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Backcountry Marketing: Daily Summaries Delivered
by Port Side
Go behind-the-scenes with outdoor industry experts as they break down what it takes to produce creative work that works.Produced by: Port Side
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- 1 weeks ago17 min
The Forces Reshaping Marketing | The Relevance Project
Cole shares the thinking behind The Relevance Project and why he believes relevance has become one of the most important competitive advantages available to brands today. The goal of marketing hasn't changed, but the landscape and tools have. Attention is becoming scarcer, paid media is becoming more expensive, audiences have more control over what they consume than ever before, and brands now have access to free distribution at a scale that was unimaginable just a decade ago. The challenge? Most brands are still operating as if nothing has changed. About: This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Relevance Project | We're building three brands in public. Follow along Email List | Follow along as we build in public by joining our email list Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show? LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind? Share them with us here.
- 2 weeks ago4 min
Meet the Three Brands | The Relevance Project
After reviewing 19 brand applications, Port Side has selected three brands to work with: Kitworks, loon'r, and SkyGOAT. The Relevance Project is a public experiment exploring whether outdoor brands can become more relevant, recognizable, and memorable by creating audience-first content that builds attention, trust, and long-term demand. About: This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Relevance Project | We're building three brands in public. Email List | Follow along as we build in public by joining our email list Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show? LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind? Share them with us here.
- 4 weeks ago1h 4m
Marketing Sucks | Andy Pearson from Liquid Death
Andy Pearson, VP of Creative at Liquid Death, explains why brands should stop thinking like advertisers and start thinking like entertainers. We dive into how Liquid Death built one of the largest organic audiences without relying on paid media, why humor is an underrated marketing tool, and why the best brands behave more like memorable characters than carefully managed style guides. We also pressure test some of the ideas behind The Relevance Project, discussing audience building, paid media, share of voice, and why Liquid Death doesn't have a brand book. About: This podcast is produced by Port Side, a content strategy + production studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Relevance Project | We're building three brands in public. Follow along Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show? LinkedIn | Connect with Cole Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind? Share them with us here.
- Jun 17, 20267 min
15 Brands Have Applied | The Relevance Project
The Relevance Project is underway! 15 brands have applied to be considered. If you want to apply, reach out to us and submit your application by June 26th. About: This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show? LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind? Share them with us here.
- Jun 10, 20265 min
Let's Build in Public | The Organic Content Experiment
In this solo episode, Cole shares why he believes many outdoor brands already possess something unique beneath the surface, but struggle to translate that uniqueness into content that earns attention, builds an audience, and drives business results. Cole also announces a public experiment: We're looking for one outdoor brand willing to partner with Port Side to test these ideas in real time. Together, we'll document the process, share the wins and failures publicly, and explore what it actually takes to build relevance and an audience through organic content. About: This podcast is produced by Port Side, a content strategy studio that helps outdoor brands become relevant, recognized, and build an audience. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show? LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind? Share them with us here.
- Jun 1, 202642 min
Why Outdoor Brands Still Get Social Wrong | Former Head of Social at Columbia
Laura Jastram-Wrend joins Cole live at the HikeExpo to discuss what most outdoor brands are still getting wrong about the power of social. Laura breaks down why social should no longer be treated like an afterthought, how creator ecosystems outperform one-off influencer activations, and why "edutainment" is the new standard for outdoor content. About: This podcast is produced by Port Side, a creative production studio creating content strategy + production for outdoor brands, rooted in emotion. Want to learn more about how we can help? Enjoy this episode and discover other resources below: Slack Community | Tired of brainstorming with ChatGPT? Join us! Insight Deck | Want 20 of our favorite insights shared on the show? LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind? Share them with us here.
- May 20, 20266 min
Save $10,000 a Month With Organic
Cole hit the floor at the HikeExpo to interview founders about the reality of running social at a small brand. Is there an alternative to spending $10,000 a month on paid ads in a small business where cash flow is critical?
- Apr 29, 20261h 21m
Brand Is Social, Social Is Brand: How Outdoor Brands Can Rethink Social Media
Maren Hamilton, former Head of Social at The North Face and current Director of Global Brand and Community at popFly. We break down her core thesis: brand is social and social is brand. Maren shares why brands must stop treating social as a downstream channel, how to bring social thinking upstream into campaign planning and what it takes to build a social-first brand. About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active brands, rooted in emotion. Enjoy this episode and discover other resources below: Insight Deck | Want 20 of our favorite insights shared on the show? Booklist | Here's our curated list of recommended books over the years. LinkedIn | Join the conversation and share ideas with other industry peers. Apple Podcast | Want to help us out? Leave us a review on Apple. Guest List | Have a Guest in Mind? Share them with us here. Patreon | Want to support us financially?
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Frequently Asked Questions
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