It’s more important than ever that your adventure brand is creating quality content, so to help you get started I've put together a list of the types of content you should be creating that is relevant to your brand and will get you results.
Educational Content
Some businesses are sceptical when it comes to giving away free advice, but they shouldn’t be. Sharing educational content is one of the best ways to showcase your knowledge and add value to your audience.
Your content should do at least one of three things; educate, entertain, or inspire.
Educational content will help your target audience view you as an industry expert, increasing your chances of them contacting you vs a competitor when they’re in the market to buy.
You could create top tip graphics, short-form DIY style videos, blogs or how-to guides.
Behind the Scenes
From my experience, some of the most engaging types of content you can create is content that takes viewers behind the scenes of the brand they love.
More and more people want a chance to connect with businesses and be part of their community.
Behind the scenes content is one of the best ways to showcase your brand's culture, employees, values, and the everyday workings of the business.
Shoot a short-form video taking viewers on a tour around your premises, show them how products are made by posting quality photography or take them through a typical working day by posting on your Instagram stories.
Content like this makes your company more relatable, approachable, authentic, and more human.
Community Content
One of the biggest struggles businesses have is creating content, so why not get your customers to do it for you?
If you can encourage your customer to create content that features your adventure brand, not only does it save you a job, but your customers are essentially endorsing your brand to their friends, family and other social media users.
You could create a branded hashtag that you ask customers to use when posting about your products or services or give your customers a reward for any pictures or videos they post on social media, such as a percentage off their next order or a gift voucher.
You can take this content and share it directly with your audience.
Lifestyle Content
No one wants to be sold to anymore, especially when it comes to social media.
Creating content that is purely about sales and getting your audience to buy isn’t very engaging and can cost you followers.
Lifestyle content is some of the best types of content you can create if you want to boost your following, engagement, and sales.
So what do I mean by lifestyle content?
Well, it’s content that showcases your products or services in a natural setting. For example, if you offer white water rafting as a service, capture quality photography of your instructors out on the water having fun with your customers.
Or if you sell camping stoves, create a video showing real people setting up camp after a long hike, and then using the stove to toast marshmallows or cook a meal.
Lifestyle content like this will say more about what you do than you realise.
Your target audience wants to see how much fun they can have by working with you or see how your products can be used in real-life situations.
Giveaways/Competitions
If you’re wanting to quickly boost your engagement, following and brand awareness, running a giveaway or competition on social media is a great way to do this!
Whatever you choose to giveaway must be something of value, a £10 gift voucher just isn’t going to cut it! It takes time and effort to enter a competition, so the bigger and better the prize, the more people will take part. This will mean better results for your brand.
Social media competitions or giveaways usually consist of sharing a digital graphic across your platforms with instructions on how to take part. These instructions are typical things like:
- Like and share this post
- Share this post in your stories
- Tag a friend
- Or make sure to follow our page.
Collaborations
Many business owners are guarded when it comes to collaborating with others within their industry. They would never consider working with them or opening a line of communication, which is often a mistake.
Doing collaborations with other industry professionals or other brands that compliment your own can help you reach a wider audience and boost your brand.
People associating your business with quality brands can only ever be positive. It usually has the effect of raising your business to that same level as those you're collaborating with and is also a great way to be part of your industry's community, getting your name in front of your target audience.
Podcasts and vlogs are a great way to achieve this!
Micro-Influencers
Not only can you collaborate with others in your industry, but it can also be beneficial to collaborate with micro-influencers.
Micro-influencers are individuals who create and share content online with a highly engaged audience. They are known as micro-influencers because they usually have a slightly smaller following of between 5,000-100,000.
When deciding to collaborate with a micro-influencer, it’s vital to choose individuals who reflect your own brand ethos and whose followers match your target audience.
For example, if you’re an adventure brand that offers rock climbing coaching as a service, you’re not going to approach a micro-influencer whose niche is in make-up.
