The Welder
Notes from WELD's Laboratory
New Work: How Grand Canyon Memories Transform
WELD recently explored the Grand Canyon with OARS to capture the story of how this national treasure enriches lives and changes people for the better.
5 Great Examples Of Content Marketing With Video
It’s been a great year for content marketing. Here are 5 video examples that help explain the difference between story and sales brochure.
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.
