Much of our approach to content involves building a story for your outdoor brand. There are a few key foundational ideas in building this story which led us to produce a list of do’s and dont’s of content marketing in the outdoor industry.
Have a Content Marketing Strategy
A content strategy unifies your content marketing efforts across many avenues. While developing this strategy is definitely important, sticking to it is even more so. A well-built strategy will have exact deadlines and be closely monitored to quickly determine when things have moved out of the timeline. Often, communication can break down across team lines. But having a comprehensive content strategy ensures everyone is writing for the same goal. No matter the topic or client.
Make Your Customer The Hero Of Your Content Marketing
Painting your user as the hero places them as a protagonist. Maybe your customer sees you as Yoda, but more importantly, they see themselves as Luke Skywalker. Understanding the desires of your potential consumers, and positioning yourself as a guide with solutions is key to content creation that converts.
Have a Content Marketing Checklist
Creating and sticking to a content marketing checklist ensures your valuable content is being spread across vital channels quickly and efficiently. For example, as you post your blog to your website, you can have it auto-upload to your facebook wall or story. Confirm it was posted properly, and check it off the list.
Track All the Data
The amount of data we are able to collect using Google is staggering, so customizing it and honing it down to 2-3 key performance indicators can keep you out of the tall grass when looking at the data itself. Determining the metrics you want your users to hit helps you to understand what it is you want your customers to do when they interact with your website or product.
Don’t Get Tunnel Vision
We get so consumed in our own brands and own identity that we forget to see what others are doing. This may be in the form of competition research or simply browsing the web. Analyzing specific assets you like on other websites and finding ways to incorporate them into your strategy (the right way) can set up your business for success. A tool like evernote can easily snap, store, and organize all of your findings into something manageable and shareable. Paying attention to outdoor industry trends leads to more creativity and fresh ideas.
Don’t Talk About Yourself
Explaining your offering and gloating are two different things. You should stay far away from gloating about your brand. One, it doesn’t paint the user as the hero (as mentioned above). And two, it really doesn’t do much for the user if you aren’t engaging and offering a solution. Stay away from words like “we” or “our company” and try to limit the “since 19xx” quotes.
Don’t Be Too Hard on Yourself
Content strategy is complex and always changing. You should not get down if your blogs are not converting like you originally thought. Look at all of this as a work in progress to educate yourself and your potential customers. Authority is built over time. Taking the step to simply DO it is just half the battle. Keep it up!