CONTENT Marketing – Content is King of the Cage
Friday, June 1st Fight Night Productions will put on a show at Tampa’s A La Carte Pavilion to showcase some of the Bay Area’s hottest prospects in boxing. I grew up in the Tyson/Holyfield ear… I mean “era.” And so I’ve always been into the sport. But my love for boxing has been replaced by my fascination with the UFC. And I’m not alone. Though I wince just seeing someone get their finger pricked for a blood test and feel it in my own kidney watching a fighter get a heel kick to theirs (which, by the way, is now illegal under UFC rules), I find myself enthralled with this gut-wrenchingly violent sport and not enthralled in a watching a train-wreck sort of way. My first (and only) live UFC event was in Vegas–Rashad Evans’ take down of Forrest Griffin in ‘08. The pageantry and drama of the whole night is what wooed me. But many fervent UFC fans have never even seen a live event. When you think about that fact and you think about what the ultimate fighters have been up against―political opposition and state licensing issues―, it’s an amazing feat. The main reason that mixed martial arts has become one of the fastest growing sports organizations on the planet has much to do with marketing, specifically content marketing. For those who are less familiar with the term, content marketing involves the creation and distribution of relevant and valuable content to a specific target audience.
The UFC masters content marketing with a holistic attack. “The Ultimate Fighter” reality show on Spike TV does wonders for the sport, allowing fans a transparent view of what it takes to make it as a fighter, and the show endears fans to up-and-comers. Charismatic UFC President Dana White’s video blogs on the UFC’s web channel, which has over 370,000 subscribers, serve to fuel fans’ interest for upcoming events. The UFC uses long-form content for the pre-fight programming―documentaries about the fighters that delve into their family backgrounds and what drives them to seek fighting championships. And as far as social media content goes… Well, while most sports leagues are telling their athletes when not to Tweet, White gives his fighters incentives to use Twitter and labels Twitter as “the greatest marketing tool in the history of the world.” What do we tell our clients about posting and tweeting? Be inimitable. Be provocative. Be unforgettable. Be authentic. Yes, White is all of the above. In fact, he’s authentically authentic.
As a business owner, you may say, “I don’t have the budget to create a reality television show.” Maybe not, but believe it or not, many of the marketing content strategies used by the UFC can be employed without a TKO to your marketing budget.