Outdoor gear retailer Cabela’s has a fairly straightforward approach to content marketing: “If it doesn’t add value, then we don’t produce it,” said the brand’s SEO manager, Jesse Farley. But the content landscape itself is anything but simple, and one of the core challenges is figuring out what’s relevant and how it’s resonating before even embarking on content creation. For that, Cabela’s turns to content marketing platform BrightEdge, whose technology continuously crawls the web, indexing existing content cross-referenced with how people are reacting to it.