DFSE- Derek MIller
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Semelhante a DFSE- Derek MIller
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DFSE- Derek MIller
- 1. CONTENT AND TRAFFIC GENERATION FOR DFS Derek Miller CopyPress Dmiller@CopyPress.com @ItIsMillerTime
- 2. • VP of Content Strategy & Sales • Founder of FantasyHelp.com • Student,Writer, Speaker, Podcaster Dmiller@CopyPress.com @ItIsMillerTime ABOUT ME
- 3. OVERVIEW • Why you should care about content marketing • How to create a content marketing plan • 5 actionable content marketing tips Dmiller@CopyPress.com @ItIsMillerTime
- 4. PART 1 Why should you care about content marketing? Dmiller@CopyPress.com @ItIsMillerTime
- 5. CONTENT MARKETING Dmiller@CopyPress.com @ItIsMillerTime “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” – Content Marketing Institute
- 6. CONTENT MARKETING Dmiller@CopyPress.com @ItIsMillerTime • 70% prefer content to advertising • Multi-channel integration • Owned media not rented media • Long-term, sustainable strategy
- 7. BECOME A PUBLISHER Dmiller@CopyPress.com @ItIsMillerTime Create content for users not for your brand Create content that others aren’t Create an identity and differentiate your brand
- 8. CONTENT MARKETING AND DFS Dmiller@CopyPress.com @ItIsMillerTime -Already a high amount of competition for same eyes
- 9. EXAMPLE 1 : FANDUEL INSIDER Dmiller@CopyPress.com @ItIsMillerTime
- 10. EXAMPLE 2 : DRAFTKINGS PLAYBOOK Dmiller@CopyPress.com @ItIsMillerTime
- 11. PART 2 Dmiller@CopyPress.com @ItIsMillerTime What do you do?
- 12. 3 STEPSTO SUCCESSFUL CONTENT Dmiller@CopyPress.com @ItIsMillerTime Step 1. Create a user-friendly content portal that’s optimized for conversions Step 2. Create unique/quality content as frequently as you can Step 3. Promote your content across owned, earned, paid channels
- 13. STEP 1:THE PLATFORM Integrate CMS to your site WordPress Joomla Drupal User-friendly design Optimize content pages Dmiller@CopyPress.com @ItIsMillerTime
- 14. STEP 2: CREATE QUALITY CONTENT Decide on type/theme of content Document content plan with measurables Create QA guide for each type of content Hire creatives to execute Dmiller@CopyPress.com @ItIsMillerTime
- 15. DECIDE ONTHETYPE(S) OF CONTENT Articles Podcast Videos Infographics Interactives Dmiller@CopyPress.com @ItIsMillerTime
- 16. DECIDE ONTHETHEME(S) Dmiller@CopyPress.com @ItIsMillerTime Short-term Content Evergreen Content • Daily Lineup Advice • Injuries/Player News • Q&As, Forums, Live-chat • Strategy posts • Experience based content • FAQ andTutorials • Industry news
- 17. DECIDE ONTHETHEME(S) Dmiller@CopyPress.com @ItIsMillerTime Awareness Stage Evaluation Stage Conversion Stage High-level content that casts a large net and builds interest More targeted and specific content Highly targeted to users who have or are ready to convert
- 18. CONTENT AND DAILY FANTASY SPORTS: 2013 SEARCHTRENDS Dmiller@CopyPress.com @ItIsMillerTime
- 19. CONTENT AND DAILY FANTASY SPORTS: 2014 SEARCHTRENDS Dmiller@CopyPress.com @ItIsMillerTime
- 20. CONTENT AND DAILY FANTASY SPORTS: 2015 SEARCHTRENDS Dmiller@CopyPress.com @ItIsMillerTime
- 21. BRAND/CONTENT STYLE GUIDE Before creating content need to outline parameters Style guide is living and iterative Develop your brand’s voice and identity- use this style guide as a QA tool to keep all content consistent Dmiller@CopyPress.com @ItIsMillerTime
- 22. BRAND/CONTENT STYLE GUIDE Dmiller@CopyPress.com @ItIsMillerTime
- 23. PRODUCETHE CONTENT Step 1: Find Creatives Step 2:Vet Creatives Step 3: Provide Style Guide based on content type/theme Step 4: Produce test piece of content and iterate Step 5: Scale production Step 6: Continue to modify/test content Dmiller@CopyPress.com @ItIsMillerTime
- 24. PROMOTE CONTENT Dmiller@CopyPress.com @ItIsMillerTime Paid Media Earned Media • Social Promotions • Adwords • Native Ads • Banner Ads • E-mail List • Social Accounts • Areas of your site Owned Media • Off-site comments • Guest post • Social shares from influencers • Outreach
- 25. PART 3 Dmiller@CopyPress.com @ItIsMillerTime 5Tips for DFS Content
- 26. TIP 1: DAILY LINEUP CONTENT Dmiller@CopyPress.com @ItIsMillerTime • 24-hours of relevance (need to post ASAP) • Targeting current players • A lot of work • Remove liability
- 27. TIP 2: CREATE BREAKING NEWS/TRENDY CONTENT Dmiller@CopyPress.com @ItIsMillerTime • Easy to create • Timely and relevant • Longer shelf-life • Potential users need it • Get into Google News!
- 28. HOWTO CREATE BREAKING NEWS CONTENT Dmiller@CopyPress.com @ItIsMillerTime Step 1. Find a reliable and timely news source
- 29. HOWTO CREATE BREAKING NEWS CONTENT Dmiller@CopyPress.com @ItIsMillerTime Step 2. Find RSS feed for the source
- 30. HOWTO CREATE BREAKING NEWS CONTENT Dmiller@CopyPress.com @ItIsMillerTime Step 3. Use IFTTT.com to set triggers
- 31. HOWTO CREATE BREAKING NEWS CONTENT Dmiller@CopyPress.com @ItIsMillerTime Step 4. Create content once alert is received
- 32. HOWTO CREATE BREAKING NEWS CONTENT Dmiller@CopyPress.com @ItIsMillerTime Step 5. Focus on topical players!
- 33. TIP 3: REPURPOSE CONTENT Dmiller@CopyPress.com @ItIsMillerTime
- 34. TIP 4: LEVERAGE CONTENT AFFILIATES Dmiller@CopyPress.com @ItIsMillerTime Leverage affiliates by making it easy to market your brand • Send daily/weekly value player emails to affiliates • Create training and best practices content for affiliates • Provide incentives for creating content • “Teach a man to fish..”
- 35. TIP 5: EXPERIENCE BASED CONTENT Dmiller@CopyPress.com @ItIsMillerTime • Highlight emotions of playing and winning • Use winners to attract new clients • Highlight promotions with differentiated content
Notas do Editor
- Good afternoon 1. Name 2. Title 3. Thanks for coming- I’m really excited, this is my first time at DFSE and it’s awesome to see such a big turnout with so many well known names in the industry- I’m going to be talking about a topic that I have a lot of knowledge and experience in, so hopefully I can give you some information that you will be able to put into place for your website– If you ever have questions or want personal advice, email or contact me on Twitter
- A little about who I am-- I’m a huge sports fan, played Division 1 soccer in college, grew up in the 90s so I love the bulls and the Cowboys– I’ve spent the last 3 years at CopyPress– I work with new clients to generate long-term content plans and deliverables- About a year ago I launched a Fantasy Sports Advice website (FantasyHelp.com) – Recently pivoted it from a editorial style site to a fantasy sports community and long-term goal is to build it out as a platform for fantasy sports “experts/influencers” to grow their identity– I’m always learning and testing, I speak and have my own podcast, also am a frequent contributor on sites like SEJ, CMI, Business.com and Entrepreneur.com..
- Content marketing is such a broad topic- I’m going to try and focus my presentation as much as possible so that when you leave today you will have a general understanding of Content marketing and actionable steps for building and executing your own content marketing strategy to help improve traffic to your website.
- Content marketing is such a broad topic- I’m going to try and focus my presentation as much as possible so that when you leave today you will have a general understanding of Content marketing and actionable steps for building and executing your own content marketing strategy to help improve traffic to your website.
- Read quote
- 70% of people say they’d rather learn about products through content than through traditional advertising – Content marketing should work closely with Social media and SEO teams – Onsite content is an owned form of media, meaning when you drive visitors to your website you have control of how you can market and conver them- if you create content for your Twitter/facebook you have to then drive them to your website and have no control of banner ads/etc on your content– It’s long-term so you won’t see immediate results but if you stay on it you will continue to increase your index pages, will attract reoccurring users and will increase their experience..
- You can learn a lot from brands like redbull and Gopro- they have created an experience around their content and users that see the content immediately relate it to the brand- More and more we are seeing brands becoming publishers– you do this by creating content for the users and not your brand, by thinking of different angles that your competitors don’t see and by keeping a uniform/consistent voice and identity with your content! Example- reb bull is known for their fun, exciting and dare-devil stunts which relate to Redbull’s energy/adrenaline..
- Several DFS are already trying to make that shift towards becoming a publisher– This is an email I received a couple weeks ago from a top tier daily fantasy sports website.. We have had many conversations in the past about how to approach content for their brand and they were now looking for a scalable content strategy that rivals that of ESPN and Rotowire– There is a huge opportunity in this new space
- FanDuel launched it’s insider portal in an effort to draw and attract users to the site- they control the ads on the site and can add calls to action wherever they want on the page– this gives them an opportunity to attract users and convert them
- DraftKings also have a portal as well “Playbook” that serves the same purpose– The main takeaway is that the big names in the DFS industry are leveraging content marketing to convert users, so if you want to compete in the space you should also be considering it.
- Now that you see the value of Content Marketing what do you do?
- As we’ve seen already with FanDuel and DraftKings’ content marketin strategy you will need to first consider where that content is going to live on your site.. The easiest integration is to create a subfolder on your domain and use a CMS like WordPress to control the content.. After you have the content portal ready- you then need to focus on creating unique and quality content as often as you can– there’s no exact answer to how often you should post content, but the more you post the better– Finally, the last step in an effective content marketing strategy is promoting the content, unfortunately the whole “if you build it they will come” approach doesn’t always work for content- so you have to perpetuate and share the content to as many eyes as possible to increase its reach
- Here’s a quick look at DraftKings’ page– When you have your own content portal you can control the appearance as well as optimize it for conversions– this example shows How draftkings has links for internal contests– it also has a user friendly design that encourages sharing the content on social sites and also keeping the user on their site as long as possible with other “related articles” the key is to keep it friendly and optimize for what you want the user to do!
- Step 2 is creating the actual content– this is extremely complex but I’ll run through a quick rundown of some things to focus– first willb e picking the type/theme of the content– then you need to document a plan and create a style guide to keep uniform quality- finally you’ll need to find creatives to execute the content
- Here are some types of content– most likely you’ll be creating Articles– but I’d encourage you to differentiate your content as much as possible because different types of content resonate with different people so the more types of content you make the more likely you’ll expand your audience
- Themes are also important when working on your content plan– the order of deciding the type or themes are not important, but eventually you’ll need to do both. There are short-term and long-term (Evergreent) types of content here are a few examples for the daily fantasy space
- As you work on your type/themes you need to think about the different stages of the conversion process users are when they might find you– for instance: As a DFS there are many reasons users might land on your site– 1st they might be curious about fantasy sports as a whole and want to learn morea bout daily– this is awareness stage and should focus on high-level “strategy and information” based content– this level you’ll want to try to encourage these users to remember your name and portenially sign up for your email list– 2nd is evaluation stage– here users are already aware of DFS and might be deciding between you and another DFS site– this content should be promotional and encourage the user to convert, think of FAQ and experience based content– finally the conversion stage are users who are ready to commit or are already users– this type of content could be daily advice articles about who to play who to avoid, and other short-term, conversion focused content..
- When working on the theme too you have to consider that sports topics are seasonal so you need to consider that when working on your content-editorial calendar here is the search trends for 2013
- Here are the trends for 2014– as you can see its identical to the trends from 2013 and the trends this year also follow suit– Football is hands down the most popular, but you can also see that Baseball and Basketball peak during different months, so just be conscious when you start thinking about topics
- Here is this years trends and as you can see Football is starting to ramp up– The key to this once again is to focus your energy on the sports that are going to garner the most attention
- After you have the themes/topics/types you need to develop a brand guideline that outlines your voice and parameters that all the content needs to follow– this will help you build your voice and keep consistency across your content.. The guide should be living and iterative- so as you see results good/bad you should make adjustments to the guide and your content
- Here’s an example of a guide for one of our clients--
- I put this in 1 slide but really this could be an entire presentation in and of itself– finding creatives, vetting their talent, doing a test piece, adjusting the process and then scaling production will take some time, but the more effort you spend on the front end the less time you’ll have to spend during the middle of production..
- You have your content and your website ready to roll– now you need to get users to see that content! Content promotion is one of the most difficult parts of content marketing– the 3 major ways to promote online content is through paid media like facebook ads or google adwords– owned media like your own website or email lists- earned media like guest posts or getting influencers to share your content– all of these have their value and when leveraged correctly can amplify your brand and drive more traffic to your website
- Now that we’ve done a crash course on daily fantasy content marketing– here are 5 things I would focus on if I were creating a content strategy for a DFS
- Tip 1– I’d avoid daily lineup content as much as possible– Why? for one thing they have a 24-hour relevancy– you might generate hundreds of views to the article but come tomorrow that traffic is going to drop off tremendously– spend time generating more evergreen content that will generate a longer return--- Additionally this is content targeted to users who are already playing on your website or about to convert– I’d focus more effort on the top-middle part of the funnel than the bottom. Not saying that you should neglect current users, but I think generating daily lineup articles everyday is not the best use of resources
- Tip 2– A different approach could be to create trending/news worthy content– this is easier to create because you won’t have to dig to find the information, it is also going to be content that users are searching for right away and the audience is going to be more broad than the daily lineup audience is, so you have potential to convert new users– Finally, try to get into google news! I’d suggest creating news worthy articles for a couple months and then applying for Google news– if you can get into Google news you will see a huge uptick in traffic
- So how do you create breaking news content? There are a number of different things you can do but I’ll run you through a quick way that I would– 1st find a reliable news source like ESPN
- 2nd then find the desired RSS feed– here are a few of ESPNs
- 3rd use IFTTT which is a website that lets you set up functions based on if this than that– the trigger that we are looking for are based on updated RSS feeds– so everytime the ESPN breaking news RSS gets updated I could set it up to email me the link to the news– or to even create a post using the RSS information.. Basically you can set the triggers to automatically update you when news is broken by one of your outlets– this secondary “news” is still relevant and timely– which is exactly what you are looking for
- Once you have this alert you take the content and create your own unique spin on it– 4for4 does an excellent job of this and they reiterate the headline and info in the story, then provide a fantasy impact..
- I’d also encourage you to focus on creating content around players- so the title should have the players name in it and the content should aim to focus on the impact of that player– fantasy sports is about the players, so your content should be too--- IF you are looking for who your articles should focus on, go to Rotoworld and look at the highest searched players for each sport over the past 7 days– these are the players who your audience is searching for right now, so this is the content you should target..
- If you are going to spend the time researching and writing an article, you should take that information and hard work and turn it into as many different types of content as you can– so do a podcast focusing on the same information, create a quick video that highlights the same topics– People respond to different types of content so the more types you can create the better– It also helps leverage the work you are putting into researching
- An underutilized channel is content affiliates– If I were a DFS I would try to leverage affiliates as much as possible– create a learning portal on your domain that teaches affiliates best practices for writing daily fantasy articles and then how to make the most out of their affiliate partnership with your brand– this will amplify your reach ten-fold with minimal work.. You could also send out daily newsletters to your affiliate network with the players that you think are the most valuable for that day, and make their research time minimal, they then could simply write the content based on information or research that you provide– If you have the capabilities, building a content affiliate program could help you immensely!
- Finally what I think is one of the most underutilized angles in daily fantasy sports content is focusing on the “Experience” of playing and not entirely on “how to play/win” – Why do people play DFS? They like competition and/or like to win/win money--- with you knowing that, you can create content that highlights the excitement of winning.. Referrals, endorsements and testimonies are integral in getting new users– take that same approach and create videos, interviews, podcasts talking with winners and getting them to discuss their process- what they are doing now that they have won big, etc. Focus on the fact that anyone could win and you’ll convince anyone that they can win!
- In closing- Generating traffic can be done a number of different ways, but if you are able to effectively generate traffic through content you will be on your way to building a sustainable brand and attentive audience that you will have endless opportunites to convert into users.