When ESPN started awarding ESPYS in 1993, nobody was talking about content marketing.
As I watched The 2013 ESPYS last week, it occurred to me that this annual event is an excellent example of content marketing.
There are many definitions of content marketing. Here’s a good one from the Content Marketing Institute:
Content Marketing is owning, as opposed to renting media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.
If you’re not familiar with The ESPYS, think Oscars, Tonys and Emmys for the sports world, in a bit more playful manner:
“The ESPYS gather top celebrities from sports and entertainment to commemorate the past year in sports by recognizing major sports achievements, reliving unforgettable moments and saluting the leading performers and performances.” (ESPN)
In a recent presentation to the Marketing Executives Networking Group (MENG), content marketing guru Joe Pulizzi stated that the biggest challenge facing content marketing is “producing enough content” and “producing the kind of content that engages.” ESPN nails it completely with The ESPYS.
Here are seven reasons why The ESPYS are a terrific content marketing vehicle: Continue reading