Outdoor Retailer - June 2021 - 10
THE PULSE
The key to content:
Meet your
audience where
they are.
ing follower count (28K), but also a highly
engaged audience focused on growth and
social change.
Laura recommends working with hiring
experts to develop audience resources, and
content should be attention-grabbing, entertaining,
and informative, she says. As an
extension of your brand's story, social media
content that emphasizes learning and growth
shows audiences you care-while also extending
your brand's audience to new groups.
MARKETING
Create Equality
With Education
Here's how you can use social media as a tool to alter the
playing field. By Dani Reyes-Acosta
STORIES POWERFULLY INFLUENCE NOT JUST HOW WE EXPERIENCE THE WORLD, BUT ALSO THE
decisions we make. For some brands, though, sharing stories can feel tricky: Where, exactly,
should one start? The bridge to narrative-driven content marketing feels daunting when product
minimums loom and new innovations need to be announced. Instead of another budget
spend on influencer marketing or reworking your campaign pillars, though, start with how
you share knowledge. Integrate an ethos of education to create powerful, impactful, and supportive
content that meets your audience where they are.
RULE 1: BE A NICE HUMAN
The first step to creating engaging (i.e. interesting content that audiences want to save and share)
social posts starts with identifying several different areas where your brand (and its partners) can
share expertise. Dispense information to create access to the knowledge you hold.
" That's what we did with the Slay at Home [digital speaker] Series, " says Sean Eno, marketing
director at Weston Backcountry. " We provided free weekly knowledge to help our community
stay safe and overcome barriers. " Each winter, Weston holds a weekly session with its
guide partners in a " a more human approach to business, " noting that " when you help others to
succeed, they reciprocate. "
Sometimes that reciprocation looks like a share or a save (both more powerful metrics than
likes), but, over time, as your audience grows with your brand, it can be much more. Educational
content, in many ways, opens the door to bigger conversations that invite the uninitiated.
" By providing interesting and challenging educational content, I've grown a curious,
thoughtful, and highly engaged digital community on my Instagram page, @laura.edmondson, "
says digital educator Laura Edmondson. Her page boasts not just a constantly grow10
OUTDOOR RETAILER / June 2021
RULE 2: RECIPROCATE
Remember: " If you expect users to give their
time and attention to your brand through
engagement, brand loyalty, and purchases,
you have to give a little in return, " says Iris
Matulevich of Wheelie Creative Team, based
in Whitefish, Montana. Moving beyond just
educational content, reciprocity " can mean
free product, swag, and stickers-or even
just likes, messages, and comments on that
person's feed. "
Show up for audiences, and the result
could be great. " Loyalty and engagement
may be the result of our education efforts, "
says Sean Eno. " [But this is really about]...
our passion in helping people get out there
and overcome the barriers. "
This investment in each other means a lot
to potential customers. " If customers see a
brand is invested in them and has real people
behind it who support their growth, they'll be
much more likely to interact with your content
and to become brand evangelists to their
own audiences, " says Matulevich.
Storytelling initiatives succeed because
each engaged individual feels as if they have
a personal frame of reference. Particularly,
uninitiated and new-to-the-outdoors
groups can benefit from education.
Whether you're well-versed in storytelling
or just getting started on different elements
of your content marketing strategy, include
educational themes to expand the different
ways you connect with audiences.
Ultimately, your brand can open the door
to equity-and get a coveted share-savelike
combination-with educational social
media content. O.R.
Lauren Danilek
http:// https://www.instagram.com/laura.edmondson/?hl=en
http:// https://www.instagram.com/laura.edmondson/?hl=en
Outdoor Retailer - June 2021
Table of Contents for the Digital Edition of Outdoor Retailer - June 2021
Outdoor Retailer - June 2021 - 1
Outdoor Retailer - June 2021 - 2
Outdoor Retailer - June 2021 - 3
Outdoor Retailer - June 2021 - 4
Outdoor Retailer - June 2021 - 5
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