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The Welder

Notes from WELD's Laboratory

photo by bixentro/Flickr Creative Commons

Hero Marketing Is Dead, Long Live Content Marketing

October 26, 2011 by Brandon Holmes

For too long, much of the action-outdoor industry has depended on “hero marketing,” when we should be shifting to empathetic storytelling.

Teva: Live Better Stories

How A Corporation Found Its Soul

October 20, 2011 by Brandon Holmes

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-preview

Soul Factory: The Action-Outdoor Industry’s Greatest Asset

October 18, 2011 by Brandon Holmes

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.

whitewater symposium preview

How Action Sports Industries Can Surge Through Content Marketing

October 17, 2011 by Brandon Holmes

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.

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WELDers Settle Into New Digs In Utah-

In our eager pursuit to serve the outdoor industry and get more folks addicted to active lifestyles and wild places, WELD has expanded to Park City, Utah.

WELDlife: Walking The Talk On Two Wheels To Work-

We're proud of our WELDeast employees who logged over 300 miles bike commuting to work this year. It's sustainable, and in West Virginia, it's brave.

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.

It Saves Lives — Is Avalanche Danger 'News' Worth Funding?-

We're teaming up with the Utah Avalanche Center to apply for a grant to re-engineer their ability to deliver life-saving information. We'd love your support.

WELD Sighting: Park City TV Studio Photos-

Park City TV's Mountain Morning Show invited WELD founders George Rogers and Brandon Holmes into the studio last week. So, they talked social media, and trout.

Social Media Head to Head Comparison, Round 1: Engagement Vs. Fans- 10/19/12

Let’s take a look at the Facebook pages of two prominent adventure outfitters in the Southeast. First up, ACE Adventure Resort. Ace is the largest business of its type in West Virginia,

Bring Your Blog Out of the Digital Wasteland- 10/16/12

Here are 5 things you can do to help your blog earn its keep:

Focus on Facebook- 10/05/12

Social media is about community. Curating and managing that community? It takes a deep focus that comes from deep roots.

Relationships: The Social Object Secret Sauce- 09/26/12

Beyond scantily clad women and funny babies what’s the key ingredient to the secret sauce that happens during the production of a social object, be it video, photo, or written content?

The Single Most Effective Thing You Can Do On Facebook For An Outdoor Brand- 09/18/12

Ready? Here it is: Use pictures. That’s it. Outdoor companies, you have my solemn promise that this works. Please. Please. Use pics on every single post.

It Saves Lives — Is Avalanche Danger 'News' Worth Funding?- 09/18/12

We're teaming up with the Utah Avalanche Center to apply for a grant to re-engineer their ability to deliver life-saving information. We'd love your support.

Will More Video Games Get Kids Outside?- 09/18/12

In an uber-connected world, setting technology and outdoor activities in opposition creates a battle the outdoor industry won't win.

Content Marketing And Gamification, Oh, My- 09/18/12

In a recent talk to peers in PR, I asked them to consider why we do what we do at WELD — not what — and how it's one big game.

Transformation Through The Viewfinder- 09/18/12

Nestled deep inside the Frank Church Wilderness of Idaho, the Middle Fork leaves an impact on all of its travelers. As a videographer, you can literally watch the transformation take place through the viewfinder.

WELD Sighting: Park City TV Studio Photos- 09/18/12

Park City TV's Mountain Morning Show invited WELD founders George Rogers and Brandon Holmes into the studio last week. So, they talked social media, and trout.

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