This document discusses content strategy for adventure brands. It notes that adventure brands sell products through experiences, unlike travel brands that sell experiences directly. A good content strategy provides both inspiration and information, balances content with context, and ensures interaction is a core part of the brand. Examples are given of how Patagonia, Filson and The North Face use content strategically. An effective strategy has a point of view, sees content creation as ongoing, and understands adventure brands are driven by emotion.

1. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
OUTDOOR RETAILER / JANUARY 23, 2015
Stories that Sell:
Content Strategy for
Adventure Brands

2. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
#orshow
#storiesthatsell
findsubstance.com/
stories-that-sell

3. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
@stlandau or @substance
Stephen Landau
CREATIVE DIRECTOR AT SUBSTANCE

5. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
What makes
adventure brands
different?

6. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
The travel and
tourism industry
sells experiences
(not products).
PHOTO CREDIT: NATIONAL GEOGRAPHIC LODGES

7. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
Adventure brands
sell products through
experiences.
PHOTO CREDIT: THE NORTH FACE

8. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
So what does this
mean in relation to
content strategy?

9. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
ONE
Inspiration+
Information

10. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
Inspiration INFORMATION

11. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
TWO
Content &
Context

12. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT

13. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
CONTEXT CONTEXT CONTEXT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT
CONTENT

14. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
THREE
Interaction
is Brand

15. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS

16. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
Let’s look at
some examples…

17. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
EXAMPLE
Patagonia
PHOTO CREDIT: PATAGONIA

21. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
EXAMPLE
Filson
PHOTO CREDIT: FILSON

25. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
EXAMPLE
The North Face:
NeverStopExploring
PHOTO CREDIT: THE NORTH FACE

31. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
So what can we
learn from these
examples?

32. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
Have a point
of view.

33. Opportunities
in eCommerce
STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS

34. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
Contentcreation
isanongoingprocess.

35. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
Love is about… creating a
meaningful relationship.
It’s a constant process of
keeping in touch, working
with consumers, under-
standing them, spending
time with them.
– KEVIN ROBERTS, LOVEMARKS

36. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
Adventure
Brands
=
Emotion

37. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
Questions, comments,
or thoughts?

38. STORIES THAT SELL: CONTENT STRATEGY FOR ADVENTURE BRANDS
#storiesthatsell
findsubstance.com/
stories-that-sell
@stlandau