As brands, large and small, are getting their hands around content marketing, there are certainly some that are leading the pack. Whether they’re producing exceptional original content, getting creative with video assets or inventively repackaging existing content, a number of top active-lifestyle companies are showcasing the multitude of ways content can tell brand stories.
Some involve brand “ambassadors” or customers telling the story in short (or long) form. Another taps a professional athlete, not to brag about a brand, but to share an authentic story from the heart. Others take top-viewed stories and repackage them in a way that’s relevant to followers of their brand. Still more inspire through beautiful video montages that tell a story all in themselves.
lululemon
https://vimeo.com/173668367
A simple yet endearing video of Taylor Phinney’s honest reflection on and recovery from a near career-ending injury. In addition, this lifestyle brand demonstrates how it’s about more than just yoga pants with separate themed blogs, including Inspiration, Up Close & Personal and The SweatLife, for inspiring a variety of active lifestyles.
Backcountry.com
This massive online outlet for outdoor gear aggregates quality content, both branded inspirtorials (just made that up) from the company they keep, as well as curated how-to articles related to the gear people are searching for. Brilliant. Thinking of buying this snowboard? Here’s a 101 on what to look for when purchasing one.
Outdoor Research
It’s information brought to you by … Outdoor Research, along with longtime video production partner TGR, have figured out a way to both educate and inspire in gently branded eye candy for consumers.
Patagonia
There’s nothing like a little old-school print to tell a story in a tangible way that digital media can never quite replicate. Patagonia has always been a leader in the “magalog,” a promotional catalogue that feels more like a magazine. For some reason I sit and savor these quick, personal reads embedded in what feels like a natural mix of gear and experience. It never seems to go out of fashion.
Yeti
Yeti’s “Tribe” is a community that creates its own content by the cool stuff it does throughout the year. Not only are these enthusiasts of the bike brand passionate (and sometimes crazy) people who make for some good stories, but the visual expression (in both video and photography) of the Tribe in outdoor environments around the planet make everyone want to go along for the ride.