10-Questions every sport should ask itself


Shunt’s content marketing strategy asks 10 key commercial questions every sport should consider as part of a 360-degree framework that encompasses strategy, planning, implementation, measurement and valuation.

Shunt’s 360-degree approach to content marketing strategy development is designed to build the long-term sustainability of a sport.


Why are we here?

Who is our audience?

When developing your sports business strategy be clear about what commercial outcomes are sought. If this is missing or incomplete the content marketing strategy will be flawed as its scope must be defined by this top-level document.


What messages do we want to convey and why?

A successful sports content marketing strategy requires an honest, data driven assessment of available resources and a disciplined focus on executing a few carefully considered campaigns to the highest standards rather than a ‘let’s try everything’ approach.


Are we currently talking to the right audience?

The purpose of persona mapping is to create avatars of a typical consumer within an identified target market. Consider the following;

  • Age?
  • Gender?
  • Job?
  • Salary?
  • Address?
  • Education?
  • Relationship status?
  • Parents?
  • Kids?



How do we map the journey our target markets take?

The sales funnel is a useful model for the journey everyone takes when purchasing a good or service. The more questions that can be identified about what a given persona might ask in making their journey through your sport the more answers that can be prepared to guide them on their way.


What outcomes are we seeking?

Start the process of defining commercial outcomes by reviewing your sports brand. A useful tool to assist in this process is a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis that focuses on commercial capacity and capabilities.

Then prioritise goals and objectives to enable better planning and allocation of resources based on the following criteria;

  • LHF (Low Hanging Fruit) – What goals and objectives are the simplest, easiest and cheapest to implement?
  • Time – How long will it take to implement a goal or objective?
  • Resources – What (intangible) resources will be required to implement a goal or objective?
  • Cost – How much will it cost to implement a goal or objective?
  • ROI (Return on Investment) – What is the likely ROI?
  • Impact – What is the likely transformative impact of the goal or objective?



How are we going to engage with our audience in order to meet our goals and objectives?

  • Target market personas have been defined.
  • The customer journey has been mapped.
  • Goals and objectives have been set.

The content marketing strategy is now transitioning into the implementation phase but first key stakeholders need to be identified and communications channels mapped.


Where is our audience having a conversation?

What are they talking about?

There are two types of sports content – content than informs and content that engages. The optimum mix of these two varies greatly depending on the digital channel in question.


What conversations do our audience want us to have with them?

Content Types;

  • Macro – Market research, case studies and facilities intelligence
  • Mid-tier – Industry and professional development
  • Micro – Consumer focussed support, high-performance, coaching, training, events, health and wellbeing

Delivery Types;

If you’re stuck for inspiration Shunt has listed over 40 different delivery methods for sports content.


Remind me again who our audience is?

What are all these conversations telling us?

The Shunt approach to sustainability in sport is based on an evidence-based approach to decision-making. The data that drives this is derived from three primary sources;

  1. Market Research
  2. Participation
  3. Digital



How will the content marketing strategy drive revenues?

The sole purpose of the content marketing strategy is to drive revenues for your sport that ensure its ability to deliver to future generations of Australians.


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