Backcountry Marketing

Save $10,000 a Month With Organic

May 20, 2026

Cole hit the floor at the HikeExpo to interview founders about the reality of running social at a small brand. Is there an alternative to spending $10,000 a month on paid ads in a small business where cash flow is critical?

Brand Is Social, Social Is Brand: How Outdoor Brands Can Rethink Social Media

April 29, 2026

Maren Hamilton, former Head of Social at The North Face and current Director of Global Brand and Community at popFly. We break down her core thesis: brand is social and social is brand. Maren shares why brands must stop treating social as a downstream channel, how to bring social thinking upstream into campaign planning and what it takes to build a social-first brand.    About: This podcast is produced by Port Side, a creative production studio creating video strategy + production for active ...

Resilient Brands Build Audiences

April 15, 2026

Resilient businesses are built by building an audience. In this solo episode, Cole Heilborn challenges the assumption that people inherently care about brand campaigns, product launches, or high-production content, and instead argues that attention must be earned through relevance and value over time. Drawing from recent conversations, industry observations, and Port Side's own projects, Cole breaks down the growing disconnect between how brands produce content and how audiences actually cons...