Beyond the Registration Push: Why I Wrote a Content Marketing Guide for Race Directors
Most race directors know how to promote a race.
Far fewer know how to build a brand.
Every year I see race directors pour enormous amounts of energy into registration announcements, sponsor posts, deadline reminders, and race-week updates. Then for many, almost as quickly as the finish line is packed away, the content stops.
The race disappears from social media.
The website sits unchanged for months.
Momentum fades.
Then, months before the race begins again next year, the process starts all over again.
I keep thinking there has to be a better way.
Branding Is Reputation at Scale (And Your Race Already Has One)
“We don’t really have a brand. We just put on a good event,” a gravel race director friend told me.
He said it casually. Almost proudly.
And in one sense, he was right. His course was solid, and the race was a blast. The volunteers showed up. The aid stations were stocked. Riders finished tired and smiling.
However, if you put on a race, you have a brand.
The only question is whether it’s intentional.
Putting a Price Tag on Exposure: How Media Coverage Drives Rural Tourism
If you have ever stood in the middle of a gravel race with a camera in your hand, you have seen it happen. A rider comes through a section of road that feels like the middle of nowhere. You grab a shot, post it later that night, and suddenly thousands of people who have never even heard of that town are paying attention.
That is what happened in Douglas during BorderLands Gravel.
3 Ways to Build a Brand Online: Lessons from Trail Builder Magazine
Building a brand is a long game. It’s less about viral hits and more about consistent presence, a clear identity, and showing up with something that actually connects. I’ve seen it firsthand in the adventure of building Trail Builder Magazine from the ground up.
When the Metrics Start to Blur the Mission: Rediscovering Purpose in Brand Building
Over the past few months, I’ve been reflecting a lot, not just on Trail Builder Magazine, but on the broader journey of building brands, launching projects, and trying to create something meaningful.
When I first set out, everything was personal. Each post, each article, and each project felt like an extension of my own story. Whether it was telling the gritty, inspiring stories of trail builders or working with small towns to spotlight their hidden adventures through rural tourism, it was all rooted in real people, real places, and a deep sense of purpose.
But here’s the challenge that I struggle with: the bigger things get, the easier it is to lose that connection.
Branding Small Towns: From Forgotten to Must-Visit Destinations
Why do some small towns become viral hotspots while others fade into obscurity? To me, the key lies in branding and storytelling.
In an era where digital marketing can make or break a destination, small towns must craft a compelling brand identity that resonates with travelers.
Is Your Brand Falling Behind? The Case for a Solid Social Media Strategy
Interestingly, most business owners and non-profit leaders I talk with don’t like social media. While they know it is essential for their brand to grow its awareness and generate sales, interest, signups, etc., there’s a growing allergy to social media. As a result, most will post randomly without any plan or strategy.
However, they’re missing out on the best of what it means to be on social media. Here’s why a strategy is essential …
What Can Photography Do For Your Brand?
Many small brands lack the time and expertise to generate high-quality digital media content.
This is one of the biggest challenges smaller brands face.
You’re so preoccupied with getting your brand off the ground, and there are so many hats you’re wearing. Often, what gets neglected are the actual components that help you build and grow your brand, namely quality photography, video, and social media content.
How Brands Can Thrive on Social Media
Social media is constantly changing. That is nothing new, and it has been that way from the beginning. Throughout the year, there are constant tweaks to the algorithm. For example, Instagram may emphasize Reels and push that content, only to later pivot toward carousels. We're left guessing and scrambling to keep up. Oh, and then there's AI.
As we forge ahead year after year, with everything happening and changes on the horizon, what does it take to stand out on social media today?
How about authenticity ...
