Nowadays, online media is considered a whole new window to the world. From anywhere connected to the Internet you can send information to any other place on earth at a negligible cost. This means that this tool has to be considered as important as others that changed Humanity, like printing or the steam engine. Companies of all sizes have adapted to this hyper-connected reality and have been incorporating their products and services to this new media, using their corporate websites, blogs and social network as showcases.
Content marketing is one of the fundamental pillars of strategic plans for those companies seeking visibility in order to be seen by their potential customers and generate quality leads. Many companies already assume that online presence is essential, assigning major budget items to communication. Moreover, many of these companies would be nothing without this kind of action, such as native Internet companies that work exclusively online, like airlines.
Online communication in golf
It’s also very interesting to look at the evolution of online communication in golf, especially if we take a look at those players who have more presence online. Golfers know that their business is not only about making money playing tournaments, as sponsorships are also an important source of income. Therefore, many of them have developed online content marketing strategies that make their sponsors more visible and generate leads for them.
These are some examples:
- Bubba Watson: A left handed golfer known for his win at the 2012 Masters and for his spectacular shots, that make him play holes quite different compared to other players in the PGA Tour. His online strategy is based on Youtube videos and social media, especially Twitter, where he shows his particular vision about golf and also some special shots and tricks.
- Gonzalo Fernández-Castaño: An spanish player with multiple wins under his belt on the European Tour, top ten in the last U.S. Open and currently playing the PGA Tour. He has noticed that there’s a lack of online communication among spanish first class golfers, and has developed a successful online strategy, mainly through his Twitter account, where he posts videos and images, but also holds conversations with fans and shows his vision about golf in Europe and the U.S. With this strategy, he has won the affection of many spanish speaking fans around the world.
- Jason Dufner: An american golfer known for winning the PGA Championship in 2013 and a couple of wins in the PGA Tour, but also also for his world viral MEME, the Dufnering, that has led him to the highest levels of popularity on the Net, something of what he has made the most of it.
- Ian Poulter: An english golfer with a 10 win track record on the European Tour and two wins in the World Golf Championships, and that has taken advantage of social media to share images of his life as a professional golfer and his passion for luxury cars. His tweets during the 2012 Ryder Cup where a great example of how a player can connect with the audience during a major event, encouraging people and creating a great atmosphere.
There are other golfers who stand for their content marketing strategies, catching the attention of fans and becoming an interesting media inside and outside the course. There is no doubt that thanks to the Internet these players have been able to extend their range of action and create a strategy based on their social media profiles, blogs and websites.