They are more valuable when negotiating with an integrated fan base.

June
15, 2020

Read for 4 minutes

The opinions expressed by the entrepreneurs' contributors are their own.

The NFL draft, which ran from April 23-25, was unprecedented. For the first time in its history, the design was created virtually.

And while media and NFL fans focused on top picks in the first round, some fans wondered which team would draw former USC Swide receiver Michael Pittman Jr.

Some football fans have been following Pittman Jr.'s career since college, but there is a growing fan base that has mostly gotten to know him through his YouTube channel and social media presence. Through its content, Pittman Jr. has developed an audience of people who are interested in behind-the-scenes insights into what it's like to fulfill a professional lifelong dream.

Content builds connection

These fans will want to know more when Pittman Jr. makes the transition from college to the NFL and plays for the Indianapolis Colts. People who aren't necessarily fans of the Colts will pay attention to what the team is doing this year because of their interest in Pittman Jr. You can even buy Pittman Jr. jerseys and other Colts merchandise. Pittman Jr.'s integrated fan base adds value to the team, which may play a role in future salary negotiations.

Pittman Jr. knows that deep connections with an audience are the first step in making many of them a potential customer base. And he's not the only one; Nowadays, many professional athletes build deeper connection-oriented brands through the content they publish.

Even if their time with a particular sport is over, they can still earn money through a dedicated fan base. They have created a community that follows them on all the things they want to do.

Related topics: How to turn content creation into a profitable endeavor

The content should show value

Nowadays the consumer is smarter and wants more. Gone are the days of advertising and hoping for sales to grow. Increase your sales by continuously maintaining your audience. The content must prove the value of your offer – a good sales copy is not enough. This is especially true now that the consumer may be unemployed or not spending.

The way Pittman Jr. and other professional athletes use content to support their fans is a brilliant long-term marketing strategy.

LeBron James does this with his Taco Tuesday Posts. This is a way to connect your fans with the personal side of LeBron James and build a deeper connection outside of the basketball court.

Six-time Super Bowl winner Tom Brady took this to a new level with the announcement of his 199 Productions Company. This announcement was made on his Instagram page. Brady describes 199 productions as "a global multi-platform content company that develops original premium content such as documentaries, feature films and television programs". This is a company that focuses specifically on content creation.

Connection leads to increased sales

The content your company produces builds your audience online and ultimately leads to higher sales. Publishing the kind of content that helps your consumers multiplies your efforts.

Content creation must be more than one item on your task list. It has to be more than posting every leap year. This should be a priority in your marketing and growth strategies.

Related Topics: 20 Social Media Content Tools That Accelerate Your Content …

You don't get the sale just because you've presented the customer with a fancy copy. Your consumer wants to see how you can solve a pain point in their life. You want to see what your company is actually doing.

One way to demonstrate this is content that offers added value. Content that introduces elements of storytelling and creates trust. Your content makes your business more valuable, and that's why professional athletes, celebrities and influencers use their content the way they do. We can learn a lot from the use of content marketing.

Related: The formula for success for content creation

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