10 CONTENT MARKETING IDEAS FOR OUTDOOR BRANDS IN 2019



Wouldn't it be nice if potential customers just came to you instead of constantly trying to find them? Paid ads on google and social media have become so saturated that they are converting less and less every year according to Hubspot.

That is why more brands are turning to content marketing and

why you should be too!!



What is Content Marketing?


If you're not already familiar with Content marketing it is very unlike your traditional advertising.


Content marketing is creating and sharing content like: videos, blogs, photos, social media, and other things to promote your brand without directly trying to force a product down your customer’s throat.


Content Marketing is an important piece of the in-bound marketing strategy, inbound marketing ensures that potential customers are coming to you instead of the other way around.


Most importantly it is giving something of value to your customer. This method has proven extremely useful not only in brand awareness but also in converting new customers.


Content Marketing For

outdoor Brands


Content marketing is all about creating something of value for your target customer, whether it is through entertainment or education, its all about the customer and understanding your customer.


For outdoor brands this means you have to create interesting content to engage your audience... what's more interesting than the outdoors!!??


Content marketing is all about creating a positive brand image, a positive brand image will in turn drive sales and help develop longterm customers.


Thanks to social media content can be promoted through every avenue you have; Instagram, Facebook, YouTube, linked-in, twitter, email and website.


So here they are, our top ten ideas for creating engaging content for your outdoor brand in 2019...



1. Create an entertaining video series


Youtube is still very under utilized in the outdoor industry, there are a few brands doing it very very well, but most just don't take the time to create something truly engaging that leads to customer loyalty and higher conversions.


Creating an entertaining youtube series can give you not just exposure one time, but repeatedly over time and will create a following and loyalty customer base that are much more likely to buy your product of service.


The point of creating a youtube series is not to directly promote your product. Be careful to not do this, nothing turns away a potential customer more than obvious product placement. The point of a youtube series is to just create something that is entertaining for your audience, so that you create something of value and build your brand image.


Telling a story is one of the most important pieces of creating good content. People love stories and want to be apart of something. Creating content based around a story is one of the easiest and most engaging ways to capture your audiences' attention.


Examples of youtube series:

  • YETI has created many different series that have accumulated millions of views and tons of engagement by telling exciting stories of people all over the world that use and love yeti products.


  • Red Bull is an energy drink company but you rarely see them make a video about an energy drink. Red Bull knows that creating content is what has gotten them to where they are and to be able to build the brand name that they have built. They have a series for everything, from surfing and snowboarding to jump roping and free running.


2. Create Educational videos


You may be catching on to the video theme... video is the highest converting and engaging for of content that you can create so why not use a bunch of different video strategies!


Educational videos are one of the top forms of videos watched on YouTube. YouTube has become the second largest search engine after google, and when people are searching they are asking " how to".


You can use this to your advantage by finding out what problems your audiences face and create an educational video that solves this problem for your audience.


Educational videos can be very easy to create and you are really giving something of value to your audience which will build rapport with your brand and the customer.


Examples of educational videos:


  • REI is one of the leaders in outdoor retail, and they have built this reputation not only because of the quality of products that they sell, but because of the community they have built in the outdoor world. They have done this partly because of the amount of educational pieces they put out that highlight issues people in the outdoor industry may run into.


  • Hurley created short instructional videos that were less than a minute long, but got tens of thousands of views on youtube.


3. Create Short Promotional Videos

Another reoccurring keyword, "create". Content is all about being creative, whether you content creation in-house or hire someone else to do it, your creativity is what will set you content apart form the rest.


Promotional videos capture the mission and values of your brand in a visual way that is entertaining for the audience. Promotional videos are generally inspiration and go along with the vibe of your brand.


It is important to make sure that promo videos are done professionally, whereas some content can be recorded from a phone, a promo video is a visual representation of your company and you want it to look professional.


Examples of short promotional videos


  • Solarwave Media is a digital marketing agency that specializes in creating content, this was a recent trip they took to Alberta, Canada.


  • Huna Wristbands is a lifestyle company that makes bracelets that protect the environment and benefit mental health. This short promo show the lifestyle that Huna bands promote.


4. Guides, infographs and tools


What are guides, info graphs and tools? Just like everything else we have talked about it is a free piece of value you can give to your audience that helps solve a problem they may have.


A guide or infographic can come in a few forms, pdfs are the most common and easiest to distribute digitally but you can make it into an animated video as well.


A guide could be as simple as a quick guide to the best lure for bass fishing in a particular region.


An info graph could be a tutorial on how to pack for a camping trip in the rockies


A tool could be a map made specifically for paddleboarders


These all take a little bit of time and thought to create but they give a tremendous amount of value to your audience!

4. Start Blogging


It worked to get your attention right...? 😎


If you run your own business or you do marketing for a business you NEED to be blogging and taking advantage of the free platform that brings more eyes to your website.


Blogs can be a pain to write and it can be hard to generate ideas to blog about but this is still proven to be one of the best tactics to boosting your websites SEO and getting more people interacting and engaging with your brand.


Luckily there are some very helpful tools to help you with writers block when it comes to blogging.


Cant think of a blog idea? Just head over to https://www.hubspot.com/blog-topic-generator

type in a few key words and they will give you a list of blog topic ideas.


You want blogs to be as in-depth as possible, preferably over a couple thousand words. But make sure you are actually giving value with all those words and not just writing to fill up space.


As an outdoor brand your audience is always trying to stay relevant in current outdoor events, or trying to learn something new. So, use this to your advantage and create something that your audience can actually use!


Most importantly be genuine and authentic in your blogs and actual try to provide some value.


Outdoor brand blog ideas:

  • Current events going on in your specific industry

  • Current environmental issues that effect your industry

  • Interesting people in your industry that have an interesting story to tell

  • Educational tips for your specific industry

  • Step-by-step guides


5. Create an animated video


And just like that we are back to videos...


Animated videos can be very quick and cheap to produce. You can use animated videos for explaining something related to your brand or use it to educate your audience about something.


Examples of Animated Videos


Worry Free Boat Club is a boat club in Delhi that uses this short animated video to help explain what their boat club offers and how it works.



6. Social Media


I know this one seems pretty obvious since this is where you will be sharing all your videos, blogs and posts, but its easy to neglect the day to day use of social media.


What I mean by this is social media gives your brand the chance to be more than just a brand, it can actually create connections and relationships with your audience.


This means that you want all your posts to match the vibe of your brand and you want to be active on your social media.


You NEED to be responding to every single comment, if you are a small to mid-size brand. This is what helps build the trust of your audience to let them know you are actually here to help and not just make a quick buck.



7. Start a podcast

As an outdoor brand this is probably one of the most unwatered areas of marketing that you need to start implementing!!


Even Yeti, who we have referenced a few times, only just recently started podcasting which goes to show it is very unsaturated.


Even though it is unsaturated don't let that fool you, it is extremely beneficial in getting your brand known and building a following of people passionate about your brand.


Use podcasting in the same way you would a blog or video, create interesting content that gives value to your audience.



"Get a 2 for 1 and make your podcasts into youtube videos by simply recording your interview!"



Create podcasts interviewing well know people in your industry, keep everyone updated with the latest news in your industry, the possibilities are endless in podcasting and it is extremely cheap to start doing it.


Once you have made the podcast promote it across all your platforms just like you do with all the other pieces of content you have created.



8. Use Professional Photography


As an outdoor brand you have something beautiful to show, whether it is a product or a service you are in the outdoors... and that is beautiful!


Creating great content starts with having a good brand image which can be derived from photos on your social media pages or website.


Conveying your brand through imagery isn't always easy, it is hard to truly capture the essence of your brand in just one picture.


Using professional photography across all your platforms will boost the image of your brand because people enjoy beautiful, so be sure to capture your band to its fullest potential.


9. Email marketing


No matter how big or small your email list is email marketing is still one of the highest converting marketing strategies in your arsenal.


Use email to promote all of your content that you are producing; from videos to blogs. As well as using it to promote e other content you can also use email itself as content. Create emails that coincide with your brand image and that give some sort of value to your audience.


Give your audience something that they need, whether it is information, news updates or just entertainment. Email is a great way to directly reach you target audience.


10. Guides, infographs and tools


What are guides, info graphs and tools? Just like everything else we have talked about it is a free piece of value you can give to your audience that helps solve a problem they may have.


A guide or infographic can come in a few forms, pdfs are the most common and easiest to distribute digitally but you can make it into an animated video as well.


A guide could be as simple as a quick guide to the best lure for bass fishing in a particular region.


An info graph could be a tutorial on how to pack for a camping trip in the rockies


A tool could be a map made specifically for paddleboarders


These all take a little bit of time and thought to create but they give a tremendous amount of value to your audience!




Summary


So if you are looking to get customers to start coming to you instead of waisting money on paid ads then follow these tips and ideas to get started on your content journey.


It won't happen over night but creating value for your audience will help grow your brand better than any traditional type of marketing. Have fun doing it as well, authenticity is very important your audience wants to feel relatable to your brand so make it genuine.

“Never stop CREATING

&

always give VALUE.”

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