Juventus Content Mix Analysis
Very few clubs have a thorough understanding of their digital content output, its impact or the ROI it delivers. Publishing in three languages (English, Spanish and Italian), Juventus FC wanted more visibility of what their content mix and composition was across Facebook & Juventus.com.
That meant understanding which content types are worth commissioning, which hold the most value and which are most closely aligned with the organisation’s business and audience needs.
Seven League was engaged to deliver a comprehensive and forensic analysis of content across three languages and two platforms, totalling over 1,500 pieces of content – what we call ‘Content Mix’.
We conducted an exhaustive two-phase analysis of the club’s content from a representative sample of data (>1,500 pieces of content)
Phase 1: Output Analysis, Content categorisation (the ‘Why’, Quantification (i.e. what % is ‘Match or ‘Profile’), Formats (i.e. how much is Highlights, how many Player Interviews etc.), Intent (i.e. what do we want fans to do with this content), Type (i.e. is it an article, video, graphic etc.)
Phase 2: Impact Analysis: We looked at the performance of each content category according to the most appropriate platform metrics.
For example, average page views or duration viewed for the website, or reach or engagement for Facebook. Complex data was presented simply, with custom and easy-to-understand interactive visualisations for the business intelligence team to review
Juventus FC were given a clear view of which content to drop, which content to fine-tune and which content to increase the volume of.
With an understanding of the ideal content mix, the club was able to ensure content meets both audience and business needs. The content team generated better results from the same volume of content, concentrating effort in the right areas which led to more efficient and effective working.
Juventus FC have iterated their entire digital and content strategy based on our findings, using it as a blueprint for all future digital content. Juventus content across Juve.com and the club’s Facebook page is now delivering more value to the organisation. It can be confidently labelled as ‘creatively valuable and commercially viable’.