Falls City – The Anglers of Ohiopyle

The Youghiogheny River is a 135-mile-long tributary of the Monongahela. The river flows through Pennsylvania, Maryland, and West Virginia. Steeped in Algonquian history, ‘youghiogheny’ is a Lenape word meaning “contrary stream.” The Yough is the only river in western Maryland that does not flow south into the Potomac River. It instead flows (north-northwest) to enter the Monongahela River near Pittsburgh, Pennsylvania.

Situated along the river is a small town called Ohiopyle. The Lenape people named the area after the phrase ahi opihəle, which loosely translates to ‘it turns white,’ likely in reference to Ohiopyle Falls, a 19-foot river wide waterfall. Formerly a logging area, Ohiopyle became a mecca for whitewater rafting in the early 1960s. It was during this time that Lance Martin and his wife Lee opened Wilderness Voyageurs and began commercial rafting trips. In 1964, the Western Pennsylvania Conservancy purchased a large portion of the Yough Valley and sold it to the state. Ohiopyle State Park was formed and opened to the public just one year later. The development of the park and the whitewater scene solidified Ohiopyle as a recreation town.

Now, more than 50 years after Ohiopyle became synonymous to whitewater rafting, the town continues to attract adventure seekers and outdoor enthusiasts alike.

Stone Road Media set out to tell a story about this special place and the angling opportunities the Youghiogheny River watershed provides. We interviewed three passionate fly anglers. Although the anglers we selected are diverse individuals and fish for different reasons, each has one thing in common: they respect the watershed and recognize the quality of fishing in the area.

Falls City fly fishing ohiopyle dale kotowski

“There’s a really old saying in fishing [that] trout only live in beautiful places and I think that’s true,” says Dale Kotowski, a lifelong angler and fly fishing guide at Wilderness Voyageurs. Kotowski devotes a lot of his time to conservation and is an active member of the Chestnut Ridge Chapter of Trout Unlimited. Kotowski has fished around the United States but he admits Ohiopyle is one of his favorite places to wet a line. “There are bigger mountains out west, but our mountains are as beautiful as any of the mountains out there. The park is a unique place. Ohiopyle, size wise, is the biggest park in the state and the lack of development in the area is remarkable, so it’s a very wild place.”

Leann Leiter moved back to Pennsylvania after chasing new opportunities and wild trout in Arizona. She’s an environmental stalwart, an artist, and an angler with a focus on living in the moment while respecting the natural world. “The ideal day of fishing is any day I can get out and on the water… You know, I really romanticize the idea of trout. I can be happy just watching the water and knowing there are fish beneath the surface,” says Leiter. Leiter spends a lot of time blue-lining and traversing small mountain streams in the Laurel Highlands, so she feels at peace exploring the park and the expansive network of Yough tributaries.

“I’ve always been drawn to water. Even when I was a little kid, if I saw water, I was running towards it,” recalls Garret Brain, Content Manager at Stone Road Media. He remembers becoming fixated with trout during a ‘fish for free’ day when his father had taken him and his sister to a local trout stream just outside of Ohiopyle State Park. “I was only 7 or 8 years old and I can still to this day remember wading in the water next to my father as he fished and watching these 2 trout elevated and holding in this run and I can remember thinking how badly I wanted to catch one.” It was at this point an obsession with moving water and trout began. He finds solace and comfort being near the water he grew up fishing. He guided on the Yough for a few years and when speaking to him, it’s apparent just how special the park is to him. “It’s a place to run back to or run to, I should say… to be able to fish and have your place, that’s what it’s about.”

Across the way from Wilderness Voyageurs is a small bar called Falls City Pub and Restaurant. Even in the offseason, you can find a packed house at “The Pub.” Managed and Co-owned by Ohiopyle resident, Brian Galica, The Pub has been a mainstay for locals and visitors alike. For Brian and his close friends, fishing isn’t always about landing fish. “It really doesn’t matter who catches what or where or when it happens, just being out there is enjoyable. We cheer each other on and it’s great,” says Galica. As a business owner, Brian understands the importance of the Youghiogheny River watershed. In the spring and summer months, Ohiopyle comes to life. In some ways, it’s an entirely different place. The population seems to explode and the river becomes colored with kayaks, rafts, and anglers. “The river is the reason we’re here. If it weren’t for [that], this town wouldn’t be what it is… it brings tons of people enjoyment. It’s a destination.”  

Ohiopyle and the Youghiogheny River watershed means a lot of different things for a lot of people. It evokes adventure, beauty, and above all, a sense of community. As the water flows through this small town, it carries with it the true essence of what Ohiopyle is—a wild place which holds within its bounds endless memories to be made and stories to be told. This is Falls City.

The Reality of Hunting and Fishing “Pro Staff”

What Does Hunting, Shooting, or Fishing “Pro Staff” Really Mean?

By: Weston Schrank Stone Road Media’s Content Marketing Manager

You either know one, are one, or want to be one. This industry is filled head to toe with hunting, shooting, and fishing pro staff members. To anyone that “wants to get an outdoor industry job” it’s the first place to start. It is a gateway into the industry, but it’s also a tough and confusing and almost always frustrating road if that is your end goal. No, you will not hunt for a living, you will not make money (at first), and you will most likely spend more money. Ask yourself this…

“All of the work, time, and money, for what, A title? Is that worth it? Is it worth it to the company? What really is becoming a “pro staff” about?”

Let me go ahead and clear up any confusion…this will not be your normal blog on “how to become a pro staff of the ____ company”. Sure I will cover that, but in reality, any of the material that is out there associated with a pro staff query comes from the manufacturers/brands themselves on the subject. I’m here to tell you that they are not always right! If at all, the best information (as it often comes down to) is available in a forum, where there is an actual discussion taking place from people with experience. However, as you will discover when reading this blog there is a bigger problem at the heart of this issue that the brands, manufacturers, pro staff managers, and even forums can’t touch. There is a huge rift between the understanding of what a pro staff is, what their duties are, and what the compensation should be for the relationship.

What or Who is Pro Staff?

Hunting and Fishing Pro-staffEvery other piece on this subject leads, is dependent upon, and finishes around the same boring piece of information…the “pro” in pro staff is for promotional not professional. You’re not a pro hunter you are just a promotional staff member. Or the information proceeds into the different levels of “field staff”, “pro staff”, then actual sponsorship…and that’s about all the material you will get. You’ve been there, read that, or wrote that depending on who you are.

Sound familiar?

I’ve heard every side of the spectrum…from “elite pro staff” explaining ”don’t let camo company B throw you around, your more valuable than a simple discount”, to manufacturers coming off as annoyed saying we are camo company B…you give us this, this, and this, for cross promotion and a % discount” and all with little option for a rebuttal. Now before I get slammed from each side for this piece I will say this, this industry isn’t what it actually seems.

The Real Issue

At the pro staff level, there is a severe tainting of a few valuable members with skills, mixed with a majority of members that grab the title, free gear or discount, and run never to be heard from again. At the manufacturers/brand level, there is often a too good for you mentality that will rub anyone the wrong way. Now before a few pro staff managers comment, do not assume you are always on the right. Improperly managed pro staff has come to form the problem itself…you don’t trust your pro staff to deliver, do you? If you answer yes then you might have the application process and management skills in place, but you still may not get the complete picture.

In reality…most people will arrive at this blog because the term has been thrown around, beaten, chewed up and spit out by just about everyone in this industry. “So what, just another pro staffer”…we here it all too often. So what is the real issue here?

Now before you get too ticked off let me say this, a soon to be or existing pro staff member, as well as the pro staff manager of a brand/manufacturer will, in fact, benefit from this read. No, I’m not a pro staff manager, I’m also not a pro staff member(in title). In this blog let’s just say I’m someone that understands the value of what the relationship is based upon…CONTENT. My hope is to explain this value, the relationship it develops between companies and their pro staff, as well as show you what hunting and fishing content looks like when used to its full potential.

Hunting, Shooting, and Fishing Pro Staff Content

Essentially having a position on a company’s pro staff means that you are promoting the brand. The understanding here is that you receive benefits, and provide the company content that they in turn use to promote their brand. Now, up to this point, a great deal of content had to be wasted. The outdoor industry is just now starting to finally sink teeth into digital marketing, and even now it is still a longshot to the optimal use of content. So it is no wonder the term of pro staff and the relationship is so confusing and skewed.

At the end of the day the relationship is entirely based upon the content’s value. Sure there are several promotional staff members that simply run the gauntlet of trade shows and booth running, however, most of them also provide content on a monthly basis. Now here is where the problem in lies and stems other more noticeable problems. Excuse me if this comes off more like a rant than actual information, but this will open your eyes… As you dive into the world of becoming hunting, shooting, or fishing pro staff you will start to notice companies with completely different understandings of the term “pro staff”. More often than not this stems from the current standing of the company. If the entity is well versed in digital and inbound marketing they will more often than not have a higher $ value on content given. They can do more with it, provide more leads, and use it to its full ability and in turn, reward good content. Subsequently, companies that are still not making full use of their content on their website, social channels, and outlets like YouTube have not bridged the gap of content = leads. This all too often progresses into offering percentage discounts to a very long list of pro staff, that are more customers than actual staff. Of course, what’s worse in either situation is company ego getting in the way. For example, Camo Company B is one of the largest outdoor industry brands, they know how to use content, yet they have so much content from personalities and top authorities that pro staff content is hardly ever used or valued. It’s not that the content given is lacking value, it’s just that they have egos getting in the way of seeing its true worth.

If Camo Company B (hunting or fishing brand) does arrive at this blog feel free to answer this question…can you honestly say that every picture, video, blog, article, or story from a pro staff member is fully used and accurately compensated for? On the other hand, if you are a pro staff member or if you are thinking of becoming one, do you understand what Camo Company B is actually looking for? Are you asking for a free product but know in the back of your mind you will seldom if ever send valuable content in?

Now I know you’re thinking it, and this is my next point…this is why many companies have different levels of pro staff eventually graduating to sponsorship to combat this problem. Management at this level creates a solution to many of the concerns stemmed from the main problem, but not the heart of the issue itself.

The even bigger question going far beyond pro staff management that is daunting the industry currently is what are those full-time sponsorships and authorities really doing for you? You know how much you spend on that TV show and personality but what’s your ROI? If you are the producer/personality endorsed, what are you giving the sponsor to show ROI? It’s always been the same stats, at least until digital came into play. This is obviously the bigger issue that needs to be discussed in the industry. It is already knocking on the doorstep, thus the panic around outdoor TV that is rapidly becoming an un-ignorable buzz. An apparently huge issue not appropriate for this blog, so take a look below.

The Pro Staff Climb

Content coming from Personality A is and will always be more valuable than content coming from a new pro staff member. That statement is not always true. Personality A, sponsored by Camo Company B often does not give the time of day to do a detailed review of the camo against different backgrounds, how well it holds up to brush, what it looks like after 100 washes…you get the idea. It’s the content people want to and need to see, that is often undervalued by the company itself. There is a place for all content!

As I said, becoming a pro staff member is a gateway into the industry. What it comes down to is high-quality, consistent, and professional content. You have to know how to write, take pictures, tell a story, or use a video camera. No, you don’t have to run a 4k setup with so much color correction that it looks like your entire film is enveloped in a foggy white. You have to provide real authentic content and communicate it as such. Think about this…you are a hunter, a shooter, or an angler. What content do you consume, what brought you to that brand’s doorstep in the first place? If you are graduating from consumer to content creator, then produce the content you would want to see, and what brought you to that brand. There is content to be made at every level. Educational, informational, reviews, stories, successes, failures, and/or video and picture content that fit each stage of the process you use every day to buy a product or make an impression on a brand.

Now that last part might have overwhelmed quite a few of you. This is WORK! If you are not serious about it than you might be some of the “pro staff” that is tainting what brands/companies are actually looking for. Your goal here should be to get a foot in the door with a company, work your tail off, develop a trust and relationship and expand in that niche. However, this industry is not what it seems. Don’t think that a company will reward hard work, and high-quality work…that is not always what it is about. Here are some tips when getting started.

Hunting and Fishing Pro-staf

Getting Started

Now, when you are looking to become pro staff think about the job. Basically, it is to promote the products and the brand. In the initial start, there will be some deciding on your end. First, pick a company that you truly believe in. This is pretty common sense stuff. The bigger insight is observing your initial thoughts upon the application process. Do they come off annoyed right off the bat? Are they respectful and inviting? This can initially tell you your own ROI, the predominant investment being your valuable time. You will be working your tail off if you want to get places, and choosing to become pro staff to a company that will simply ignore your efforts is extremely frustrating and at the end of the day pointless.

When going about making the connection treat it as a job right out of college. This almost goes without saying, but you never know…basically just come prepared! When submitting an application keep every level of the application professional, from your resume to your social media accounts.

What You Should Offer

Obviously, this comes with your expertise. If you’re a writer and a storyteller than writing should be your focus. Offer monthly content or a certain number of articles in a year. If you’re comfortable or experienced behind the video camera or DSLR, offer review videos or product use pictures for social media and website content. Some companies might already have in place requirements such as these for the relationship. Naturally, fall into your niche in content creation. You will be good at something in particular that the company needs. Exploit that!

Make sure that you are consistent…I cannot stress that enough. Every single day I look for fresh content for our clients. It is hard to come by…especially consistently. If someone is out there, producing video after video or, picture after picture, of content related to a product to one of our clients, you can bet ill find it and use it. If it’s at a professional level, it’s valuable, and its consistent people will find it, read it, and follow it. Eventually, you will be noticed…being rewarded however is a different story!

What You Should Get

You cannot expect to immediately get free gear unless you are immediately confronted with a more in-depth application process. This might include some type of contract. If not, and just a discount and basic gear are offered, go ahead make an initial investment and prove yourself to advance to the next levels.

This is where a lot of opinions vary again going back to the source of the problem which is basically how to use the content. Any writer knows magazines pay good money to well written and orchestrated content with high-quality photos. It is a completely content-driven business. The same content, optimized for the website and company, should be considered the same right? If you get to the point of consistently writing, videoing, or providing pictures as a pro staff member, compensation should absolutely go beyond a discount or a free piece of gear.

It’s Always Content

If the brand truly knew how to use it, every bit of content provided is valuable.


While I hate having to send you to other blogs for more reading, I want to drive home the point of the full potential of content. In the last blog I wrote for Stone Road, Outdoor Industry Marketing 101 | Capitalizing on Seasonal Content, I walk you through a long process of phases of how just one video, picture, or blog transforms into gathering consumers to the brand. This also gives you a great reference into what valuable content looks like at the professional level, and how a brand/manufacturer should use the content.

Hunting and Fishing Pro-staf

Upon reading that blog, as well as other blogs focused on content marketing and content creation, you have a higher understanding of what content is used and how it is used. You’ve already become a more valuable pro staff member by simply educating and understanding some basic outdoor industry marketing.

Every hunting, shooting, and fishing pro staff manager, brand owner, personality, hunter, shooter, or angler are at the end of the day just a normal guy or girl. Sure egos get in the way, but more often than not the brand you wish to be a pro staff member for is not making full use of the content supplied to them. In turn, they can’t say they accurately know how to manage pro staff, or even compensate them. In the end…the term “pro staff” completely depends on the content, as does most everything in this industry.


Article: Weston Schrank is Stone Road Media’s Digital Content Manager. He has turned the obsession of outdoors and hunting, expertise in wildlife and land management, and understanding of specialized content creation and SEO into an excelling and devoted career as a content manager and strategist, benefitting the company’s many outdoor industry partners, and outdoor freelance writers.

Finding the Content Sweet Spot for Your Outdoor Industry Marketing

The Content Sweet Spot | Hitting the Mark and Becoming Effective At Outdoor Industry Marketing

Graphics By: Deanna Riley – Web & Graphic Specialist
Article By: Weston Schrank -Content Marketing Manager

Having a strong content game is difficult. Any content manager, producer, and marketer will attest to this statement if they have been in the grind for a while. It is quite easy to hit a block, seem repetitive, and can at times feel like a struggle to think of, create, and manage effective and interesting content. Luckily for content creators, freelance writers, videographers or marketers in the outdoor industry, it’s addicting for us to do our jobs as it one of our deepest passions and obsessions in life. Our own team at Stone Road Media, lives and breathes the outdoors, we know, even better WE ARE the audience, the customers, and the consumers we target. However, even with this intense drive and understanding, it can be quite easy for content to come up short and miss the mark. The fundamentals of your content should have 3 goals in general, and understanding the goals and where to place the content should be key for any brand, marketer, content producer, or freelance writer in the outdoor industry.  Missing the mark is wasting time, resources, money, and more importantly valuable content. When it comes to outdoor industry marketing, hitting the content sweet spot is demanding, but particularly effective when done correctly.

So what is the content sweet spot? It is the point between the 3 general focuses and goals of content, balancing each goal perfectly to achieve maximum effectiveness. While this might sound a little bland and honestly un-informative, it all makes sense when you have a deep understanding of what the goals of your content should be. To start, do you even know? Sure one of your goals is to drive people to the website, create leads, be successful at conversion, and drive sales. But that is only one goal, and without focusing on the other two, you will never get there.

Honestly when I was forming the idea for this blog, I was trying to figure out the best way to explain how to structure content around these goals. I know this same principle has been taught or explained for content marketing before with this, and it really is quite simple…elementary school simple, but in my mind pretty effective. It’s a 2nd grade lesson for today, a Venn diagram!

Outdoor Industry MarketingThe 3 goals of your content with the content sweet spot being the intersection at the perfect balance. In other diagrams on the subject, it’s all about dialing into the sweet spot between the consumer and your expertise, but in this niche, the outdoor industry, fishing marketing, hunting marketing, shooting and tactical marketing, we know the general topics and direction of the content we produce. This is understanding where the sweet spot is between the customer, Google search, and your website. It’s easy to only concentrate and get carried away with only one aspect, but this makes the content miss the mark at achieving your goals…if you even know what they are?


Content Goal Number 1: The Customer

Outdoor Industry Marketing“Every day your target customers are bombarded with hundreds, if not thousands, of digital advertisements. Whether via website ad space, email marketing, social media ads, or AdWords, the irrelevant nature or broad generality have made that outdoor industry consumer nearly numb to the delivery.” – Customer Profiling For Greater Customer Engagement

When it comes down to finding your brand/company’s outdoor industry marketing content sweet spot, your first goal should, and always be the customer. When Stone Road Media’s Chief Marketing Officer Jeremy Flinn wrote the above quote, he meant it, and hit the nail right on the head. This kind of hits home doesn’t it? Our passion is and will always be the outdoors, whether that is hunting or fishing, the sad reality is that we have learned (rather have literally been forced) into being numb to the delivery of outdoor industry content. Some fans and consumers would even say it has ruined the industry. Season after season, any click would take us to bland, lifeless, uninformative product focused content.

Literally it has been forced down our throats, and it makes a lot of people sick. The moment really hit home when I was discussing SEO, Google, and outdoor industry marketing, with my father over lunch…literally taking a break from writing this very article. Now remember he (an old guy) is the generation that grew up on the good ole days of print and magazines. His words were, “even if I did get on the internet and look up something on hunting or fishing, I wouldn’t click on anything, at least not the first things to come up”. The second thing he mentioned was “if I do happen to click on something, it isn’t what I thought I was going to read and a lot of stuff pops up that I don’t want to see”. While he really doesn’t operate a phone that well, and never touches a computer, he knows a surprising amount, at least something important enough to put in a blog, about content marketing in the hunting and fishing industry!

What my father was basically saying is that the consumer has learned to avoid ads, really again been forced to avoid those first (paid for) results with the green ad box. When a SERP pops up in front of him, an advantage for those that can reach the consumer with content organically. But it has to be content for the consumer…VALUABLE content. This has forced your customer to only steer to the content that they want to see and are searching for. Real information not slandered in buy this and click this…but engaging, interesting, informative and consistent content.

In this reality, your number one goal for any content produced should not be a repeat, or a broad generality like so many other blogs, videos, and sites have produced over and over again. You have to strive for the content that the consumer is really searching for, what they want to see. So what? Honestly up to this point a whole bunch of smoke has been blown without some real numbers to show you why giving consumer’s content for them is worth it. I’ll admit it, it does need some numbers.

More than half of consumers are inspired to seek out brand specific content during or after the show. Sixty-eight percent (68%) of consumers spend time reading about brands that interest them, and once found, 78% perceive a relationship between themselves and the brand after reading or watching digital content; 82% of which is positive feelings towards the brand – all of this by just giving them the content they seek (Demand Metric 2014)….  giving them custom content, on a digital platform, can reach them through other channels or devices, and give you better results, views, and loyalty right? Correct! Companies with blogs, and custom content especially in the form of video, generate 67% more leads per month (Demand Metric 2014).”  – Hunting and Fishing TV Show Marketing | How to Show More Digital Love” To Your Sponsors

Content customized for your consumer is powerful, anything less than that minimum is wasting time, resources, and money. It should be specific and be given enough power to be the authority piece on that topic. If it is not then there is no use creating it. Ask yourself or your content creators and free-lance writers if it is something you or they would read, something informative that is interesting, that gives a return to the reader. This is your content’s first goal, capturing the audience, readers, viewers, and fans.

There is an endless amount of content for your brand to create that can achieve this goal. There is always another subject or detail to dive into, and there are an endless amount of ways and combinations to make it attractive to the consumer! Here are a few ways…

Content Goal Number 2: Google Search

Outdoor Content Marketing with Google SearchAfter you have thought of a very valuable piece of content for the customer, you need to relate it to your website. While the website is your first content goal it is your last…make sense? I know it doesn’t, it barely makes sense to me why I would even rank them like that, but at the same time it is correct. The fact is that you, me, bob, or whoever, it doesn’t matter, if they are reading this article they are looking into content marketing, and have a brand or they are a content creator for a brand. So? Well you or they are already in the mindset of driving people to your/their website. While the consumers and customers are set as your first goal for your content, the first thought it your head is and will always be your website. To be effective at digital, inbound, and content marketing, you have to put the website as the first initial unspoken goal, but the last overall concrete goal. Is that clear? I didn’t think so… hopefully this will clear it up.

The Google Search is your next content goal, it is your delivery system. “No social media is my delivery system” is what you probably thought. It is initially, for a short time, but google is long term, organic, continuous, domination type lead delivery!

“Your customer will unknowingly seek your brand, TV show, company, and product or service out online, so you need to give them exactly what they are searching for.” It is the premise behind the BE SEEN. BE FOUND. BE DIFFERENT of Stone Road Media. Customers will educate themselves before the buy, whether that buy is online or in the store. Those businesses and brands that give the information, detail, expert opinion, enjoyment, and influential piece on the subjects and topics related to their goals and objectives, and if they do it consistently will beat out the competition. How?

The fact is that custom content alone, no matter how attractive it actually is will not go anywhere without proper optimization for the google search. Optimization? Search Engine Optimization (SEO) to be exact, and if that is new to you then read up!

More often than not, literally we see this all the time in this industry, a piece of content is slapped on YouTube, Vimeo, and/or the blog page of a website with no optimization.

A good piece of content for the consumer with no optimization is like showing up to a job fair, you have the experience, the skills, and the education, but have no name tag, no resume, and you are afraid to speak….you are basically non-existent to employers”

This about sums up the majority of outdoor industry sites and content posting.  They are non-existent to google and as a result the customer as well.  Literally hundreds of great pieces of content over trail cameras, tree stands, fishing rods, baits, guns, ammo, tips, tactics, and videos, you name it, it all has been posted for readers and viewers that never can find them. Why? They lack optimization. To start they have horrible titles, more artistic or dramatic  more often than not, or my personal favorite example of what not to post in the outdoor industry “BOB’s 180 inch 2010 buck” video on YouTube.

The title is just the start, getting that right is pretty basic and common sense. Title generally, your contents title should be exactly what your consumer is looking for! After this, sub headers, keywords, LSI keywords, density, hyperlinks, backlinks, multimedia use, content length, pictures, picture titles, and much more have to be considered and optimized. Getting that mastered takes work…I promise you.

That is the basic framework behind achieving the content goal of the “google search”, it is printing that resume, grabbing a name tag, and being vocal at your job fair…

After this syndication, advertising, and social media takes place, but other than that the content you have created is out of your hands and into the consumer’s hands. Google takes into account many things, I have no 100% idea of what it does, no one does and it is always changing, they keep marketers guessing. What we do know is that it listens to the consumer. Dwelling time or average time on page in Google Analytics, bounce rate, exit rate, all of these analytics google takes into account as should you as they are key performance indicators or KPI’s for your content.

Content Marketing KPI Goals With google lending an open ear to consumers and letting the indicators speak for themselves about the content you create, it only enforces that creating optimized content for the consumer will set the base for achieving the third goal, your website.








Content Goal 3: Your Website

Your website Content marketing goals

Your final goal is bringing it all around. You have achieved your first goals. You have captured the consumer through a top ranking organic search, you have kept them engaged with the content, and they are reading and watching the whole piece, now what? How does it benefit your site, your brand, how do you get a return on your investment?

How do we consider “success” and achieve the goal of “Your Website” for our hard work and the content we are creating and delivering?

Here is a great excerpt from a past article, something SRM’s Chief Marketing Officer, Jeremy Flinn wrote:

“If the digital, inbound, and content marketing is not directly generating dollars in the account; how can we really say we are succeeding, let alone say there is a ROI, on the inbound marketing services implemented? You’re right, at the end of the day you aren’t paying the office rent/mortgage with page views, and last time I tried, my employees were not a big fan of direct deposit of visitor sessions. OK, maybe that was a horrible attempt at digital marketing comedy, but the fact is cash is king, right? It is, but all of those KPIs lead to money in the bank! In other words, all of the indexes (in the form of KPIs) that we are tracking and working so hard to improve are the means to an end. That “end” is a customer for our service or product. The more customer visits (sessions) to a website, the more they look at the brand, services, and products (page views), and longer they are impacted by our company content and products/services (time on site) the more likely they will become a customer! In the end, the stronger your digital KPIs are, the stronger revenue flow will be. It doesn’t matter if you make revenue via advertising, eCommerce, or at retail, the bottom line is nearly 70% consumers are starting the buying process online. This initial step may be a long (or short) way from the end (buying) depending on the purchase, but it very much is true about “the first impression is everything.” Those with little unique content to engage with, will lose customers on the brand, products, and services and fall short…” – Content and Digital Marketing Results

Again this is where you can get lost or become too focused, the first and last step is your website, traffic, sessions, and in the end a ROI for the content you produce. There is a fine line to forcing the issue, in other words slandering your content up with buy this, click this, and ads. Your end goal for the content, as far as your website goal, shouldn’t be to make that reader buy that product on the spot, it should be a lasting impression that slowly creates consumers and their trust for your brand, product, or service. Converting one reader or lead out of 100 is not as valuable as creating a base of addicted consumers, there addiction being your site and your content.

The world of hunting marketing, fishing marketing, and inbound marketing is unbelievable, if you know what you are doing. No matter the size of your company in the outdoor industry, you can be competitive if you are dialed into your content sweet spot. It’s so much more than who has the most ad presence, it’s about who is the authority in their niche with the content they create. Don’t try to be everything to everyone. Focus on your consumers, optimize the content, and generate website traffic. As you dial into your content sweet spot, just remember and then record and analyze your digital marketing KPIs. Let the numbers do the talking, and lead you to greater revenue in the bank account.


Graphic: Deanna Riley grew up in western PA with a love for the outdoors, which lead to her drive to capture the essence of what’s around us in her nature photography and design work. She holds a BFA in Graphic Design, and is excellent at web, logo, and print design as well as social media.

Article: Weston Schrank is Stone Road Media’s Digital Content Manager. He has turned the obsession of outdoors and hunting, expertise in wildlife and land management, and understanding of specialized content creation and SEO into an excelling and devoted career as a content manager and strategist, benefitting the company’s many outdoor industry partners, and outdoor freelance writers.

2 Need to Know Lessons in Fishing Marketing and Fishing Social Media

Fishing Marketing and Fishing Social Media | Inbound Marketing

By: Weston Schrank
Stone Road Media’s Content Marketing Manager

In the most recent news for fishing marketing, as it holds true for the outdoor industry in general, the tables have turned. The smallest fishing TV show, fishing manufacturing company, and/or even the startup fishing brands can oust out the big dogs of the fishing industry. Oust them out? What do we mean? Should you be concerned? It all depends, especially if you have not noticed, a major, huge….COLOSSAL shift has happened in your industry. The shift is from traditional fishing marketing to digital media and inbound marketing. The playing field is level with these considered and what has formed is a very real race and competition for open real estate. This is old news for fishing marketing, or at least it should be…

To catch up on what you need to know, or to test yourself on how much you really understand when it comes to fishing marketing, dig through these two lessons and see how you fare.

Fishing Marketing Lesson 1: Digital Marketing and Content

This is digital marketing, and if it is not something you’re fishing marketing plans and budget strives for then you need a quick lesson to help you understand how you are missing the boat and how your business will start drowning. The focus here is content, and it’s obligation for lead generation, customer acquisition, consumer engagement, and brand awareness. When discussing digital marketing, especially content it can begin to sound complicated, and to a point it is, but to really grasp what the terms associated with it like search engine optimization (SEO) is, you can actually just Google it. No seriously, Google it. This will be the best lesson and best advice you will probably hear today.

 “As soon as you type the phrase “What is SEO,” SEO is occurring? Google is reaching out to find the most authoritative site on the terms you are looking for and will rank them in the search engine result pages (SERPs). This complex algorithm from Google is revised and released a lot. It is often too much to comprehend for most business owners, thus the advice provided by digital marketing firms like Stone Road Media…The term Pay-Per-Click or PPC is thrown around a lot, and often can be a quick way to drive traffic to your business. But if not managed correctly it can also be a quick way to drain the bank account. PPC, like Google AdWords, allows you to create a targeted ad for your business to “jump ahead” of the organic results on a SERP. This sounds great in theory and can be very effective, but lately, Google has found that over 80% of the clicks on the SERPs occur on the organic search results. Why? Basically the consumer has evolved and knows that the top and right columns are for “paid ads,” and tend to lean more towards the organic area more it’s ranked highly for a more definitive reason than “the highest bid.”” – There’s more to Digital Marketing than Social Media

The last bit of that is key. Basically you have to work hard and know what you are doing to own the very valuable fishing marketing web real estate on a given SERP related to your business and brand. This is the tip of the iceberg for digital marketing and fishing marketing as all of this revolves around what your focus should be and where your content should be. Written, video, and pictures are the critical component to successful digital marketing, it is digital media, and chances are you have been wasting all of it up to this point. Don’t keep making the same mistake! Some of the big players in the fishing industry, and we all know who they are, make very simple mistakes when it comes to this aspect of fishing marketing.  The second part of this lesson in fishing marketing content are the lessons not to make! Here are the four mistakes when it comes to fishing marketing, and more specifically content in digital marketing by this industry.

  • Not Original– their content is regurgitated common sense blogs, or reused and segmented TV show footage put online. This content is old, it’s bland, tasteless, it’s short (200-500 words, if any), and it’s not relevant. In order to get Google’s organic effect you need to first start with original, new, custom, never seen before content.
  • Not Optimized –This is by far the most lacking in the industry. Once you have an original piece it needs to be “teed up”. This means optimized attributes including title, Meta description, Meta tags, keywords, and the list goes on. Even the best magazine and print freelance writers are behind in this aspect. For video content, the process is even more meticulous as it needs an authoritative chunk of relatable copy for Google to know what it is.
  • Not Repeated –This is not just a week-long, month-long, or even year-long process. New custom content that is optimized needs to be continuous, relentless, and anticipated by your fans and audience. The biggest mistake we see made beyond these first two points above, is putting up the first season or round of your content, and being dormant for 6-7 months. Hunting and fishing is seasonal, your content shouldn’t be.
  • Not Syndicated –Your content is king and you are on the right track if it is custom, if it is optimized, and it’s on-going. The next step is getting this content out and available to your fans. This is where marketing, social media platforms, and syndication comes into play. If you are the content producers, you can reach the first three steps with some hard work, but the last step may require some. If you’re the sponsor you might have a better idea of this, but the maximum benefit will still be out of your reach.
  • Hunting and Fishing TV Show Marketing | How to Show More “Digital Love” to Your Sponsors

The problem in avoiding these mistakes is it really does take work by a dedicated team of individuals. Sure you have content flowing into the company from “pro staff”, “field staff”, or sponsored personalities, but that is honestly the start of your problems, the big question and solution is learning what to do with it…

Fishing Marketing Lesson 2: Fishing Social Media and Social Trotlining™

When it comes to fishing marketing and more specifically fishing social media the best way to describe the social media platform to aim for, the platform that will actually show results is best explained with something we all know well…the trotline.

Fishing Marketing and Fishing Social Media

Social Trotlining™ utilizes the exact same principles of the fishing technique. A brand (Main Line) determines its target consumer and then sets up a myriad of social media accounts (Leaders) including Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, and Instagram. These accounts lay out a variety of digital content (Bait) that a potential lead can come through or “be caught.”

When an outdoor industry company makes a social media post on Facebook or Twitter, it’s like casting out a single rod. Although multiple outdoorsmen can be caught over time with the digital content it is very one-dimensional, and often limiting in impressions Social Trotlining™ not only increases the effectiveness of a company engaging with targeted consumers, but it also builds the companies standing as a whole in the internet universe.” – Engage With More Outdoorsman on Social Media | the Art of Social Trotlining™

When Stone Road Media’s Chief Marketing Officer Jeremy Flinn developed the idea of Social Trotlining™ and has put it to work with our clients, the results are astonishing. The reason for your social media platform is to reach and engage with consumers. This is where the custom, optimized, authoritative content we create and/or optimize with a client really comes to full force. Engaging users on all social media platforms, by using custom compelling original digital content is often where businesses miss key opportunities. Not with a lack of effort but rather understanding of how it all works and how to get all of it in front of the consumer.

As you plan for 2016 and 2017 fishing marketing of your company and beyond, remember that most companies are already investing into digital, content, and inbound marketing. From the lessons you learned today on fishing marketing you now know the worldwide web is not as endless as it seems, and there is a definite amount of real estate to be grasped. Content is critical and your fishing social media platform is critical, stop wasting time, money, and resources. Whether you are a small or large company, seize the chance now while the industry is still shifting to make sure you and your company make the cut.

Stone Road Media | Media Kit

Weston Schrank is Stone Road Media’s Digital Content Manager. He has turned the obsession of outdoors and hunting, expertise in wildlife and land management, and understanding of specialized content creation and SEO into an excelling and devoted career as a content manager and strategist, benefiting the company’s many outdoor industry partners.