The NFL is a content Marketing machine.
But we’re going behind the curtains of the NFL as a whole and honing in on one specific initiative they’re running for the 2024 season which is a content Marketers dream.
And that is their docu series in partnership with HBO, Hard Knocks.
Originally launching in 2001, the series has seen 13 seasons, but the 2024 edition of the series is different. It’s genius and there are 5 specific content Marketing lessons from the show that are applicable to ALL industries. Let’s check ‘em out.
Set, hike. 👇👇
1️⃣. Serialized Content
Hard Knocks initially started in 2001 as a docu series following one NFL team throughout the offseason, but the 2024 edition of the series is different.
They’ve gone ALL IN on serializing their content. This year’s edition has 3 parts to it, offseason, training camp, and in season.
At each part in the season they are following an NFL team, the same playbook, rinse and repeat. Which does 3 things.
Episodic content like this increases the chances that viewers are likely to stay engaged over time. It gives them a reason to return, leading to higher retention and lower churn rates.
It ALSO builds a dedicated audience, you truly become part of your viewers routine.
And the third part? Helps with distribution.
2️⃣. Distribution
Having this episodic content allows the NFL to increase the distribution of content, purely from the fact that they’ve built a framework, themes, and storytelling which makes producing new episodes more efficient.
Secondly, the NFL is a BUSINESS, one that is incredibly seasonal, which isn’t the most optimal. So Hard Knocks enables them to combat the seasonality of the brand, keeping them top of mind throughout the offseason through this influx of content.
What can you make into a series? How can you efficiently scale distribution? How can you templatize your content Marketing without losing it’s impact?
Ask yourself all of these Q’s.
3️⃣. Unfiltered Content
Hard knocks gives you a behind the scenes look at teams building towards the ultimate goal, a Super Bowl.
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The B2B equivalent of building in public, Hard Knocks highlights the daily struggles, wins, and personalities that make up the team.
And you’re INVESTED as a viewer. What was just a random team, is now one you’re seeing the human side of. The players aren’t just numbers on the field anymore, you know them as Caleb Williams and Jonathan Owens.
For B2B brands this can be an excellent way to cut through the noise, do something that no other brands are, and build that connection with your target demo.
Which brings me to the next lesson.
4️⃣. Personalities
Hard knocks also gives the players (the employees of the NFL) a chance to individually shine in a more intimate way.
They’re giving the players a platform.
The B2B equivalent of your employees building their own personal brands, Hard Knocks depth into players’ lives and day-to-day, does wonders for the affinity your customers have with the brand.
ALSO increasing the touchpoints consumers have with your brand, because each of these players have their own followings on social.
This personal connection that is built between viewers and the players also doesn’t hurt with jersey sales lol.
5️⃣. Big Swings
The last piece has a lot to do with a topic that one of my recent podcast guests, Ian Faison, believes in heavily.
MOONSHOTS.
The outsized return moves you can make as a brand that don’t break the bank.
Having cameras on the athletes at ALL TIMES while practicing, talking with coaches, and calling loved ones, increases the NFL’s surface area for luck when it comes to viral moments.
These are athletes, some have big personalities, most are extremely competitive, and the chances that the NFL catches a clip that could go viral is HIGH.
Even though these are only teeny tiny pieces of the entire narrative for Hard Knocks, the handful of mega viral clips they get will put the docu series in front of millions of new eyes.
It’s that top of funnel content you need, in order to introduce your middle and bottom of funnel content.
Here are 2 examples of these viral clips…
Example 1️⃣: Caleb Williams and his Goyard bag.
Example 2️⃣: Simone Biles facetiming her husband, Jonathan Owens, who is a cornerback for the Chicago Bears.
How can you apply this to your brand? Those 45 minute podcasts you’re recording with your executives, is there a question you can ask them in the podcast that you KNOW will lead to a clippable moment?
Ask it.
Clip it.
Post it.
Tell people to tune in for the full episode.
