The Welder
Notes from WELD's Laboratory
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.
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.
Content Marketing And Gamification, Oh, My
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.
