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How do you scale content marketing in hospitality without spending $30K-$50K on a single influencer post?
In this episode of Get Paid for Your Pad, Kaye Putnam (Head of Marketing at Freewyld) talks with Madi Rifkin, founder of Mount, about how she built the Content Army, a curated network of creators who generate authentic, story-driven content for hidden gems, property managers, and tourism boards.
Madi shares how a single viral TikTok (1M+ views) sparked thousands of applications and how Mount has since built a selective program where 38+ creator stewards now produce content that drives awareness and direct bookings.
You’ll learn:
- Why traditional influencer marketing is broken for STRs and tourism
- How to turn aspiring creators into powerful brand advocates
- The secret behind creator retreats that deliver massive content libraries
- Lessons learned in matching the right creators with the right properties
- How to think about ROI when tracking influencer partnerships
We also talk about:
- Partnerships with property managers and tourism boards in Jackson Hole and Aruba
- A case study on rafting in the Grand Canyon and why niche creators convert better
- Mount’s own B2B and B2C social strategy for scaling awareness
- Why the future of hospitality marketing blends content, experiences, and community
Mentioned in this Episode:
- Mount → rentmount.com
- Freewyld → freewyld.com
- Freewyld Foundry → freewyldfoundry.com
🔥 Favorite Takeaway:
“Influencers aren’t just for vanity metrics. With the right match, they become a growth engine for direct bookings and authentic brand storytelling.”
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Kaye Putnam | Freewyld
Welcome back to Get Paid for Your Pad. I’m Kaye Putnam, Head of Marketing at Freewyld, and today I’m excited to be talking with Madi Rifkin, founder of Mount. Madi, how are you?
Madi Rifkin
Doing well, thanks for having me.
Kaye
Of course. You posted something on LinkedIn about building a “content army” at Mount, and I had to know more. I invited you on the podcast, and I can’t wait to dive in.
Madi
Happy to share. I’ll give you the context on what the Content Army is and how it started.
Kaye
Perfect. First, can you set the stage and tell listeners what Mount does?
Madi
Our slogan is find the world’s best hidden gems. We’re a travel company, but “hidden gem” can mean anything from a unique stay to an amazing activity.
One of the reasons these gems stay hidden is that their marketing isn’t strong. We’ve connected local businesses with short-term rentals, run social media campaigns, and helped get them discovered.
Kaye
Love that. When you first started, wasn’t it more software-based?
Madi
Yes, we started as a software company, but we’ve evolved into more of a service and agency model. We may return to software since our internal tools often become external solutions, like the Content Army. Right now, though, we build tailored marketing plans for hidden gems, including influencer work and content creation.
Kaye
So, what sparked the idea for the Content Army?
Madi
It came from a big challenge. Half of Mount is consumer-facing, so we needed marketing channels. Influencer partnerships seemed obvious, but the reality didn’t sit right with me.
Big influencers charge $50K a post, and it feels inauthentic when they promote brands they don’t use. It wasn’t in our budget, and it didn’t match our values.
But I noticed something: a huge wave of aspiring creators on TikTok and Instagram. Many want to break through but can’t. They were reaching out to us, asking for free stays in exchange for content. So I thought, what if I could train these creators and turn them into Mount storytellers?
Kaye
Brilliant.
Madi
We posted the idea on TikTok, and it went viral with over a million views. Thousands applied to join this program that didn’t even exist yet.
I accepted 10 for the first cohort. We shared knowledge about content creation, the STR industry, and marketing. Then we launched more cohorts. Today, we’ve had over 10,000 applicants and selected 38 stewards. One creator grew from 300 followers to 80,000.
Kaye
That’s amazing. So once they “graduate,” what happens?
Madi
They become Mount Stewards in the Content Army. We send them to work with hidden gems, property managers, and tourism boards. They create content not just of the property but of the full experience. Think group stays, activities, local businesses. It’s holistic marketing.
Kaye
I love that. We’ve had similar challenges with influencer marketing. Quotes for $30K, $40K, even $60K per post. It just doesn’t make sense for STR hosts.
Madi
Exactly. Instead, we partner with property managers and even tourism boards. For example, we’ve done retreats in Jackson Hole with Abode and in Aruba with Cassiola. We bring in multiple creators, generate tons of content, and help properties extend their reach far beyond just their listings.
Kaye
We saw the same thing when we ran creator collaborations. In six weeks, our direct bookings jumped from 17% to 47%. That’s the power of the right partnerships.
Madi
Yes, though tracking ROI is still tricky. People might discover you through a creator, but when they book, it shows up as direct traffic or Google search. We use UTM links, surveys, even discount codes, but it’s imperfect. At the end of the day, it’s brand awareness that drives long-term results.
Kaye
So true. What lessons have you learned from these collaborations?
Madi
Matching matters. At first, we let property managers choose creators, but it was random. Now we use our knowledge of the creators to make matches. Local influencers often outperform fly-ins. Niche creators are also more effective, like the outdoor content creator we matched with a Grand Canyon rafting company. Her audience was already interested in that exact experience, and it converted.
Kaye
Yes, we’ve seen the same thing. It’s not about follower count. It’s about alignment.
Madi
Exactly. Influencers are tough to get right at first, but when you do, the impact is huge. And even if a creator doesn’t have a big audience, they can deliver strong content you can use in your own marketing. That’s often even more valuable.
Kaye
And what about Mount’s own social strategy?
Madi
We’ve tested a lot, from trends to team content, but now we focus on being the “hidden gem hub.” We showcase our clients on our own channels. That way, we attract both travelers and businesses, acting as both influencer and marketer.
Kaye
Smart. And your creator events?
Madi
We’ve run different types. Some are retreats where creators generate content, others are educational where we teach businesses social strategy. For example, in Maine, we hosted a training where attendees left with a clear plan to run their own social media effectively.
Kaye
That’s incredible. Are you going to VRMA?
Madi
Yes, I’ll be at VRMA. We’re doing a golf tournament as a pre-event, which I love because it’s smaller and more personal than a booth. It’s a great way to build genuine connections.
Kaye
I couldn’t agree more. What’s next for Mount and the Content Army?
Madi
We’re leveling up. More retreats, more partnerships, and opening access to larger travel brands that want to work with our Content Army. The growth potential is huge.
Kaye
Amazing. Where can people learn more?
Madi
LinkedIn is the best way to connect with me personally. Look for Madison Rifkin. And to learn more about the Content Army, visit rentmount.com.
Kaye
Perfect. Thanks so much, Madi. This was fantastic.
Madi
Thank you for having me.
