Storytelling Over Highlights
Content is the off-the-court game each team must perfect to win. Content powerhouses like House of Highlights, Bleacher Report, ESPN, and Barstool Sports crank out new content every minute. It takes a lot of work for teams to compete. Battling for fans' attention with these content-first organizations is challenging for teams.
Teams have an advantage against these conglomerates. They have virtually unlimited access to players and team activity. It's not absolute, and some players are more open to participating than others, but we're in the building every day. Also, our sole focus is building our team, and we have passionate, often very loyal, fan bases.
But more than access is needed. To best take advantage of our position, we need to put content systems that tell our stories and go far more profound than the other networks. Their advantage is width; our advantage is depth.
There are three pillars of content: Branded Content, Storytelling Content, and Highlights. We need all three for the deepest team coverage to build highly loyal and engaged fans and uncover new revenue opportunities.
The Three Pillars
All sports teams should use the three key content pillars and execute them simultaneously across multiple platforms.
Branded Content
The first is branded content that delivers an emotional connection with the fan. Use 30 to 90-second clips and build on the emotion. Even consider a 1:20 to kick off the season. Here, there is less of a focus on the game and more of a focus on the lifestyle of the brand. Connect with the passion and desire of your fans to inspire, motivate, and engage. Release a new cut every month. For inspiration, think of Nike or Apple. They rarely talk about a shoe or product but relay their beliefs.
Let's look at Nike. They always kill it. On Sept 5, 2018, they released their It's Only Crazy Until You Do It Crazy Enough campaign, with a 1:20 video featuring Colin Kaepernick motivating and challenging everyone to dream crazy. The video was their hero to kick off their campaign. But then, every 30 days, they released 60-second videos to support their Dream Crazy and Just Do It campaign. Many athletes were featured, including Eliud Kipchoge, an 81-year-old female marathon runner, OBJ, Kyrie Irving, Serena Williams, Joan Benoit Samuelson, and others. They built off an emotional and controversial hero campaign by continuing to spread their belief to keep dreaming the crazy dream. It's brand marketing at its best.
Teams can do this. It starts with developing your brand and then telling your brand stories with players, fans, people in your community, employees, and anyone who aligns with your team brand. These stories go beyond the sport, and they connect at a deep emotional level. I don't see a lot of teams that do this consistently. There have been a few, but I'd love to see more teams think like a brand and connect with their City. This connection is a significant differentiator for content creation.
Seasonal Storytelling
Let's go on a ride. We'll take fans on a rollercoaster ride from the beginning of the season until the final second ticks during the last game. It's an adventure of highs and lows, and in the end, one team will end on the top. Most will be disappointed on some level. It's these highs and lows that draw in the fans. Each season follows a story arc; this is the content that takes us through it.
With Seasonal Storytelling, we take our fans on this ride with us. Highlight the top moments, but be bold and touch on the lows. They are essential to retain engagement. This content is part branding with a lot of storytelling, and its longer format can run for 20 – 30 minutes.
Follow the games, challenges, and successes – but also incorporate player stories that cover on and off-the-court activities. Let our fans get to know the players authentically. Focus on the critical team events throughout the season (tip-off, all-star break game, jersey release, post-season, etc.) and weave in players' growth and challenges. Show how they recover from an injury or battle for a lineup spot. Celebrate being selected for a player's first all-star game.
Tell stories about a player, coach, or GM's journey to get where they are. Where did they grow up, what path did they take, and did they struggle along the way? What do they do outside of their sport? Look at fans and tell their stories. Set up the week ahead and take the fans on a journey. If the team, players, fans, and executives are the characters, this is our opportunity for character development.
The options and cadence are unlimited, but this content is probably best for weekly releases and one-off pieces. It's great for sponsors.
Highlights + Interviews
Finally, what everyone does is the sports highlights. The same highlights flood our feeds. Delivering the sizzle from the game, practice, or interview is vital; however, since every team and league does highlights, we must find new and unique ways to show a highlight. Use different angles, illustrations, designs, and motion graphics to show the action. Be unique.
Differentiate your content. With such a high content volume, this is the place to try and test new creative formats. The snippets of content (8 to 15 seconds) are short, to the point, and perfect for producing in-house and through outsourcing opportunities. Particularly during the season, this content is daily.
Put it all Together
Each form of content has a purpose. Branded content connects with a fan on an emotional level beyond the sport. The team becomes one with the fans through aligning beliefs and values. Storytelling takes fans on a journey, carrying them through the ups and downs of the season. It brings them closer to the players, coaches, and other fans and emphasizes the power and excitement of sport. Finally, the highlights provide the daily sizzle. The excitement to highlight outstanding athleticism, thrilling skill, and sometimes unbelievable feats will give the wow moments.
Branded Content = Emotional Connection between Team and Fans
Storytelling = the Season Long Journey
Highlights = the Sizzle
By creating deep content and using all three types, teams have an outline to connect with and build rabid fans. Done correctly, teams can weave in sponsors to generate new revenue streams. This passion will lead to more ticket sales, merchandise sales, and increased team value. It's not just good solid content and marketing; it's good sports business.
