Watching the Olympics on television is one thing. Experiencing the emotion—even in your own living room—is quite another.
The Olympic competitions aren't just about athleticism. It's also about stories.
Columnist Sally Jenkins at The Washington Post differs greatly in her opinion. She believes the NBC narratives "turn off traditional sports viewers" with "diminutive" treatment for female athletes. I disagree. I see the background stories for both men and women. We can love sports and a story, too.
Unlike the traditional fan base of the NFL or MLB, most viewers do need a crash course in the events and learn about the heroes and heroines. I know I certainly do when it comes to 99 percent of the sports at the Olympics. Could NBC improve on the packaging and lack of live coverage? Of course. But the requirement to both monetize and reach time zones prevent that true "sports experience" like you would have with the Super Bowl or World Series.
The Olympics is a shared experience—and it is one where content marketing reigns supreme. It’s an incredible example of how it augments what you are watching and feeling. The athlete vignettes are like content marketing on steroids. OK, so there’s no doping (hopefully) at the Olympics.
From articles to the carefully crafted and produced interviews and mini-documentaries, we get a window into the blood, sweat, and tears of athletes who have trained and persevered to realize their dreams.
To me, the athletes' stories are what make the Olympics all the more special and compelling to watch. And that's for women and men alike. Sure it’s one thing to rack up in the medal count and root for Team USA. It’s quite another to see the stories behind those medals or even just being at the Olympics at all.
There's Simone Biles who was adopted by her grandparents due to her mother’s substance abuse problems.
There are the comeback kids who persevered after injury or a stinging loss the last time around.
There’s Yusra Mardini, a Syrian refugee who pushed a sinking boat with 20 people for hours and to safety. The Olympic’s first refugee team itself is nothing short of awe-inspiring.
This is the one time where content really connects across demographics and geographies. For the next couple weeks, it's emotional, real, and global. It makes us all feel a little more inspired and educated.
Aren't those our typical goals as content marketers? The Olympics give us a reminder of that.