Running a fantasy sports business isn’t easy. Most likely, you’re wearing multiple hats, shifting from a product guru to an IT expert to a customer service rep. You’re strategizing, implementing, analyzing and improving on a daily or hourly basis. So as you’re trying to keep your head above water, how the heck do you find time to market your industry-changing product? And if you could only focus on one marketing effort that would bring people to your site, what would it be? In a word, it’s content.
Fantasy sports content is a hot commodity. With almost 57 million people playing fantasy sports in the U.S. and Canada, there’s a huge market for strong, unique content related to strategy, injuries, sleepers and projections. Fantasy sports players engulf themselves in content to prepare for a daily slate or season-long drafts. In fact, the Fantasy Sports Trade Association says that DFS participants consume 40 percent more sports content after becoming players.
The thing with content is that once you’ve written it, there are so many ways to get it in front of your targeted audience – some paid, some free. But no matter how you distribute your content, the end result is the same – targeted traffic coming to your site with qualified interest in your product, service or information. Content needs to be a priority for any fantasy sports site. With that said, here are six things to keep in mind when formulating a successful content strategy for your fantasy sports business.
Consistency is key
Consistency in content creation is one of the biggest challenges a fantasy sports business will face. Unless you have a content writing team, there will be times when your blog will inevitably go dark. It happens to the best of us. And it’s understandable. When you’re choosing between enhancing your product offering, fixing optimizer bugs, or writing a killer blog post, the options that immediately make you money will ultimately win.
But you should treat your content as any other operational aspect of your business. Make sure you set realistic content creation goals – a calendar of sort. Don’t set out to write daily if that’s just not feasible. Set out to post a few times a month and start following a calendar to set specific dates and times to publish. If you’re serious about content being a part of your overall marketing plan, you have to respect the internal deadlines you’re setting. You’re actually losing traffic generated by content if you’re not consistent. No matter how great your content may be, you’re training potential visitors to NOT come back to your site with inconsistent postings.
Find your niche and stick to it
Unique content drives people to your site. But if you have a hodgepodge of subjects on your site, it lends itself to reader confusion. Remember, there’s a lot of fantasy sports content on the web. The big players in the industry, with their massive content staffs, are already creating injury reports, playbooks, etc. So let your expertise come through with unique content, focused on specific areas within the industry. Are you a lineup generator site? Focus your content on daily picks or stacks. Do you run a fantasy analytics site? Focus your content on DFS strategy. Is your site sport-specific? Provide in-depth articles even during the off-season (technically there is no off-season in fantasy sports, right?). Bottom line, find your unique angle and stick to it. Don’t confuse your readers by straying.
Don’t be afraid to outsource, just be cautious about it
There are so many companies that are willing to write content for you…for a fee. And that fee can range anywhere from $25 to $125+ for a 500-word blog post. If it’s in your budget, don’t be afraid to let someone else write a post for you. But be cautious with what company you choose. Make sure they have knowledge of the fantasy sports industry. The worst thing that can happen when outsourcing is that you spend more time fixing the content than it would have taken for you to write the content from scratch.
Stay away from gating all your content
There is a time to gate content on your site; that is, requiring registration to access content. Content that is so compelling that it can be used as a lead generation tool is perfect for gating. We’re talking whitepapers and ebooks. But standard blog posts, lineup projections, stacking advice, etc., should remain open for anyone to read. Unless you’re a subscription-based fantasy sports site, gating content will lead to visitor bounces and frustration. And guess what, they’ll probably find the content they’re looking for on another site.
Pay to play
You can post your content on social channels all day long, but it’s not always going to show up on your followers’ social feeds. You have to make the decision to invest in paid social campaigns that can boost your content posts across platforms. Or consider an inexpensive AdWords campaign to reach a broader audience. But if you expect new people to just stumble across your content, think again.
Track what contents works and what content sucks
Spending time to write and post your content is really only part of the battle. You need to perform a decent audit of what kind of content works and what doesn’t. Look at what topics generated the most views, shares, and comments. Pay attention to page view times and bounce rates for individual pieces of content. Compare stats between long and short posts to determine your audience’s preferences. But when all is said and done, don’t simply post and move on to the next item of business. Evaluate the data so you can produce better, more engaging future content.
Need help with your content marketing strategies? Contact FantasyMeter today at firstname.lastname@example.org or (817) 729-8771.