Content Management Strategies and Why You Should Care

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A couple of things you might be thinking…

What is Content Management?

Or, maybe if you know a bit about what content management is all about – Why should Content Management matter to me if I am a sports team?

First off – What is Content Management?

It’s most easily defined as the non-technical management of website and online content and how it is delivered. It’s the stories on your website, the posts on your blog, the status updates on Facebook, the things you tweet about… anything digital that you push out. A lot of people have been talking about content management as the next “big thing” following the rise of social media. You may have also heard the statement that “Content is King”.

But crowing “Content as King” is leaving a lot to be addressed. What good is content (no matter how good it is) unless there is someone out there to see/read/experience it? So, yes, its true that content is critically important, but do not forget the “how” part of this – how the content is distributed and organized.

I do a lot of work with sports teams so the issue of content might seem obvious at first for sports teams. “Content is not a concern for us”, you might be thinking. At first blush, one might consider “the game” to be your content. Sure – but consider that the game, your product, is primarily disseminated on television and across the internet by programing and websites that are not your own. Think of the different layers of media and experience involved here…

At the core is your product – the live game. Depending on your sport, about 20-50,000 people experience it live.

The next layer is broadcast – again depending on your team, sport and specific game, thousands to millions of people experience your product on television. Those not viewing the game will experience the highlights on TV as well… you can also add radio into this mix.

Now, of course, your website and social media platforms will “cover” the game as well – but it’s important to consider product content as only a portion of your content management strategy. No other business outside of professional sports benefits from such widespread coverage on a day-in-day-out manner (unless it is bad news… BP is a timely example). Non sports companies must rely on their own efforts to get their product out there, so content management strategies may seem more “important” or vital to them.

The point I am trying to make here, is that your sports product is being “covered” and disseminated already for you by NBC, CBS, Fox, CBC, TSN ESPN… Therefore, content management strategies in sports are even more critical.

Why? Because you have the opportunity to layer on much more than the product itself – and sometimes the product may not be the greatest thing in the world either. This is where your brand really matters.

What is your brand all about?

What is your team’s place in the community? What place do you want it to occupy?

What is your history/legacy?

What is your vision?

These are the questions you should be asking in regards to content management. Last night’s box score is the easy stuff – this is much deeper.

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