CONTENT AND TRAFFIC GENERATION FOR DFS

Derek Miller

CopyPress

Dmiller@CopyPress.com @ItIsMillerTime

• VP of Content Strategy & Sales

• Founder of FantasyHelp.com

• Student, Writer, Speaker, Podcaster

Dmiller@CopyPress.com @ItIsMillerTime

ABOUT ME

OVERVIEW

• Why you should care about content marketing

• How to create a content marketing plan

• 5 actionable content marketing tips

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PART 1

Why should you care about content marketing?

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CONTENT MARKETING

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“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

CONTENT MARKETING

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• 70% prefer content to advertising

• Multi-channel integration

• Owned media not rented media

• Long-term, sustainable strategy

BECOME A PUBLISHER

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Create content for users not for your brand

Create content that others aren’t

Create an identity and differentiate your brand

CONTENT MARKETING AND DFS

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-Already a high amount of competition for same eyes

EXAMPLE 1 : FANDUEL INSIDER

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EXAMPLE 2 : DRAFTKINGS PLAYBOOK

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PART 2

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What do you do?

3 STEPS TO SUCCESSFUL CONTENT

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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

STEP 1: THE PLATFORM

Integrate CMS to your site WordPress

Joomla

Drupal

User-friendly design

Optimize content pages

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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

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DECIDE ON THE TYPE(S) OF CONTENT

Articles

Podcast

Videos

Infographics

Interactives

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DECIDE ON THE THEME(S)

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Short-term Content Evergreen Content

• Daily Lineup Advice

• Injuries/Player News

• Q&As, Forums, Live-chat

• Strategy posts

• Experience based content

• FAQ and Tutorials

• Industry news

DECIDE ON THE THEME(S)

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Awareness Stage

Evaluation Stage

ConversionStage

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

CONTENT AND DAILY FANTASY SPORTS: 2013 SEARCH TRENDS

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CONTENT AND DAILY FANTASY SPORTS: 2014 SEARCH TRENDS

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CONTENT AND DAILY FANTASY SPORTS: 2015 SEARCH TRENDS

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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

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BRAND/CONTENT STYLE GUIDE

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PRODUCE THE 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

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PROMOTE CONTENT

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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

PART 3

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5 Tips for DFS Content

TIP 1: DAILY LINEUP CONTENT

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• 24-hours of relevance (need to post

ASAP)

• Targeting current players

• A lot of work

• Remove liability

TIP 2: CREATE BREAKING NEWS/TRENDY CONTENT

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• Easy to create

• Timely and relevant

• Longer shelf-life

• Potential users need it

• Get into Google News!

HOW TO CREATE BREAKING NEWS CONTENT

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Step 1. Find a reliable and timely news source

HOW TO CREATE BREAKING NEWS CONTENT

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Step 2. Find RSS feed for the source

HOW TO CREATE BREAKING NEWS CONTENT

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Step 3. Use IFTTT.com to set triggers

HOW TO CREATE BREAKING NEWS CONTENT

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Step 4. Create content once alert is received

HOW TO CREATE BREAKING NEWS CONTENT

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Step 5. Focus on topical players!

TIP 3: REPURPOSE CONTENT

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TIP 4: LEVERAGE CONTENT AFFILIATES

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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..”

TIP 5: EXPERIENCE BASED CONTENT

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• Highlight emotions of playing and winning

• Use winners to attract new clients

• Highlight promotions with differentiated content

FIN

Derek Miller

CopyPress

Dmiller@CopyPress.com @ItIsMillerTime