Episode 41
#41 Content is King, so make it a key component of your sports marketing strategy
An increasing number of supporters expect to receive some form of content during the off-season. Moreover, with the rapid increase in content creation and consumption across different platforms and channels, the demand for additional sports content has also grown. According to Nielsen’s 2022 global sports marketing report: “the demand for content related to a live event (match announcements, highlights, recap videos, etc.) is almost as high as it is for digitally delivered events themselves.”
That’s why this episode of the podcast is dedicated to delving deeper into the fourth component of our “10 components you need to include in your sports marketing” series. And this component is - Content is King.
The interest in sports content (both related to and not related to live sports events) is becoming more important, especially among the younger generation. This is a crucial piece of information since the same generation, Generation Z, also is the biggest global consumer cohort – with a spending power of a whopping $140 million in the US alone.
Examples of content that sports organizations can leverage to get their highest fan engagement to date, include:
- Videos centered around pre-game events, post-game events, and some behind-the-scenes footage in practice, for example
- Video on Demand content that can be delivered specially to individual supporters upon request. You can do this through both traditional television broadcasting and over-the-top streaming platforms
- Another type of content that sports organizations can leverage is content generated by the supporters themselves. This content is usually created and shared via social media, with TikTok and Twitch having the highest usage rate gains in comparison to other platforms between April 2020 – August 2021.
- Fantasy sports games are another fantastic way in which sports organizations from leagues to clubs, can use content to engage fans. Fantasy sports allow a fan to act as the owner of a team and give them the power to cut (drop), sign (draft), and trade the players of their choosing. Where points and standings are given based on an athlete's true performance in games.
There are different types of content that you can really leverage to increase fan engagement to the highest it has ever been in your sports organization. Some other types include sports scores, statistics, game summaries, sports news, photographs, video and audio files and or podcasts, and other similar sports-related information and services, in text, multimedia, or any other format.
As you can see, there is a mountain of opportunities for content creation that sports organizations can leverage and monetize.
But how can you achieve this in a way that guarantees results beyond your expectations?
By collecting relevant data about your supporters, using a Sports Customer Data Platform so you can uncover the necessary insights about your supporters in order to understand the type of content your supporters want and the channels and/or platforms they would prefer to interact with your content. Once you have uncovered these insights, you will be able to deliver hyper-personalized content to your fans from the same platform, the sports CDP.
