Content

Content

Engage, retain & convert fans across all your owned & operated digital channels

Why InCrowd?
We understand the essential role digital channels play in signposting and converting fans in alignment with wider business initiatives. Our Content and Managed Marketing services will capture and retain fans whilst generating direct and in-direct trackable revenue.
SA20 ticket email
Our teams work together to deploy connected, intelligent, data-led campaigns to serve the right message, to the right fan, at the right time, elevating engagement and the fan experience and significantly increasing conversion rates.
Where can we help?
01

Discovery

A deep channel-by-channel review based on client business objectives and historical performance against current trends and best practices.
02

Strategy

Mapping out a holistic, measurable and targeted social and direct communication strategies that clearly define channel mix and direction, weighting, publication volumes and our suggested creative approach.
03

Design

Nailing the fundamentals whilst delivering innovative new content to bring your content and communication strategy to life with on-brand and hyper refined creative process, production and sign off.
04

Delivery

Best-in-class execution of cohesive planned and reactive content by expert in-house channel managers across social, owned platforms and direct comms channels.
05

Optimisation

In-depth analytics with associated insights to inform future content tactics and strategy direction as well as real-time flexibility based on content performance and the live and dynamic nature of sport.
Content success stories

Cross-channel, personalised experiences

At the heart of their digital transformation, we are working closely with PRL to maximise engagement, driving new marketable users through the funnel and turning growth into long-term value.
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Cross-channel, personalised experiences

Delivering digital content for one of the world’s biggest sporting events

Handling content strategy, capture and delivery across the some of the most followed sports channels in the world, alongside the execution of sophisticated sponsorship programmes
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Delivering digital content for one of the world’s biggest sporting events

Growing a new audience for a new format

Working closely with the SA20 since the inauguration of the tournament, developing an innovative, insight-driven strategy that ultimately boosts ticket sales but fundamentally lays a strong foundation for the League’s long-term growth.
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Growing a new audience for a new format

FAQs

Social content services in sport refer to the creation, management, and optimisation of content specifically designed for sports social media platforms. This includes developing posts, videos, graphics, blogs, and other multimedia to engage with sports audiences and promote brands on social media channels.

Social content is vital because it helps:

  • Increase engagement with followers
  • Build brand identity and voice
  • Delivering S&E (Sole and Exclusive) campaigns for brand partners
  • Drive traffic to websites or landing pages
  • Showcase revenue drivers in a creative way
  • Foster community interaction and loyalty

Social content services typically cover a range of content types, including:

  • Images & Graphics: Visual posts, infographics, memes, and quotes.
  • Videos: Short-form videos, tutorials, product demos, and live streams.
  • Blog Posts: Articles and thought leadership content shared on social platforms.
  • User-Generated Content: Content created by followers, customers, or fans.
  • Stories & Polls: Interactive content on platforms like Instagram, Facebook, and LinkedIn.
  • Reels/TikToks: Short, engaging videos tailored for platforms like Instagram and TikTok.

Key performance indicators (KPIs) include:

  • Engagement Rate: Likes, shares, comments, and interactions.
  • Reach & Impressions: How many people saw your content.
  • Click-Through Rate (CTR): How often people click links in your posts.
  • Conversions & Sales: Actions taken after clicking through (e.g., purchases, form submissions).
  • Follower Growth: Increasing the number of followers over time.

In sport, a Sole & Exclusive campaign refers to a unique or one-of-a-kind marketing initiative where a brand or company partners with a content creator, influencer, or platform for exclusive promotion or content. These campaigns aim to create a sense of scarcity, exclusivity, and value, often providing access to special offers, products, or experiences only available through that specific partnership.

Managed marketing services for sport refer to outsourcing the planning, execution, and management of a sports organisations marketing activities to a preferable sport-specific third-party provider, in this case InCrowd. These services can include strategy development, content creation, campaign management, analytics and reporting.

We work closely with  sports organisations to understand their goals, target audience, and unique needs. The provider then develops and implements a tailored marketing strategy, manages campaigns, and continually optimizes the efforts based on performance data, while keeping the company updated with reports and analysis.

Managed marketing services allow sports organisations to access specialised expertise and resources without the need to hire an entire in-house team. It’s a cost-effective, scalable way to enhance marketing efforts, save time, and focus on core business activities while experts handle the marketing operations.

ROI can be measured in several ways:

  • Increased leads or sales: Direct increases in revenue or leads generated from campaigns.
  • Brand awareness: Greater visibility or social media following.
  • Customer loyalty: Higher retention and engagement over time.
  • A managed services provider will track these metrics and provide regular reports to help determine the success of your campaigns.

Both teams work from a unified strategy, ensuring that content creation aligns with the broader marketing goals. The managed marketing team typically develops the overall strategy, targeting goals like brand awareness, lead generation, and conversions driven by email, push and SMS communication whilst the managed content team focuses on delivering content across web, app and social media that is designed to support these wider objectives.

Our Managed content and managed marketing teams work closely with your in-house team to ensure alignment on objectives, messaging, and branding. Collaboration will be done through regular check-ins, shared platforms, or project management tools. They might also take on specific tasks while your team focuses on other functions.