Not long ago, I found myself knee-deep in the wild and rugged terrain of southeast Arizona, helping BorderLands Gravel get their story out into the world. Sure, it’s a gravel race, but I see how it is also so much more. For me, the race is a window into a borderland region that’s often misunderstood or simply overlooked. What makes it resonate with riders isn’t just the gravel roads (though they’re world-class). It’s the story.

And that’s the power of content marketing. No, it’s not a buzzword. It’s your brand’s best chance to stand out, especially if you’re a small-town chamber of commerce, a new adventure tourism outfit, or a cycling race organizer trying to build something meaningful.

It is exhilarating to shoot photos at bike races. It doesn't matter if it's gravel, MTB, or road; I am genuinely giddy when I'm out on the road or trail with a camera in hand, waiting for the first racers to come into view.

Anticipation sharpens alertness. Before the lead racer gets to me, I'm constantly surveying the setting for interesting camera angles and perspectives. Then once the first rider zips by, it's run-and-gun photo shooting for the rest of the race.

It's in the moments in between that I have time to think and reflect about not just the race, but the whole spectacle of race weekend festivities.

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?

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.

Your latest social media post could be thoughtful, beautifully produced, and genuinely useful.

It could also disappear from your followers’ feeds before most of them ever knew it existed.

Social media is a lot of fun for me. Over time, I have trained my algorithms to show me content I am interested in. My feeds are filled with bikes, trails, outdoor recreation, photography, small towns, rural tourism, and content marketing. All fun stuff.

But when it comes to creating and publishing social media content, there is a reality we cannot ignore.

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.

On a cool November morning in Douglas, Arizona, I watched something simple and beautiful happen. City staff showed up early and stuck around. Business owners propped open their doors before sunrise. Local ranchers were active not only on race day, but also in planning leading up to the event. Artists opened their venue for the festivities. People were excited, curious, and proud that a gravel race had landed in their town.

Even leaders from Agua Prieta, Sonora, Mexico, were part of this race. That moment hit me. A shared border, shared history, and now a shared event.

It was clear from the start that this race mattered to Douglas.

Ok, let’s get something out of the way.

If you’re organizing a gravel, MTB, or road race, growing your Instagram, Facebook, or TikTok followers just for the sake of numbers is a distraction. You’re not an influencer chasing vanity metrics. You’re a race director trying to build momentum and get riders to your start line.

So why do follower counts still matter?

When I sit down with race organizers to talk about social media, one of the first questions I ask is, “Who’s your audience?”

That’s usually when the eyes go up and to the left. You know the look, somewhere between trying to remember a password and wondering if they left the stove on. And I get it.

When you’re planning a race, managing volunteers, answering emails, and fighting off last-minute chaos, “audience strategy” feels like a luxury. But the truth is, your success on social media and ultimately the success of your event hinges on how clearly you can answer that one question.

I follow enough race organizers and events to know that social media often ends up last on the to-do list. And I get it. Permits, insurance, aid stations, course scouting … it’s a full-time job just to pull off race day. But if you’re pouring all your energy into the logistics and barely showing up online, you’re missing the easiest (and most cost-effective) way to grow.

Let me say it clearly: a good race is not enough anymore.