I love the big video series that have been dropping every fall. They’re awesome and worthy of every kind word they’ve earned from others or myself.

But a requirement of resort series is not swinging for the fences, as it were. It doesn’t have to involve big budgets and massive launches that take over every channel you can tap. Or, as Seth Godin recently recently put it:

“The occasional video viral hit has blinded us to the power of long-tail video to build the culture and change minds.”

Which is why I like what Killington is quietly and consistently doing with this medium.

#1) Classics Continue
The first is Killington Classics. Simple, humorous stories that humanize the brand (and its fearless leader, Mike) and highlight some aspect of resort operations along the way. Last year saw a solid lineup and this year has been no exception:

#2) YEARS
Another that started last season and hasn’t added any new episodes this year, but got a really authentic, well-made ball rolling that I hope to see continue.

#3) Knowledge is Marketing Power
The third is a short series of “how to” videos with simple, helpful tips for beginner and more advanced skiers alike. At less than 2:00 in length, these evergreen pieces of content – once created – could be used over and over in many campaigns and locations.

Focused, Smaller
To continue my analogy, instead of going for the home run Killington is consistently hitting singles that may not appear like much alone, but combine to cover a lot of really, really valuable marketing territory.

Take a quick walk through their YouTube channel and you’ll see what I mean.

Smaller, short, focused content designed for specific people and specific goals can, together, quickly add up.

About Gregg & SlopeFillers
I've had more first-time visitors lately, so adding a quick "about" section. I started SlopeFillers in 2010 with the simple goal of sharing great resort marketing strategies. Today I run marketing for resort ecommerce and CRM provider Inntopia, my home mountain is the lovely Nordic Valley, and my favorite marketing campaign remains the Ski Utah TV show that sold me on skiing as a kid in the 90s.