selfie. The guide might discuss how the iPhone first enabled selfie-takers. It could discuss several renowned selfies, and finish with an assortment of selfie best filter or practices recommendations.

Once printed, the company could use its selfie day article to spur a selfie competition, asking customers to post selfies (possibly with the company’s products) to get an opportunity to win a prize.

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3. Summertime Cooking

Cooking changes in the summer; it has a chance to write about food. Photo: Nicholas Peloso.

Many online and omnichannel retail companies might have the ability to write about summer cooking. This includes companies that don’t directly sell food or cooking products.

By way of instance, a workwear retailer could publish a collection of blog posts or videos about the most stain-inducing, job-site meals.

Great, old-fashioned chili served in a thermos might be a yummy worksite meal. But when the chili is fatty and ends up on a employee’s Carhartt pants, the blot could last forever. The workwear retailer could receive several articles from the idea.

  • First, publish the primary article, such as”10 Lunchtime Meals Guaranteed to Stain Your Jeans.”
  • Afterward, publish a recipe for all the 10 meals.
  • Finally, publish a post about workwear stain removal tips.

Similarly, an internet shop selling medical scrubs could publish an article about barbeque leftovers. The post would explain how to transform the leftover brisket to a meal a nurse, physician, or dental hygienist could bring into the workplace.

4. Live Stream a Seminar

The stay-at-home orders that began in March generated a surge in live-streaming and video meetings.

Continue this trend in June. Schedule an informative and enjoyable seminar.

By way of instance, imagine an internet stationery and writing accessories retailer. The business could generate a conference about journals, such as”7 Ways Kakeibo Journals Can Save You Money.”

Kakeibo is a Japanese way of keeping track of household financing. It requires writing financial targets and expenses by hand in a paper diary.

For this example, the live stream subject is Kakeibo, but your company can discover lots of good subjects for a live stream convention. Photo: Hannah Olinger.

The stationery retailer could:

  • Use a platform like Zoom to conduct the demonstration,
  • Live flow on YouTube or Facebook (Zoom connects to both),
  • Use a service like Eventbrite to catch registrations,
  • Post on social networking and send emails to promote registrations.

Following the live streaming event, post the movie on YouTube. A transcription of the broadcast (from Rev or similar) would make a fantastic blog post.

See also:

5. Summer Safety

From June 2020, hopefully, the majority of the coronavirus lockdowns will have finished. Your clients and prospects will have fallen into somewhat normal summer routines.

They’ll be getting outdoors more. They are driving more or swimming more. All these tasks are a fun and welcome relief after spending too much time inside. But they also represent security concerns.

For your June content promotion, provide summer safety tips which make sense for the business segment your company serves. Below are some examples.

  • Online auto accessories merchant:”10 Summer Driving Safety Tips.”
  • Toy merchant:”The 5 Laws of Pool Safety for Toddlers.”
  • Hiking and camping supply store: “20 Ways to Make Your Backcountry Adventure Safer.”

5 Content Marketing Suggestions

The U.S. presidential election, family-oriented observances, blogging, and even entrepreneurship are excellent topics to your business’s content advertising in November 2020.

Content marketing is the act of producing or curating content, publishing that content, and promoting it with the purpose of attracting, engaging, and retaining customers.

Using content this manner can assist search engine optimization, reduce a corporation’s dependence on marketing, and help establish direct connections with an audience of customers. What follows are five articles advertising ideas your company can use.

1. The Elephant (or Donkey) at the Room

The election will be top of mind for many American consumers.

Tuesday, November 3, 2020, is election day in america. American voters can cast a ballot for the office of the president. Tension and anticipation will probably be high.

While most, if not all, companies should keep away from partisan and vitriol content, it is still possible to create fascinating articles, videos, or podcasts associated with the election.

By way of instance, imagine you’re a rare or used book seller. You could create articles about:

  • “The 10 Best Selling Presidential Biographies,”
  • “5 Books You Must Read Before You Vote,”
  • “The Best 50 Presidential Campaign Zingers of All Time.”

For the last piece,”The Best 50 Presidential Campaign Zingers of Time,” you could include President Ronald Reagan’s 1980 campaign quip aimed at then-incumbent President Jimmy Carter:

“Recession is when your neighbor loses his job. Depression is when you lose yours. And recovery is when Jimmy Carter loses his.”

2. Family Reunion Planning Month

November is, among other things, family reunion planning month. The concept is that the preparation should begin in November to receive all of the brothers, sisters, aunts, uncles, and cousins arranged and in arrangement.

Maybe this tradition started because some people expect to bump into their extended network of relatives around Thanksgiving, which makes it somewhat easier to begin the reunion conversation.

Planning next year’s family reunion may be a positive experience for a number of your customers. Photo: Naassom Azevedo.

In the context of a worldwide pandemic, something such as family reunion planning may be a positive and optimistic action. It will focus planners on a future of family gatherings and a return to the pre-Covid norms. Who knows, perhaps, it is going to replace”doom scrolling” with hunting for reunion locations.

Your company might help. You could create content around family reunion planning or thoughts. Just like any suggestion on this list, be certain reunion planning is a relevant topic for your company and the business segment you serve.

Here are a couple of examples.

  • An internet outfitter selling camping or similar equipment could generate a list of the greatest national parks for hosting an outside family reunion.
  • A kitchen supply store might rate and review culinary tours in California based on how suitable they are for family reunions.
  • A swimsuit merchant could recommend several island locations for your family reunion.

3. National Entrepreneurship Month

“Entrepreneurs in the usa have lent their talents and passions to solving problems, generating growth and prosperity, and turning dreams into new products and services for individuals across our nation and around the world. Throughout National Entrepreneurship Month, we celebrate the entrepreneurs that serve their communities and bolster our economy. We pledge our support for them in their pursuit of their ideas and innovations of tomorrow,” stated President Barack Obama at 2016.

You could profile providers, telling their entrepreneurial narrative. Photo: Remy Gieling.

And last year, President Donald Trump said,”Throughout our story, the trailblazers who were willing to take great risks and chart new frontiers have changed the landscape of business, science, and engineering, often setting the global pace for prosperity and productivity. Their relentless pursuit of success has established new businesses, created countless jobs, and fueled a market that’s the envy of the world. Throughout National Entrepreneurship Month, we recognize the women and men who have turned their passion into innovation, and we vow to keep on fostering economic liberty, so the next generation of transformational entrepreneurs can unlock their full potential.”

For the company’s November content promotion, think about profiling the companies that supply your organization. By way of example, a merchant might feature two or three of its providers, telling the story of how the supplier began, the challenges that it faced, and how it overcame a number of the issues. You may include articles about how your providers managed shutdowns earlier this season.

4. NaBloPoMo

NaBloPoMo might be an opportunity to record or attribute influencers and bloggers. Photo: NeONBRAND.

National Blog Posting Month or NaBloPoMo, as it’s often called, is supposed to inspire bloggers. It’s typically”celebrated” by posting something every day for the whole month.

For your company’s November content promotion, you might take part in NaBloPoMo, publishing something every day. It might focus on bloggers and influencers from the industry your company serves.

In the latter instance, you can create”round-up” posts, like naming 15 websites your audience of potential customers may like best.

5. National Family Caregivers Month

The pandemic has been particularly tough for family caregivers. If, by way of instance, somebody cares for an elderly parent or a disabled child, that caregiver might have experienced less outside help due to the pandemic or might have had less access to supplies or products.

Several reports and studies support this theory, including:

Positive caregiver profiles might be a compelling topic for your company’s November 2020 content advertising. Photo: Nathan Anderson.

For your content promotion, look at profiling customers that are also family caregivers. Address the exceptional job they do despite the current challenges. Those clients may appreciate the recognition, and the people reading your articles will realize that your company cares enough about its customers to listen to.