Insights: Content Marketing
Responsible content creation in the outdoors
Content is king. The reality is, no matter what the channel, content production and distribution is hot on the minds of brands everywhere. Good Content creators are in short supply, and everyone is doing whatever they can to gain the upper hand in the content race and make their brand stand out. But, in this race to the ultimate content, have some brands lost sight of ethical content production?
Content Marketing
Outdoor Retailer 2019: Content marketing for the outdoors
This year at Outdoor Retailer 2019, we traded our mountains for some other, bigger, mountains and presented our insights into the changes that companies are currently facing with content marketing. Download the presentation here.
Content Marketing
What’s your story? Storytelling as an influence tool
We don’t do “advertising”. Rather, we help brands tell their best stories, in ways that create measurable impact. Throughout the years that we’ve been doing this, we’ve unearthed a number of tools and methodologies that we think work quite well. So with that in mind, we popped the hood open and let you in to take a peek at how to use storytelling as an influence tool.
Tourism
NEIRA Annual Meeting 2018: Place Branding
We are seeing many of our tourism and hospitality clients facing a new range of challenges associated with growth and evolving industry trends. In this new landscape, place marketers need to go above and beyond their traditional capacity, and take an active role in defining and delivering a positive destination experience to safeguard their brand's best interests in the long-term.
Video
Ready to make a video?
Once the decision has been made to make a video, there are a few things you need to keep in mind. We've put together an infographic to help you ask the right questions- whether your objectives are brand awareness, comments, conversions or getting people to buy sh*t.
Social Media
What is Vanlife and why is it taking over?
The Why Search Vanlife on Google and 10.8 million hits will come up. On Instagram, nearly 4 million pictures and videos feature the hashtag. Tutorials on how to renovate your 1999 Sprinter have flooded YouTube, and WordPress is now home to countless travel stories of life on the road. And...
Tourism
Three MTB destination marketing tactics to try in 2018
This year, why not consider exploring a few non-traditional approaches to destination mountain bike marketing that take advantage of burgeoning trends in the bike world? YouTube “Everyman” Creators In the last few years, we’ve seen an explosion of mountain biking YouTube creators posting weekly vlogs about trails, products, tips and...
Content Marketing
Is your brand educational?
It’s a testament to the fact that education and learning is a huge part of what people are looking for online. Whether its answers to a specific question ( how to... ) or entertaining - and sometimes obscure - learning topics ( what is the Fermi Paradox? ), there are...
Content Marketing
We Hate To Burst Your Content Bubble
In the last 5 years, many of us ski area marketers prophesied over content marketing—so much so that today 93% of brands are using content marketing as a cornerstone tactic in their marketing efforts.
Content Marketing
Inntopia Insight 2017: Presentation Deck
Content that used to cut through the clutter has now become the clutter. This presentation shows how consumer habits have changed, some solutions for resort and destination marketers to consider, and offers take-aways you can apply to your marketing strategy today.
Content Marketing
Working with brand ambassadors: from their perspective
Outdoor brands were quick to partner with grassroots ambassadors as a way of building brand from a more accessible point of view. We sat down with some ambassadors to get their perspective.
Outdoor Business
Breaking down global marketing borders for outdoor brands
Founded in 2005, POC has developed a strong reputation in the field of gravity sports protection and is now established in 25 countries, having received more than 40 prestigious international safety, design, innovation and business awards. Smartwool began as a partnered company between two Colorado ski instructors in 1994 and...
Marketing Insights
Key Media Trends for 2017
Backbone is a public relations, media planning and buying, social media and content marketing agency for active lifestyle brands. We've had the pleasure of collaborating with them on several of our client campaigns most recently with Sun Valley and Taos Ski Valley. We interviewed Laura Merino, Associate Media Director at...
Content Marketing
Journeys in video content
What started as a film project three years ago, “A Skier’s Journey” is now in its final season. Directed by North Vancouver photographer and filmmaker Jordan Manley, the series—which explores the edges of skiing and the people, cultures and landscapes it encompasses—culminates with a return home to British Columbia (and the global headquarters of Arc’teryx).
Video
Seven tips for the outdoor filmmaker
1. USE THE RIGHT GEAR We all like toys and gadgets, and while working with the next best thing is great, there are certain budgets, locations and ideas that simply don’t allow you to bring all of your gear along. Consider the sport and physical exertion that will be needed...
Content Marketing
Tone it up
What is tone of voice? Branding is all about having a look and feel that’s consistently and easily identifiable. Logomarks and typography, for instance, are recognizable design symbols that quickly communicate core elements of a brand without having to say much. But what happens when you DO have something to...
Social Media
What should your social media team look like?
If you’ve asked yourself “how should I structure my social media team, and where do I start?” this article hopefully a guide to help you in your planning.
Content Marketing
The value of brand ambassadors
It’s not that casual or loyal adventurists are uninterested in following an athlete’s journeys or tapping them for inspiration. But the accomplishments of hyper-fit and ultra athletes are taking a backseat to the relatable accomplishments of the everyman or everywoman, especially as “normal” adventure stories unfold on social media platforms...
Social Media
How Snapchat is changing the way we play outside
Snapchat makes sharing moments with friends easy, without the pressure of likes and followers. It’s important to note that the platform does not offer a scalable aspect for any user-focused metric. In other words, no following base or trackable engagement can be viewed by third parties other than your ‘Snapchat...
Social Media
Micro-moments for travelers
What is a micro-moment? Google's consumer behaviour research has revealed a new marketing opportunity that they are dubbing "a micro moment". They define it as “an intent-rich moment when someone acts on a need”. Really, what this means is these are small moments that are critical touch points with your...
Social Media
Who's winning Instagram
Outdoor sports Instagram accounts are consistently inspirational (though each in their own way). We see a blend of true adventures, regular people in remarkable places, and athletes doing what they do best. No surprises here. What is surprising: how each brand manages to tell the outdoor adventure story in its...
Outdoor Business
Next level content marketing for outdoor brands
Moving into 2016, we’re seeing outdoor brands place a huge emphasis on the quality of the content they produce. The content is rich — photos, videos, interactive — and it's evergreen, telling stories that are universal and timeless. This reflects well on the industry: we’re here to stay, delivering qualitative...
Outdoor Business
The state of outdoor retail and a look to the future, part 1
Omni channel challenges Origin : I was at a retail conference in NYC last week and the CEO From Staples talked about how they had to completely reinvent the way the company incentivized their managers and how they looked at revenue sources. Their store agents were reluctant to send people...
