Best practices for content curation for your fantasy sports business

February 11, 2016

 

In a digital world where there’s thousands of sports and fantasy sports blogs being published daily, keeping an eye on trends, topics and overall buzz can get difficult. Sure, we have hashtags to monitor and industry influencers to follow, but you have a business to run. You also have to stay relevant by contributing to the sheer volume of content in the so-called blogosphere and social outlets. Our industry is content-driven and it’s easy to get left behind if you’re not participating. So how do you actively and consistently generate content for your blog, email newsletter and social accounts? The answers lies with content curation.

 

In short, content curation is the process of scouring the web for the most meaningful and relevant content and presenting it to your audience in an organized manner. In the case of digital marketing, you need a healthy mix of both content creation and content curation to optimize results, particularly in regards to engagement opportunity. But more importantly, you’re building a community of followers and readers that can turn to you for everything fantasy sports.

 

Content curation isn’t new. In fact, the process has grown exponentially in the past couple of years and is a widely accepted form of content marketing. In fact, after months of hype, Twitter unveiled what it calls Moments in October 2015. This feature curates top tweets around specific topics and events. And Twitter followed the ranks of Stories from Snapchat, which does the very same thing for a few topics every day. In 2016, it’s predicted that curated content on social networks will grow even more important.

 

There’s plenty of benefits to content curation:

  • You build relationships with other fantasy sports publishers whose content you share.

  • You grow your online authority, credibility and expertise.

  • You save time on crafting new content consistently

  • You keep your audience engaged while creating a strong informational resource for them.

So inevitably, the question comes up: Why would I promote other fantasy sports content on my platforms? First, see benefits above. Second, you’re not necessarily promoting your competition…because you shouldn’t be curating from your competition. Again, there are thousands of fantasy sports blogs on the Internet. Find the ones that aren’t in direct competition, but have great content to share. Here are a few basic criteria when deciding whether or not to curate.

 

Define relevant topics and sources

 

There’s a lot of rich content on the Internet. Trying to curate without a purpose can make your head spin. You have to define what topics would be most interesting to your readers and non-competition to your business. For example, if your company focuses on lineup generation, you might find reliable sources for injury updates or Vegas odds. Or if you’re a general fantasy sports news site, you might looks for articles related to trends and statistics of the industry.

 

But it’s also important to determine relevant sources. You should identify a core set of sources you can count on for strong, consistent content. In our industry, take a look at ESPN, FOX Sports, Sporting News, Bleacher Report, etc. You might even get more granular by looking at leading fantasy sports sites such as RotoExperts, RotoGrinders, or FantasyAlarm. Again, as long as their content doesn’t compete with yours.

 

Leverage various distribution channels

 

Curated content isn’t just for social channels. If the purpose of content curation is to bring better meaning to your business objectives, doesn’t it make sense that it would be a viable tactic for all of your distribution channels? So don’t be afraid of putting curated content in your email newsletters, blogs, website and microsites. Remember that you are trying to share strong content with your customers, which in turn, will give your customers a favorable opinion of your company.

 

Change headlines of curated content

 

When placing curated content in your distribution channels, change the headline. This is particularly true on social platforms where article previews are displayed. This also gives you a chance to give your perspective on the article.

 

Add commentary to content

 

There’s always an opportunity to share commentary about curated content. In your owned media (blogs, website, email newsletters, etc.), you space to offer a viewpoint about the curated content. On social media, it’s a bit more challenging due to character limits. Go for something like this:

               

Check out @FantasyPro’s top #fantasybaseball picks for 2016. Spoiler alert:  Trout still No. 1

 

You’re adding your own voice and quick commentary to the content in a constrained social environment. But the result will be stellar audience engagement.

 

Measure your curation efforts

 

Did you know that 40 percent of content curators don’t measure the effectiveness of their curation? In a digital age, there’s really no excuse for not having meaningful metrics around content curation. Conversion metrics provided through your social or email platforms should give you enough information as to whether the type of content you’re curating is of interest to your customers. If they’re not engaging, they’re not interested. Measuring the efforts will allow you to re-evaluate the type of content you’re choosing, ultimately giving your customers what they want to see.

 

Need help with your content curation efforts? Contact FantasyMeter today at info@fantasymeter.com or (817) 729-8771.

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