The Welder
Notes from WELD's Laboratory
How Content Marketing Gets You In Your Competitor’s Community
I discover a Salomon skiing video on the Facebook page of a competitor’s brand and ask, can content marketing do anything more powerful than that?
When Features Don’t Sell, Time To Sell Story
The product life-cycle — from launch, to growth, to maturity — holds true even for outdoor industries. When you can’t sell features anymore, sell story.
Hero Marketing Is Dead, Long Live Content Marketing
For too long, much of the action-outdoor industry has depended on “hero marketing,” when we should be shifting to empathetic storytelling.
How A Corporation Found Its Soul
Just because outdoor brands go big doesn’t mean they lose their soul. The “Teva Turnaround” is a great example of content marketing that speaks to the soul.
Soul Factory: The Action-Outdoor Industry’s Greatest Asset
Brandon continues an expansion of the keynote address he gave at the 2011 Whitewater Symposium last week. How do you make content that connects: a soul factory.
How Action Sports Industries Can Surge Through Content Marketing
My presentation at the 2011 Whitewater Symposium got a lot of people talking last week, so I decided to expand on some of my comments in a series of posts.
