A compelling social media presence can take a rural community from total obscurity to “I’ve got to go there.” For small towns and up-and-coming adventure-rich destinations, it’s not just about posting regularly—it’s about building a strategy rooted in purpose.


In my experience, the most effective content plans rest on three pillars: storytelling, engagement, and conversion. Let’s explore more ...

Storytelling: Showcasing What Makes a Place Special


Storytelling is where it all starts. And no, I’m not just talking about posting scenic shots. I’m talking about going deeper—sharing what makes a place special. That might mean introducing the local coffee shop owner who fuels every trail crew. Or it could be a glimpse into the prep for a gravel race. Maybe it’s spotlighting visitors who made a road trip just to ride your trails or gravel roads and ended up falling in love with the town.


These are the stories that resonate. The ones that pull people in and help them picture themselves right there in the middle of it all. That emotional connection is the difference between a nice photo and a trip planned.

Not Every Town is Sedona or Moab—And That’s Okay


When people think of mountain bike destinations, the big names come up—Sedona, Moab. Places with red rocks, year-round riding, and views for days. What makes them shine? Great weather, stunning scenery, all the amenities you could want, and, of course, world-class trails.


But here’s the truth: not every community can or should try to be the next Sedona. And that’s a good thing.


Social media gives you the power to spotlight what makes your place special. Maybe you’ve got loamy forest singletrack, a dive bar with the best post-ride burger, or just a welcoming vibe that makes people feel at home. That’s your story to tell. Lean into it.


Authenticity goes a long way.

Engagement: Fostering a Digital Community


Once the stories are flowing, the next step is to get people talking. Engagement is where your audience becomes part of the brand. Ask questions. Highlight local characters. Share user-generated content from riders who tagged your trails or other visitors who stayed, ate, and explored.


And be consistent—even if it’s just one thoughtful post a week. Momentum builds.


When people feel seen and included, they stick around. They comment. They share. They plan visits. That’s the start of a real digital community.

Conversion: Turning Interest into Action


All that connection and interaction is powerful—but we still want it to lead somewhere. That’s where conversion comes in.

Think about what you want people to do. Visit? Book a trip? Sign up for a gravel race? Shop at a local business?


Make that path clear. Include a solid call-to-action, link to the right place, and add some urgency if there’s a seasonal window or special event. For those who want to level up, track your links so you know what’s working.

Measuring Success: What to Track (and Why)


You can’t manage what you don’t measure. Engagement rate shows how well your content resonates. Reach and impressions tell you how far your message is going. Click-through rate reveals if people are following your calls-to-action. Conversion metrics—like bookings or sign-ups—are the gold standard. Follower growth tells you if your audience is expanding. And when people save or share your posts, that’s a signal they find it valuable.

Final Thoughts


This isn’t about mimicking what established tourist destinations are doing or chasing trends. It’s about knowing your community, telling its story, and building real connections with the people you want to welcome in.


With a clear strategy rooted in storytelling, engagement, and conversion, even the smallest town can build a powerful presence online. And that digital presence? It’s often the first step in getting someone to show up, ride your trails, grab a coffee, and fall in love with your corner of the map.