As a sports league that both produces a ton of its own content and needs to market its brand to younger and newer fans, NASCAR exists as both a publisher and a marketer. It’s forced the league to restructure how it approaches its editorial and marketing content internally.

Last summer, NASCAR created a new 40-person content strategy group to oversee the league’s editorial and content marketing operations. Previously, NASCAR had separate teams dedicated to its website, social pages, video production, creative design, advertising partners and entertainment marketing efforts.

These were individual business units, with their own, often overlapping goals, which created natural inefficiencies with how NASCAR created and distributed videos and other content across platforms. “Entertainment marketing would come up with a project that they thought was good for entertainment marketing, and then they would tell the social team to share the video, but there were no conversations about whether that video even made sense for our social audience,” said Evan Parker, managing director of content strategy for NASCAR. “Even if it was something as simple as getting referrals back to the website — the social team is trying to build as big a following on social platforms as they can, and sometimes referring people back to the website doesn’t make sense.” The new group, which is overseen by Parker, was created to oversee all of NASCR’s digital and social content and marketing efforts.

It consists of the previous teams as well as six new digital content producers with backgrounds in writing and video production and editing. NASCAR’s TV production team and entertainment marketing team still exist as separate units, but have several staffers embedded within the content strategy group and participate in the group’s daily meetings every morning, Parker said.

A big focus for the content strategy group is to develop new projects that help bring the sport closer to new and younger fans across different platforms, according to Jill Gregory, CMO of NASCAR. “Content strategy plays a major role and now we’re able to be smarter about it and funnel resources into channels like Snapchat’s Our Stories that expose our brand to [younger] audiences,” she said. Read more from…

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