There are numerous ways to spread the word about locally-owned sports franchises. Unfortunately, taking out ad space in newspapers and magazines and buying ad time on TV and radio outlets aren’t nearly as effective as they once were. Even if you’re attempting to reach a predominantly local audience, the web is now your best bet – and when it comes to online promotion, you can’t go wrong with top-tier content. Crafting engaging blog posts, articles and videos about your franchise can go a long way in winning over new fans. However, if this content isn’t properly marketed, its quality is irrelevant. If your team is new to the world of content marketing, take the following pointers to heart.
Encourage Social Media Shares
In recent years, social media outlets have become invaluable content marketing tools. Since they’re free and easy to use, using sites like Facebook, Twitter and Instagram to market your team’s web content is essentially a no-brainer. Each time one of your followers shares one of your posts with his or her friends, a large chunk of prospective fans will instantly become aware of your team. This is why you should post links to every piece of content that appears on your team’s website on each of your social media accounts. Furthermore, each of these posts should encourage followers to share and re-tweet your links as they see fit.
Pictures Speak Louder Than Words
The amount of content we consume today is dramatically higher than it was just a decade ago. Since such a sizable chunk of the average American’s day is spent sifting through an assortment of videos, social media outlets, blog posts and emails, people have become very discerning about what holds their attention. With this in mind, all of your text-based content should contain a multitude of visually-appealing images to keep readers engaged. First-time visitors to your site are liable to be turned off if they see nothing but walls of texts, so take care to add intriguing images to your content at every available opportunity.
Create Content Based on Fan Feedback
The adage “The customer’s always right” applies to the sports world just as much as it does to the retail industry. In this case, your customers are your team’s loyal fans – and if you’re good to them, they’ll be good to you. Tailoring your web content to suit fan sensibilities is a great way to satisfy longtime devotees and new fans alike. When interacting with fans in person, via email or on social media, pay attention to the topics they’d like to see covered – then take measures to build future articles and blog posts around them. Since your web content is being created for the fans, it’s only natural that they should have a hand in deciding what it’s about. As Sujan Patel of Forbes writes, “Content should answer the questions your prospects and customers ask.”
When it comes to sports marketing resources, there’s no question that national franchises have a huge leg up on smaller-scale local teams. However, even if your finances are limited, you can effectively spread the word about your franchise through high-quality web content and meticulous content marketing efforts. Armed with the above-mentioned tips, local sports teams can increase game attendance and website visitor numbers in one fell swoop.