Making Money On-line: 4 Marketing Lessons I Learned from Building a Bustling Baseball Fan Community

[Editor’s Note: Please join me in welcoming another new author to TopRankBlog.com, Nick Nelson. Nick is a Content Strategist that has been with the TopRank Marketing team for a few months and spends his time creating great content for some of our enterprise B2B clients. Welcome Nick!]

If you build it, they will come.

Ah, if only it were that simple. But as any business proprietor knows, it is not. Even if you offer a great product or service, attracting customers takes time and effort. It requires creativity, dedication, and tenacity. That is where marketing comes in.

A fortuitous series of circumstances led to my involvement as a cofounder of Twins Daily, which now counts itself as one of the nation’s biggest completely independent fan sites covering a pro sports team. Through five years of ups and downs with this passion hobby and labor of love, I’ve gained some insights that prove indispensable in my day job as a content marketer.

Today, in my first entry here on the TopRank Marketing blog, I thought I would share some of those lessons, and how I apply them in serving our clients. In the spirit of a baseball diamond with its four corners, we’ll cover the bases before bringing it home.

But first…

What is Twins Daily?

It’s the brainchild of four fan bloggers who sought to end hunger. Not in any noble way, mind you, but there was an appetite for baseball coverage in the Twin Cities market that wasn’t quite being satiated by mainstream media.

In 2012, I teamed up with John Bonnes, Seth Stohs, and Parker Hageman to launch the site, envisioning a community where Twins fans could find exceptional daily content and then stick around for intelligent conversation with like-minded users.

Since then, Twins Daily has piled up 12.5 million visits and 45 million pageviews, generating traffic that surpasses many of the resource-rich professional outlets in town. In 2014, our site was the subject of a cover story in Twin Cities Business magazine. We continue to grow, and in mid-June set a new daily traffic record when Minnesota made the first overall selection in the MLB Draft.

This traction has been driven not by us, but by the community we’ve brought together. When you create energy and participation around your content, there is no telling where it can go. Whether the goal is generating engagement, selling a product, or simply establishing a corporate narrative, this is critical to remember.

The following takeaways are worth keeping in mind for a marketer looking to build and foster online communities with purpose, even if those communities are blog readerships, social media followings, or brand audiences. You don’t need a shared passion like baseball to propel your messaging – only a sound strategy from the ground up.

#1 – Hit the Ground Running

When kicking off our new venture, we had a built-in advantage that is awfully tough to replicate: an established audience. Each of our four disparate blogs had its own sizable readership, giving us an intrinsic head start. However, we weren’t prepared to rely solely upon regulars migrating to the new destination. We needed to generate momentum and excitement. We needed to re-earn their patronage.

So we spent weeks teasing the site, on our personal blogs and our social channels. We planned out a launch on the first day of spring training, with baseball fever hitting a high point. When the big day arrived, we each made announcements on our own sites, and made sure that visitors would find plenty of great content right away at the new hub.

As a result of these collective efforts, Day 1 traffic blew away our expectations, and many who stopped by came back, again and again.

On the flip side, a few years after Twins Daily came into existence, we tried to replicate the formula for other local sports teams, with sites dedicated to the Vikings and Wild. We came out of the gates flat, failed to get everyone on the same page, and never built much of an audience. The ventures fizzled out. It was a harsh learning experience.

When planning out content strategies, it is important to have everyone collectively focused on starting strong with each new campaign.

First Pitch: Initial impressions matter most, and you only get one. Don’t waste it.

#2 – Feed Your Audience What it Wants

It sounds obvious, right? But it really isn’t. Too often do content creators try to dictate what users wish to consume. Too rarely do they consult the analytics and deeper metrics to let the readers tell them what they want.

We wondered: there isn’t going to be a thirst for Twins baseball content every day, even in the middle of winter, right? There was. We wondered: people aren’t going to read about obscure minor-leaguers and trivial minutiae, right? They did.

On plenty of occasions, I have spent hours putting together a lengthy story that I figured would be a home run, only to end up with a swing and miss. I try to continually monitor the traffic trends for each individual piece and draw out correlations, so as to inform future content direction.

The leading mantra here at TopRank Marketing: Optimize! (Our CEO Lee Odden wrote a book on that very subject.) Those principles should be applied to any type of Web-based initiative here in age of ubiquitous metrics and measurement tools.

Read Your Scouting Reports: Content strategy should not comprise of guesswork.

#3 – Events Fuel Engagement

Before we ever conceived Twins Daily, we were already holding informal gatherings for the readers of our blogs. These would usually involve getting together at a local bar to watch a road game, drink beers, and bask in mutual nerdiness.

These events build real connections. In fact, the enthusiastic participation was one of the main things that convinced us we could make something more out of this. Now, we hold annual events like our Winter Meltdown, which takes place around Target Field after TwinsFest in January and features giveaways, photo opps, and Q&As with guests from the organization.

Shaking hands with readers, and affixing faces to usernames, has helped me and our other founders bond with community members in a meaningful way. I know the reverse is also true. These gatherings aren’t big money-makers, but that isn’t the intent.

It’s all about engagement. With a site like ours, which relies not just on people coming to read stories, but sticking around to converse in the comments or on the message board, that is the name of the game.

In the B2B world, summits and conferences are networking gold. You’ll catch plenty of the TopRank Marketing team members at Digital Summit in Minneapolis next month. Say hi!

Take Them Out to the Ballgame: The value of community events goes beyond financial gain.

#4 – Do What You Can With What You’ve Got

In the decade before we set sail with Twins Daily, the Minnesota Twins went to the playoffs six times and fielded a winning team almost every season. Naturally, we came along in Year 2 of an extended downswing that would see them scuffle along as one of baseball’s worst clubs. From 2011 through 2016, the Twins lost 90-plus games five times, erasing the boost of a new ballpark and dramatically reducing general fan interest.

To compensate, we shifted our focus. We searched for creative and entertaining ways to talk about a terrible team. We made it our goal to differentiate in other areas, like unparalleled coverage of the minors and the draft. We turned our forums into a support group of sorts, where disheartened fans could commiserate.

Most businesses aren’t at the mercy of a sports team’s win/loss record, but uncontrollable outside forces are almost always at play — be it the economy, market trends, PR hiccups, etc. In these cases, seek a different perspective or approach that might break through. In the immortal words of Don Draper: “If you don’t like what’s being said, change the conversation.”

Play It As It Lies: Make the best out of situations you cannot control.

(Also, note to self: Don’t use golf metaphors in a baseball-themed article, doofus.)

Bringing It Home

Marketing guru Jay Baer once offered this advice: “Activate your fans, don’t just collect them like baseball cards.”

These four guiding principles have helped us activate our fans, and can serve as a blueprint for helping any content marketer do the same. When you reach a higher level of engagement with readers and community members, the connections become infinitely more profound and fruitful.

My experience with Twins Daily has certainly helped me, implanting valuable knowledge I’m able to bring to work each day as I try to knock it out of the park for our big-league clients.

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