Valuable content can strengthen your brand more than any promotion
REI’s recent camping layout provides consumers with advice from stargazing to creating the most effective outdoor kitchen—all without screaming its marketing messages.
REI’s camping guide, recently published in its Uncommon Path Summer 2020, provides an example of outstanding content.
The company’s content and media director, Paolo Mottola, shared the spread on LinkedIn:
Along with beautiful visuals, REI included a camping checklist that readers can physically check off if they have the print version. This checklist is straightforward, not promotional. For example, “tent” is one of the first items to check off, not “REI Co-op Grand Hut 4 Tent.”
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