With an abundance of sports coverage easily accessible across mainstream media, why do sports organizations develop their own custom content programs? There are several good answers to this question that Barry Janoff discusses in his article, Sports Custom Content: The Fans are the Stars, published in the latest issue of Content magazine.
This article talks about several sports teams but I pulled quotes below that relate to one of DCP’s major sports clients, the San Francisco Giants.
The main goal behind sports custom content is to keep loyal fans rooting for their teams. How is that accomplished?
1. Provide “more nuanced, more intimate” access to players and teams.
“Information is everywhere, and much of it is free,” says Mario Alioto, Giants senior vice president of corporate marketing. “We have access and information about our players that other media don’t have.”
2. Give fans an opportunity to share their stories.
“It’s one thing to have a magazine that interests fans, but the best kind of content marketing is when people feel they are part of it,” says Jeff Gire, senior editor at Diablo Custom Publishing. “The team wanted Giants Magazine to have stories that involved the fans.” As a result, we created a new section, “Our Fan Story”, which gives fans a place to share personal stories about the Giants.
Be sure to read the article to get the whole story.