“Chat said…” I caught myself saying this yesterday.  But how can you trust AI?  It has gone from a tool we consciously use to something that feels like a trusted friend, researcher, travel agent, and occasional know-it-all.

When did Chat become a regular part of my conversations? Not just something I use to clean up an email or brainstorm a blog post, but a source I casually reference as if I’d just gotten advice from a friend who happens to know a little bit about everything.

Planning a trip?  Ask Chat.

Trying to decipher Italian bureaucracy?  Ask Chat.

Looking for a hike, researching a new piece of outdoor gear, or figuring out whether that little restaurant in a mountain village is worth the detour?  You guessed it.  Ask Chat.

ChatGPT is convenient, it’s fast, and it can be remarkably helpful.  But somewhere along the way, I started wondering: When did we become so comfortable trusting a machine to help us make decisions?  And what happens when it gets things wrong?

How We Have Come to Trust AI Tools

What used to involve multiple Google searches, scrolling through forums, reading reviews, and texting friends can now start with one question. In one box. On ChatGPT or in places like Google Gemini or Claude.  Why have AI tools become so mainstream?

Discovering ChatGPT and Learning to Love It

Several years ago, I discovered ChatGPT and learned how to use it.  I taught our team how to use it to create content.  I even wrote blogs to help others become familiar with using ChatGPT. To create social posts for Instagram and Facebook.  To create blog posts.  To build videos and graphic designs.  Can you trust AI to do almost anything these days?  We were certainly testing the limits.

By the way, if you haven’t read either of these blogs yet, bookmark them for later.  They will give you the basics and get you comfortable using AI tools!

• How to Use ChatGPT to Create Social Posts
• Using AI for Blog Posts: 5 Steps to Get Started with Content Creation

Can you trust AI tools like ChatGPT, Claude, and Google Gemini to help your business grow and replace your content creators?

But Can You Trust AI to Replace Your Content Creators?

While everything seemed to be going well, I could see the writing on the wall.  If I could trust AI and use tools like ChatGPT and Claude every day, how long before my clients would use them to replace me?

Can you trust AI to replace your content writer?  Your graphic designer?  Your video editor?  The answer was, sadly, yes.

As expected, we then began losing clients who employed Top Rope Media solely for content creation.  In 2025, I had to let team members go because our client roster began dwindling.  This was not good.  My way of life, the foundation I built Top Rope Media on, began crumbling.  Creating content and driving a client’s storytelling was now something ChatGPT could do. And in seconds.

How AI Kills Your Website Traffic

During this same time, we began to notice our clients’ website traffic began to dwindle.  People were using Claude, Google Gemini, and ChatGPT to organize trips, get health advice, or build the best marathon training plan.  And they never left the AI tool.  Can you trust AI?  Even with your mental health and well-being?  The answer seemed to be a resounding yes.

Someone might ask an AI tool to recommend a cycling training plan, or build a training plan informed by a coach’s website, and never click through to that website.  The business’s expertise may have influenced the decision even though the visit never appears in Google Analytics.

In addition, we noticed new traffic coming to their websites from places like Pakistan. Singapore. New Delhi.  At first, I saw this as strange. Many of our clients only sell to the US market.  Therefore, none of our ads were targeting places like India or Indonesia.  Then it started to make sense.  The foreign hits to a client’s website could be coming from AI bots and website crawlers.  Alternatively, a visit from an overseas IP address could be a real person, but likely a VPN, a proxy, or automated AI activity.

As we began digging deeper, we discovered new reasons to loathe how AI was taking over.  I even wrote a full blog on How AI Search Tools Are Killing Website Traffic for Small Businesses and what to do about it.

Getting Referred to By ChatGPT

Then, a funny thing happened. I began getting referred by ChatGPT, Claude, and Google Gemini.  I would hop on an introductory call with a potential client and ask how they found us.  The answers were always surprisingly similar.

“I asked ChatGPT who the best marketing agencies in the outdoor industry were, and you were at the top of the list.”

“I asked Google to pull the best holiday marketing tips, and Google Gemini gave me tips from one of your blogs.”

“I asked Claude who could help us book our cycling tours and sell more trips, and Top Rope Media came up.”

The more I asked, the more I heard “Chat said…” “Google recommended.” “Claude referred me.”  It was as if they were real people, friends even, providing advice.

How to Make ChatGPT Work For You

For us, this was incredible.  Most of our clients had come to us through referrals from current and past clients.  We were now getting strangers to sign up for our marketing services.  All the content we had been developing for Top Rope Media- the blogs, the videos, the SEO work on the back end, the social posts- it was all paying off.

How do you do this for your business?  Well, the way people discover everything, from marketing tips to tour operators or outdoor gear recommendations, is changing.  Even if your business hasn’t caught up yet.  A traveler might no longer start with “guided hiking tours in Greece” on Google.  They might instead ask Claude, “Where can I find a small-group, multi-day hiking trip in mainland Greece that avoids crowded tourist destinations and has knowledgeable local guides?”

This type of search changes what your business needs to communicate online.  You need to explain your offering in enough detail that both people and AI-powered search tools can understand it.  Generic marketing copy is unlikely to answer the questions or get you referred.

I even had a new client pay me to teach them how to get referred to by ChatGPT!  I organized a 2-hour training session on how to build out their new website and create better content to be more easily discovered by AI tools.  This became a new offering for us, and if you are interested in setting up your own training session, drop us a note!

Can you trust AI fully to help you write a blog or give you recommendations on marketing your online gear shop?

Can You Trust AI to Deliver Accurate Information?

The Benefits of Using AI

We began to work more in harmony with AI tools than ever before. With our client work, we were saving time, money, and resources we were being used more efficiently.  Chat could help us rewrite an email to sound more professional. Generate marketing ideas for our fall campaigns.

Outside of work, we were using ChatGPT to recommend hikes, plan our trips, and navigate the Italian citizenship process.  It was like speaking with an extremely knowledgeable friend who gave you the best recommendations. From where to have aperitivo to ride routes and things to do.  I stopped using Hotels.com and TripAdvisor.

And unlike searching on Google, Chat keeps all your searches neatly stored.  You can continue working in the same Chat, or start a new Chat on a different subject.

The Downside of Trusting AI

The downsides of depending on AI Tools like ChatGPT began appearing slowly.  And when Chat got it wrong, it was very disappointing.

We’d drive an hour to a mountain refugio that Chat highly recommended and said was open, only to find a closed-for-the-season sign hanging on its door.  Or when Chat said we should do this beautiful loop on the bike, only to realize the road wasn’t fully paved, and it involved more elevation gain than we anticipated.

In 2025, I began seeing Instagram Reels of people hiking up via ferratas near where we live in Italy, the famous ‘iron ladders’ of the Dolomiti, with their mountain bikes.  It was hard to tell if these were real ascents or generated by AI.  Then word spread that ChatGPT was actually recommending and providing instructions on how to do this. This prompted the Rotaliana Alpine Rescue team to issue warnings. “If ChatGPT recommends cycling on the via ferrata…”

Taking your bike on a via ferrata was absurd!  I’ve hiked some of these ferratas, and the techniques required to summit do not include shouldering a 30-pound mountain bike.

Can You Trust AI for Travel and Trip Planning? You Can, But It Can Be Extremely Dangerous.

Then, the news got worse. In September 2026, I read an article about three novice hikers who were rescued trying to summit Mt. Shasta in California, after using Google Gemini to plan their ascent of the 14,000ft. volcano.  In October, a 16-year-old was rescued by a helicopter from a technical cliff known as the “Widowmaker” in British Columbia after using Claude to map his route.

The final nail in the coffin was when we were researching our recent trip to Sardinia.  Tyler used Claude to build out our trip, which was focused primarily on road cycling and rock climbing.  Claude recommended that our first stop should include rock climbing at Cala Spinosa on Capo Testa.

I pulled up images of Cala Spinosa and Capo Testa on Instagram and Facebook; it looked absolutely gorgeous! Climbers ascending stunning granite routes right above the sea.  I then looked at our climbing app, Vertical Life, and pulled up sites like Climbing Sardinia, the Crag, and Planet Mountain to learn more about the climbing there.  Turns out local climber and guide Maurizio Oviglia and the Climbing Sardinia Association have issued urgent, high-risk warnings pleading with people NOT to climb at Capo Testa. That despite what you might see on Facebook, YouTube, or Instagram, it is extremely dangerous.  The old stainless steel bolts were rotting from the inside out due to exposure to the heat, humidity, and the sea air.  Bolts could fail without warning.

Um, okay. No thanks, Claude.  I reorganized our trip.

Can you trust AI tools like Claude to plan your climbing trip when it recommends using a route that tops out at this bolt hanger??

Final Thoughts: How Much Can You Trust AI?

AI should be your starting point, not the final authority.  Do not let it make every decision for you.  Especially when it involves risky adventures.  Even an easy walk in the park can be dangerous if your AI-generated plan leads you down the wrong trail or suggests a route will take you two hours when it actually takes six.

Sometimes the unexpected discovery, the wrong turn, or the conversation with a local becomes the best part of the experience.  Sometimes it doesn’t.

By trusting AI, we’re trading some of the process of discovery for convenience.  By all means, use your friend ChatGPT to explore.  Brainstorm, compare, summarize, and build a first draft.  However, don’t forget to check the sources. Confirm schedules, closures, pricing, and availability.  For technical outdoor safety, medical questions, and other high-stakes decisions, use qualified people and authoritative information.

The same can be said for trusting AI for your business needs.  Question things.  Talk to people who know their stuff.  Always be learning.  Reading.  Figure something out the hard way.

Can you trust AI?  Here are the blogs I’ve referred to help you discover it for yourself.

• How to Use ChatGPT to Create Social Posts
• Using AI for Blog Posts: 5 Steps to Get Started with Content Creation
• How AI Search Tools Are Killing Website Traffic for Small Businesses

Thanks so much for reading.  Or asking Chat to read this for you,

Meredith Caccese McConvill, Top Rope Media

The post Chat Said: Can You Trust AI? What Happens When It Gets It Wrong? appeared first on Top Rope Media.

Summer isn’t over yet. Yet customer behavior is already shifting.

Families squeeze in last-minute vacations, outdoor athletes prepare for fall events, and travelers begin searching for shoulder-season getaways.  Instead of waiting for Fall, this is the perfect time to refresh your campaigns and finish the summer season strong.

Here are five simple summer marketing updates that can boost your gear sales, outdoor recreation, and tour bookings to capture late-summer revenue.

1. Refresh Your Website for Summer Marketing Campaigns

Don’t leave your homepage advertising the same June promos or spring-like images.  It’s hot.  Summer is in full swing.  Your website should reflect this.

Why it works: Seasonal visuals catch attention and make your brand feel on point.  The more “in the moment” your content feels, the more likely people are to engage.

How to implement your summer marketing campaign changes to your website:

• Update website banners and hero images with warm summer colors paired with cool water vibes.
• Use visuals of gear or experiences in summer settings (at the beach, the lake, or cooling off in a mountain stream)
• Create a Back-to-School or buy before Labor Day CTA.

People are escaping the heat this season, and your website should reflect this with beautiful images of swimming in cooler climes!

2. Create Last-Minute and Stay Cool Summer Offerings

Why it works: Your travel or outdoor brand already promotes getting outside for an adventure, but this time of year, promote booking during the cooler hours of the day or outdoor gear to keep cool.  In your summer marketing campaigns, shift to promoting your morning or evening tours, along with gear that’s lightweight, moisture-wicking, and quick-drying!

How to implement in your summer marketing campaigns:

• Bundle a “Last Minute Summer Escape” package: promo boating, surfing, and seaside adventures.
• Create a seasonal bonus with purchase: tropical-themed, stay cool products, etc.
• Design a ‘Back to School’ campaign to encourage your audience to get outside or shop now!
• Create mid-week discounts to fill tour spots and capture people that still have vacation time to use up.

Promote ways to stay cooler, like traveling to higher elevations for camping, kayaking, and SUP!

3. Repurpose Summer Marketing Campaign Content

Why it works: You do not need a whole new set of photos or videos to promote summer marketing campaigns.  During the dog days of summer, repurpose content to boost your SEO when people search Google for things like ‘last-minute summer getaways’, ‘top outdoor activities to stay cool’, and ‘trending summer looks’.

How to implement in your summer marketing campaigns:

• Publish a “Summer Adventure Guide” or “Get That Summer Look” blog– give tips on summer road trips or the top trends this August.  Click here if you need ideas from our camping or road trip packing list!
• Promote your summer-colored gear– think bright blues, oranges, greens, and pink.
• Ask your audience to share their best summer pictures wearing your gear or on your trips and build your UGC- user-generated content!
• Create summer-themed videos on YouTube Shorts or Instagram Reels, or behind-the-scenes of back-to-school prep!
• Use the summer transition in your copy: cooling off, slowing down, sit back and relax.

Your summer marketing campaigns should be filled with copy and visuals that inspire summer travel and tropical outdoor adventures.

4. Tap into Summer Collaborations & Promote Local Partners

Why it works: Teaming up with other brands this summer will help you amplify your reach and tap into complementary audiences (ex: partner with restaurants that have an outdoor patio, beachfront access, and local guiding companies that offer water activities like surfing, kayak rentals, or whitewater rafting).

How to implement in your summer marketing campaigns:

• Partner with a beach or riverside restaurant for summer cocktails, seaside music, or a night outdoors under the stars.
• Team up with local gear shops, cafes, or outdoor guide services to cross-promote summer packages.
• Co-host a summer-themed event: pop-up shop! Serve piña coladas, fruity sodas, and other tropical treats!

Partnering with local companies can help you boost your brand visibility and reach new audiences!

5. Capture Back-to-School and End-of-Summer Shoppers

Why it works: Instead of waiting for the end of August and September, when the season is saturated with Labor Day and Back-to-School discounts, start early!  Summer promos and stay-cool tips can stand out, drive engagement, and grow your email list.  You can then re-engage that email list in the fall, and again during the holiday season.  People will be more likely to open your email if they already know you provide great tips and good prices!

How to implement in your summer marketing campaigns:

• Offer early-bird discount codes set to expire by Labor Day.
• Promote your seasonal sale via a Countdown to Cooler Weather.
• Bundle that summer gear- think swimsuits, sandals, and shorts
• Boost sales by offering limited, end-of-summer savings.

Final Thoughts on Creating Winning Summer Marketing Campaigns

Summer creates this magic spot on the calendar that is short-lived.  Extreme heat continues to push travelers towards the mountains, lakes, and beaches.  Refresh your summer marketing campaigns with a few ideas from above and execute this week!  Use your network of local partners to create some buzz.  A co-hosted summer event or pop-up shop with piña coladas or fruity mocktails is an easy and affordable way to get people out and about.

Remember to capture content that shows cool breezes, highlights the summer colors, and ties your messaging into the activities of the season: relaxing, swimming, sunbathing!  Thanks for reading, and if you need more seasonal marketing ideas, here are a few blogs to read next:

• • Gifts for Outdoor Lovers and Adventurers
  • Holiday Marketing Campaigns That Sparkle
  • Giving Back to Outdoor Organizations This Holiday Season
  • Best Fall Marketing Campaigns

Thanks for reading,

Meredith Caccese McConvill, Top Rope Media

The post Best Summer Marketing Campaigns to Boost Bookings and Sales appeared first on Top Rope Media.

Spring isn’t just a time of year.  It’s a feeling.  And it is one of the most overlooked windows in marketing.  Everyone goes big for the winter holidays.  Summer gets the outdoor lifestyle content.  Fall gets the pumpkin-spiced everything!  But spring?  A spring marketing campaign could generate sales and engagement during a season where momentum quietly builds.

Spring is when people start thinking differently.  Hello, Spring cleaning!  Then there are new routines, new goals, and refreshing what’s not working.  That mindset shift is exactly what makes a spring marketing campaign so powerful.

The mistake most brands make?  They run a generic “spring sale” and call it a day.  If you want your marketing to actually work, you need to align with what people are already feeling this season: renewal, fresh energy, and forward movement!

Here are five simple, effective spring marketing campaign ideas you can launch right now.

1. Create a ‘Start Fresh’ Spring Marketing Campaign

Spring is all about fresh starts.  Lean into it!  Instead of simply pushing products and services, position what you offer as part of a Spring reset.  Tie it into one of these areas:

• Fitness & Health
• Work and Personal Goals
• Mindset

A spring reset campaign works because people are already in that headspace.  Spring naturally triggers a desire to refresh habits, workflows, and your daily routine.  Here’s how you can get started quickly to take advantage of the seasonal changes:

• Create a few aspiration “Start Fresh” social posts and blogs that share your company’s ‘reset’ moments
• Bundle 2–3 spring-like or fresh-start products or services
• Share employee or customer transformations!

Instead of one long Spring marketing campaign, run short bursts for 2-3 days.  Short, focused campaigns outperform drawn-out ones almost every time.  Don’t forget to create emails, Reels, and graphics filled with spring colors, inspiring quotes, and fresh energy!

Spring is a feeling. Starting over, trying something new, getting back outside. Now is the season to share these feelings and imagery with your audience.

2. Build Spring Marketing Campaigns Around the Spring Holidays

Feeling stuck with what to post on social this month?  Or what to lead with in your next Spring email newsletter?  Tie it into one of the many Spring holidays!  Besides the big holidays: Easter and Mother’s Day, there are also the lesser-known ‘holidays’:

• Spring Equinox
• Opening Day at the Ballpark
• Cycling fans love watching the Spring Classics!
• International Women’s Day
• Tax Day (okay, not our favorite holiday…but as a small business, you can be a proud taxpayer!)
• Earth Day
• May 4th (Star Wars fans rejoice- May the Fourth Be With You!)
• Cinco de Mayo

If you are not tracking these and other key holidays on a Content Calendar, download ours for free and get started today!  Besides holidays, you can also use a Content Calendar to track:

• Email campaigns
• Social posts
• PR campaigns
• Product launch dates

Having everything in one place on a content calendar makes it easier for everyone on the team to know what’s happening and when.  Once you’ve planned out your spring marketing campaign’s social content, use a scheduling app like Hootsuite to schedule your posts.  Even if you are using one social channel like Instagram, planning and scheduling your posts will help you stay consistent.  Social networks love that!

After a long winter, Spring is a time to get outside! Ask your audience to tag you in their best outdoor adventures…bonus if they are wearing your gear!

3. Create Spring Marketing Campaign Content That is AI-Friendly

Search isn’t just in Google anymore.  People are asking tools like ChatGPT, Claude, and Google Gemini questions like:

• What are the best rainy day activities for kids?
• Where are the top spring break destinations to visit without crowds?
• Can I book a farm stay that has baby goats and lambs?

And here’s the shift: Those tools aren’t just ranking pages.  They’re pulling answers.  If your content isn’t structured clearly, written conversationally, and built around real questions, it won’t show up.  For more on how to create AI-friendly content this Spring that is discoverable and referred to, read our Social Media Best Practices blog! 

To turn your spring marketing campaigns into searchable answers, instead of writing, “Check out our Spring Gear Collection”, try working these phrases into your social posts, blogs, and actually say them out loud in your videos (not just include them in the description!):

• Best waterproof jackets for spring cycling
• What to pack for a spring trip to Italy
• Top spring cleaning hacks to organize your gear

Springtime also means new babies on the farm. Here in the Dolomiti, there are lambs, calves, and chicks peering out over the fences!

4. Make Your Spring Marketing Campaigns Interactive

Spring is a high-energy season.  Your spring marketing should reflect that.  Instead of simply telling people to get out for a bike ride or clean out their gear closet, get them involved during your spring marketing campaigns!

Engagement on your social posts, website blogs, or YouTube videos outperforms likes and impressions.  In addition, by encouraging engagement, you are creating more buzz, and you’re playing nicely with the social media algorithms.

• Create seasonal polls or quizzes on Instagram
• Share your behind-the-scenes Spring cleaning…and ask for tips!
• Create a Spring Giveaway
• Ask your audience to tag your products in their spring adventures

Interactive campaigns consistently drive higher engagement because they give people a reason to participate, not just scroll.

When you post on social or add images to your blog, ensure you caption the images with phrases you want to show up for in AI searches. And don’t forget those alt tags!

5. Clean Out Your Closet First Before Launching Spring Marketing Campaigns

Before you launch any new Spring marketing campaigns, focus on 1-2 projects you’ve left on the back burner this winter.  If you’ve been delaying updating your website’s homepage, get on it!  Here’s some tips on how to redesign your website to generate good leads!

Other spring refresh ideas you can tackle quickly:

• Refresh your product images- bye bye winter, think bright Spring colors and pastels!
• Organize your assets- creating files and naming conventions for images and videos allows for easier access
• Create a Spring blog that creatively showcases your products and offerings

Final Thoughts on Spring Marketing Campaigns

Spring marketing campaigns do not need to be complicated.  Align yours with what people are already feeling: rejuvenation, growth, and fresh goals.  Start with one of our ideas above.  One message.  One offer.  One channel.  Then build from there.

Outdoor and lifestyle brands that win in Spring aren’t the loudest…they’re the ones that feel the most relevant this season.

Thanks for reading, and happy Spring!

Meredith Caccese McConvill, Top Rope Media

The post 5 Simple Spring Marketing Campaign Ideas appeared first on Top Rope Media.

2026 Social Media best practices: What has changed and how to adapt

 

Social media has evolved rapidly in the past few years.  Algorithms are smarter, AI is now part of nearly every social media marketing workflow, and users are increasingly turning to social platforms as search engines.

For brands, social media best practices are no longer about posting consistently.  It’s about creating discoverable, authentic content that works across algorithms, AI apps, and social communities.

 

Three major changes are shaping social media marketing in 2026:

 

1. Using AI Tools

Artificial intelligence tools like ChatGPT, Claude, and Gemini have become standard tools for marketers to brainstorm ideas, generate drafts, analyze performance data, and repurpose content.

Nearly all social media professionals now use AI in some capacity, though the most successful brands still rely on human creativity and editing to maintain an authentic voice.  If you have never used an AI tool like ChatGPT, read our blog, How to Use ChatGPT to Create Social Posts.

In addition to using AI applications to generate ideas and rewrite content, you will also need to consider how to create content that is found and referred to by ChatGPT, Claude, and Google Gemini to allow your content to be more discoverable.

 

 

2. Authentic content matters more than ever

On the flip side, as AI-generated content floods social media, audiences increasingly value real human voices and experiences.  Research shows many consumers trust brands more when they believe the content was created by a real person rather than entirely generated by AI.

 

 

3. Social Media and AI platforms have become search engines

More users are now searching directly on platforms like Instagram and YouTube instead of Google.  In addition, searches start in ChatGPT and Claude rather than in the Google search box.  That means two things.

#1: Captions, titles, and even spoken words in your Instagram Reels and YouTube videos should include keywords you want to be discovered for.

#2: You need to create content that is AI-friendly.

 

In short, social media success in 2026 requires a mix of authentic storytelling, smart use of AI tools, and search-friendly content.  Let’s dive in and explore new changes you should embrace this year!

 

 

Social Media Best Practices for 2026

 

In the ever-evolving realm of social media, staying ahead of the curve is crucial for both B2C and B2B businesses aiming to make meaningful connections and drive results.  As we move through 2026, understanding social media best practices, creating posts on the best days and times, and using AI correctly can help you maximize your social media efforts.

 

1. Using AI in Social Media Marketing (without losing your voice)

 

AI tools like ChatGPT have dramatically accelerated how marketers create content, but they work best when used as assistants, not replacements.  The most effective brands use AI to support their creativity, not automate it entirely.  Smart ways to use AI in social media marketing include:

• Brainstorming post ideas or campaign concepts
• Repurposing long-form content
• Summarizing blogs into multiple social posts
• Identifying keywords or hashtags
• Analyzing performance trends

 

Keep in mind, AI-generated content should always be reviewed, edited, and personalized before publishing.  Social platforms are increasingly detecting and labeling AI-generated content, and overly automated posts may see reduced engagement if they feel generic or impersonal.

 

The AI social media best practices for 2026 involve a “human-in-the-loop”.  Therefore, here are the steps to guide you:

• Use AI to speed up brainstorming and drafting
• Edit heavily to add real experience, personality, and brand voice
• Publish content that feels human!

For a deeper look at how to use AI tools effectively in social media marketing, read our guide: How to Use ChatGPT to Create Social Posts.

 

2. Be More Authentic

 

Wth AI-generated posts dominating the landscape, one of the best social media practices for 2026 is to be more authentic.  Human storytelling wins!

Be honest, revealing, and show that a human is still driving your business.  Authenticity can help you build trust and foster a stronger connection with your followers.  In addition, create more empathetic posts instead of relying solely on sales-focused messages.  Our blog, Empathetic Marketing: How to Communicate in Times of Crisis, can help!

 

3. Optimize your content for Social search

 

Creating content for social search means thinking like your audience and how they ask questions.  Instead of posting generic captions, use natural, keyword-rich language.  Use phrases like “best cycling gear for cold weather” or “how to train for a triathlon”.

Where to use keyphrases to optimize your content for social search:

• In your copy
• Video titles
• Saying the keyword or keyphrase out loud in the audio
• Descriptions
• Image ALT tags

 

This enables your content to be found when viewers search within channels like Instagram or YouTube.  The goal is to make your content discoverable not just in the feed, but long after it’s posted. 

Creating this optimized, AI-friendly content means structuring your posts so algorithms can easily understand, categorize, and recommend them.  Use clear language and descriptive captions so platforms can confidently surface your content to the right audience. 

 

Got a brick-and-mortar shop or restaurant? Or even a coworking space? Include your Instagram handle in a high-traffic area to allow visitors to find you on social and tag you in their posts!

 

4. Build community and foster engagement

 

Social media best practices are not just about broadcasting messages; it’s about building a community around your brand or organization.  Engagement is worth more than likes or follows!  By engagement, we mean your readers or followers are:

• Clicking on your links
• Adding a comment
• Sharing your post with others
• Sending you a DM (direct message)
• Sharing your posts in a text or on WhatsApp

 

These last two, sending you a DM and sharing your post in a text or WhatsApp, are a more ‘dark social’ or private engagement, but are still important.  In addition, engagement means liking, commenting, and sharing like-minded posts from respected brands and leaders in your industry. 

How do you determine which of your posts are getting the most engagement so you can replicate them?  Take a look at your LinkedIn, Facebook Analytics, or Instagram Insights to see which posts not only have good reach but also good engagement.  Tools like Hootsuite are also helpful as they can tell you when your audience is online and more likely to engage! 

 

How to Foster Engagement

 

Other ways to foster engagement and build community are to share testimonials and product reviews, and recount one-in-a-lifetime experiences!

If you’re not already doing so, encourage past customers or clients to share their experiences, photos, and videos through social media and with a review on your site or through Google.  See how we’ve done this for Maui Snorkeling!

In addition, make it easy for someone to leave a review.  On a trip to Sayulita, Mexico, we booked a boat tour with Chica Locca, and their staff had QR codes on the backs of the shirts!  You could easily scan and leave a review or submit a photo or video during the tour.  Leverage your social media platforms to amplify these authentic stories and testimonials!

One of the best social media practices is to foster a sense of belonging.  Make followers feel heard and valued.  

 

5. AI Is Driving What Content Is Seen

 

In 2026, social media algorithms rely heavily on AI to determine what content users see, analyzing signals like watch time, interaction patterns, and even scroll behavior.  Social media success isn’t about “hacking” the algorithm.  It’s about creating AI-friendly content that holds attention and feels relevant in the moment.

The more your content encourages people to pause, watch, save, or share, the more the algorithm learns to distribute it.  In this AI-driven world, strong storytelling and authentic moments will outperform overly polished or overly promotional posts every time.

 

6. Strategically use hashtags and emojis

 

Hashtags remain important for increasing your discoverability and reach on platforms like YouTube, Instagram, and X.  However, it’s crucial to use relevant and targeted hashtags rather than relying on generic ones.  Instagram now limits hashtags to a maximum of 5 per post or Reel.  Research trending hashtags in your industry.  Create a hashtag for your brand!  Remember, everything can’t be #instagood

For emojis, go lightly.  Social media best practices are to use emojis to break up copy; 2-3 in a post is plenty!  A runner emoji with the wind behind them or a monkey covering its face could catch your reader’s eye more than just text.

 

With the worldwide daily average a person spends on social media at 2 hours and 30 minutes, it’s a great place to build or scale your brand!

 7. Where to POST

 

Determine the best channels to distribute your content by defining your audience.  Once you know who they are and which social channels they spend most of their time on, focus on those channels.  First, if you need a refresher on how to use Facebook, Instagram, and X, read our blog: Social Media Back to the Basics!

• YouTube has more viewership and a larger active base than Instagram!
• X (formerly Twitter) has faced a rapid decline.
• TikTok is still the most popular among younger demographics.
• LinkedIn remains the go-to platform for B2B marketing.
• Facebook remains the largest social network!

 

Keep in mind, these social platforms may not be where YOU spend most of your time.  You may have deleted your personal Facebook page in 2016!  Instead, think about where your target demographic spends most of THEIR time.  Facebook users are an older demographic, but one with high purchasing power!

Not sure which social channels people are using to find your brand?  Look at your website’s analytics, or better yet, Google Analytics.  The data may surprise you!  Need more help?  Drop us a line!

 

Take a look at which social media channels are driving the most traffic to your website using Google Analytics!

 

8. What to post on social

  

Many of us stare at the blank slate when it comes to writing engaging copy.  This is where AI tools like ChatGPT and Claude can help! Easily create captions for your photos and videos, then edit to add your own voice and brand messaging.  If you haven’t read our ‘Using ChatGPT for Social Posts‘ Blog yet, bookmark it for later.  

 

Don’t rely solely on static images or text-based posts!  Experiment with videos, infographics, and Instagram Story panels.  Use a poll or ask a question to keep your feed dynamic and engaging.  If you are not using Canva yet, get on it!  With Canva, you can easily use their AI tools to build out infographics, YouTube videos, and Instagram Reels.

 

How to Create BetteR Videos with less effort

 

You do not need to pay someone to help you create videos!  Experiment with recording yourself, and use Canva’s video templates for YouTube, Instagram, and TikTok to save time and money.  Ensure you make them more authentic by overlaying your recorded audio, your logo, and using your brand colors and fonts.

 

As video content continues to be a powerhouse on social media, driving higher engagement and retention rates, we’ve packed this section with lots of ideas you can begin using today!

 

Leverage short-form videos like YouTube Shorts to capture your audience’s attention.  Think more Instagram Reels and less polished full-length YouTube videos.

 

Videos and multiple images will perform better than a single static image almost every time.  Therefore, here are 2 blogs to read for more ideas to take better photos and videos:

• How To Take Great Photos
• Create Videos for Social Media

 

Pro tip: Do not post the same exact copy and imagery across each social media channel on the same day.  First of all, the links, videos, image size, copy style, and @ mentions will not work across all channels in the same way.  In addition, broken links or missing images can be seen as spammy.  Or just lazy.  Change up the copy and imagery slightly for each post.

 

Split Your weekly posts into themes

• 1 sales post (advertising services or products)
• 1 curated or UGC post (user-generated content). Share something from an industry leader or an article.
• 1 blog post share (from your blog) 
• 1 stellar customer review or success story!

 

This mix can change depending on what your marketing strategy is that month.  Are you running a sale or hosting a fundraiser?  If so, prioritize that in your weekly content mix!

 

Taking great photos can help improve your content engagement. Here we used photographer Wil Matthews and videographer Jake Orness to help with a photo shoot at the Sea Otter Classic!

 

9. How to post: use a content calendar + scheduling app

 

Plan out your social media posts and videos using a content calendar.  You can also use a Content Calendar to:

• Track email campaigns
• Blogs to be written
• PR campaigns
• Product launch dates
• Events and holidays

 

Having everything in one place makes it easier for everyone on the team to know what you’re posting and when.  Once you’ve planned out your content and everything is approved, use a scheduling app like Hootsuite to schedule your posts.  This saves you time and, therefore, money, and is one of the best social media practices you can get started with today!

Even if you are just using one social channel like Instagram, planning and scheduling your posts will help you stay consistent.  Social networks love that!  In addition, this will also give you a good idea of how posts will look on your Instagram profile page and help you stay on brand with a color profile or page style.

Read more on how we’ve helped brands get started with scheduling posts!

 

Don’t use a Content Calendar yet?  Get started by downloading our Content Calendar Template from Google Docs for FREE!  We’ve included Instructions for Use in the Content Calendar template.  Make a copy of it, and start populating your content today.

 

10. When is the best time to post on social media?

 

Besides what to post, the next question we get asked about our social media best practices is when to post.  Specifically, what days and times are best to post on social media?

How do you determine when your followers are most active?  First, take a look at your social channel’s analytics.  Schedule posts at peak times and on peak days.

• Days with the best engagement:  Tuesday- Thursday
• Best times to post: 9am-3pm

 

Keep in mind that some posts may do well regardless of the day or time you post!  And the opposite is true.  If something newsworthy or scandalous happens, your post may not get as many likes and engagement.

 

Sometimes it’s a combination of the image or video, copy, hashtags, day, or time of day that gets posts lots of love!

 

11. How to listen on Social media

 

A great way to write more engaging content for social media is to listen.  Social ‘listening’ involves hearing what people are saying.  Are you creating content that addresses their issues or answers their questions?  Learn more about how and why we follow the They Ask, You Answer philosophy.

 

How do you listen well?  Set up a Google Alert.  In addition, this is a great task to have ChatGPT, Claude, or Google Gemini help with!

Pro tip: Another social media best practice is to listen to your competition.  How do you do this?  Follow them on social.  Sign up for their email newsletters!

 

12. Sharing Links on Social Media to Articles, Blogs, or Videos

 

When you share a URL or website link on platforms like Facebook, X, and LinkedIn, and there is no social sharing or preview image that appears, first, shame on the author of the article or news source for not adding a preview image!  If this is the case, you can leave the URL in your post and then add your own image.  A warning: Often, this does confuse people if they click on your image and it does not take them to the link.  To avoid this, be clear in the wording of your post.

Pro tip: Once you add a link to a website or news article to a social post, clean up your copy by removing the URL link from the text.  The preview image (with the embedded link) will remain.  Then you can schedule or post.

For posts on X, leave the link in place.  For Instagram, you cannot add a live link to your copy, so you will need to use the link in bio- more on this below.

Pro tip: Give credit, tag, or @ mention the news source or publication you are sharing.  Ex: “Read more about traveling to Italy from our friends @AFARMedia!”

 

13. Update your social media Bio and Profile Links

 

In this ever-changing world, the copy you wrote last year for your YouTube or Instagram bio may no longer be relevant.  Update your bio or social profile a few times a year.

In addition, your bio is a great place to put limited promotions or holiday sale discount codes!  For example, “Save 50% by using code SUMMER50.”  This could easily fit in your Instagram profile.  Use tools like Linktree or LinkinBio to share several links under one profile link on Instagram.

Why do this?  You want people to take action in the least number of steps.  As an example, if you only have your homepage linked in your Instagram profile, and you just launched a new blog, how do you get readers there quickly?  If you are saying ‘link in bio’ and it only directs people to your homepage, do you think they will take the time to click the link in bio, then find your blog page, then find the right blog you were speaking of?

 

14.  Your Content is Your Storefront

 

Treat your content as your storefront.  As more and more searches begin on platforms like YouTube and Instagram than on Google, make your social channel a place where people can see your products or services in real life.  Allow for in-app shopping!

Do you use Facebook and Instagram and have a separate store on Shopify or WooCommerce?  One of our social media best practices is to connect your store and import your products through Meta Commerce Manager. 

In addition, you can choose whether to sell directly through Facebook or Instagram, or people can complete their purchase on your website. 

 

 

15. Use AI to Evaluate Your Social Media Performance

 

Social media best practices for 2026 include not only reviewing your social media analytics, but also using AI to help!  Ask ChatGPT and Claude to evaluate a channel’s performance and make recommendations!  

Still not seeing steady growth?

• Review your posting strategy
• Switch up days/times of posts
• Change up the type of content posted (hint: more videos!)

 

16. Instead of AI, work with brand ambassadors + content creators

 

Instead of solely using AI tools to generate your social content, work with content creators and ambassadors.  If you haven’t read our blog on Finding the Right Brand Ambassadors– get on it!

It takes time to find and build relationships with the right content creators or brand ambassadors.  So be patient, ask lots of questions to make sure you have the right fit, and think long-term.  You’ll find the investment is worth it when your ambassador is connected with your brand for years to come!

 

Takeaways from our Social Media Best Practices

 

We’ve covered a lot of ground in our review of the 2026 social media best practices.  Here are a few to remember:

 

2026 Social Media Best Practices Takeaways:

 

• Be smart about using AI tools!
• Determine which social channels your potential customers use
• Be authentic and engage
• Plan out content with a Content Calendar
• Be an active ‘social listener’ 
• Use AI tools to evaluate performance
• Work with brand ambassadors and content creators instead of solely relying on AI tools like ChatGPT, Claude, or Google Gemini

 

Thanks for reading and happy posting!

 

Meredith McConvill, Top Rope Media

The post 2026 Social Media Best Practices appeared first on Top Rope Media.

The post Holiday Marketing Campaigns: Tis the Season to Sparkle appeared first on Top Rope Media.

Fall is a magical season for brands in the outdoor and travel space.  The air turns crisp, foliage paints landscapes in golds and reds, and people look for autumn experiences and cooler weather gear. Think leaf-peeping, wool sweaters, and cozy getaways.  For outdoor and travel brands, fall offers a powerful window to engage your audience, drive bookings or sales, and tell stories that resonate with the changing of the seasons.

Growing up in New York City, my parents would take us on a yearly pilgrimage to upstate New York and Vermont to witness the leaves changing color.  I remember the fall road trips, the apple-picking at farms, the roadside stands overflowing with apple cider and golden pumpkins, and the hay rides.  They never spent a ton of money on these autumn adventures; maybe they found a cute bed and breakfast, but it left a lasting impression.

To help you lean into the ‘pumpkin spice’ season, here are 5 actionable fall marketing campaign ideas you can launch today!  Whether you sell travel experiences or outdoor gear, changing up your marketing strategies for fall can help you stand out in a crowded marketplace.

1. Optimize Visual Branding for Fall

Why it works: Seasonal visuals catch attention and make your brand feel on point.  The more “in the moment” your content feels, the more likely people are to engage.

How to implement in your Fall marketing campaigns:

• Update website banners, email headers, and social profile images with fall colors, leaves, and warm tones.
• Use visuals of gear or experiences in autumn settings (farms, mountains with fall color, cozy lodges, fireplaces).
• Use design trends like retro typography or textured overlays.

Learn how to capture better photos and videos with fall themes- bring in some leaves, pumpkins, and create softer hues!

2. Create Seasonal “Escape Now” Packages & Limited-Time Fall Offers

Why it works: Travel and outdoor brands already play on the emotion of adventure.  In fall, that shifts to cozy escapes, seasonal views, and a sense of urgency to get outdoors before winter sets in!

How to implement in your Fall marketing campaigns:

• Bundle a “Fall Foliage Getaway” package: promo lodging with fireplaces, in mountain towns, or farmstays
• Create a seasonal bonus with purchase (pumpkin spice breakfast, fall-colored products, etc.)
• Design a ‘Winter is Coming’ campaign to encourage your audience to get outside now!
• Run Halloween promotions or “spooky ride” packages.

Embrace the emotions of fall: making a change, bundling up, exploring new pathways, shedding old ways.

3. Develop Fall Marketing Campaign Content That Inspires

Why it works: During this cozy season, creating your own fall marketing campaign content pumps up your SEO when people search Google for things like ‘best fall getaways’, ‘top places to see the leaves changing’, and ‘trending fall outfits’.

How to implement in your Fall marketing campaigns:

• Publish a “Fall Adventure Guide” or “Get That Fall Look” blog– give tips on fall road trips, or the top trends this Fall.  Click here if you need a camping or road trip packing list!
• Promote your fall-colored gear– think burnt oranges, ochre, rust, browns, and creams
• Ask your audience to share their best fall pictures wearing your gear or on your trips and build your UGC- user-generated content!
• Create Fall-themed videos on YouTube Shorts or Instagram Reels, or behind-the-scenes of seasonal product prep!
• Use fall transitions as a metaphor: shedding, changing, exploring new paths, bundling up.

Highlight mountain towns in your travels and imagery. What about a Colorado mountain town road trip before winter sets in? Offer fall discounts to places that are usually fully-booked in the winter months- like Park City, Utah!

4. Tap into Autumnal Collaborations & Promote Local Partners

Why it works: Teaming up with other brands this season will help you amplify your reach and tap into complementary audiences (ex: partner with restaurants that serve seasonal cuisine, wineries, coffee shops, and local guiding companies).

How to implement in your Fall marketing campaigns:

• Partner with a local winery or farm for a foliage + wine tour, farm visit, or harvest festival.
• Team up with local gear shops, cafes, or outdoor guide services to cross-promote fall packages.
• Co-host a fall-themed event: pop-up shop, guided hike, fall-themed workshop. Serve apple cider, pumpkin pie brownies, and other tasty treats!

Think harvest season and highlight the wine regions. Our travel guides for Valle Guadalupe in Baja, and California’s Sonoma and Napa Valley can inspire!

5. Create Flash Fall Giveaways & Seasonal Bundles

Why it works: Instead of waiting for Black Friday and Cyber Monday, where the season is saturated with discounts and promotions, fall giveaways can stand out, drive engagement, and grow your email list!  You can then re-engage that email list when you get into the holiday season in November and December, and they’ll be more likely to open your email.

How to implement in your Fall marketing campaigns:

• Offer early-bird discount codes set to expire by the November holidays
• Promote your seasonal sale via a Countdown to Winter (ex: Use leaves falling off a tree to count it down.)
• Bundle that fall gear- think cozy wool sweaters, socks, and beanies
• Boost sales by offering limited, fall-themed savings.

Final Thoughts on Building Successful Fall Marketing Campaigns

Fall gives you a natural storyline and seasonal energy that outdoor brands and the travel industry don’t get year-round.  Start work on your Fall marketing campaigns with a few ideas from above and execute this week!  Use your network of local partners to create some buzz.  A co-hosted fall event or pop-up shop with pumpkin spice lattes and apple cider is an easy and affordable way to get people out and about.

Remember to capture content that shows warmth, highlights the fall colors, and ties your messaging into the emotions of the season: change, letting go, or bundling up!  Thanks for reading, and if you need more seasonal marketing ideas, here are a few blogs to read next:

• Gifts for Outdoor Lovers and Adventurers
• Holiday Marketing Campaigns That Sparkle
• Giving Back to Outdoor Organizations This Holiday Season
• How to Promote a Fundraising Campaign

Thanks for reading,

Meredith Caccese McConvill, Top Rope Media

The post Best Fall Marketing Campaigns: Ideas for Outdoor and Travel Brands appeared first on Top Rope Media.

Get to Know Your Competition: 5 Easy Steps to Conduct Market Research & Create a Competitive Analysis

 

As a small business in travel and tourism, action sports, or outdoor recreation, how do you know what your competitors are up to?  You need to start by understanding the landscape- not just the literal one your customers explore, but the competitive landscape for your product or services. 

Conducting market research and doing a competitive analysis might seem daunting.  However, in this blog, we’re walking you through 5 easy steps to conduct market research and create a competitive analysis.  Here are the 5 Steps we’ll cover to help you craft better marketing strategies:

 

1. How to Examine Competitor’s Customer Reviews
2. Analyzing a Competitor’s Messaging and Branding
3. Studying Your Competitor’s Social Media and Digital Marketing Channels
4. How to Monitor Brand Engagement
5. How Attending Industry Events and Tradeshows Can Help You Spy on the Competition

 

Why Perform Market Research?

 

From email marketing to paid ads, we can teach you all the tricks to be strategic with your marketing efforts.  However, it’s often time spent getting to know the demographic you’re targeting, and what your competitors are up to that will give you an edge.  Standing out isn’t just about having a great product or destination.  By performing market research and studying your competitors, you gain insights that allow you to differentiate your brand, anticipate trends, and meet your audience’s needs better than anyone else!

Here are 5 actionable ways to analyze your competition and examples of how travel, tourism, and outdoor industry brands can apply these strategies effectively!

 

1. Examine Competitor’s Customer Reviews as Part of Your Market Research

 

Online reviews are a key aspect of market research as they provide a goldmine of information about what customers love and dislike about your competitors.  Pay attention to recurring praises and complaints—these highlight strengths to emulate and weaknesses to avoid or capitalize on.

 

Where to Look for Your Competitor’s Product Reviews

• Google Reviews
• Reviews on their website
• Yelp Reviews
• Trip Advisor, Viator, Hotels.com, Airbnb, and other review sites
• Industry Publications and Journalists

 

Example #1: An adventure travel company might read competitor reviews and find frequent complaints about slow or unclear check-in processes.  By streamlining your check-in experience through digital tools or concierge services, you can promote “hassle-free tours or vacations” as a key differentiator.

 

Example #2: Glowing reviews about your competitor’s tour guides being exceptionally knowledgeable could inspire your creation of a quarterly team training to ensure your team matches or exceeds the standards!

 

Ask the Locals

 

Lastly, you can get reviews of your competitor’s products or services firsthand from locals in the particular region you operate in or are targeting.  How do you do this?  Rent mountain bikes at the local bike shop.  Pick up a guidebook at a gear or tackle shop.  While at the shop, ask for recommendations on the staff’s favorite gear, what tour operators are in the area, best hotels nearby…whatever space you play in, get some feedback on what they like and what sells.

Trip Advisor and Yelp will show you competitors’ reviews, but the locals will give you better feedback!

 

Horseback riding across the high windswept plains in Cotopaxi National Park was a breeze thanks to the team at Tambopaxi Lodge! They brought us gloves, ponchos, a guide, and two horses right to our accommodations all for $40US dollars per person for a 90-minute ride. 5 stars for hassle-free day trips and activities!

 

2. Analyze Competitor’s Messaging and Branding as part of your Market Research

 

What tone and messaging do your competitors use?  Are they adventurous and bold, family-friendly, or luxurious?  Understanding how your competitors position themselves helps you find opportunities to carve out a unique voice in your industry.

 

Here are a few ways to become more familiar with your competitor’s messaging and branding

• Sign up for their Email Newsletter and read it
• Use SEO tools like SEM Rush
• View their Website

 

Example #1: As an outdoor gear or adventure travel provider, you might discover that competitors market rugged, extreme adventures in their blogs and emails.  To stand apart, focus on the casual outdoor enthusiasts by emphasizing ‘comfort’, ‘accessibility’, and products or tours that are ‘beginner-friendly’.  A tagline like “Adventure Made Easy” can resonate with a less intense, yet substantial market segment!

 

Example #2: We work with a client in the avalanche education space and we noticed that so many people cross through the backcountry gates at resorts like Vail and Park City, yet do not have avalanche safety gear.  We then conducted some market research and found that Black Diamond, Patagonia, Salomon, and Burton…all these outdoor brands make gear for backcountry adventures yet offer no avalanche education piece to go with it.  We decided to get educated, took an Avalanche Education Class, and then wrote a blog on how to stay safe while traveling in avalanche terrain.  In addition, we supported our clients at the American Avalanche Institute by helping them create educational videos, blogs, and Instagram Live pieces for backcountry travelers.

 

Invest some time getting to know what messaging and branding your competitors are featuring this season and look for the gaps.  For more on market research tools, marketing technologies, or how to improve SEO on your website, read our blog: How to Improve SEO and Why It’s So Important.

 

These climbers not only kick ass, but they’re also helping their favorite brands, like Petzl, create brand awareness and showcase products in use.

 

3. Study their Social and Digital Marketing Channels

 

Start your market research by exploring where your competitors are most active.  Are they dominating Instagram with breathtaking travel photography?  Are they leveraging brand ambassador content or using SEO to rank high for adventure travel keywords in their blogs?  By identifying which channels your competitors prioritize, you can refine your strategy and uncover gaps they’re leaving unaddressed!

We know spending time on social media can be exhausting.  Yet by investing an hour each month into a few key competitors, you can develop knowledge to drive marketing strategies.

 

Digital Marketing Channels to Use for Market Research on Your Competition

• Facebook
• YouTube
• LinkedIn
• Instagram
• X (Twitter)
• TikTok

 

Example: A travel agency specializing in eco-tourism might notice that a competitor’s blog ranks for “best sustainable travel destinations” but has minimal YouTube presence.  By creating a YouTube series featuring eco-friendly travel tips and tours, you can capture an audience that prefers video content, filling a gap in the market.  We helped our client High Mountain Gear start up a YouTube Series so people could get to know the Founder, Kyle Willis, and the why behind his products!

 

If posting authentic and engaging photos and videos is a weak area for your travel or outdoor brand, we’ve got two DIY blogs that can help:

• How to Take Good Photos to Market Your Business
• How to Create Videos for YouTube or Social Media

 

As a small business, you may not have the budget to work with a photographer or videographer on a regular basis. So you and your team need to learn how to take better photos and videos!

 

4. Monitor Brand Engagement in Your Market Research

 

Analyzing a competitor’s marketing not only reveals what they post but also what engages their audience.  Look for patterns in the types of posts that generate high engagement and note the comments and questions.

 

Where to Find Engagement Metrics

• Social media accounts
• Review sites like TripAdvisor and Viator
• Travel forums

 

Example: You may notice that a competitor’s wildlife photos or landscape shots receive higher engagement than posts with people or products.  Armed with this insight, you could plan regular posts showcasing the scenery, animals guests might spot if they sign up for your tour, or furry friends that come to visit your destination with their human counterparts. Or, if you’re pet-friendly, make this a priority to feature it as so many people travel with their fur babies these days!  Build emotional connections with followers and encourage conversations.

 

Additionally, identifying where a competitor’s audience engages the most should be a part of your market research in this category.  If their Facebook page outshines their X (Twitter) account, it’s a sign of where their audience’s priorities lie.  For more on how to engage on social, read: Best Social Media Practices.

 

Beautiful imagery of your destination with hints of things to do while a guest visits can immediately inspire. Draft engaging copy for your potential customers to go along with the photos or videos. Ask your audience if they’ve been, and if so what was their favorite part!

 

5. Attend Industry Events, Tradeshows, and Local Happenings as Part of Your Market Research

 

Tradeshows, expos, and local networking events are prime opportunities to learn directly from competitors and conduct market research. Take note of your competitors’ booth designs, giveaways, presentations, and interactions with attendees. Observing how your competitors market face-to-face can provide valuable inspiration for your campaigns!

 

Example #1: During a trip to Ecuador’s Andes Mountain Range or to the Costa Brava, the ‘Wild Coast’ of Spain, we ride bikes, hike, and rock climb, but we’re also looking at what’s trending.  From gear bags to apparel, climbing shoes to kombucha.  This is adventure travel and networking, but it’s also market research as it gives us fresh ideas for upcoming client campaigns. Make time in your travels to visit local bike shops, talk to mountain guides, and browse the brochures at your hotel to see what adventures and activities are being promoted.

 

Example #2: As an adventure travel company attending Outdoor Retailer or ITB Berlin, you might see a competitor with a plain-looking booth and just a banner with one person standing in front of it.  To help you stand out, your next booth could showcase videos of your destinations or tour packages in the background. You could create interactive 360-degree videos for both live events and digital campaigns!

 

If you haven’t yet had a chance to read our blogs about the Best Tradeshows and Events, check ’em out below:

• Best Tradeshows in the Outdoor Industry
• Top 10 Travel Tradeshows for Tour Guides, Travel Agents and Destinations 

 

Take note of what your competitors are doing at tradeshows and events. These therapy dogs drew in so many visitors to a booth, and kept people engaged and at the booth longer during presentations!

 

Next Steps in Your Market Research and Competitive Analysis

 

Once you’ve gathered insights from these 5 approaches, it’s time to put them into action!  Here’s how:

Create a document with your findings for each of the steps mentioned above.  Use this information to differentiate or improve your offerings. Use what you’ve learned in your market research and competitive analysis to highlight what sets you apart.  If competitors focus on extreme adventures, emphasize family-friendly activities.  If they’re hands-off, AI-driven, and tech-forward, go the extra mile in personalized customer service!

Optimize your marketing spend and utilize digital marketing and social media channels that can give you more engagement.  By understanding which channels your competitors prioritize, you can focus your resources on areas with high potential returns or underutilized opportunities!

Refine your customer experience and gain more 5-star reviews.  Insights from reviews and social media can help you understand what customers value most.  Double down on delivering exceptional service to build loyalty and earn positive reviews!  For more on improving your product reviews or to find out what the public is saying about your brand, read our blog: How to Generate Good Press: The Power of Public Relations.  You can also use tools like:

• SEM Rush
• Google Search Console

 

Final Thoughts on Finding Success Through Market Research and Competitive Analysis

 

Several brands have excelled by closely analyzing their competition.  For instance, Airbnb’s rise involved studying traditional hotel chains and targeting unmet needs such as authentic local experiences and unique accommodations.  Similarly, REI has thrived by recognizing a gap in the outdoor recreation market where people want to go into a store to touch, feel, and try on products before they purchase.

In the travel, tourism, and outdoor industries, success often hinges on identifying what others are doing—and what they’re not.  When you understand your competitors deeply, you can position your brand to offer something truly different.  Whether you’re promoting destinations, gear, or experiences, knowing your competition isn’t just smart—it’s essential. Take the time to explore your competitor’s strengths and weaknesses, then channel that knowledge into creating campaigns that inspire your audience.

Ready to outpace the competition? Let’s make it happen.  Drop us an email and let’s chat about how we can support you with market research and creating a competitive analysis!

Meredith McConvill, Top Rope Media

 

The post Get to Know Your Competition: 5 Easy Steps to Conduct Market Research appeared first on Top Rope Media.

Using ChatGPT for social media: Your New Secret Weapon for Content Creation

 

Wondering if you can use ChatGPT to create your social media posts?  Well the short answer is yes!

As social media continues to play an important role in our lives, individuals and businesses alike are always looking for new and efficient ways to create compelling social media posts that engage and resonate with their audience.  This is where ChatGPT comes in – an artificial intelligence language model that can help you generate creative social media copy for Facebook, LinkedIn, Twitter or any other social platform in a matter of seconds!

 

In this blog post, we will take a look at how you can use ChatGPT to create social media posts and highlight the pros and cons of using this tool.

 

Getting Started with ChatGPT: 4 Easy Steps

 

1. Choose Your Platform and Topic

 

Before getting started with ChatGPT, you’ll need to decide which platform you want to create content for – whether that’s Instagram, Facebook, LinkedIn, or Twitter.  In addition, you can use ChatGPT to create longer form content, which we’ll get into in our next blog!  Once you’ve chosen your platform, identify the topic you want to create content about.

 

2. Access ChatGPT

 

To access ChatGPT, you’ll need to use a platform that supports it.  There are a few different options available, such as OpenAI’s API or Hugging Face’s API.  You can also use third-party platforms that integrate with ChatGPT, such as Copy.ai or Jarvis.ai. 

You will not need to pay to access ChatGPT, but you will need to create an account and provide your email address.

 

3. Create Your Prompt

 

The next step is to create a prompt for ChatGPT.  A prompt is a sentence or phrase that gives ChatGPT context for the content you want to generate.  Therefore, try a much more long-form question and write out how you would like to see the response.  Keep in mind, this is not Google Search.  And you will be very surprised at the results!  

Example: If you’re creating social media posts about the benefits of outdoor recreation, your prompt could be “Please write 5 Twitter posts (or Tweets) that outline the benefits of outdoor recreation for busy professionals, families, and kids.” 

You can also include specific parameters in your prompt, such as the length of the response you expect or the number of responses you want to see, even what style you want the responses to be in.  A table that shows pros and cons perhaps??  Yeah, ChatGPT can do this!

 

Example: Here’s another option to try “Create 5 social posts for LinkedIn to advertise my latest blog post on Fundraising for Non-Profits to drive visitors to read the blog on my website.” Include the link you want to be referenced.

As you are using ChatGPT for social posts, you can also ask that relevant hashtags be included, although we’ve been finding they often are already without asking!

 

4. Review and Edit

 

Once ChatGPT has generated content for you, take some time to review and edit it.  You may need to revise your prompts several times to get the responses you need or expect.  Click ‘regenerate response’ if you’d like to see a new reply.  

While ChatGPT is great at generating content, it’s not perfect, and you may need to make some changes to ensure that the content is accurate and relevant to your audience.

Now that you’re content is edited and ready to post, use a Content Calendar to lay these posts out, and a scheduler like Hootsuite to schedule each post.  Need help?  Review our DIY Best Social Media Practices!

 

Pros and Cons of Using ChatGPT for Social Posts

 

Pros of ChatGPT for content production:

 

Saves Time and Effort

 

One of the biggest advantages of using ChatGPT for social posts is that it saves time and effort.  With ChatGPT, you can generate high-quality content in a matter of seconds, rather than spending hours brainstorming and writing posts from scratch!

 

Increases Productivity

 

Using ChatGPT can also increase productivity by allowing you to create multiple posts quickly and easily.  This means you can focus on other important tasks, such as engaging with your audience on social or creating email campaigns!

 

Provides Fresh Ideas

 

ChatGPT can provide fresh ideas for your social media content, which can be especially helpful if you’re feeling stuck or uninspired. By entering different prompts and adjusting the settings, you can generate a wide range of content that’s tailored to your audience and goals.

 

Improves Engagement

 

Finally, using ChatGPT can improve engagement by helping you create more compelling and relevant content. When your audience sees posts that are interesting and relevant to them, they’re more likely to engage with your brand and share your content with others.

 

Cons of Using ChatGPt for Social Posts:

 

social posts May Lack Originality

 

One potential drawback of using ChatGPT is that the content generated may lack originality.  Since ChatGPT is using pre-existing data to generate your social posts, there’s a risk that the content you create may come across as inauthentic.  Vague.  Spammy. 

 

chatgpt Requires Editing

 

Another potential issue that we mentioned earlier is when you use ChatGPT for social posts the generated content may require editing.  ChatGPT is great at generating content, but be prepped to make edits and fact-check the content before sharing to ensure it’s on brand and accurate!

 

Content created is not your own

 

Content that is supplied by ChatGPT is not your own.  Someone else can prompt ChatGPT to create almost identical content to what you’ve created.  Especially if they are using the same exact prompts.  In addition, you should never include any personal data within your prompts.

 

need help with using chatgpt for your social posts?

 

ChatGPT could be your new secret weapon when it comes to creating content.  And, not just for social.  If you haven’t guessed by now, we’ve used chatPGT to help write parts of this blog! 

Need help getting started with ChatGPT, or want us to create and manage your social media posts?  Let’s chat!  Also, check out other posts we’ve written about marketing and paid advertising:

• Using Photography and Videography to Marketing Your Business

• How to Find the Right Brand Ambassadors and Influencers for Your Brand

• Social Media Best Practices

• Best Email Marketing: How to Improve Open Rates and Clicks

 

To learn more about what we do on the regular, follow Top Rope Media’s adventures on Instagram, Facebook or Twitter.

 

Until next time, happy posting!

– Meredith McConvill

The post How to Use ChatGPT for Social Posts appeared first on Top Rope Media.

Are you wondering how to create great videos for social media?  Or for your website or YouTube channel?  And more importantly, how you can create those eye-catching videos that people just can’t seem to stop watching?

Well, we’ve helped over a dozen clients with video production!  So in this blog, we’ve pulled together our tips on how to do it yourself!

This is a follow-up to our How to Take Better Photos blog, and today we will teach you how to develop those video skills!  You will learn:

• 7 Steps to Create Great Video Content
• Video Production for Smaller brands, B2B companies, and Startups
• How to Work with Content Creators, Videographers, or Video Editors

Why It’s Important to Include Video Creation in Your Marketing Strategy

With video representing 82% of all internet traffic, it is king when it comes to marketing for B2C and B2B companies.  Fun, shareable and educational videos are all powerful tools to connect with your audience, reach new customers, and generate brand awareness!

Accordingly to Hubspot, 93% of brands say they acquired a new customer because of a video on social media channels like YouTube, Instagram, or Tiktok.  And with so many content distribution channels to share your videos, this gives you the opportunity to tell your brand stories and promote your products or services in new, interesting ways. 

And, in addition to social posts, videos can also enhance email marketing, blog posts, and websites!

A full video production can set you back $$$. And not just for the videographer. Often you are paying for a space rental, lighting, microphones, talent, and a set director. Then you need someone to edit the raw video files!

How Small Brands, B2B Startups, and Non-Profits Can Approach Creating Videos

Large outdoor and lifestyle brands often have larger budgets, and greater access to talent, videographers, etc.  They can afford to pay athletes or models and a crew to travel to remote spots, shoot onsite for a few days, and bring all the footage back to a video editor that pieces everything together.

However, small adventure brands, B2B startups, and non-profits may need to DIY their videos to save money.   And it’s more feasible than you might think!

Why?  Well, smartphones and GoPros have made creating videos relatively inexpensive and accessible.  In addition, smaller brands, non-profits, and B2B startups can shoot videos right from their homes, offices, or backyards.  This saves on venue rentals, lighting, voiceovers, etc.

Furthermore, Adobe Stock and Envato have millions of stock videos that you can piece into your video recording to give it more polish.  A fully-styled shoot is fantastic if you have the budget, however, you can create these videos yourself with a small budget!

Example #1: We worked with former pro surfer Rochelle Ballard to help her build a library of content for her startup online surfing course!  To save on production, Rochelle helped to create the outlines, together we built a script, and then we organized each topic into lessons.  The videos to go with each lesson were then shot in Kauai by a professional surf photographer, edited by an experienced video editor, and then we uploaded each into LearnDash, an e-learning platform!

Read more about the project or head over to Rochelle Ballard’s Flow to check out the course!

Rochelle Ballard’s online surfing course took over a year to develop, from video production to editing to pulling together the final courses.

Working with Content Creators, Freelancers, and Stock Footage to Create Videos

If hiring a full video production team isn’t part of your budget, do not worry.  You may want to consider recording the video yourself, and then using stock video or hiring someone to help you piece it all together!

Here are a few examples of where you might look for help:

• A freelance video editor can take your raw video content and transform it into a short, catchy video with music, motion graphics, and text overlaid
• A content creator who specializes in YouTube, or who knows the ins and outs of Instagram Reels and TikTok, can create fun videos in short periods of time!
• Adobe Stock Videos– you can buy a monthly subscription starting at $29/mo or simply credits to gather video content relevant to your product or service
• Envato Elements– another subscription service at just $16.50/mo!

When searching for the right fit, look for pieces that match your brand’s style and come across as authentic.  If you’ll be working with a videographer or video editor, discuss your goals and most importantly your budget.  Our last blog on working with photographers and videographers can help you further outline some of these items. 

Pro rider Kelly Catale during our Seven Cycles photo shoot at the Sea Otter Classic with photographers Wil Matthews and Jake Orness.

7 Steps to Create Great Videos: The DIY Method

Do you feel like you can take the reins on video production for your business?  Here are seven tips for being your own video content creator:

1. Invest in Video Recording Tools

In addition to your iPhone or Android, you may want to purchase a GoPro, and even go as far as buying and learning how to pilot a drone!  Why?  Well, a GoPro will make it easier to capture active adventures like surfing, skiing, or rock climbing.  Additionally, adding a drone to your video-capturing arsenal will help you get beautiful footage from the air!

Here are a few more tools you may want to invest in:

Tripod, Gimbal, and GoPro Mounts

First, you want to avoid those shaky video images.  And although you feel that your hand is quite steady, it is not.  Therefore, invest in a gimbal, a tripod, and mounts that will work for your GoPro and/or smartphone to capture crisp, steady video content. 

A tripod is useful if you will be on camera for longer periods of time and standing in one place.  Never heard of a gimbal?  It’s a handheld image-stabilizing tool you can easily carry with you to events and on adventures.  And those GoPro mounts?  Great for wearing your GoPro on a helmet, a chest mount, or attaching it to your surfboard or ski poles!

Lighting

Proper lighting is a crucial element in creating high-quality YouTube video content.  Good lighting can significantly enhance the overall visual appeal of your videos, and ultimately improve the viewer’s experience.  Meaning they will be more likely to like the video and subscribe to your YouTube channel!

Well-lit videos can give you a more professional and polished look.  In addition, you can control the mood and atmosphere of your video with proper lighting.  Whatever mood you decide to set for your videos, establish a consistent setup for a cohesive brand image!

Lightbox

A light box can help you shoot clean, crisp product images or videos in a flat-lay style on a white canvas.  You can also use a lightbox to help you create those stop-motion videos where it looks like an item is being folded, a box is being unpacked, or your product is moving all on its own!

Microphone

Want to capture sound better?  There are several microphone attachments you can purchase to capture great sound quality from your iPhone or Android!

Wireless Remote

Lastly, a wireless remote or camera shutter remote control can help you start and stop your recording with ease if you are in front of the camera. 

Tip: An Apple watch can help you with the remote control shutter if you’re an iPhone user!

Capturing that content on the go? Pick up a few tools to stabilize the image, improve the sound quality, and keep your hands free!

2. Identify the Hook for Your Video

When it comes to creating B2B explainer videos, YouTube videos, TikToks, or Instagram Reels, capturing the viewer’s attention is key!  Therefore, give viewers a reason to keep watching.  Here are a few things to try:

• Answer a frequently asked question on camera, and have some fun theme music from a game show to go along with it
• Share a behind-the-scenes look at your office space, lab, or gear closet
• Using trending audio and sound bites, or record your own
• Interview your team members or volunteers
• Use the tools within apps like Instagram and Tiktok to create captivating visuals.  Here’s more on How to Create Instagram Reels. 
• Incorporate fun things into your video, there’s a reason those pet videos perform so well!

Example #2: Save the audio of your favorite or trending Instagram Reels or TikToks as this is a great way to have a stack of pre-saved audio ideas for future videos.  We tried this for one of our Instagram Reels in Colorado’s Box Cañon and it got lots of love!

We had so much fun creating this quick video together while exploring Ouray, CO.  And it took all of 5 minutes to record, edit, and post!

3. Remember to Create Videos in the Right Format

Globally, users are 1.5 times more likely to watch videos and video ads on mobile.  Therefore, take videos in the correct orientation or aspect ratio for the platforms they will be viewed and shared on.  And consider that viewers might have the sound off so overlay text if needed. 

If you are recording for B2B, YouTube, or your website, record your video horizontally or in landscape mode.  If it’s something for Instagram Stories, Reels, TikTok, YouTube Shorts (videos that are less than 60 seconds) or Facebook Reels, hold the phone the way you normally would, vertically.  Want to save time and record in both formats at the same time?  Set up two phones, each on its own tripod!

4. Write a Script, Sketch Out the Storyline, and Create a Shot List

Writing a video script, building a storyline, and creating a shot list are often things we organize for B2B clients, smaller brands, and non-profits who cannot afford a professional video or photo shoot.  Start a Production Outline in Google Docs or Google Sheets and share it with your team to start the creative juices flowing!

Example #3: We developed a compelling video for Brandon Barett, a pro bass fisherman, without ever having met him in person!  In order to do this, we wrote a script, outlined what he would record for the voiceover, and then gave him a shot list of short clips to record in the morning while he was getting ready for fishing.

Then, we worked with a video editor to piece together the audio, video clips, text, and overlay music.  The end result was something Brandon could use in his Kickstarter campaign!

Having more professional-looking photos and videos can help you inspire potential customers to make a purchase, or simply engage with your brand.

5. Take a Videography or Video Editing Class

If creating videos and editing them is something you want to master, whether for your business or just a personal goal, a videography class can give you more technical skills.  And just a one-time investment gives you the confidence you need to start recording and editing videos on your own!  

Try a Masterclass with YouTube star MKBHD!  In addition to Masterclasses, both Udemy, and Skillshare have videography, film-making, and video editing classes.

6. Use an App to Help with Editing

In addition to a videography class, we’ve listed a few apps below that are helpful for video editing.  Keep in mind, you can edit directly within apps like iMovie, TikTok, and Instagram!  In addition, this post teaches you how to use Instagram to record videos, overlay music, and text, or create those scenes where people ‘jump’ into different locations, into different outfits, you name it!

Most of the video editing apps below are great for YouTube, TikTok, or Instagram.  We are big fans of Canva for all things- creating graphics, photo editing, presentations, logos, and social posts, but did you know their video edit tools are pretty robust?  Yes!  You can also select from dozens of templates to make a video, along with creating intros, outros, banners, thumbnails, and ads! 

• Splice
• Adobe Premiere Pro
• Canva- this is the easiest tool for beginners!
• Promeo
• iMovie

Learn how to take better adventure photos and videos through Jimmy Chin’s MasterClass!

7. Provide Value with Each Video You Create

It might seem obvious, but make sure your videos are actually providing value to your potential customers.  Especially for B2B businesses.  You may have a very long sales funnel, and you need to keep your audience engaged and keep your brand name top of mind. Here are a few ways to do this:

1. Make your viewer feel inspired!  Tell your story of how you got started
2. Make them laugh.  Use sarcastic wit or goofy humor; try sharing tips or how-tos with some comic relief
3. Jump on the bandwagon! Those trending videos and audio are catchy for a reason- use them, but incorporate your brand style
4. Remember the importance of community.  Ask your audience what they want to see. Try re-sharing user-generated content, videos from brand partners, thought leaders in your industry, and non-profits you love.

Final Thoughts on Creating Videos for YouTube, Social Media, and Your Website

Whatever your video creation skill level is, it is a worthy pursuit to keep improving it.  We’ve helped so many B2B and B2C clients create great videos for social, their websites, or fundraising campaigns.  So don’t be afraid to experiment and have fun—TikTok is a great app to test ideas and see what gains traction! 

In the meantime, don’t hesitate to reach out to us if you need suggestions for a videographer or content creator you can work with!

Meredith McConvill, Top Rope Media

The post How to Create Videos for YouTube + Social Media appeared first on Top Rope Media.

A huge component of successful digital marketing is blog writing.  Why write blogs?  Well, relevant and effective blogs can help:

1. Drive traffic to your website
2. Generate good leads
3. Establish you/your brand as a thought leader or industry expert
4. Provide content for you to share via email and social media
5. Expand your reach
6. And blogs keep working for you years after they’ve been published!

Want to get started writing blogs for yourself or your business?  Here are Top Rope Media’s 10 Tips to Get Started Blog Writing. Got a question that can’t wait?  Drop us a line and let’s chat!

Tip #1: Identify Your Niche Before Blog Writing

The first step to writing blogs is finding your niche.  Here are the most popular blog topics:

• Health & Fitness
• Travel: We store all of our Travel blogs here!
• Finance
• Fashion
• How-To Guides: Check out some of our DIY Digital Marketing guides!

There are so many types of blogs out there, each with its own flair, voice, and audience.  To figure out your niche, consider your passion, and even more importantly, your audience: 

• What’s easy and comfortable for you to write about?
• What topics are you an ‘expert’ in or have a good deal of knowledge?
• Who will be reading it?  Sketch out a persona of your average blog reader!
• What type of tone should you use- playful, professional, thought-provoking?

Once you know what type of blog you’ll write, and for whom you’re writing, you’re ready to brainstorm topics and dive into your first blog!  Want more ideas?  Here are WP Beginners’ thoughts on Which Are the Most Popular Types of Blogs!

Tip #2: Research Your Blog Topic

The more informed you are on your blog topic, the more effective your blog will be. This isn’t to say you need to be the expert of all experts on your topic before you start writing.  But—it is important to set aside some time to learn more about your topic before you write.

Here are a few things to get you started in researching your blog:

• Read up on your topic
• Have conversations with experts, or read what the experts are saying
• Watch YouTube videos on your area of interest
• Listen to podcasts as people discuss the niche you want to cover
• Consider pulling a few relevant, poignant quotes from credible sources to make your blog stand out!
• Create an outline and drop some notes in a Google Doc to go back to during the blog writing process

Soak up all the information you can before you begin blogging!  And then once you are ready, you can begin to flesh out your first draft.

Tip #3: Write a Draft Intro for the Blog

Once you feel comfortable with your topic, next is drafting your blog intro.  Use a Google Doc or Word doc for this instead of writing directly on your website.  Why?  Because some blog applications may not autosave, and if you make changes, you may not be able to return to previous versions.

What does your reader need to know before you explain all the details?  Remember, this is the first impression your reader will get of your blog.  Make sure it grabs their attention while giving them just enough information that they want to keep reading the rest.  Start with a quote, a question, or a bold statement.  Whatever it is, be captivating! 

Check out this intro from our Backcountry Travel Adventures Blog: 

“I didn’t think I would ever get caught in an avalanche.  I bet the kid sitting next to me at the top of the 9990 Lift, just past the backcountry access gate outside of Canyons- Park City Resort didn’t think so either.  He begins to crank down the straps on his snowboard.  He’s ready to drop down hundreds of feet into fresh powder.  Just before leaving the ridgeline, he turns to his buddy and says, “Hey, don’t let me die today, bro.”  Read the rest of the blog here!

Often we write a brief introduction to the blog topic and then we go back and refine it once we’ve written the full blog.  It can also be helpful to start with a “brain dump” of information.  Like you’re telling a friend what you’re going to write about. This can help you discover how you most naturally tell your story and discern on paper between what information is necessary and what would be better left out. 

Heading out the backcountry gates can be fraught with danger, so our Avalanche Safety Backcountry Travel blog goes deep into how we stay safe out there!

Tip #4: Writing the Body of the Blog + Blog Length

Now that you’re well-informed on your blog topic, and crafted an introduction, it’s time to tackle the actual blog writing!  The most important part of this step is to just write! 

You probably don’t know exactly how it’s going to come out, and that’s ok!  You’ll get a better idea of how the rest of the blog will go once you get those first words out.  Let your draft be imperfect and trust that the revision process will iron out all the wrinkles.

Blog Length

We often get asked, “How long should my blog be?”  Well, we write blogs that are 1,200-2,000 words or longer.  However, you can go as short as 500-800 if you’re just providing a quick update, if it’s a roll-up piece that leads to your other posts, or if there’s a video embedded in the blog and that’s the main draw.

Longer is often better when it comes to SEO, but if your blog rambles on, you need to ensure your audience is very eager to read your thoughts and opinions.  And finally, Hubspot did some digging, and the 50 Most Read Blogs of 2019 were 2,100-2,400 in length!

The Body of Your Blog

The body of your blog is where all your supporting points will live.  Every blog needs to have interesting evidence to back up your main point or idea. 

To help with this process, break up the body of your blog into more manageable sections.  Go back to your outline.  Establishing organized sections in our blog will make the writing process more streamlined for you, and the reading experience more enjoyable for your followers. 

Your Blog Conclusion or Final Paragraph

Lastly, it is important to wrap up your blog with a good conclusion and compelling call to action or CTA.  If you successfully pull in readers to read to the end, you need to give them something to do with your idea.  Key takeaways or a quick summary works well.  Or you could direct them to:

• Read your next blog!
• Explore your services or offerings
• Contact you for personalized support 
• Leave a comment about their experience with the blog topic

This is your opportunity to clearly invite your readers to leave a comment, ask a question, or engage with your post in some way.  Every blog post should end with clear, direct CTAs that keep your reader engaged.

Tip #5: Create an SEO keyphase for your Blog

Search Engine Optimization or SEO means designing or optimizing your website to be found easily by search engines through natural, unpaid, or organic means.  We’ve managed SEO for several clients, and having a good SEO strategy is key to growing your business. 

Good SEO strategies will boost traffic to your website from searches across devices. Getting on that first page of Google when someone searches your keyphrase comes down to good SEO!

How to Make SEO work for you:

Pick a keyphrase that is relevant to your blog, not used on another page, and that would most likely be typed in Google search by your audience.  For example, the keyphrase for this blog is “blog writing!” 

Think of a list of other semantically relevant terms to your keyphrase and scatter these throughout your blog, so when someone searches your keyphrase or something similar, the chances are higher that your website will turn up.  And finally, read our latest SEO blog to learn more!

Tip #6: Add Blog images, and include alt tags

Time to enhance your blog with images and alt tags.  Images should be intentional and thoughtful.  They should elevate the reader’s experience, clarifying your point or highlighting something important or interesting. 

Alt tags are the alternative text that describes an image or visual on a webpage.  These are useful for search engines, screen readers for the visually impaired, or if the image isn’t displayed properly.  In addition, make sure your Alt tag contains your keyphrase!

Next, add a striking cover image.  You take all these photos with your phone, now’s the time to use them! The cover image will live beside the title, helping attract readers.  And it could also be used as your social share image.  More on that in a bit!

Tip #7: Create Your Blog Title and/or Subtitle

Go over everything you’ve written and create a great title for your blog.  Depending on the blog, you might also consider including a subtitle.  Remember, include your keyphrase in the title!

Your title and social share image are the first things your readers see.  Pique your readers’ curiosity and make your title attention-grabbing, descriptive, and interesting. 

Generating a good title, subtitle, and great imagery can help more readers click that button to read more!

Tip #8: Dial in that Blog Writing SEO 

Besides adding a keyphrase, really dialing in that SEO when blog writing will help your blog get found and read more often.  We use a tool called Yoast, an SEO plugin for WordPress.  

However, if your blog is built on a different platform or you do not have access to Yoast SEO, here are the other items you will need to optimize for search engines to better find your blog: 

• Meta description- write a concise description of your blog, and include your keyphrase!
• Title or Title tag- work that key phrase in there
• Header tags- these break up your blog and can be different sizes based on whether they are a header to a new section or a subsection within that section.  These also go by H1 tags, H2, H3, and so on.  And, yes, you guessed it, include the key phrase whenever possible in the section headings.
• Include internal and outbound links- Backlink to other blogs you’ve written, link to examples, or to other industry experts!

There is a lot that goes into having a great SEO strategy, and it’s completely possible to DIY it!  Get a deeper understanding of how to do this by checking out our tips to improve your SEO and generate more web leads. 

Tip #9: Add categories and tags when blog writing

Categories keep your blogs organized and help your readers find information on your website.  Categories will break up your blogs into clearer, more specific sections, and subcategories. 

For example, if your niche is travel blogs featuring your photography, broad categories on your website may include “Travel Tips,” or “Photography Tutorials.”

Tags are another way to help readers find desired info through their search.  These often appear at the bottom of your blog and you should include your keyphrase and other relevant terms that describe the blog. 

Tip #10: Add blog social share images

An often overlooked step and one we eluded to earlier is adding social share images.  Have you ever shared a link to a website or blog and a blank white or gray box pops up where a relevant image should be?  This is often because a social share or cover image has not been selected. 

Therefore, make sure to find the section in your blog application where you can include an image that will appear when someone shares your blog on Facebook, Twitter, LinkedIn, or by text message.  Again, this will be key to attracting readers who might only click on your blog because of the image and/or title.  So make it a good one!

Final Thoughts on Blog Writing:

Once you get the hang of it, blog writing is an awesome way to boost traffic and engagement on your website.  Readers will become more familiar with you, and your business.  And your ideal customers will be more likely to reach out!

Have more questions about blog writing? Contact us!  We’d love to chat.

Until next time, happy blog writing, and remember to check out some of our DIY marketing blogs!

Meredith McConvill, Top Rope Media

The post 10 Tips to Get Started Blog Writing appeared first on Top Rope Media.