Why Your Business Will Die on Social Media

Social Media Marketing | Death of a Hunting and Fishing Business

By: Jeremy Flinn, Chief Marketing Officer

If you haven’t noticed a drop in organic activity on platforms like Facebook, then you likely didn’t have a very active business page to begin with. For those businesses who grew large followings on social media platforms and possibly even their bank accounts via incredible branding and product sales, the “heyday” is long gone. All of those who laughed when Facebook valued itself in the billions of dollars, yet was making no money, now have seen the grand plan unfold with even the smallest businesses “boosting” posts in hopes of reaching more customers. You can shake your head at it, but the over quarter TRILLION dollar valuation of the ZERO profit Amazon that you likely use regularly will likely pull a rabbit out of its hat soon as well in order to justify the number. Regardless, the bottom line is social media marketing is critical to every marketing strategy, but if used incorrectly it can cost businesses in the hunting and fishing sector more than just “fans.”

For years, hunting and fishing companies have built their businesses upon the rapidly growing social media platforms. The problem is even though it is “your page,” you control very little. From the content, you can post to the people you reach, the platform determines your success and failure. For instance, many companies have been scratching their heads over the massive drop in engagement and reach on Facebook. You see Facebook delivers content via specific algorithms. In many cases, great content still does great. However, great content is rare, and what is posted is lackluster advertisements and promotions. So, it becomes a “pay to play” model. How do you think the social media giant was ever going to live up to such an insanely high IPO? Surely wasn’t through adding me into Farmville. The fact is they control the algorithm, which controls your reach. As you became more and more dependent on the platform, they began to squeeze the reach of your posts. Now you are likely in a position where much of your business banks on these platforms whether for sales, sponsorship numbers, or both. What do you do?

The Harsh Reality Social Media Marketing

Well, I can say this. If you aren’t planning on dumping a lot of spend money onto the platform it won’t be getting any better. And for many, even if they have the money, it will do nothing for them. Why? Facebook’s strict Community Standards and Policies, will prevent anyone pushing firearms, ammunition, bows, arrows, knives, and many more items related to our sector from “promoting” posts through paid advertisements. Not only that, but many pages are finding organic posts to their fans that violate policies are now getting pulled, and pages are being threatened to be deleted! Can you imagine losing that following base? Well you need to, because if you do or show any of the above, it’s coming. At some point having a harvested whitetail buck in the photo with your bow beside you will be enough to unpublish your Facebook business page, and force you to audit your entire page and clean it up of related posts.

When that is your business, what do you do?

Now is the time to take control. You need to grow the assets you control which includes your website, content, and email list. If you are neglecting these now, you better get to work. These are the only assets at the end of the day that you can fully control and guide to success. No, your TV show is not something you control, nor is the magazine ad you placed. You directly influence via your actions with your website, content, and email list. And your current social media platforms can help you grow those, you just have to know how to use them wisely.

What does this look like? Take a look…

Outdoor Industry Marketing 101

About the Author: Jeremy Flinn is Co-Founder and Chief Marketing Officer at Stone Road Media, an outdoor industry marketing company focused on brands in the hunting, fishing, shooting, and outdoors. For questions about your own content marketing, drop him an email at jeremy@stoneroadmedia.com.

Stone Road Media’s Marketing Media Kit

Outdoor Industry Marketing 101 | Capitalizing on Seasonal Content

0 Comments/in Content Creation, Content Marketing, Digital Marketing, Hunting and Fishing Marketing, Inbound Marketing, Marketing Consultation, Outdoor Industry Marketing, Social Media Management, Stone Road Media News

Outdoor Industry Marketing | Making the Most of Seasonal Content

Article By: Weston Schrank -Content Manager

Authors Note: In this blog, Outdoor Industry Marketing 101, I hope to show content’s true value to not only brands and product-driven companies, but TV shows and personalities as well. This will be the explanation of content beyond simple posting on social, but how content can be used to meet goals of two entirely different clients. This will be eye opening to the industry no doubt, but more likely eye opening to our potential and current clients.

The word “November” brings the terms…big bucks, gun season, the orange army, big deer, cold days, and lasting memories to mind. That’s all fine and dandy and sounds great, but for those of us in the hunting and outdoor industry, it is unfortunately GO TIME! It’s not just November either, it seems the mad rush of the industry hits about 15 days before seasons open up…which is actually just about right when I think about it. Let’s just say our stress levels have been up since September 15^th! This season is literally a madhouse as TV shows, web shows, brands, and marketers rush to get content, products, and episodes in front of hunters. If they succeed and capitalize on their tasks big returns are sure to follow. This should have you chomping at the bit since right after hunting seasons close, show season starts! ATA and SHOT plus a host of other slightly smaller shows are timed perfectly to trail the hunting seasons. If you fail, it goes down as another half-***ed year, and you get subsequently swept under the rug. If you succeed in extracting every single drop of life out of your show, brand, or products then you will be noticed and rewarded. This will be another lesson in Outdoor Industry Marketing 101, and today’s topic is none other than “How to Use Seasonal Content to Its Fullest Potential”!

While you may be thinking “yep I am totally capitalizing this November” you may want to reconsider and ponder the question: what does “totally capitalizing” truly mean? It definitely goes beyond hitting an “acceptable” goal of views or selling out of the particular product over and over again. We here at Stone Road call it the “grind”.

Each and every November and the months that make up hunting season (the same can be said for the fishing industry in the summer) there is a giant opportunity to be had to grow your company, brand, or show. The reason for this opening (as it always has been) is that it centers on content. Content flows like the Niagara Falls (assuming that’s a lot, truthfully I have never been there) if you know where to look. Making yourself finally recognize the massive scale of this flow is discouraging…yes, that’s right discouraging! Why? Because most often, this flow has gone to waste each and every year to this point…and let me tell you that is painful to watch. Trust me, you won’t ever waste another piece after this read!

Literally, there is always content being produced from anywhere and anytime. It can always and should always be accessed. For example, I am writing this piece as I sit in a ground blind overlooking a stunning clover plot…and just so you know I am not seeing anything yet.

The point is that content can and will be produced anywhere at any time. “Making the most of this deer season’s content” is hard to do, but the hard part isn’t the when or the what…it’s the HOW?!

“Outdoor Industry Marketing 101 – Keeping it Fresh”

The biggest problem that I need to address before going any further is that there is a lack of uniqueness, freshness, and almost always relevancy….not to mention SEO, quality, call to actions, and so much more. Let’s just say there seems to be a lot of individuals in this industry that more or less piggyback the true “uniques”. That’s a story for another day, but I will likely keep circling back to this frustrating thought.

The first step of capitalizing each season is being able to produce, create, bring together, and/or optimize every piece of content that is available. This is no easy task, particularly with TV shows as they have a hard time bringing fresh unique content to the table each season. Its not that they don’t produce the required content, rather they are restricted (or so they think) on the newest content to save for the following year’s season. This year’s 2016 content will not be seen for another year, and what can be shown is giving away the true draw for the consumer to wait to watch. This is a dilemma that many hunting TV shows are starting to realize. This is especially true as the pressure builds to find a digital outlet as TV fades in the industry. Let’s face it, shows have become increasingly pressured as the digital front has slowly taken over the industry…we knew it was coming, and have been saying it all along. The real pressure is not coming from the competition, but rather from sponsors as they begin to see what the content can look like and what the returns can adjust to when investing in the digital front.

However, what the shows currently perceive as a problem is, in fact, a figment of the imagination. Yes, the actual episodes are not going to be released, at most we will see a picture and a teaser, but even that falls flat often. Many so-called “giants” of the industry have up to this point simply transitioned the past seasons and episodes of the TV shows to digital…but that obviously will and has fell flat so far. I also want to point out that I am not talking the same boring old 2-3-year-old blog that is resurfaced and re-posted. Instead, I am suggesting rather fresh, new, optimized and perfected content that consumers eat up every chance they see it. Again so many “self-proclaimed” megas of the industry blindly fail this simple tasks. It’s ok, we can go ahead and call them out. It’s the sites, brands, and content “powerhouses” that simple crank out tons of content that literally might as well set off and overheat the plagiarism checking machine. Not original by any means.

It is as simple as this, consumers want new content, and they want to see relevant content…it’s what keeps them coming back for more, and it is a fundamental concept for growing in this industry. The biggest question is how you bring new and relevant content? The same question can be asked for brands and company’s offering products and services. Whether you are a TV show, or a brand/company…you won’t like the answer.

What Is Useful Content?

What is useful content for your show, company, and brand? A stunning photo, a quality B-roll obsessive clip, and a full top-notch episode OR a pro-staff picture, how-to video, and/or a simple blog or story?
YES…

Absolutely all of it. That is all I need to say.

Content Case Studies:

In order to truly show you how we use every single content piece to its fullest for our clients, I wanted to run you through two case studies. The first is Muddy Outdoors. Muddy is a powerhouse for hunting products. The biggest products are of course tree stands, blinds, safety harnesses, and now trail cameras. This example will show you how giant product based brands and companies can make the most out of content during November. If you are more interested in how a TV show or personality can make the most out seasonal content you can skip ahead, but I urge you to go ahead and read on. Learning how a giant brand like Muddy uses content can spark the light bulb on what a giant brand might consider a valuable partnership. Without giving away too much, digital content, content marketing, and inbound marketing is changing the relationships between sponsors and TV shows. Do not get caught in the dark on this!

Let’s begin with Muddy.

Case Study 1:Brand/Company

Muddy Outdoors

If you are in the hunting industry you have a great understanding of what Muddy is. Again an absolute powerhouse in hunting products. From tricked out box blinds, to the simplest tree stand accessory hook, Muddy supplies a hunter in almost every single need from a standpoint of what they use to reach their game. The full assortment of products is overwhelming for marketers to tackle, to say the least. But it is also entirely enjoyable to have a brand/company that is so relevant to literally EVERY aspect of the hunt.

This is why content is so easy to obtain and create, it is everywhere! From customers trail camera pictures, to a sponsored show’s episodes and review videos. Many brands/companies that are product driven like Muddy fail at this point. They have relevant products, the content, and even the time…but yet they hit a wall! Something beyond us happens from the point the content is received to how it is exposed and published. The result is a very lifeless and dull Facebook post, blog with little optimization and “juice”, or better yet a YouTube video that is titled “tree stand company x | wall hanger stand” – with 0 (that’s Zero) description! As if this was not enough, the video, picture, or blog is barely visible from a standpoint of viewers reaching it. Again like mentioned above, it’s not so much the time it takes or lack of effort (complete shame if it is) rather a lack of knowledge on how it works.

The Medium: The Content

In this case study, the medium or the substance that is designed to support growth is a form of content such as a video, picture, or story. In the case of what you are being shown today, a basic YouTube video is the medium. However, this video goes further than 99% of outdoor industry videos ever go!

Here is the medium, the seed so to speak that we will build everything off of. Bill Winke, a whitetail authority has partnered with Muddy to bring fresh weekly content in the form of a web show. Every Monday consumers come back to watch the new episode of Bill Winke’s Whitetail 101 to see the latest info on where to hunt and what’s going on in the woods.

Phase 1: Optimizing

Before anything is published, posted, shared, and used the medium of content must be optimized. You wouldn’t want to set off on a November hunt without your bow or gun, not to mention any clothes…therefore you have to supply the content with what it needs to become successful!

I now find myself thinking first of the consumer, then immediately of google, before I even figure out what to write. Those two thoughts alone will form my subject, title, and majority of the blog…it’s the sweet spot so to speak. Getting this right sets the foundation for your content’s success.

Phase 2: Hosting

Where do these consumers go to watch the show? Weekly web show formats always have a site to land on such as MidwestWhitetail.com. Instead of realizing the potential to set up a “TV” format built around a brand, MuddyTV.com was born. It’s the host for Bill’s show, not to mention 3 other weekly web shows from always relevant and fresh content producers.Every single week the new medium of content has a home where viewers can land and stay comfortably.

If it were a picture and a story instead of a video, the host would be the site’s blog. But since we started with a video, we can now double the content.

Phase 3: Doubling – Syndication

The next phase in using content fully is syndicating it. This is the process of getting it in multiple sites and third party sites. Basically pushing the content everywhere possible. The simplest form for us, without giving too much away is using the content to form 2^nd level content. With the video now hosted on Muddy TV, along with 4 other shows that are all relevant to what is happening real time for themselves and other hunters and viewers. In my vision of perfected content as far as what consumers want to see, is a clear and concise format to gather and provide the information the video would supply. Each and every week 4 weekly web shows supply 4 videos of hunting, tips, strategies, how to’s and much more. Alone they are great content, together they are outstanding! For the video used so far “Early Rut Hunting Strategies” we formed a rut hunting 101 blog that utilized the video, along with every other video on Muddy TV for that week.

This blog is exactly what consumers want to land on, I only could have dreamed to find a blog like this in my teenage years of hunting. Not only are you supplied with great reading material on rut hunting strategies, tips, and tactics, but 3 videos that cover hunting the rut, tree stand locations for the rut, and how to run trail cameras during the rut. The blog itself is a powerhouse and another location for the video. This essentially doubles the content’s value.

Phase 4: Blowing It Up

For most, letting the medium grow simply means publishing the video or blog, and posting it on Facebook and other social channels. Great content that is optimized can and will go places, but blowing it up gets it there faster! Slapping the medium up anywhere and everywhere is syndication on a different level. It places the content constantly in front of the consumer. While we take our content’s syndication to a level far beyond where most of the outdoor industry dares not to go, it would be enough to say it needs to be done, without going into all the specifics…cannot give away just everything now can I?

Blowing it up in layman’s term is allowing it to reach its full potential organically through social media channels. If it is content with serious potential and capability then put dollars behind it, and other pieces of content such as live videos, supporting images, teasers, and whatever else gives it another look but supports the piece.

Phase 5: Sending It Out…And Letting The Content Do The Talking

Email is not dead, not by a long shot, especially when your show’s or brand’s e-blast looks like this.

BTW: really digging the urban dictionaries definition on this one…

Urban Dictionary: e-blast – A ridiculous non-word made up by marketing people who think the term “e-mail” is inadequate to describe the explosive excitement of their mass e-mails.

This is true to an extent, but not for what we are talking about here today…

Click on the picture to view the entire e-blast. Notice the structure, draw, and relevance to the consumer.

This is a direct line with consumers and it is important to recognize one thing above all, this is not spam! To some, that’s what you instantly think when receiving any emails from businesses and companies and I would say a majority of the time you are right! The significant thing to remember with this direct line to the consumer is that it is fragile. You do not want to sever it, as it still holds a role in marketing. Instead of only focusing on products, let your available content do the talking for you! Each and every week one of these e-blasts is sent. Rather than blasting the consumers with the same products over and over again, we simply supply weekly, curated and relevant copy that offers an unbelievable amount of value and knowledge to the consumer. It’s not forcing the sale, it’s applying the medium to get the consumer in the right direction! It’s also building a relationship with the consumer as a desire to see the content develops over time.

At this moment in time, you should be thinking that you most certainly are not capitalizing with your seasonal content, and the seasonal opportunity…you may also be thinking at this point “Sure this looks great for brands/products but there is no way it could work with shows”. To that statement, I simply want to urge you to visit www.bonecollector.com

If you still come back with doubts then keep reading!

Case Study 2: TV Show/Personality

Bone Collector

How Outdoor TV Personalities and Shows Capitalize

Up to this point, this article has been either a revelation for you or simply a picture show. Based on how successful or not you were at delivering your seasonal content is how you have taken it. When it comes to brands and products, the content flow can go both ways, but most of the time it’s fairly simple to create, optimize, and syndicate great content around the products and related topics surrounding the product. TV shows and personalities are a little trickier.

It’s not that there is a lack of content, in fact, it is the exact opposite.TV shows, film crews, and personalities never stop creating content. They are constantly filming, editing and/or producing content. The problem lies with what content is up for grabs. With limited content to be shown on “TV only” the sudden flow of content is shut off. After this the only pieces of content left to pick from are broken and shattered video content, teasers, and some past photos.

While a personality or TV show may have loyal fans and viewers that follow with numbers that appeal to even the biggest sponsor names out there, there is a point where this becomes no longer valuable…and that point is, unfortunately, TV. Stepping away from this blog for a bit, I want to point out a paragraph from another blog I wrote. This will particularly make you ponder content on a different level.

Taken from – How to Show More “Digital Love” to your Sponsors

I do it, you do it, and your fans do it…there is constantly second screen usage while watching your show, especially in the newer “millennial” generation. In fact, 87% of consumers use more than one device at a time (Accenture 2015), and you guessed it, the smartphone is the most common device used. So what are they doing/looking for while on these devices? Well obviously their own social media sites, but more than half of consumers are inspired to seek out brand specific content during or after the show. Sixty-eight percent (68%) of consumers spend time reading about brands that interest them, and once found, 78% perceive a relationship between themselves and the brand after reading or watching digital content; 82% of which is positive feelings towards the brand – all of this by just giving them the content they seek (Demand Metric 2014). Honestly, think about the end goal of your hunting or fishing TV show, it probably/should involve a large viewer base and fans with brand/personality loyalty. They love your show and they can’t get enough of it…right? So giving them custom content, on a digital platform, can reach them through other channels or devices, and give you better results, views, and loyalty right? Correct! Companies with blogs, and custom content especially in the form of video, generate 67% more leads per month (Demand Metric 2014).
Content for hunting TV shows and outdoor industry TV personalities does not and should not stop at TV. It also should not be digitally introduced by simply slapping up past episodes and shows. Sure people like to watch the full episodes and frequently watch when available but you’re missing the boat. The key is as always time, relevance, and quality. Let’s run through a shining example of perfected content. This will be similar to the Muddy Outdoors example except for this time it shows the result of a much harder task.

Without going into every phase again here is the medium or the content that started it all. While Bone Collector’s “New” content or the next season will not air until next year, Michael created “fresh” relevant content for his fans to indulge in. This “extra” content that is relevant and new is the perfect medium to start with.

Then it starts the process of optimizing, hosting, syndicating, and sending It out…

Besides the relevant, fresh, and outstanding content by a personality that, let’s face it, is on fire right now in the outdoor industry, the Michael Waddell’s sponsors get more than their money’s worth. In fact, capitalizing on digital content, especially seasonal content is changing the game for the sponsor to TV show relationships. Sponsors are realizing their own potential for making the most of content, which allows them to take another look at the shows they support, and what they are getting in return.

Stone Road Media is literally on the brink of digital marketing, content marketing, and inbound marketing for the outdoor industry. We are continually raising the bar and as a result brands, companies, shows, and even personalities are taking another look at capitalizing their content.

How In the World Do You Capitalize?

Unfortunately this is not a one man operation. Even your team will have a hard time coping with the struggles and “grind” that is required to be spot on with every piece of content and to be effective all season long. It takes us at Stone Road Media a well-oiled machine to complete these tasks. If you want to maximize your marketing, content, reach, and strategy, and take interest towards how and why Muddy and Bone Collector are soaring through the season then simply contact us!

Just remember, if you succeed in extracting every single drop of life out of your show, brand, or products and the content that surrounds them, then you will be noticed and rewarded. If this blog and that last statement is not enough, then just place yourself in show season. Are you feeling good about where you stand?

For more segments in Outdoor Industry Marketing 101, visit Stone Road Media’s blog section. Here are three articles that you may want to read following this piece.

Hunting and Fishing TV Show Marketing | How to Acquire and Retain More Sponsors

Digital Content Marketing | A Unique and Different Digital Content Machine

The Content Sweet Spot | Hitting the Mark and Becoming Effective At Outdoor Industry Marketing

About

Article: Weston Schrank is Stone Road Media’s Digital Content Manager. He has turned the obsession of outdoors and hunting, expertise in wildlife and land management, and understanding of specialized content creation and SEO into an excelling and devoted career as a content manager and strategist, benefitting the company’s many outdoor industry partners, and outdoor freelance writers.

Stone Road Media | Social Media Internship Opening

0 Comments/in Social Media, Social Media Internship, Social Media Management

Stone Road Media Marketing | Social Media Internship Opening

Are you a college student or a recent grad looking to gain experience and kickstart your career? Is social media marketing your passion? Do you love the Great Outdoors? What you’ll get from interning with Stone Road Media:

-Hands-on experience with social media marketing and campaigning
-Gain the necessary skills to add to your resume and future career
-Experience with managing your own projects
-Flexible hours

Responsibilities
Intern will be expected to:
-Setup, manage, and write engaging content on various social media platforms
-Maximize visibility on social media platforms
-Grow following and engagement on social media platforms
-Interact with followers on social media platforms
-Based on given topic, write an informed blog post based on research and relevance
-Share unique ideas and display creativity in social media marketing efforts

Requirements
-Interns must have a love for the Outdoors (Hunting, Fishing, Hiking, Shooting Sports, and More)
-Intern must be knowledgeable and experienced with various social media platforms including but not limited to: Instagram, Facebook, LinkedIn, Twitter, Pinterest, Snapchat etc.
-Must be comfortable with and proficient at blogging on topics focused on self-care, mental health, relationships, and other self-improvement related topics.
-Must be able to meet necessary deadlines
-Must be passionate about social media marketing
-Must have a computer/laptop of your own
-Must have a reliable access to a cell phone for phone-meetings and conferences
-Must have excellent written communication skills
-Must understand the difference between representing a brand vs. representing oneself on social media
-Must be somewhat knowledgeable and proficient at using Adobe Photoshop or similar photo editing software
-Must be able to receive constructive criticism when needed

Location
-Must be withing driving distance of Uniontown, Pa office

Please email info@stoneroadmedia.com for serious inquires (Please include resume and link to online portfolio if available.)

Hunting and Fishing Marketing | Appealing to Google and the Customer with Multimedia

0 Comments/in Content Creation, Content Marketing, Digital Marketing, Hunting and Fishing Marketing, Inbound Marketing, Outdoor Industry Marketing, Social Media Management

Appealing to Google and Your Customer | The Power of Multimedia in Hunting and Fishing Marketing

By: Weston Schrank
Stone Road Media’s Content Marketing Manager

Everyone that is potentially reading this, considering the year and time I wrote this piece, is or has grown up reading hunting and fishing magazines. Depending on your passion, you waited for that magazine each and every month. You would reserve a spot in the calendar, even a chunk of time after dinner but before bed, a time for just you and the latest hunting and fishing articles. What do the old print and magazine articles have to do with this digital blog? A big part of digital marketing and more specifically content marketing is taking lessons from the past and capitalizing on them when tested. Print and digital are two different beasts entirely but they were birthed with the same purpose, engaging the consumer. To bring them together, digital and content marketing must make it a priority in tempting the consumer into the content. This pull and addiction was mastered by print writers, as we know to have been very successful at evoking emotional connection to the story and topic through detailed descriptions, delicate vocabulary, and well-formed article structure. In the world of digital that can and should all apply, but it can be done far easier with the simple task of embedding multimedia. In the world of hunting and fishing marketing this is a must! As the hunting, fishing, and outdoor industry peaks its head into the digital scene, it must open the lesson notes on where the industry has come from and how it has thus far acquired readers, fans, and customers. Until recently it was print or TV shows for many brands, but now hunting and fishing marketing must include well thought out a content and digital marketing strategy that includes the use of multimedia.

While print and digital content are comparable in terms of purpose they are downright different in the fact of what is available. While print was relatively constricted to vocabulary and pictures, it only had to focus on engaging the consumer, not acquiring them. Digital content must not only engage the consumer but be appealing to google as well, now serving two purposes. One, procure consumers from an extremely competitive field, and two appeal to and engage that buyer. While digital content has multimedia at its disposal, this competition and job description has become a lot harder for online content creators, managers, and marketers to see returns on effort. Just as hunting and fishing print writers developed into masters of engaging readers, outdoor industry content marketers, brands, and shows must dictate the digital content they produce. This process is and has eventually lead to the final result of becoming proficient at the embedding of multimedia in every piece of content. With Stone Road Media as the front-runner of hunting and fishing marketing in the outdoor industry, we are doing, have done, and are verifying this.

With the realization of open real estate and the earthquake beneath the industry’s feet forming a content and web real estate gap, the time could not be more spot on and important to take control of your content and multimedia use. This has been adequately described in “Content Marketing | An Outdoor Industry Content Gap Is Growing”.

“2016 has come with some big changes that will be noticed by this industry! Do not fall behind. Every company, brand, and product has competition, the top spot for every search related to your business is key. Do you have the content to bridge that gap? An authoritative content gap will begin to form for every topic, subject, and product in the industry. You need to ask yourself, which side of the gap you will be on and where your competition will be?”

Under the weight of this rapid snatching of open web real estate, we have returned our content management and marketing goals, team, and content machine.

What is Outdoor Industry Multimedia?

Multimedia – several forms of communication or expression (Merriam-Webster). Basically this is content that incorporates forms such as text and images (basic) with video, audio, and interactive content (advanced). For the outdoor industry, and as far as hunting and fishing digital marketing should be concerned, this is the blueprint for acquiring and engaging consumers. Each and every piece of content on your blog, channel, and site should incorporate the use of multimedia to appeal to not only the consumer, but more importantly to google. As a rule of thumb every piece of content that goes on our site, a client’s site, or partner’s site must have a minimum multimedia use. Why?

“Sixty-eight percent (68%) of consumers spend time reading about brands that interest them, and once found (search query on google) , 78% perceive a relationship between themselves and the brand after reading or watching digital content; 82% of which is positive feelings towards the brand”– Hunting and Fishing TV Show Marketing | how to Acquire and Retain More Sponsors

Content is useless when it does not do its job. An unsatisfying article on summer bass fishing, summer deer mineral usage, or the handgun or rifle selection process wouldn’t sit well with either the editor or reader of a magazine. In the same sense a poorly optimized piece of content does not sit well with google, resulting in a 2^nd, 3^rd, 4^th or worse page rank for related search queries. On the other hand a well optimized piece of content must be natural, interesting, and valuable to the consumer. Multimedia use in digital content is the balance between the two.

How to Use Multimedia in Outdoor Industry Content

Now I am not simply telling you that what you have been doing this entire time is working, considering if you are like 70 % of the industry (the 30% being our clients and partners). I’ll express to you now to clear your mind…putting some basic text or a blog with a picture of a buck, a food plot, a boat, or an 8lb bass, or even better just uploading YouTube video is not going to cut it! There are a lot of websites out there that just simply do that, but this will change shortly. At the advent of Google’s hummingbird update, the content game and resulting real estate gap has been completely re-figured. This is ultimately is what will separate the regurgitated post websites, and the truly “original and valuable” content creators that prop themselves up to be the authorities. This is why multimedia use is so key, and why our clients our soaring to the top of every search page all around you!

The reason this blog exists? It pains us to see the so very real struggle of hunting and fishing brands, TV shows, and company’s going through with this. Here is an example…

Content Marketing for Hunting, Fishing, and Shooting | The Future of Outdoor Industry Marketing from Jeremy Flinn on Vimeo.

Content Marketing for Hunting, Fishing, and Shooting | the Future of Outdoor Industry Marketing

(Video) – Content marketing has been deemed as the future of all marketing. For small and large brands, alike, now is the time to seize the space in your niche. Find how by reading on…

Its common knowledge that the entire industry is going towards video content, it’s simply the best way to tell the story and engage consumers. Those who cannot produce video settle with the next best thing, a podcast. Each has its own advantages and disadvantages, but both are considered prized multimedia for the outdoor industry. For hunters, and content creators in the hunting and fishing industry, creating quality content is not the problem, at least not from where we sit and view it. There is so much content out there with potential. You currently reading, you most likely have several YouTube or Vimeo videos sitting on a channel, or perhaps several podcast sitting on your site, but…(you know what I am about to say) you’re not getting any traction! While you might have filmed a thrilling 180 inch whitetail hunt, or a great “how to” fishing video, you failed to reach the consumer with it. The main reason? Simple optimization, basic titles, keywords, and a lack on your part to think before you post. This is the struggle we see EVERYWHERE IN THE INDUSTRY. If a brand, content creator, company, or site does achieve basic optimization to tell google what it actually is on their site, they will most likely fail on another step. This second critical step is syndicating content with your partners, your shows, your hunting and fishing TV show sponsors or whatever the case may be. Without this syndication of multimedia, you basically see the current state of the industry, a ton of content with no rhyme or reason. While it pains us to see this, what’s even more painful is trying to watch hunters, fisherman, outdoor enthusiasts, and your consumers trying to wade through this content. “It’s sad to see extremely valuable and quality content go unseen” – quoted for one reason only, it is happening!

If it’s not already there yet, I want to place a light bulb in your head. Dig and sift through all of the related multimedia that pertains to your brand. Now how much of it are you currently using? If it’s below 80-90%, the 10-20% being newly produced or out of date media, then you are way behind. If this is your situation, write some copy (text) to go with those videos, the podcasts, and the pictures. Slap this up on your blog or landing pages, optimize it, and use it to your benefit.

How Multimedia Bridges the Gap Between Google and The Consumer

Once you begin employing every piece of multimedia, you will begin to understand the massive value it brings to your brand. Google loves well optimized blogs, articles, and pages, but it loves those same pages more with pictures, videos, audio etc. The key here is so does the consumer! It bridges the gap!

After some time, mastering this multimedia use for your brand, will not only acquire customers organically but evoke the responses you desire and get them hooked. Just like print and the hunting and fishing magazines did/do, if every one of your posts contain quality pictures, a video, some well written and intriguing text, and information that readers want, you have done your job! For this you need strategy, a content manager, skilled content producers, and a will to grind!

This is just a taste, the entry-level basics of what is rapidly becoming the new standard for digital marketing and hunting and fishing marketing. Outdoor content marketing will be, and is developing, as the future and focal point of the outdoor industry. This is based off and includes multimedia use. Whether you are a sponsor, a hunting of fishing TV show, a brand, or a company in this industry, no matter your size, impact in the industry, or your budget, outdoor content marketing and multimedia use can boost you in the industry. As you plan for the 2016/2017 marketing of your company and beyond, remember that a lot of companies are already investing into outdoor content marketing. There is only so much space in this competition, and once you get ahead in the game it could be easy to stay ahead!

For more information on Stone Road Media’s front running digital media assistance and multi-faceted team that has harnessed content production, management, and marketing, contact us today at info@stoneroadmedia.com.

Weston Schrank is Stone Road Media’s Digital Content Manager. He has turned the obsession of outdoors and hunting, expertise in wildlife and land management, and understanding of specialized content creation and SEO into an excelling and devoted career as a content manager and strategist, benefiting the company’s many outdoor industry partners.

New Facebook Reactions and How they will Affect the Outdoor Industry

0 Comments/in Social Media, Social Media Management, Uncategorized

Hunting, Shooting, and Fishing Marketing | Social Media Marketing for the Outdoor Industry

By: Jared Prusia: Social Media and SEO Specialist / Weston Schrank: SRM Content Manager

Chances are you have noticed the reactions by now. You know… those little faces next to the like button that came with Facebook’s latest update! Your latest Facebook social post now includes reaction buttons that include everything from a like to one heart showing “Love” and/or four emoji faces that include “Haha”, “Wow”, “Sad”, and “Angry”. For years Facebook users pleaded for a dislike button, these 6 reactions is what they decided to give us. So what does this mean for Facebook users?

Why should your business or brand care?

Stone Road Media has set itself apart as an industry leader by designing and implementing numerous outdoor social media strategies and also by producing high quality outdoor content for a living, so trust us when we say “ take notice.” The new Facebook reactions will not only increase the total number of responses, but increase engagement as well by offering the user a means to better express their feelings about your post. Scrolling through on the mobile device or desktop shows you the 3 most popular reactions your content has drawn from the crowd, hovering and clicking on the reactions shows you more in depth numbers of each reaction. Besides getting more overall click volume, your posts, especially controversial ones, will produce more engagement in way of comments. Think about how many times you’ve seen a comment string go on for days about a controversial topic when all users could do like the post… Now users have the opportunity to express a huge variety of emotions toward a post with the click of a button. Scary right?

This change means more engagement potential across all of Facebook, but this potential will remain untapped without the right type of content and social posts. Audience building, and audience retaining content, posted correctly will pull and produce strong engagement. In the world of social media marketing, QUALITY content is king. Anyone can produce content, and almost anyone can produce quality content once or twice. What separates successful inbound and social media marketers from the rest of the want-to-be marketers in the outdoor industry, or any industry for that matter, is a true connection to content being produced, a means of having that content seen by your target audience, and a willingness to OUTWORK EVERYONE!

What do they really mean?

These reactions are fun and playful at first, but they have a very real purpose for your content, posts, and how your audience engages with your brand. Your audience is human, the emoji faces are humanoid by design, and every emotion is up for interpretation, or misinterpretation. The “Haha” face may mean the content is funny, or it may mean “seriously this again?”, “who cares”, “Really?” The same is true with the “Wow” emoji. While the “Like”, “Love”, “Sad”, and “Angry” are direct points, the “Haha” and “Wow” may be more difficult to understand. As is true with anything that starts out as a good thing, these features will be used, abused, and manipulated to mean things you may have not thought possible. In response to several comments regarding the simplicity of the reaction buttons…Just wait. These five new reactions may be more than your social posts are prepared to handle. Expect adversity in the response received by your social posts, listen to what is being said, and adapt your content and social media strategy accordingly. This is where it gets tricky. Anyone can listen, very few can implement accurate and purposeful change.

How to use them to your advantage

The new Facebook reactions can and will benefit Facebook, and the businesses that strive to get the most out of their social media marketing. A data, content, personality, or show type company can now tap into greater insights into what interests the users and customer. If done correctly slightly tweaked or tilted content can be used to adjust statuses and content posts to receive more reactions, more engagement, and eventually more impressions per post.

The “Old World” of the Outdoor Industry is well understood to be behind the rapidly expanding millennials that are driving the marketing in todays “New World” true business world. While there are some who have embraced the digital front, the majority of companies and brands in this industry have not. Growing a business and brand steadily, tracking all the benefits of the digital world, and knowing your target customer will lead to succeed in this industry. Again, these reactions give us more power for audience building and audience retaining content, not just those who are already buying, but more importantly those who will be buying. The world of advertising is changing rapidly. Don’t miss out!

For more information on Stone Road Media’s digital media assistance, contact us today at info@stoneroadmedia.com.