From Blog to Business: A Cycling Content Transition

The following research project discusses the transition from blog to business, when considering the shift for a platform that offers cycling content. Within the cycling industry, there are a vast array of cyclists, ranging from competitive cyclists to casual, lifestyle riders. Additionally, platforms exist for content production and businesses offer custom products; however, this divide is rarely bridged. From a content perspective, this research project focuses on storytelling for brand promotion, storytelling for personal branding, and storytelling for social interaction. Within the cycling industry, unique content that focuses on people, places, and adventure fares well. For Everjourney, offerings include features, images, videos, routes and reviews. From a business perspective, there is a steady shift in style, as well as an array of product offerings, within the cycling industry. When expanding from a blog to a complete business, Everjourney aimed to offer an array of custom product offerings, including water bottles, athletic socks, casual t-shirts, and cycling kits. Nestled under the “More Sending, Less Pretending” tagline, Everjourney aims to be a one-stop shop for those influenced by various content pieces, as well as those interested in purchasing custom bits and bobs. While making the transition from blog to business, within the cycling industry, Everjourney has provided a roadmap, as well as key sources, for beginning the shift. This is information that was not available when Everjourney launched in 2018