Check out contributor Kyle Wong’s article in Forbes praising the outdoor industry for setting the standard for leveraging authentic content. In this case, storytelling can be a matter of life or death, explains Mountaintop Media’s Amy Kemp.
If those boots sold as waterproof aren’t really waterproof, you could die of hypothermia. Outdoor brands must showcase their products in the wild — and they better live up to the hype.
Some other smart content marketing approaches we can all learn from the outdoor industry:
1 | Celebrating community and building a “tribe” around it
2 | Leveraging the experiences of real consumers using product
3 | Branding around the intentional balance of profit, planet and people