Over the last year, the Levergy Pulse team produced approximately 14,000 pieces of sports related content. That’s roughly 269 individual pieces a week, 38 pieces a day, or 4,8 pieces per hour. Either way you slice it, that’s a lot of content across a lot of different sporting codes.

It would be slightly inaccurate of me to say that each of those pieces were a success. Some content pieces have definitely outperformed others – my job is to understand why.

Admittedly, the three fundamentals for success listed below aren’t groundbreaking. I would prefer to say they are encouraging because if we consistently get the basics right, we will succeed.

Timing:
To quote Ricky Bobby from Talladega Nights, “If you’re not first, you’re last”. Think about this in terms of comedy. The best jokes are always best when you hear them the first time. If people are already finishing the punchline in their head before the comedian, they’re not going to be overly impressed. The first fundamental for social content success is time – if you’re not publishing sports news, comment, highlights, or results within seconds you’re too late. With every passing minute, you sacrifice success.

Tone:
The next fundamental is proudly brought to you by the Archbishop of Banterbury, blood relative of Barack Obanter. Every sports fans’ first language is banter. Whether on social platforms, around a fire, in the office or at your best friends wedding you’re never far away from a tongue-in-cheek exchange from rival sports fans. Sport doesn’t lend itself to fence-sitters. You have to have an opinion and be willing to put up with the back-and-forth from people who disagree with you. It’s nothing to be afraid of, it’s all part of the fun. It’s important to match the tone of your audience, everytime.

Insight:
Beyond having a Masters degree in banter, every sports fan wants to have a PhD in sporting knowledge. Partly because the more you know as a fan, the better your banter but also because it gives you the inside info for any friendly bets with your mates so that you avoid being the guy who loses the office pool and has to get a spray tan (speaking from personal experience). The more information you have, the easier it is to call the commentator or referee an idiot and it gives you the necessary qualifications to comment on random substitutions made by the coach when your team is down. Whether it’s player milestones, form, previous results, or the fact that Daniel Sturridge always gets injured after playing football for 23 and a half consecutive minutes, sports fans want to know and will want to share this with their circles to show that they know the most. It’s basically an exact science.

There aren’t many certainties in the world. In fact, we can count them on one hand. 1) Death 2) Taxes 3) Arsenal finishing fourth 4) At least one Nike Ambassador scandal every year 5) That if you get this mix right, you will start creating better sports content.

Happy hunting.

Written by Reece Jacobsen