1. Tell a story
One of the most powerful ways to engage your club community is to tell stories that touch people. Most clubs keep their newsletter content, social media and website content to factual data about events, fundraisers, schedules or scores. What clubs should be doing is profiling their club legends, writing stories about club members that have done something spectacular or overcome incredible odds.
Sounds straightforward but you would be amazed at how many clubs are unaware of this great tool. Spellcheckers and grammar checkers are available on tools such as Word and there are even spellcheckers that check online website content (google: online spell checker free)
Competitions are a great way to make your content work for you. You would be amazed at how many new visitors you could attract to your club website and social media pages just by running regular comps. The prizes don’t need to be large scale, new set of socks, or shorts or shin pads, keep the prizes small and the comps regular.
4. Polls, Opinions and Trivia
Polls, Opinions and Trivia are a great way to invite your potential members to your website, newsletter or social media. Everyone loves to give an opinion or answer a question and show their knowledge to the world. Experiment with your polls and questions until you find the right mix to generate discussion and engagement.
5. Podcast content
There are a lot of people out there that struggle with reading online content, or even reading in general. So why not have an audio option for your content. Nowadays you can record audio on your mobile phones in quality sufficient enough to podcast. You can then post this audio on your website, social media or newsletter for people to listen to.
6. Ask people what they want
Making your content shareable so that others will use it as content for their own websites and social media has enormous advantages in that others are promoting your club. To make it shareable, ask your local radio station, newspaper and schools whether they would like content from your club and in what format. You will be surprised at how many take up the offer as it saves them creating content of their own. The beauty about this strategy is that others are doing the marketing and publicity for your club without much effort on your part.
7. Pictures are worth a thousand words
Evidence in the world of social media marketing suggests that people are more likely to react to pictures than words. There are special types of graphical content: memes, infographics – that are designed to be easily shareable over social media networks like Facebook, Twitter and Instagram . Clubs should investigate the use of such tools for their own social media pages as they have the potential to engage their community with these tools on a whole new level, especially the younger community members who are far more receptive to graphical content than words.
8. Video is the way
Continuing with the graphical theme, Videos are a great way to engage your club community. In general, visitors to websites and social media are much more likely to hit the play button than read the captions. Clubs can produce video very cheaply these days with iPhones and android phones capable of producing videos of sufficient quality for websites and social media pages. Video content could include interviews with past legends or matchday highlights, in fact video content at clubs is limited only by your clubs desire to produce it, but we suggest it is well worth the effort.
9. Measure your content
One of the glaring mistakes clubs make when it comes to content is to not measure its effectiveness. There are tools these days that can tell you how many times your newsletter was read and what parts of it were read the most. Google also provides a free analytics tool for websites “Google Analytics” that can tell you what content on your website is most popular. Facebook and Twitter also have analytics to tell you how many people have read and shared posts. All of this information should be used by clubs to discover what works and what doesn’t when it comes to content.