Sean Benesh
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Promoting one race should still be a year-round endeavor.
You can’t disappear for ten months, return to social media eight weeks before race day, and expect people to suddenly care.
Visibility is built over time.
Consistent social media, long-form stories, course previews, community highlights, and behind-the-scenes content keep your race in front of potential participants throughout the year.
Great race marketing doesn’t begin two months before race day.
It happens all year.
As I start prepping for my fall undergrad courses, I am reminded that it doesn’t cost much to create content for social media.
Smartphones work great, especially for vertical video content.
I continue to enjoy shooting in C-Log3 on the $500 Canon R50v. Drop on a LUT in CapCut, and we’re good to go.
I think of all of the people tasked with creating social media content for small towns. You can create amazing content with what you have. It’s more about the story and how you shoot than all of the latest gear.
07/09/2026
A race lasts a weekend.
I believe that a well-written story keeps working for years.
Most event marketing disappears after 24 hours. Social posts fade. Reels lose momentum. Algorithms move on.
But a thoughtful, SEO-friendly article becomes something different.
It helps people discover your race through search. It gives sponsors something meaningful to share. It introduces future participants to your community. It tells the story behind the roads, trails, volunteers, and local businesses that make an event worth traveling for.
The same is true for rural communities.
Long-form storytelling isn’t just content for the sake of content. It’s part of your digital infrastructure ... attracting visitors, building trust, and shaping how people see your community or race.
That’s why I believe every race and every trail town should invest in stories that outlast the event itself.
07/07/2026
Hey crew,
Sean here from Trail Builder Magazine.
Lately I’ve been looking at our subscription numbers, and honestly ... you’ve continued to blow me away.
Thank you ... seriously.
Every new subscriber/member is helping prove something I’ve believed from the beginning: this magazine can be supported by the trail building community itself.
That means I’m not chasing to fill every issue with ads. When you read an article on our website, you’re not boxed in by encroaching ads. Listen, I know ads have their place too ...
Your support gives me the freedom to invest in what matters most: telling the stories of the people building, maintaining, and advocating for trails around the world.
As a thank you, I’m rolling out something new for members.
More content.
More articles. More stories. More gear reviews. More behind-the-scenes coverage. More of the kind of reporting that doesn’t always fit into the magazine itself.
If you’re already a member, this is my way of saying thank you for believing in what we’re building.
If you’re not a member yet, I’d love to have you join us.
This platform exists because of this community, and I’m grateful to be building it alongside you.
Learn more and sign up: https://bit.ly/44fVkOt
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