It’s the new marketing paradigm: reach consumers with stories instead of straight-up ads. Businesses of all stripes are building content teams to produce video clips they hope will go viral. In the outdoor industry, gear makers are turning out segments showing top athletes using their products, while many travel outfitters are documenting their trips.
ESSENTIAL SKILLS: A talent for storytelling, ideally using video. Formal schooling in filmmaking imparts credibility, but self-taught aptitude and creative mojo have currency, too. “It’s like auditioning for a part,” says Brett Barlow, vice president of interactive media at Park City, Utah, Skullcandy (#8), which employs a four-person content team to produce action-sports clips around its headphones.
BREAKING IN: Post your portfolio on YouTube or Vimeo and try to drum up traffic—and comments. Shooting, directing, editing, and producing are all valuable skills, so pursue what you do best. There’s no single source for job listings, so check OutdoorIndustryJobs.com and Malakye.com, as well as the sites of brands that interest you.