In this episode, Cole Heilborn sits down with Charlie Grinnell, the co-founder and CEO of RightMetric, to unpack the changing landscape of audience behavior, content strategy, and digital marketing.

Charlie shares why outdoor brands aren’t just competing with each other—they’re competing with Netflix, TikTok, and everything else that demands attention. He explains why understanding audience behavior is more critical than ever, how brands should rethink content effectiveness, and why data-driven insights should fuel creative decisions.

They also discuss how brands can avoid making content for a destination that doesn’t exist, the pitfalls of the one-size-fits-all approach to audience personas, and the power of using insights to unlock creative potential.

Key Takeaways:

• You’re competing for attention, not just with your industry. Outdoor brands need to recognize that consumers are bombarded with content from all directions.

• Audience understanding is no longer optional. If you don’t know exactly who your audience is, where they spend time, and what they engage with, your content won’t perform.

• Data and creativity must work together. The best marketing decisions combine strategic insights with bold creative ideas.

This podcast is produced by Port Side. We're a creative studio that blends the best of a creative agency with the executional power of a production company backed by a methodology crafted from 200 marketing leaders that produces emotional and strategic video content.

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