When Fanatics, an e-commerce retailer specializing in the sale of sports apparel and other sports-related products, decided it needed to give customers more reasons to interact with its website, it turned to content marketing.
Fanatics chose a three-pronged strategy for their content marketing campaign, consisting of timely sports articles intended to coincide with current sporting events, evergreen content relating to various events in sports history, and articles that capitalize on new trends and developments in the world of sports as they occur.
This strategy of producing both evergreen and trending content allowed Fanatics to establish itself as a news and entertainment destination for sports fans across the nation. Fanatics saw a 1,100% increase in organic search engine traffic and a 230% increase in the number of ranking keywords on their website, almost entirely as a result of their content marketing campaign. Additionally, the company’s content marketing efforts enabled it to publish prominent articles on popular websites like Yahoo Sports, The Score, and USA Today.
Target Audience: sports lovers/enthusiasts who visited their website frequently.
They planned to launch a blog, acquire loyal customers, and garner outstanding media attention.
To reach their objective, they decided to publish high-quality sports articles that would appeal to sports fans. In addition, they would constantly post on a variety of topics relating to the historical aspects of sports.
Duration: six months
Takeaway
Nothing boosts the confidence of a content marketer more than a well-thought-out plan for success. The plan should be well-structured and unambiguous, supported by adequate research. Then, and only then, will your content marketing strategy produce the desired results.