[Part 1]
As a modern outdoor brand, you may be overwhelmed by the options for digital content creation — not to mention the marketing strategies required to launch and manage those campaigns.
While there is plenty to consider, it never hurts to start with foundational principles and then tweak based on original research, segments, and platforms.
Considering that content marketing is hundreds of years old, there are still lessons to be learned from the content marketing tactics that started it all. By combining these core principles and best practices with the latest digital marketing trends and technologies, your outdoor brand can consistently increase brand awareness, improve SEO rankings, boost engagement rates, and more.
In part two of our latest series on marketing for outdoor brands, we focus on how to create content that is clear and consistent. The goal is to focus on authentic storytelling, high-quality visuals, user-generated content, and more. We briefly touched on some of these tactics in post one of this series. In this post, we’ll expand on those content creation tips, focusing on the latest research in outdoor brand marketing.
Why Content Matters for Outdoor Brands
Although many outdoor brands sell products — whether it be YETI’s coolers or Rapala’s fishing lures — they are also selling a lifestyle. So, that is where you start your content creation journey. You need to hone in on the motivations and passions of those interested in a lifestyle that resonates with your brand. The more natural and authentic, the better.
Use your content strategy to build an emotional, genuine connection to foster a sense of community. Establish trust through the stories you tell and show your customers that you align with their values and motivations — whether it’s environmental preservation or the desire to try new experiences.
Create Content That Connects
Content creation is crucial for bridging that gap and connecting brands with outdoor enthusiasts. This strategy allows outdoor brands to move beyond simply selling products. For example, instead of selling camping gear, use storytelling tactics or even AR-guided tours to sell an adventure.
Create a feeling of being in that environment, where your brand’s offering naturally fits — without focusing solely on the functions or benefits of camping gear. Such tactics are crucial within today’s experience-driven era.
For some brands, that means inspiring adventure. For others, creating a unique community for a niche target audience is the goal. Take Patagonia as an example. While this brand is popular, its core target audience is niche consumers, primarily environmentally conscious individuals seeking ethical production. In this case, Patagonia’s content revolves around environmentalism and community building, using storytelling to connect with its audience instead of direct product promotion.
This is a similar tactic for many outdoor brands, which focus on authentic storytelling (often highlighting real-life experiences), community building (allowing customers to contribute and connect with the brand and one another), and transparency (to build trust and align with customer values).
Opportunities in Content Creation for Outdoor Brands
Creating content is no longer about just publishing product-focused blogs or social posts. Although a strategic blog and social media marketing strategy are part of the bigger picture, there are many opportunities to take content creation efforts to the next level.
Successful outdoor brands focus on high-quality content creation and launch campaigns that tell authentic stories. So, how does that translate to content creation?
Make It Believable: Make It Real
Instead of polished studio shots set up to evoke a feeling, lean on the benefits of more realistic scenarios. You want outdoor enthusiasts to relate to what you’re saying in a way that clicks. Being outdoors doesn’t always translate to perfect conditions.
Create a story around your camping gear’s ability to withstand the elements, sharing how someone would set up camp in the rain. Show the joys of using your products in the best-case scenario situations, as well as in challenging ones.
Feature Real-World Users and Partners
Outdoor brands are experiencing immense value when partnering with the right outdoor enthusiasts. Users, ambassadors, and influencers who already use their products or live a lifestyle aligned with the brand create credible content.
Instead of a model holding a product in a studio shot, a real-life influencer with a loyal following can create a genuine post based on their expertise and passion. Within these partnerships, you can create themes that tell a narrative rather than just a brand pitch. One post may focus on environmental stewardship, while another could highlight the human connection to nature.
The same approach applies to everyday user-generated content. When prior customers use your outdoor products in their daily lives, this creates a more relatable, authentic feel. Be sure to share a hashtag with your community when posting on social platforms.
