Brand content as culture

The North Face Ultra Trail Mont Blanc race is taking place today. The runners will cover over a 100km on some unseasonably wintry mountains in the next few hours.

There’s a double interest here for me. I love running, and seem to love running ever increasing distances. So ultra-marathons have a fascination for me, even if I may never get to run one.

There’s also a professional interest here of course – The North Face’s sponsorship of the event and some of the elite competitors and the content marketing that comes out of it shows us how this sort of thing can be done well.  (more…)