Let’s get something out of the way up front: content isn’t a nice-to-have. It’s not a bolt-on. It’s not something you farm out and forget about. It’s the engine that drives your brand forward. Whether you’re in optics, hunting gear, or tactical accessories, if you're not creating content in-house, you're already behind.
We’ve all heard the phrase “Content is King” so often it’s practically lost all meaning. But if you're a small company trying to build a following, connect with customers, and actually tell your story, it’s more than a cliché. It’s your clearest path to visibility and growth. And for that to work, content creation can’t be outsourced—it has to come from inside.
I’ve spent enough time around marketing departments, show booths, and press rooms to know this much: the companies that punch above their weight in attention, loyalty, and sales are the ones that own their voice. They’ve built a system to consistently turn out content that reflects who they are. And they’ve invested in the gear and people to make it happen.
So if you’re a small brand still leaning on agencies to fill your feed or cutting checks to influencers and hoping for magic, it’s time to rethink that plan.
Outsourcing Sounds Like A Shortcut, But It’s A Four Letter Word
Agencies have their place – I know, I worked at one. So do influencers (the right ones). But neither will ever know your product like you do. They won’t see what you see on the factory floor. They weren’t there for the three (or more) prototypes that failed. They can’t explain why your reticle design matters or how your product evolved out of a specific user demand.
More often than not, outsourced content looks clean but says nothing. It hits the marks visually, but doesn’t actually connect. Because it doesn’t come from the people closest to the work.
Real content—the kind that resonates—comes from inside the walls of your business. From the engineers who built it. The product managers who tested it. The marketing leads who stood in front of skeptical buyers at SHOT and NRA.
That kind of knowledge can’t be briefed for a freelancer. It has to be built from within and comes from your team.
You Need to Own the Tools of the Trade
Now, does that mean you need to build a full-blown content studio with soundproof walls and a multi-camera setup? No. But you do need to own your tools. A solid mirrorless camera, a good microphone, a couple lights, and editing software. Your company was a start-up at one point, so treat your in-house content effort like a start-up.
You don’t need a crew of professionals either—just one or two people who understand your brand and are comfortable behind a lens or a keyboard. And trust me, they’re out there. You may have someone on your team already editing GoPro footage or building graphics for fun on the weekend. Put that skill to work.
The barrier to entry for photo, video, and design work has never been lower. The quality you can produce with a $1,200 camera and an Adobe subscription is more than enough to get your message across—and it’ll look better than half of what’s on social media anyway.
But the tools are only half the investment. The other half is time and permission. Your team needs room to create. They need to be encouraged to experiment, to try things that might not work, and to chase the stories that are happening all around them—because that’s where the real content lives.
You Tell Your Own Story
Look, nobody can tell your story better than you. You just have to start telling it.
That means pulling back the curtain. Show the process. Talk about what worked and what didn’t. Let your people speak in their own voice. If something’s handmade, show the hands. If a product solves a real-world problem, show the problem.
Don’t overthink it. You don’t need cinematic b-roll or perfect lighting to post a 60-second video explaining a new feature. You need someone who knows what they’re talking about and a camera that’s steady.
The same goes for writing. You don’t need a Michael Bane, Tom Gresham, Chris Dorsey or Jim Shepherd, who are quite literally the best story tellers in our industry. You just need clarity, relevance, and a consistent tone. If your customers would ask a question on the trade show floor, that’s something you should answer in a blog post, a video, or even a caption.
Consistency is what wins. One great video won’t save you if it’s followed by silence. But a steady drip of solid content—photos, short clips, product walk-throughs, stories from the field—that’s what builds a brand.
The Content Team You Didn’t Know You Had
When companies say they can’t do this in-house, it usually comes down to two things: they don’t think they have the people, or they don’t think they have the time.
And, of course, there’s the third thing, and that’s the fact they don’t want to spend the money, or worse, any money.
But here’s the truth: your content team probably already works for you. They’re in sales, customer service, or the warehouse. The guy who’s always filming during range day? The woman who organizes all the trade show assets? That’s your team.
They just need some gear, a little support, and the green light to create. And, more importantly, permission to fail.
Start small. Let them take over your Instagram for a week. Ask them to write up a story from the field. Give them a project—like a product launch or event recap—and see what they do with it. You’ll be surprised how quickly they can ramp up when the work is meaningful and the direction is clear.
Build It Like a Product
If you’re serious about content, treat it like a product. Give it deadlines. Track performance. Improve over time.
Have a plan. Maybe it’s one video a month, two blog posts, a newsletter every other week. The format doesn’t matter—what matters is consistency. Don’t post when you feel like it. Post because it’s on the schedule.
If you’re launching a new scope, your content plan should be baked into the launch strategy. You should have photos, a video demo, a tech walk-through, a Q&A with the designer. All of that should come from your team—and all of it should live on your channels.
When you build content in-house, you’re not just marketing—you’re building a library of assets you can use again and again. And nobody else owns them. No licensing restrictions. No influencer contracts. Just content that tells your story, your way.
Get Going Now
Creating your own content isn’t about being trendy. It’s about being in control. Control of your story. Control of your branding. Control of the relationship you have with your customers.
It’s not easy, and it absolutely won’t be perfect out of the gate. But it’s worth it. Because when the world is flooded with glossy, soulless content, the most valuable thing you can offer is something real.
So pick up the camera. Hit record. Write the story. Your brand depends on it.
Because content isn’t just king. It’s the whole damn castle.