Thursday, December 5, 2013

How REI Does Content Marketing

“Outdoor outpost REI ... sells everything from tents to hiking boots to carabiners. But rather than highlighting the products it sells, REI’s 1440 Project embraces the lifestyle its consumers aspire to. The site ‘celebrates every minute spent outside’(there are 1,440 minutes in a day), and it’s populated by user photos of the outdoors. The site engages the user, it’s beautiful to peruse, and it makes me want to get up from my desk and do eagle’s pose in Madison Square Park. REI isn’t selling something, it’s standing for something. It’s championing a lifestyle, not a product—and that has staying power.”

Lauren Drell, Mashable’s Editor of Branded Content