The association is a trade group that advocates and lobbies for the outdoors industry. Leaders aim to draw attention to the economic benefits of the outdoors industry and work to protect public lands, among other efforts.
“They wanted to offer more benefits to members,” RootsRated co-founder Mark McKnight said. “Paying to be a member of a group that lobbies on your behalf is kind of abstract to some people.”
What the partnership offers
After launching initially as a site to connect users to the best outdoors experiences across the country, the company created another service called RootsRated Compass, which helps brands simplify content marketing. It allows users to pay to use the content that RootsRated creates and measure audience engagement on their own sites.
Through the partnership, the organization’s new members get a 20 percent discount off the Compass platform subscription for the first year.
“There’s also a partnership forming where we think about each other and are trying to refer customers to each other,” McKnight said.
Outdoors companies and brands have been forced to create their own content and act as publishers to attract consumer attention, officials said.
Access to RootsRated Compass can make content marketing for brands easier by saving time on sourcing, distributing and measuring content.
Matt Kaplan, the association’s vice president of membership and sales, said the organization is excited to partner with RootsRated.
“Their Compass platform truly helps our member brands and retailers directly…