Experts at Video Content Marketing for Outdoor Companies
As an agency passionate about video content marketing for outdoor companies, we believe brand content is more convincing and more engaging when it’s less about the product and more about what it stands for.
With over a billion videos watched daily on YouTube, brand content needs to check a few boxes to retain attention, compel people to subscribe and build brand enthusiasm on the platform. It’s not enough to produce content for content’s sake and then park it on YouTube without any real distribution strategy.
So how can content marketing for outdoor companies cut through the clutter; attract interest and engagement; convey brand personality; and maybe even get people to follow, subscribe and buy? It’s not about the hard sell, 10-minute-long product overview or in-your-face call to action.
While there may be a time and place for this type of content, when it comes to content that registers on an emotional level, content marketing for outdoor companies needs to educate, inspire and entertain in order to increase brand loyalty and attract new consumers.
That’s why Public Haus incorporates lifestyle and personality-driven content into the majority of its client campaigns. Lifestyle content is powerful because it captures and communicates the essence of a brand in an aspirational way. As opposed to relying on overused, marketing language to convey a message, when it comes to marketing for outdoor companies, the message and values are demonstrated through stories, personalities and imagery that draws the viewer in and makes them want to engage with the brand.
Think of some of your favorite outdoors and active lifestyle brands. What do they stand for? Who buys their products? What’s their mission and message? Chances are these brands exude a certain attitude and ethos in all of their content marketing. They’re not overly promotional and they’re not constantly selling. These brands are producing content that attracts consumer engagement by communicating an appealing, aspirational lifestyle.
When it comes to video content marketing for outdoor companies, YETI stands out above all others. Through aspirational, personality-based content and brilliant storytelling, the brand consistently unveils content and short films that stimulate interest in the outdoors. What started as a cooler company has evolved into an active lifestyle behemoth with apparel and gear that represent something more than the material they’re made with. Through branded video content focusing on people over product, anyone who views a piece of YETI content immediately gets it. They’re entertained, they’re inspired and maybe even compelled to purchase – or at least put on a pair of sneakers and go outside.
When it comes to marketing for outdoor companies and clients in the active lifestyle category, Public Haus incorporates this same approach. Rather than creating content overflowing with brand vernacular, we incorporate story-based lifestyle video content into our campaigns, focusing on the brand’s users, backgrounds, stories, passions and knowledge.
Public Haus has also introduced clients like global fuel brand Chevron and others in the automotive, powersports and marine categories to personality-driven content, documentary-style storytelling and influencer marketing strategies – and the results have been astounding. Just ask the Global Brand Manager for Chevron Consumer Products, who stated the following:
“Starting from square one lacking online content, Public Haus had us quickly expanding our content library through key influencer additions, branded video content, pinpoint script development and an efficient production team; all within budget. If you are looking for high impact results with a company that can combine focus, experience, distribution proficiency and results, check out Public Haus. Their video content, influencer marketing and PR expertise has transformed our go-to-market strategy.”
As mentioned above, another element to our success is making sure the content is effectively distributed, which is fundamental when it comes to content marketing for outdoor companies. Our distribution strategies often include social boosting, putting more eyeballs on the content within the right audiences, distribution through media outlets (the media is much more inclined to leverage your video as editorialized content if it’s not a garden variety commercial spot), and if we’re using an influencer in our video, we’ll often seek to distribute through their channels as well.
Public Haus recently created this video for Chevron, telling the story of a world record-breaking motorcyclist and his legendary ride. Through distribution on his social channels, Chevron’s channels and articles in a variety of media outlets, the company’s fuel additive brand is attracting massive viewership across all if its platforms while building major influence among the motorcycle community. This is just one example of many.
Whether you’re looking to go “all in” on branded content, upgrade your current content strategy or looking for wider distribution, Public Haus understands video content marketing for outdoor companies and can customize a strategy that will amplify your brand and create loyal, engaged evangelists.