How To Create A Sports Business Blog

How do I create a Sports Business Blog?

We sometimes get asked ‘how do I create a Sports Business Blog for my sports business’ and manage it and all the social media accounts at the same time?

Creating a blog is a relatively simple process, it takes a little time and effort.  The balance between blogging and social media is harder to get it right.  Ideally you should do both for the reasons we outline below.

Please note we will cover the technicalities of how to set up, write, manage and market your blog in later posts on OffPeaks.

What are the advantages of writing a Blog for my Sports Business?

A well-written blog is HUGE free permanent signpost pointing at your business. To put it more simply, it helps customers find you. In fact it’s like having one of these!

A blog for your business is like having a massive sign-post pointed at you

Source: Unsplash. The photographer is Neal Kharawala.

The visible your ‘signpost’ depends on a couple of things

  • How much time & effort you out into writing the blog
  • How relevant your content is (we’ll cover this below)
  • How well you promote it (does the sign post have lights so people can see it at night?)

Given time, you should be able to generate the majority of your leads through a good blog.  What you need to know up front is it takes time, patience and practice to get it right.

Why can’t I advertise on Social Media?

Of course you can. But you should be aware there are two big drawbacks

  • It can be a very expensive
  • The traffic you get to your website is temporary

What do you mean by temporary? When you stop advertising (spending money), people stop clicking through to your site.

I’m confused.  What should I use Social Media for?

I mean if I can’t (or shouldn’t) use for advertising because it’s too expensive what, should I use it for? That is simple to answer, it is for communicating! But you should be aware that

  • The expected lifespan of a post (at least on Twitter) only 18 minutes!
  • The content you post needs to be relevant  to your clients, and answer their needs. (See the next section below.)

Social media is useful to quickly get message to them, either with a general post or a direct message. What Social Media is good for is promoting the content you write for your blog.

We’ll cover promoting content though Social Media later in this blog.

What type of content do I need to write for my blog?

For your blog to act as a proper signpost, the content has to be

  • Relevant for your target audience, and
  • Well written and engaging

What is relevant content?

Think back to the last proper question a client asked you. Can you remember what it was? Writing a blog post to answer that question will be relevant to that particular client.

Say you are a personal trainer a client might ask a question such as

  • “Will plyometric exercises help me increase my stamina?” or
  • “What are the benefits of kettle bells in my circuit training routine?”

Hopefully these are questions you can answer. Not least because the client is already paying you to teaching them your area of expertise! If not, you could research to answer them.

There are also ways of finding out what people search for on the Internet. If you answer those questions in your blog, they’ll also be relevant.

We’ll cover the use of tools like Google Key Words to help you with this analysis, in a later blog.

How do I write good content for my sports business blog, how do I make it engaging?

We’re in danger of shooting ourselves in the foot here!  To stand a chance, blog content needs to be

  • Better than average,
  • Good,
  • But not great.

What we mean is go and look at what your competitors are writing. The try to write something of better quality or is of more use to your clients. But don’t overwrite articles.  Don’t spend hours trying to produce the perfect article, when you could have written 3 articles in the same amount of time.

That’s not answering the question! How do you write good content…?

Good writing takes practise. When we write we try

  • To be concise, not too wordy,
  • Keep our sentences relatively short (they’re easier to write and read)
  • Arrange ‘points’ into paragraphs. Each paragraph should have an introductory and concluding sentence.
  • Most importantly tell a story (the blog should flow).

There are online tools to help you if you don’t write well, or are writing in a language that is not your Mother tongue.

These include the Hemmingway App. It helps you check your writing for readability and I’ve used it to check this blog. If you use Word Press and have the Yoast SEO plug-in it will also rate your writing for readability. (Hint: if you don’t have it installed, please install it. It’s excellent and free.)

We’ll cover content generation, Word Press and plugins in much greater detail in a later blog posts.

How do I promote my sports business blog? How will people find it to read it?

This is where you use social media.

Facebook is for people you know well. LinkedIn is for people you have or currently work with. And Twitter is for people you wish you knew or worked with. When you’ve published a blog article you should ‘post’ and ‘tweet’ about it. Make sure you include a link back to your blog article!

We’ll cover in tips and techniques to increase your ‘social reach’ in a later blog.

The one communication channel that’s missing is email

Email marketing is incredibly important!

We’re not talking about sending emails to lists of emails you’ve bought. That’s wrong, it is probably illegal, and most likely isn’t going to be worth the money you spent on it.  We’re referring to email address that people have handed over to you via your website. This may be because they’ve signed up for your newsletter, or you’re offering a free eBook in exchange for an email.

These are the people who ‘buy’ into you, and the content you produce. They like you and they (hopefully!) see you as an authority to answer their questions. Each time you write relevant content for them, you should push this out to them via email.

We’ll tell you how to do this in a later blog post on OffPeaks.

Case study: How writing a blog can work for your business.

We know this case study is in a completely different sector (swimming pools!). But it is relevant to the question “Should I start a blog”.

Rivers Pools and Spas

Marcus Sheridan was the shop manger of a swimming pool company in the US called ‘River Pools and Spas’. Prior to the Credit Crunch in 2008, they’d been spending lots of money on Pay Per Click advertising, over US$100k annually. Then their business fell off a cliff, and they simply couldn’t afford to pay for advertising.

So they tried something(that was at the time) new. To use their blog and publish honest content that answered their customers questions.  If you want to read the email that prompted this change of direction for their online marketing, watch the video below from 38s to about 2m08s.

Marcus wrote a blog article for their website virtually every night. The blog answered questions that his customers were asking the company. The outcome, was that they now have the most visited swimming pool company website in the world.  Their clients read on average over 30 articles about pools before deciding to buy one.

If you want to read a more in depth case study about Marcus, you could read this eBook.

Key takeaways for your business

We hear you ask what relevance is a case study about a swimming pool website to me?

If you continue to watch the video, Marcus talks about sharing quality honest content with people online.  He noticed (and we agree) that people’s attention spans online are becoming shorter.

People search online for answers to questions. If the web page doesn’t give them the answer, they leave the webpage and search again. If the web page gives them the answer they want, they read more. Many of them never go anywhere else to get the same information.

So, if you’re wondering about how writing a blog will help you attract new clients. Why not try writing good honest advice and see how it works out for you?  If people find your blog they may never go anywhere else to answer their questions, and may end up being paying clients.

Some ideas to get started on your sports business blog

There are lots of things you could write about, here are a couple of ideas to get you started

  • The equipment required to do your sport
  • Equipment comparisons. (Be honest and tell people if you’ve been given the equipment to review and if you have to give it back).
  • Physical exercise that will help people prepare for your sport
  • What about writing about the last proper question that a client asked you?

We hope we’ve convinced you that if you don’t do it already, you should consider writing a sports business blog.

We’d love to get your thoughts comment on this article.

Please feel free to leave your comments below, or reach out to us through the Contact Us page on the website.


About OffPeaks

OffPeaks is a technology platform for Independent Instructors. We’ve built it to help them manage their businesses, and to find new clients.

OffPeaks allows Instructors to

  • Put their diaries online,
  • Accept bookings and payments through the internet,
  • Manage their business on the go with mobile friendly apps,
  • Communicate with clients easily, and
  • Manage their social media and more.

If you’d like to learn more please reach out to us through our Contact Us page, or use the little speech bubble in the bottom right hand corner of this page.

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About the Author Hugo Elliott

Hugo's an endurance and adventure sports nut who's completed the Swiss KIM, London Marathon and Ironman Switzerland. When he's not in the 'office' he can be found out cycling or ski touring. He co-founded OffPeaks.

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