The success of your sports content marketing strategy and the revenue it drives will be determined by six key factors.
Implementing a content marketing strategy can quickly become all-consuming in an industry already chronically short of time and resources. This is why the strategy must be realistic about the level of investment that can be made. A few well executed campaigns are recommended over a ‘scattergun’ approach. Less here is definitely more.
Establish baseline metrics, then measure again during the strategy development process and at every possible step in its implementation. There will never be enough data initially so identify areas of strength and what needs to be addressed down the track to help further ‘clear the fog’. Use measurement and the insights from it to constantly experiment within the content marketing strategy and then fine-tune accordingly.
- How strong is your sports brand?
- If it were treated as a tangible asset what is it worth (value proposition)?
- What are the commercial strengths, weaknesses, opportunities and threats (SWOT) of your sport?
How the brand is perceived and any changes made across the content marketing strategy cycle will have significant implications on its future value.
FACILITIES AND INFRASTRUCTURE
For most sport’s there’s already intense competition to access the infrastructure associated with its delivery. It’s all well and good putting in place a content marketing strategy that drives increased participation but what if there aren’t enough facilities to cater to increased demand or they are in the wrong place?
Be sure to consider current infrastructure capacity and likely future demand before implementing any strategy. Having solid data here can be a huge help in making the right call.
An important outcome from the implementation of a content marketing strategy is the impact on your sports value proposition over time. By extending reach, building greater efficiencies and engaging more consumers the associated ‘snowballing’ effect makes your sport quantifiably more attractive to potential stakeholders, advertisers or corporate partners.
One aim of any content marketing strategy is to assume a position of thought leadership in the markets in which a sport operates. The idea being that the sport becomes the default source of information on anything and everything a current or potential consumer might need.
This thought leadership is generally built around a digital hub – ideally a website as this is the only piece of online real estate that your sport truly owns. If a websites UX (user experience) isn’t optimised or the right content can’t be provided to audiences at the right time then the success of a content marketing strategy is likely to be compromised.
Don’t be fooled – social media platforms simply rent accounts and access to users. As the landlord of this property they make all the rules (and most of the money).