This past year has been the year of gratitude – it seems like lots of folks have held 30 day gratitude challenges recently. Thanksgiving is certainly a great time to participate in showing your gratitude. Here at WebStores, we’d really like to express our thanks and appreciation for you and wish you a very Happy Thanksgiving.

As you prepare for the busy time of the year with your holiday sales, starting on Black Friday and going through Cyber Monday, don’t forget about Small Business Saturday.

Case Study: A True Content Marketing Pioneer

I realize not everyone who reads my blog is as passionate about skiing as I am, but as I was attending the most recent Warren Miller film last night, I thought about what an amazing job Warren Miller did to not only create the ultimate life-style business, but how he has been using content marketing longer than the term has been in existence. For the past 68 years, Warren Miller has produced a minimum of one feature length film each year about skiing. That is a lot of content. the films are sponsored by other companies: ski areas, equipment companies, lodging, transportation, clothing, etc. The admission price to the movie includes a couple of free and 2-for-1 lift tickets and a subscription to Ski magazone. At each showing of the film, they give away prizes, including drawings for ski vacations as well as specific products. As a result, the Warren Miller team probably has the single largest database of skiers anywhere. This is a company that is absolutely worth emulating.

You can view the trailer to his most recent film above. As usual, the film is targeted a very specific buyer persona: die hard ski and snowboard fans. Warren Miller Entertainment is the most respected name in action sports video, creating the best ski and snowboard movies since 1949. They are a content creation company and perhaps the biggest influencer on the ski industry anywhere. They don’t sell physical products (well, for the most part – you can get Warren Miller t-shirts and other fa-related gear). If you really want to see influencer marketing in action, study Warren Miller. I for one, am in awe.