Fantasy sports fanatics are inundated with content – great content, mediocre content and content that makes them say WTF. Much is self-inflicted because people who play fantasy sports are obsessed with content. They’re looking for content to help them find that one-in-a-million sleeper pick; content to help build a winning DFS lineup; content about injuries, weather, Vegas odds. But bottom line, they’re looking for content to help them win.
The Internet grows every single day. We add 2.5 quintillion bytes of data to the Internet every day. We publish 2 million new blog posts and upload 100,000 hours of video. So it’s probably safe to say that your audience isn’t looking for more content. They are already drowning in a pool of fantasy sports articles, videos, blogs and more. But they are looking for the best content.
When we talk to fantasy sports companies, whether they are B2C or B2B, one of the biggest challenges they present is the ability to produce quality, relevant content to their audience. They don’t have the time, they don’t have the people, and they’re not sure they have the skill to come up with consistent topics day after day. Get this…you don’t have to come up with your own unique content every day. Curating content from other sources provides value to both your company and your audience.
There are 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.
Content curation allows your business to be a genuine thought leader. Your audience is already going to big sources to find the fantasy sports news they are looking for. So why not bring that news into your site or social channel in order to bolster your own content? If done right, you will become a superhero with your overall content strategy. Here are a few tips for effective content curation for your fantasy sports site.
Focus on a specific topic
The No. 1 concern we hear from fantasy sports businesses on the topic of content curation is that they don’t want to feature content from a competing product or service. No problem. Focus your content curation on a specific topic of interest. If you’re a projection site, you’re certainly not going to curate content from similar projection sites. But you might curate injury updates, or general fantasy sports news. You could even consider just curating general sports or team news. Think of a topic that complements your product or service, but never competes with it.
Save time – curate from a consistent set of sources
There’s so much content to wade through on the Internet. You can’t hit them all. So identify just a few go-to sources. Take a look at sources like RotoWire, Yahoo! Fantasy Sports or ESPN. Make a list of about 5-10 sources that you can consistently take a look at. Heck, feel free to steal from FantasyMeter’s curation efforts on our Twitter page.
Source the content
Never take credit for a curated story. Make sure your audience knows the story didn’t come from you. A simple “via @twitterhandle” is sufficient. In doing so, you’re attributing a relevant source and might result in curation of your content as well.
Good curated content should go across multiple channels. That includes your website, Twitter feed, Facebook page, LinkedIn page, email newsletter, etc. Don’t be afraid to take advantage of all your channels here.
Add commentary to curated content
There’s always an opportunity to share commentary about curated content. In your owned media (blogs, website, email newsletters, etc.), you have unlimited space to offer a viewpoint about the content. On social media, it’s a bit more challenging due to character limits. Go for something like this:
Check out @ESPN’s top #fantasyfootball QBs for 2016. We think their No. 1 is TERRIBLE.
You’re adding your own voice and quick commentary to the content in a constrained social environment. But the result will be a higher audience engagement.
Figure out that sweet spot
Good rule of thumb: 3-4 curated posts a day is good, and actively curate 2-3 time a week. This is particularly true for social. In this pay-to-play social world, you can expect a lot of your curated content to not be seen in feeds and timelines. That’s okay. You’re playing a numbers game here. If you have four curated posts a day, you can expect two to be consistently seen on social channels.
Measure your efforts
Recent reports show that 40 percent of content curators don’t measure the effectiveness of their curation. In today’s digital age where analytics programs are prevalent, there’s really no excuse for this. Conversion metrics provided through your social, email or website platforms should give you enough information as to whether the type of content you’re curating is of interest to your customers. 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 firstname.lastname@example.org or (817) 729-8771.