Valuable content can strengthen your brand more than any promotion

REI’s camping guide, recently published in its Uncommon Path Summer 2020, provides an example of outstanding content.

The company’s content and media director, Paolo Mottola, shared the spread on LinkedIn:

Along with beautiful visuals, REI included a camping checklist that readers can physically check off if they have the print version.

This checklist is straightforward, not promotional. For example, “tent” is one of the first items to check off, not “REI Co-op Grand Hut 4 Tent.” Below the list, REI linked its selection of tents, but the inclusion feels helpful, not annoying. This can serve to increase both trust and persuade consumers to purchase.