Fantasy football is an online competition where you pretend to be an NFL team owner. You get to draft and trade players, and every week the performance of these players in actual games dictates how you score.
Evaluating your performance every week and making adjustments to do better next week is a fundamental business principle. Here's how fantasy football strategies can apply to your content marketing game.
Do Your Homework
Building a winning team means carefully weighing past player performance and evaluating the likelihood of continued success. Similarly, take a look at your content to determine:
- What kind of content engages readers most in terms of comments, reposts, and page hits.
- Which stories engage readers the least.
- Which combination of players (i.e., content) most likely wins over your competition.
- What's working today, not what used to work. Teams cut players who aren't performing, regardless of how popular they used to be. Cut features and storylines that were once popular but just aren't getting the same level of page hits anymore.
Take Your Pick
According to nDash Marketing, choosing content is like choosing draft picks:
- Safe picks are familiar subject matter. If you're a media company, you write about media. Safe picks effectively build your content brand.
- Instinct picks are gut feelings that different kinds of content will work out. The idea is to broaden your content on a wider range of subjects that generates reader interest.
- Auto-picks simply go through the motions. Generally not a winning strategy. If you don't produce content regularly and thoughtfully, you'll wind up in the bottom of the standings.
Build Your Community
One reason for the phenomenal growth and success of fantasy football is that it not only taps into the passions of its target audience, it provides a means for them to express that passion. Just like regular football, fantasy football is about a lot more than just the game. It's about talking about the game. Which is why fantasy football leagues all feature message boards, chats, blogs, and other integrated social media.
Engaging users is fundamental to content marketing. Getting them interested is the first down. The way you get to the end zone is to get them interested in talking among themselves and sharing your content.
Increasingly, people use their phone or tablet instead of a desktop or laptop computer to access the Internet. Which is why just about every fantasy league has a mobile app. So should your blog or your website. The ability to present your content across multiple devices and platforms is an essential strategy to increase user engagement and promote brand awareness.
Play to Win
More than 33 million people (10 percent of the U.S. population) participate in what has grown from a pastime cooked up by a group of friends into a multibillion dollar industry. A content management strategy that emulates the engagement of this growing fan base is most likely to achieve a championship.