Have you heard the phrase 'document, don't create' and wondered what the difference is and why you should be ‘documenting vs creating’ when it comes to your outdoors brands content? If you answered yes, you’re not on your own and we're here to explain all...
What is Documenting?
Documenting is non-fiction content intended to show an aspect of reality, most commonly for education, instruction or recording a historical record.
So, you know what the definition is but what does that actually mean when it comes to your outdoor brand?
Documenting is all about capturing your brands journey through video, photography and other digital content, giving your target audience an insight into all aspects of the company, including the team dynamic, production processes, day-to-day tasks and challenges the business is experiencing.
Documenting is a great way to get your target audience invested in you and your brand, as they can follow your progress and feel part of that journey.
Types of Content
There are several different types of documentary-style content you can create to engage your target audience; these include:
- Behind the scenes photos & videos
- Case Studies both video and written
- Office walkthroughs
- Meet the team
- A day in the life
What is Creating?
‘Creating’ is more than just about publishing content across your marketing channels, it’s about doing one of three things: entertaining, inspiring, or educating.
It’s important to create content that is highly entertaining and engaging to keep your target audience coming back for more and invested in your brand. It also increases the chance of your content being discovered by a wider audience.
The more engagement your content gets, the more social media platform algorithms will push that content to more users.
And how do you increase engagement on your social media posts? By thinking outside the box, having fun, and being authentic. Not only will you be entertaining your followers, but you’ll also be showcasing your brand ethos and personality too.
Types of Content
Here are a few examples of types of content your adventure brand could be ‘creating’:
- Video tutorials
- Tips and tricks
- Tell a story
- A product/service commercial
- PR Stunts
What is the Difference Between Documenting and Creating?
There’s a fine line between documenting and creating, and many crossovers make both styles of content similar to one another.
As an example...
Let's say you sell walking boots, if you create tutorials on how to use/best wear those boots, that would be classed as created content.
However, if you create a vlog of a backpacking adventure in the Yorkshire Dales that incorporates people wearing your camping boots, that would be documenting.
In that vlog you could talk about how to use the products, but as you're telling a wider 'lifestyle' story around the content, it can come across in a more natural way.
Why You Should Use Both in Your Content Marketing Strategy
It’s essential to incorporate a mixture of content in your marketing strategy to reach a wider audience and keep that audience engaged.
Including both content styles within your marketing strategy will give your audience a greater understanding of your outdoor brand overall and can help turn customers into raving fans.
Different people also enjoy different styles of content, whether that’s professional style photography or DIY style snaps from your everyday journey or adventures.
You must cater to people’s preferences and showcase your brand from different angles and viewpoints to better tell your story.
The variety of content and styles will also help to keep your audience on their toes and engaged, as you’re constantly publishing different content rather than publishing the same old same old.