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 it’s also so much more. It’s 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. 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.

What Even Is Content Marketing?


In short: it’s storytelling with a purpose.


It’s not just having an Instagram account or posting about your next event. It’s the consistent practice of creating valuable, engaging content that builds trust, tells your story, and keeps you top of mind for your audience. Think blog posts, behind-the-scenes videos, route previews, rider profiles, landscape photography, and newsletters.


It’s not about hard selling. It’s about showing up, adding value, and giving people a reason to care.

Why It Matters for Small Brands and Rural Communities


If you’re running a small gravel race or working for a local tourism board, you’re probably not flush with a massive ad budget.


But here’s the good news: content marketing levels the playing field.


  • It lets you compete on story, not just scale.
  • It builds a sense of place and identity.
  • It creates buy-in long before someone registers for your event or books a weekend getaway.


People want connection. They want to believe in something. And if you can show the heart behind your brand — the people, the community, the landscape — you’ll stick in their minds.

What Kind of Content Works?


There’s no magic formula, but here’s what I’ve found works especially well:


  • Behind-the-Scenes Looks – Show what goes into building your route, planning your event, or prepping your town for visitors. This builds authenticity.
  • Rider or Visitor Stories – Real people, real experiences. Don’t overthink it — one quote and a photo goes a long way.
  • Place-Based Content – Celebrate your geography. What makes your dirt roads or trails different? What’s the vibe of your downtown? What’s the story only your town can tell?
  • Photo Essays and Visual Content – A solid set of images (with a short caption) can outperform most ads. Especially on Instagram or newsletters.
  • Educational Content – How to prep for a race. What to pack for a weekend ride. Hidden gems in your region. Position yourself as a helpful guide.


Consistency beats polish. Don’t wait until everything’s perfect. Start sharing, and the story will build momentum.

From Desert Dust to Digital Reach: The BorderLands Example


With BorderLands Gravel, we’ve been steadily creating content that brings the race to life long before a single rider clips in. We’re highlighting the terrain, sharing what makes Douglas, AZ special, and letting riders know what to expect — and why it matters.


It’s not about hype. It’s about presence. Content builds presence. And presence builds reputation.


We’re not trying to be the biggest gravel race out there — but we’re working to be one of the most meaningful. Content helps us do that.

Start Small, But Start


You don’t need a full media team or a viral video to build your brand. You need a story, a voice, and the commitment to show up regularly.


Open your phone. Snap a photo. Write a few lines about what makes your trail, town, or event unique. Hit publish. Repeat.


Content marketing isn’t a one-time campaign. It’s a long game — but it’s how trust is built, communities are reached, and small brands grow into movements.


If you’re doing good work, tell people about it. That’s not marketing. That’s leadership.