How to turn your content into a story – an excellent example of content management by Retkipaikka.fi
Without content management, digital content may be nothing more but just a hotchpotch of disparate articles, images or videos. A fragmented content experience produces meagre results in sales and marketing, whereas good content management helps you build consistent stories and create many kinds of paths that lead your audience to you. An excellent example of high-quality content management is Retkipaikka, which has turned wilderness hiking and the Finnish nature into a phenomenon.
The international market abounds in examples of companies which have harnessed good digital content for boosting their marketing and sales efforts. But how about Finland, where do we stand? I performed a query with Internet’s swarm intelligence and limited the inquiry to lower-budget operators.
Based on the responses, I realised that the global success stories had slightly led me astray. Content marketing or creating content-driven digital business is not just a question of better financial resources, but at least part of their success has to do with something money can’t buy.
Of the proposals, I chose to take a closer look at a service called Retkipaikka, as hiking in nature has become such a big hit lately, and the appreciation of the Finnish nature has revived. Personally, this phenomenon has caught my attention in the news feeds of my social media channels. It’s surprising how many of my friends are into hiking and how even more of them have become interested in it only recently. This topic gets coverage also in the traditional media frequently and in depth.
I decided to contact the founder and CEO of Retkipaikka, Antti Huttunen.
