This document provides guidance on developing an effective blogging strategy. It discusses defining target personas, determining what constitutes great content, sources for content, and publishing platforms. The key audiences identified are outdoorsmen and their wives. Questions they have and forums they use are outlined. Great content is described as answering audience questions and needs. Sources of content mentioned include personal stories, curated material, and content from partners. Suggested publishing platforms include social networks, blogs, websites, emails and newsletters.