Content Marketing for the Outdoor Industry

Engage Your Local Audience First


04.27.11 Posted in Blogging Best Practices, Social Media by

When companies set up their web sites and blogs, they frequently forget about the customers, business partners, and friends they have in their local community. Instead, they get caught up in generating content for a global audience, instead of building a solid foundation at home.

It really doesn’t matter if you have a regional, national, or international brand: targeting a substantial amount of your early content development efforts around local or regional topics will help you rapidly build an interactive audience. If you can tap into a dozen regulars readers who leave copious comments, your blog won’t suffer the stigma of having no comments for the first 6 months of its existence.

Building your initial content strategy in a local market can also help you develop a multi-channel marketing mindset, outreach programs and metrics that you can build on when you start to extend your reach outside of your community.

Here are just a few examples of local marketing programs that I’ve helped my partners and clients launch in their local communities, in order to bootstrap their online communities:

  • Discounts to local outdoor clubs and meetup groups
  • Providing local events with free meeting space
  • Sponsoring local and regional safety or educational organizations

Many outdoor companies already have programs like these, but have never considered using them to bootstrap their online audience. This is low hanging fruit and you’d be amazed at how quickly you can mobilize local supporters to build a larger online community.

Facebook, in combination with a web blog, is the perfect vehicle for this type of initiative.



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