DFSE- Derek MIller

CONTENT AND TRAFFIC GENERATION FOR DFS

Derek Miller

CopyPress

[email protected] @ItIsMillerTime

• VP of Content Strategy & Sales

• Founder of FantasyHelp.com

• Student, Writer, Speaker, Podcaster


ABOUT ME

OVERVIEW

• Why you should care about content marketing

• How to create a content marketing plan

• 5 actionable content marketing tips


PART 1

Why should you care about content marketing?


CONTENT MARKETING


“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


• 70% prefer content to advertising

• Multi-channel integration

• Owned media not rented media

• Long-term, sustainable strategy

BECOME A PUBLISHER


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


-Already a high amount of competition for same eyes

EXAMPLE 1 : FANDUEL INSIDER


EXAMPLE 2 : DRAFTKINGS PLAYBOOK


PART 2


What do you do?

3 STEPS TO SUCCESSFUL CONTENT


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


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


DECIDE ON THE TYPE(S) OF CONTENT

Articles

Podcast

Videos

Infographics

Interactives


DECIDE ON THE THEME(S)


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)


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






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


BRAND/CONTENT STYLE GUIDE


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


PROMOTE CONTENT


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


5 Tips for DFS Content

TIP 1: DAILY LINEUP CONTENT


• 24-hours of relevance (need to post

ASAP)

• Targeting current players

• A lot of work

• Remove liability

TIP 2: CREATE BREAKING NEWS/TRENDY CONTENT


• Easy to create

• Timely and relevant

• Longer shelf-life

• Potential users need it

• Get into Google News!

HOW TO CREATE BREAKING NEWS CONTENT


Step 1. Find a reliable and timely news source



Step 2. Find RSS feed for the source



Step 3. Use IFTTT.com to set triggers



Step 4. Create content once alert is received



Step 5. Focus on topical players!

TIP 3: REPURPOSE CONTENT


TIP 4: LEVERAGE CONTENT AFFILIATES


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


• Highlight emotions of playing and winning

• Use winners to attract new clients

• Highlight promotions with differentiated content

FIN

Derek Miller

CopyPress


Date post:	22-Jan-2018
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DFSE- Derek MIller

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