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.

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.

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 race content shows up too late.

A registration announcement. A reminder post. A last-minute push when numbers feel soft. By then, content is being asked to do a job it cannot do alone.

No one registers for a race they do not understand. No one commits to an experience they cannot picture. And no one travels to an unfamiliar place based on logistics alone.

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.

I vividly remember talking with a gravel race director in a small town last year who said, “We post on social media when we can, but it’s hard to keep up.” I get it. Most of these races are volunteer-run, and tourism boards in rural areas are often underfunded and juggling multiple roles. But what I’ve seen again and again, through my work with Trail Builder Magazine and now with BorderLands Gravel, is that your online presence is your brand. If your social media looks like an afterthought, people assume your event or destination is too.

It’s not that these brands are ignoring social media. It’s that they’re not doing it well. And in today’s landscape, that’s just as costly.