Content Marketing Strategy

I created a content marketing strategy for Cabela’s to help increase camping sales despite a slowing economy. I then pitched it to several internal merchants. View the content marketing proposal here. The e-commerce and catalog merchants loved the idea—and helped me make it happen.

The internet team provided customer data that showed there were four types of camping customers. Together, we created landing page experiences for these four segments: Family Campers, Weekend Warriors, Backpackers and Adventurers. The product assortment is curated for each. We also provided helpful content to enhance their experience, including trip ideas, gear lists, how-to articles and more. The results? A 6% increase in camping sales from the prior quarter.

The Final Outcome:

Clickable Web Banner For Each Segment

Explanation: This banner provided a way to click into each of the camping segments. The overarching theme is “Camp-Cation Camping Evolution” along with the tagline “Spend time. Save Money.” The idea is not to forgo your summer vacation altogether when economic conditions are tough, but to readjust your expectations (and budget) for a different kind of adventure. You can still experience the great outdoors on a shoestring budget—and create a lifetime of memories.