Building a Powerhouse in the Competitive
Sports Marketing Industry
by Benjamin Ricciardi
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What you'll discover
when watching Benjamin's story
- Organic search is the best channel for generating leads and demand as it brings in targeted traffic and makes the marketer's job easier.
- Content marketing should focus on providing useful information that matches what customers are looking for and ties back to the company's offerings.
- Branding is crucial in differentiating a company from competitors, and consistency across all channels helps build brand identity over time.
- In regulated or "gray area" industries, careful attention must be paid to wording, phrasing, and imagery used in marketing to avoid red flags.
- Successful marketing requires involvement from the entire company, with everyone having an eye on sales and seamlessly integrating calls-to-action into their work.
- When starting in marketing, it's important to learn and gain experience with as many different channels as possible to become well-rounded and adaptable.
- Understand your existing customers' needs and keep them engaged with useful information and updates, while targeting new customers with more sales-oriented content and retargeting strategies.
Meet Benjamin Ricciardi - Chief Marketing Officer @ FTN Network
Benjamin Ricciardi is the Chief Marketing Officer (CMO) at FTN Network, a multi-site high-level sports media platform focused on sports betting, fantasy, DFS, and data
Benjamin is a manager and marketing expert with a proven track record of business development.
He started his career in finance before transitioning to sports data and marketing. This provided him with opportunities to hold critical roles for different companies.
He was the former CEO of 4 deep sports. He also served as the Former Managing director of FTNBets.com.
At FTN Network, Benjamin helps make their proprietary data and tools accessible and easy to use for both B2C and B2B customers.
As CMO, Benjamin oversees the digital, social, and organic marketing for FTN Fantasy, FTN Bets, FTN Daily, and FTN Data. He also manages the company’s partnership and affiliate networks.
Check out Benjamin Ricciardi's thoughts on content marketing
When it comes to creating engagement using marketing, Benjamin shares:
"This is at the epicentre of marketing. There is no cookie cutter way to create engagement, it is trial and error. Great marketers fail a lot. We A/B test even the greatest campaign because it can be the smallest thing that drives that extra 1%."
He also shares about how to keep your brand fresh over time:
"Be relevant to the consumer at all times. If you understand what the consumer needs you'll always appear fresh. When you communicate a message that is targeted and relevant you'll get an engaged consumer that identifies with your brand."
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