Content Marketing for the Outdoor Industry

The Importance of Reference Content

03.02.11 Posted in Blogging Best Practices by

Reference content is timeless and focusing on it is the key to becoming a recognized authority in your domain.

Face it, people are going to want to know how to prevent blisters or size ski boots for years to come. They’re going to search for answers on Google and they’re going to visit your site because you have a great post that answers their questions. Good reference content is a great investment will attract readers to your site for years to come.

Why then do so many outdoor sites focus on events or the accomplishments of their sponsored athletes? This sort of episodic content has a shelf life than can be measured in weeks, if not days. You need some of it to vary your content stream, but it isn’t sticky and it won’t generate long tail page views.

If you have limited resources, and most content sites do, then you really need to focus them on developing content that has long legs. When coupled with social media, you can repeatedly expose readers to this content on a seasonal or periodic basis, year after year, with minor modifications to keep it timely. It’s a huge time saver for you and your audience will appreciate the information.

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