Race directors, I have a question for you.

How much money are you spending on advertising your race?

Facebook and Instagram ads. Google Ads. Sponsored posts. Cycling media. Maybe a boosted post here and there when registration numbers need a little help.

Now for the harder question: Is it actually driving registrations?

One of the biggest misconceptions about tourism marketing is that creating better social media content requires a bigger budget.

More cameras. More software. More staff. More equipment. All of the goods.

For small towns and rural tourism organizations, that can make content creation feel out of reach before it even begins. Also, we assume we need all of that to stand out online.

But there's good news. Some of the most useful tools for building visibility today are relatively inexpensive. Heck, some are even free. Others are probably already sitting in your pocket.

One of the challenges many rural communities struggle with is exposure.

I am talking about more than attracting social media views, engagement, and followers. The larger challenge is simply letting other people on planet Earth know that your town exists.

That is where marketing comes to the forefront.

How do you get the word out?

Every time we cut a new trail through the woods, not only are we changing the landscape, but we’re also changing the future of the communities that surround it.

Most of us don’t show up to a dig day thinking about hotel occupancy rates, tax revenue, or rural economic development. We’re thinking about drainage, sightlines, sustainable grades, rockwork, and building the best trail we can. And that’s exactly how it should be.

Walk into almost any small-town tourism meeting, chamber of commerce gathering, or downtown revitalization discussion, and eventually the same question surfaces: “How do we actually get people to notice us?”

Not just once.

Not just through a lucky viral post.

But consistently.

That’s the challenge many rural communities are wrestling with right now.

I’ve worked with a lot of race directors over the years.

Different regions. Different disciplines. Different goals.

But one thing always stands out to me the moment I show up on race day: Every race has a personality.

You can feel it before the start. Some races feel more grassroots and raw. Others feel polished, sleek, and fast. Some are quiet and community-driven. Others feel like a full-on festival or party.

My DMs on Instagram are buzzing daily, with conversations with race directors not only across the country but also overseas. There's something unifying about the stress of lower-than-expected registration numbers as race day looms...

If you've been following along for any length of time, you'll realize there's about a 20% overlap in content in my articles from week to week. Not only am I trying to build bridges from one article to the next, but we also need weekly reminders of many of the same things (I know, I do).

I received a DM from a race director who was sharing, "We just need to push harder on social this month." I don't think there's a race director anywhere on planet Earth who doesn't think and feel the same.

I could sense his panic. Registration had stalled. The race was eight weeks out.

When it comes to social media and creating more awareness for your race ... what would you do? Or maybe more accurately, what DO you do?

Most people think of content marketing as promotion.

You know … a post here. A photo there. Maybe a push when tickets go on sale or when a season kicks off.

That framing is the problem at hand. Why?

For rural communities and outdoor events especially, content marketing isn't a campaign. Instead, it's infrastructure and the system that makes everything else work.

If people don't know who you are, where you are, or why your place or event matters, nothing else matters. Not your website. Not your registration page. Not your economic impact goals.

Over the past several years, working alongside small towns, trail organizations, and race organizers, I've noticed the same pattern repeat itself again and again. The places and events that struggle most aren't lacking quality experiences. They're lacking visibility, clarity, and trust. Content is what quietly builds all three.

I’m a fan of small towns.

If I’m being honest, I have a deep love and affinity for struggling small towns. Odd confession, I know. But it makes sense once I say it out loud.

That’s the kind of town I grew up in. And if it was a struggling small town back then, it feels like every time I return, I notice a little more population decline, a few more vacant storefronts, and a quieter main street than I remember.

This wasn’t always the direction of my work.

You do not need a big budget or a marketing agency to start using influencers effectively. You already have what you need: authentic stories, local pride, and people who love your community. The key is learning how to turn those assets into lasting partnerships that help your town grow.

Throughout this series, I have explored what influencers are, why trust and authenticity matter most, and how influencers shape travel decisions. In this final article, I am turning our attention to something more practical: how rural communities can build influencer partnerships that last. You ready?