How to Breakdown Your Content Marketing Budget So It Works
- Cassie Moesner
- Oct 14, 2024
- 3 min read
When you’re marketing outdoor adventure products, where and how you allocate your content marketing budget can make a huge difference in reaching the right audience.
From visual storytelling to influencer partnerships, here’s a breakdown of the top areas where your marketing dollars can drive the most impact:
Visual Content Creation (30-40%)
Outdoor enthusiasts are drawn to experiences, and your visual content needs to reflect that. High-quality photos, videos, and user-generated content (UGC) are key in showing your gear in action. Investing in professional photographers, videographers, or even building an in-house content team can help you create captivating, authentic visuals that resonate with your audience.
Video Marketing: Highlight adventure trips, gear in action, or create tutorials and product demos. Platforms like YouTube, Instagram, and TikTok rely heavily on video content.
Photography: Use engaging imagery to showcase your products in their natural environment—whether that’s hiking, camping, climbing, or extreme sports.
Tip: Don't overlook UGC. Encourage your customers to share their experiences, which can save on content creation costs and create community-driven trust.
Influencer Partnerships and Sponsorships (20-25%)
Partnering with influencers and athletes in the outdoor space can give your brand the authenticity and reach needed to connect with a core audience. Influencers bring credibility as they are seen as trusted voices in the community.
Ambassador Programs: Develop a long-term relationship with adventure athletes or outdoor influencers who are passionate about your brand.
Micro-Influencers: These influencers have smaller, more engaged audiences. They can deliver niche, targeted content that appeals to outdoor enthusiasts.
Tip: Align with influencers who share your brand values—whether it's sustainability, adventure, or performance-driven messaging.
Content Distribution & Paid Ads (15-20%)
Once you’ve created great content, you need to get it in front of the right audience. Allocate a portion of your budget to paid social media ads and search engine marketing (SEM) to increase your content’s visibility.
Social Media Advertising: Platforms like Instagram and Facebook allow you to target adventure lovers by interests, behaviors, and demographics.
Search Engine Ads: Use Google Ads to target customers actively searching for outdoor gear. Be sure to optimize landing pages to convert traffic into sales.
Tip: Retargeting ads can help capture potential customers who visited your site but haven’t made a purchase yet.
SEO & Blog Development (10-15%)
Your blog can become a resource for outdoor enthusiasts looking for tips, guides, and gear recommendations. Investing in search engine optimization (SEO) helps you attract organic traffic by targeting keywords that your audience is actively searching for.
Blog Content: Create in-depth guides, how-tos, and reviews that provide value and drive traffic. For example, “Best Hiking Gear for 2024” or “How to Choose the Right Tent.”
On-Page SEO: Focus on optimizing your content with relevant keywords, proper headings, and meta tags to rank higher on search engines.
Tip: Regularly update old content to keep it fresh and relevant. This can help with ongoing SEO efforts and audience engagement.
Community Engagement and Events (10%)
Outdoor enthusiasts value connection, so investing in community-building activities like events, virtual meetups, or even user forums can go a long way in driving loyalty. Whether it’s sponsoring a trail clean-up, hosting a virtual event, or creating branded challenges, engaging your audience in meaningful ways strengthens your brand.
Events & Sponsorships: Sponsor outdoor events or host local meetups to connect with your audience in person.
Branded Challenges: Launch social media challenges where participants can share their outdoor adventures, using your gear.
Tip: Turn these events into content opportunities—whether through live streams, blog recaps, or social posts.
In Summary
Storytelling through photos and videos is an essential tool for building emotional connections, showcasing authenticity, and creating a community around your outdoor adventure or motorsports brand. By tapping into the power of visual storytelling, you can elevate your brand and inspire a loyal following.
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