How Brands Turn Storytelling into Real Revenue
I recently consulted for a relatively unknown sustainable t-shirt company. I’d never heard of them, and odds are you haven’t either. But when they opened their Meta ads dashboard during our meeting, I had to do a double take. They were spending over $300,000 every single month on ads and generating more than $1 million in revenue per month. From two ads. Two simple, well-executed video creatives were driving that entire machine. No fancy studio. No brand recognition. Just smart messaging and content that actually worked.
That moment stuck with me, not because I was surprised that content converts, but because it reinforced a pattern I’ve seen again and again. The brands that understand how to tell stories, create emotion, and meet their customers where they are… win. Every time.
But here’s the thing: depending on which corner of the internet you spend time in, “content” either feels like a vague buzzword or some kind of secret weapon. For some brands, content is just a box to check. They post a reel or blog once in a while so they can feel like they’re showing up. For others, it’s how they make millions of dollars. It’s their growth engine. It’s the whole playbook.
In the outdoor industry, I’ve seen this content divide show up in real and measurable ways. There are brands you’ve never heard of that have quietly mastered content marketing and those brands are raking in revenue by telling the right stories in the right way. There are others with incredible products and a mission worth backing… but without a strategy, their stories fall flat. They stay small, stuck, or invisible.
So I wanted to write this article to go deep on one question: how do outdoor brands actually turn content into cash?
I’ll walk through the numbers, the platforms, the strategy, and the case studies that prove great storytelling is an incredibly powerful business tool. Whether you’re an outdoor founder, content creator, or marketer trying to understand the ROI of storytelling, my hope is that this gives you a clear, actionable look at how content makes money.
Content Isn’t a Nice-to-Have. It’s the Core of the Funnel.
Let’s start with the basics: content works. We have the data. We know the story.
Businesses that actively blog receive 55% more website visitors than those that don’t. More traffic, more eyes on products, more opportunities to build trust. And trust, as you know, sells.
According to HubSpot, 57% of marketers say they’ve acquired at least one customer directly through their company blog, and 61% of online shoppers in the U.S. have purchased based on a blog recommendation. That’s not theory. That’s behavior.
In fact, studies show that 70% of consumers prefer to learn about a brand through content—not ads. They want to read, watch, listen, and feel something. They want to connect emotionally and intellectually before they pull out a credit card.
And I’ve lived it. My personal blog has driven well over $200,000+ in client work to date. Not from sales pages. Not from ads. From thoughtful, strategic, search-optimized content that showed up in Google when someone needed help. They read a post, clicked through to my work, reached out, and hired me. Over and over again.
It’s not luck. It’s a flywheel.
Visuals Aren’t Just Eye Candy. They’re Conversion Tools.
In the outdoor space, visual storytelling reigns supreme. We’re talking about an industry built on movement, beauty, environment, and emotion. You can’t not invest in visual content. And the best outdoor brands understand this on a visceral level.
My short branded documentary on professional rock climber Katie Lamb for Patagonia
I’ve shot for brands like Patagonia, Mammut, and La Sportiva, and I can tell you: when it comes to content strategy, they don’t just want pretty photos. They want narratives. A photo should say something. A video should carry meaning. Even a 15-second reel should move people emotionally, not just visually.
Why? Because it works.
Some studies show that 78% of consumers say a brand’s video has directly influenced a purchase and 87% of marketers report that video content has increased their sales. For the remaining 13%, I’d bet they either weren’t consistent… or weren’t telling stories worth remembering.
There’s a huge difference between a product demo and a story. Both are valuable but it’s important to know when and how to use them.
How Outdoor Brands Spread Content Across the Funnel
One of the biggest mistakes I see in content strategy is tunnel vision putting all your energy into one platform and ignoring the rest. The best brands diversify, not just to go “multi-channel” for the sake of it, but because each platform serves a specific business purpose.
Instagram & TikTok
These are top-of-funnel discovery tools. They’re made for quick connection, social proof, and that all-important first impression. User-generated content here is gold because people trust real people. Studies show that UGC can increase conversions by up to 29%, especially when it feels native, not overly polished. Every reel, every caption, every ambassador post is an invitation into your world. Done right, these platforms warm leads in a low-stakes way.
YouTube
This is where trust deepens. YouTube is often mid-funnel: it meets potential customers who are asking questions, looking for reviews, or researching gear. It’s also a platform that rewards consistency and SEO optimization. Think: gear comparisons, adventure vlogs, behind-the-scenes of a product launch, or athlete profiles. These videos reduce purchase friction and help convert those views into actual buyers. Customers who watch product videos are 144% more likely to add the product to their cart.
Blogs & Websites
Your blog is your evergreen lead magnet. It’s your search engine strategy, your long game. Blog posts like “Best Lightweight Jackets for Spring Hiking” or “How to Plan a Moab Elopement” target specific queries and those queries bring in people who are ready to buy. The magic here is that your blog content keeps working even when you’re offline. It’s a salesperson that never sleeps, never burns out, and never asks for commission.
Email & Owned Media
This is where retention happens. Newsletters aren’t dead. In fact, email still has the highest ROI of any marketing channel. It’s your direct line to people who’ve opted into your world. No algorithms. No ads. Just stories, updates, and CTAs that land in someone’s inbox. For outdoor brands, this could look like a monthly “field journal” with community stories, behind-the-scenes drops, or seasonal product launches. Loyalty lives here. And so does repeat revenue.
What Content Actually Does for Revenue
Let’s pull back and look at how content impacts the actual numbers in a business.
Higher conversion rates: Showing your product in action, telling emotional stories, or explaining its value clearly all drive higher purchase intent.
Lower customer acquisition cost (CAC): Content builds long-term brand equity, which means each dollar you spend on ads goes further.
Higher lifetime value (LTV): Customers who resonate with your story stay longer, spend more, and tell their friends.
Increased brand recall: People remember stories. A great short film, photo series, or blog post builds emotional association, which drives repeat buying behavior.
Organic growth through shares: Viral content, whether it’s aspirational, funny, or deeply moving, gets shared. And every share is free reach and free revenue potential.
How YETI Built a Billion-Dollar Brand With Stories, Not Just Ads
Let’s zoom in on one of the best examples of content-driven growth in the outdoor space: YETI.
YETI didn’t become a billion-dollar brand by running discount codes or making splashy Super Bowl ads. They did it by telling great stories over and over again. From short films about rodeo champions to documentary-style features about fly fishing guides and surfboard shapers, YETI made content that people actually wanted to watch.
Their YouTube channel alone has racked up millions of organic views. But more importantly, their audience sees themselves in the people they feature. That emotional alignment translates directly into brand loyalty and product preference. Coolers and tumblers became part of a lifestyle and when people believe in the lifestyle, they buy the gear.
Before their IPO in 2018, YETI had already crossed the $1 billion revenue mark, and by 2021, their market cap sat at a staggering $8.4 billion. A huge portion of their brand equity came not from the product specs but from the stories that surrounded them.
According to Scott Bellow, YETI’s head of content, “Content gives a brand a soul.” And when a brand has a soul, people pay more. They tell their friends. They stay loyal.
This is the north star for outdoor content marketing.
What If You’re Not YETI?
Here’s the real question though: what if you’re not YETI? What if you’re a 5-person team or a solo founder with a few SKUs and a lot of heart?
Good news: you don’t need millions of dollars to apply the same principles.
In fact, content can be the great equalizer. Small brands who tell better stories often outcompete larger competitors with bigger ad budgets. Here’s how you do it:
1. Anchor Your Content in Purpose
Instead of just listing features or specs, lead with why the product matters. What belief system does your brand stand for? What emotion does it speak to? Outdoor content resonates most when it evokes awe, intimacy, or challenge. So tap into that. Whether you’re selling hammocks, backpacks, or water filters just show the kind of life that product enables.
2. Leverage Real People
Feature your customers. Highlight your ambassadors. Share testimonials. If you only have $500 for a shoot, go film one of your superfans using your gear on a trail they love. Keep it raw. Keep it real. Polished doesn’t mean fake, it just means intentional.
3. Focus on Evergreen Value
Make blog posts that answer questions people are already Googling. Shoot videos that will still be useful two years from now. Invest in content that compounds because good content isn’t a one-and-done. It’s a snowball.
4. Make One Piece of Content Work 5 Times
Let’s say you film a 3-minute brand film. That’s not just one asset. That’s:
A 60-second teaser for Instagram Reels
A behind-the-scenes photo gallery for a blog post
A voiceover-driven ad for Meta
A testimonial pull quote for your website
A BTS email campaign showing your audience how the story came together
One shoot. Five platforms. Unlimited storytelling.
What Actually Makes Content Convert?
Let’s strip it all the way back. Why does content work?
Because it creates trust. And trust creates transactions.
We buy from people we like. People we relate to. People who seem like they get us. And the only way to consistently create that kind of connection is through story.
But not all stories are equal. The ones that work tend to follow a few key principles:
They’re emotionally grounded. They tap into fear, pride, nostalgia, hope, or identity.
They’re specific. We don’t need vague ideals, we need vivid details. What mountain? What trail? What moment made everything click?
They show transformation. Before and after. Then and now. Good stories reveal change.
They’re told through humans. Products are great. But people are better. Always.
Whether you’re creating an ad, a short film, or a product page—if you can speak to someone’s internal world as much as their external needs, you win.
So… What Should You Actually Do Next?
If you’re an outdoor brand reading this, here’s your playbook:
Audit your current content. Is it rooted in story? Does it make someone feel something? Or is it just explaining features?
Double down on what’s already working. Look at your most shared blog, your most saved reel, or your most watched video. Why did it resonate? Do more of that.
Invest in narrative assets. Whether it’s a brand film, ambassador story, or documentary-style campaign—make at least one high-quality story-driven video this year.
Repurpose ruthlessly. One shoot should lead to a dozen assets. Make your content budget work harder.
Build consistency. The brands that win with content don’t just post once. They build a cadence. A rhythm. A body of work.
Want Help Creating Content That Actually Works?
If you made it this far, I hope this gave you a clear understanding of what content can do for your business and why great stories are worth the investment.
But I also know this stuff takes time. Strategy. Creative execution. Real storytelling instincts.
So if you’re a brand who wants to:
Turn your content into a revenue-generating machine
Tell stories that build emotional connection (and move product)
Get more out of your visual campaigns and branded content
Stop guessing and start building a content strategy that works…
I’d love to help.
I’ve spent the last decade creating award-winning films and content for brands like Patagonia, The North Face, Mammut, and Netflix. Whether you’re looking to launch a flagship brand film, overhaul your visual storytelling, or just get more strategic with your content marketing—I help outdoor companies create work that connects deeply and converts consistently.
You can reach out directly through my website, or email me at roo@roosmith.com and let’s chat about what you’re building.
And if you’re more of a DIY’er, grab my 63-page e-book: The Storytelling Structure Blueprint. It’s the exact framework I use to build outdoor films that connect and convert and it’s only $7! You can get it here.
Let’s make stories that matter. Let’s make content that works.
Why We Should Work Together…
When I’m not on this website rambling on about filmmaking, I’m actually out there making films. From crafting memorable branded documentaries to capturing stories and products that move people, I’ve got you covered. Need a filmmaker who can scale mountains, brave the surf, or just tell a dang good story? Let’s chat!
In case I haven’t convinced you, here are three reasons why it might be fun to work together…
I believe in stories that stick with you - like campfire smoke on your clothes. The kind that makes you laugh, cry, or immediately want to call your mom.
I’m just as comfortable at 14,000ft as I am in front of a timeline. You get me in the mountains, in the ocean and in the editing room, making sure the magic out there really shines in the final cut.
I’ve filmed in some pretty wild places, but the best stories are the ones that bring people together. It’s those shared moments -big or small - that remind me why I love what I do.
Let’s Connect
Roo is an Emmy nominated commercial/documentary filmmaker and photographer based in Boulder, Colorado but travels all around the world for his filmmaking career. He has directed documentaries for Patagonia in California, produced films for Outside Magazine throughout Europe and Africa, camera operated for Netflix in the Rocky Mountain West, photographed among indigenous communities in South America, and has received notable recognition in his hometown of Orcas Island in Washington State for his work telling uplifting stories in the outdoor space.