Athletes: Content Is Dead; Long Live Content Experiences
[TL:DR — We partnered with the global content creator network Lancealot to create this exclusive insider’s guide: How to Produce and Monetize Athlete-Driven Content Experiences at Scale]
Here’s a name you may not be familiar with: Andrew Ehrenberg, a highly regarded German-born statistician and marketing scientist.
Ehrenberg developed six principles for the science of marketing, which suggest the most successful marketing:
- Is memorable
- Appeals to emotions and rationalizations
- Gets noticed
- Achieves reach
- Builds salience
- Inspires relevant associations with the brand
Ultimately, Ehrenberg concluded: Businesses (athletes) that effectively utilize these principles will accomplish the real mark of success: popularity, which translates to profitability.
As you know, today’s athletes have an unprecedented opportunity to scale their measurable popularity (Internet followers and subscribers) and turn it into a massively profitable athlete brand.
The most effective (results) and efficient (minimal time and resources) way to do so is by producing content experiences — content that drives home each of the six principles above.
Whether it’s a selfie or six-episode Web series, athlete-driven content must be memorable, appeal to emotions and rationalizations, get noticed, achieve reach, build salience, and inspire relevant associations with the athlete brand.
The thing about content is, it’s cheap. Fluff stuff. It takes a few minutes to publish, sometimes even seconds. It’s often unoriginal and uninspiring. Onto the next of 1,500 posts in my feed. And, if I’m really not feeling it: unfollow, delete, unsubscribe, don’t show me posts like this again.
Content experiences, on the other hand, require high-level strategy, outside-the-box brainstorming, sophisticated logistics, tons of creativity, full-time and freelance labor, and a significant investment of time and money.
Anthony Davis and Red Bull staging this social media stunt — that is a content experience. Photos of an athlete playing his sport? Not so much.
The goal isn’t just to create content experiences for the sake of it. Instead, the goal is to use content experiences to build and scale a massively profitable athlete brand.
That’s why we partnered with the global content creator network Lancealot to create this exclusive insider’s guide: How to Produce and Monetize Athlete-Driven Content Experiences at Scale