As of 2013 DICK’S Sporting Goods hadn’t entered into the content marketing space. I helped them find their way there.

Role: Copywriter/Communications Strategist

Industry: Retail

Client: DICK’S Sporting Goods

Objective: Gain executive buy-in for a content marketing hub populated with helpful information for all levels of athletes and their families.

Challenge: As of 2013 DICK’S Sporting Goods hadn’t entered into the content marketing space despite approximately 25% of sales coming through dickssportinggoods.com.

Approach: I proposed that DICK’S launch a blog and my supervisor gave me the go-ahead to craft a pitch for “Sportlight,” a sports-themed informational site that pointed back to products on the retail site. I leaned into statistics showing that content marketing was a growing industry trend and how online shoppers commonly used these sources as key information sources for purchases.

Results: Once he approved the pitch deck, my director presented the concept to the VP who teamed with another department to create the site. Renamed DICK’S Pro Tips, I assisted in providing copy and video support over the years. Anecdotally, I heard it became a net positive for the company within months.

Key Deliverables:

• Initial pitch deck, research, and coaching for the presentation.

• Ongoing copy and video script support.