Summer collegiate baseball has a problem that minor league baseball doesn’t: you disappear for nine months.
Your season runs June through August. That’s 12 weeks. What happens the other 40 weeks of the year?
Most teams go dormant. The website shows last year’s schedule. Social media goes quiet. The only marketing is a burst of activity in May when tickets go on sale.
Then they wonder why attendance is flat.
Here’s the reality: The Johnson City family considering your game in July makes that decision based on awareness you built in March. The ETSU student who brings friends in June first learned about you in October. The youth baseball team that books in August started planning in January.
If you’re only marketing during your season, you’re missing 75% of the awareness-building window.
This post shows you how to build a content strategy that keeps your team relevant year-round, positions you as a community pillar, and drives attendance when your season actually happens.
The Year-Round Content Strategy Framework
Traditional sports marketing follows the season. Content marketing works differently—it builds awareness constantly, so when decision time comes, you’re top-of-mind.
The Three Content Pillars
Pillar 1: Baseball Development & Alumni Success Positions you as part of the baseball development ecosystem
Pillar 2: Community Connection & Local Impact Positions you as a community organization, not just entertainment
Pillar 3: Family Entertainment & Local Activities Positions you as part of Johnson City’s entertainment landscape
Each pillar serves a different audience and builds different types of awareness. Let’s explore each.
Pillar 1: Baseball Development & Alumni Success
Target Audience: Baseball families, youth players, coaches, scouts, baseball enthusiasts
Why This Matters: Summer collegiate baseball is part of the player development pathway. The Appalachian League develops future MLB players. That story resonates with local baseball families and creates year-round content opportunities.
Content Types That Work
1. Alumni Tracking & Success Stories
The Appalachian League has produced hundreds of MLB players. Former Doughboys (when they were Cardinals) include Yadier Molina. Current players will become tomorrow’s MLB stars.
Monthly Content Series: “From Doughboys to The Show”
Track former players’ progress:
- College season updates
- Draft selections
- Minor league promotions
- MLB debuts
- All-star selections
Example Post (March):
Title: "5 Former Doughboys to Watch in the 2025 MLB Draft"
Content:
- Brief background on each player
- Their stats from college season
- Draft projection
- Quote from their time in Johnson City
- Link to watch their college games
Why it works:
- Published during college baseball season (high interest)
- Builds association with MLB talent
- Creates local pride ("they played HERE")
- Drives engagement from baseball familiesExample Post (July – In Season):
Title: "Doughboys Alumni Shining in Minor League Baseball"
Content:
- Current status of recent alumni
- Stats and highlights
- Path from Doughboys to current level
- Interview quotes about their Johnson City experience
Why it works:
- Reinforces quality of players on current roster
- Shows your role in development pathway
- Creates aspirational content for youth players2. Player Development Educational Content
Position your coaches and staff as baseball education resources.
Content Ideas:
- “Defensive Drills from Doughboys Coaches”
- “How to Prepare for Summer Collegiate Baseball”
- “What College Coaches Look for in Prospects”
- “The Mental Game: Lessons from Appalachian League Players”
- “Proper Throwing Mechanics for Youth Players”
Why This Works:
- Provides genuine value to local baseball community
- Positions you as education resource, not just entertainment
- Builds relationship with youth baseball families
- Creates year-round engagement opportunity
Publishing Schedule:
- Off-season (September-February): 2-3 posts per month
- Pre-season (March-May): 1-2 posts per month
- In-season (June-August): 1 post per month
3. Roster Announcements & Player Features
When your roster is announced (typically May), turn it into 6-8 weeks of content:
Week 1: Full roster announcement Weeks 2-7: Individual player profiles (3-4 per week) Week 8: Coaching staff deep dive
Player Profile Template:
Title: "Meet Your 2025 Doughboys: [Player Name] from [University]"
Content:
- Headshot/action photo
- University and position
- Stats from college season
- Why they chose to play in Johnson City
- What they're working on this summer
- Fun facts/personal interests
Format: 300-400 words, visual-heavy
Distribution:
- Blog post
- Social media series
- Email newsletter feature
- Video version for socialWhy This Works:
- Turns one roster announcement into weeks of content
- Builds player-fan connections before season starts
- Gives fans reasons to attend (“I want to see [player name]”)
- Creates shareable content (players share to their networks)
Pillar 2: Community Connection & Local Impact
Target Audience: Johnson City residents, civic leaders, local media, potential partners
Why This Matters: You’re not just entertainment—you’re a community asset. Content that highlights community impact builds goodwill, attracts partnerships, and positions you as community pillar.
Content Types That Work
1. Community Impact Reports
Quantify your local impact:
Annual Post (November):
Title: "The Doughboys' 2025 Season: By the Numbers"
Content:
Economic Impact:
- $XXX,XXX in local economic impact
- XX,XXX fans attended games
- XXX hotel room nights from visiting teams/families
- $XX,XXX donated to local charities
Community Engagement:
- XXX youth baseball players participated in clinics
- XXX volunteer hours contributed by team/staff
- XX local businesses partnered with us
- XXX jobs created (seasonal staff)
Educational Impact:
- XX players from Tennessee universities
- XXX local youth attended games through group programs
- XX scholarships awarded to youth players
Why it works:
- Demonstrates community value beyond entertainment
- Provides content for grant applications
- Attracts local government support
- Appeals to civic-minded sponsors2. Behind-the-Scenes Operations Content
Most fans don’t understand what goes into running a summer collegiate team.
Content Ideas:
- “A Day in the Life of a Doughboys Groundskeeper”
- “How We Prepare TVA Credit Union Ballpark for Opening Day”
- “Meet the Host Families: The Unsung Heroes of Summer Baseball”
- “What It Takes to Run a Summer Collegiate Baseball Team”
- “From Field Prep to Final Out: Our Game Day Timeline”
Why This Works:
- Humanizes your organization
- Creates appreciation for work involved
- Builds emotional connection
- Differentiates you from passive entertainment options
3. Host Family Stories
Host families are central to summer collegiate baseball. They’re also great content.
Monthly Series (Off-Season):
Title: "Host Family Spotlight: The [Family Name] Story"
Content:
- How they got involved
- Their experience hosting players
- Relationships formed
- Impact on their family
- Players they've hosted who succeeded
- Photos of players with family
Why it works:
- Emotional, shareable content
- Recruits new host families
- Shows community investment
- Creates human interest stories local media love4. Youth Baseball Clinic & Event Coverage
Document your youth engagement:
Content After Each Clinic:
- Photos of kids with players
- Instructional video clips
- Parent testimonials
- Registration info for next clinic
Distribution:
- Blog post
- Social media album
- Email to participants
- Share to youth league partners5. Local Partnership Features
Spotlight your business partners:
Monthly Series:
Title: "Community Partner Spotlight: [Business Name]"
Content:
- Business background
- Why they support Doughboys
- Special offer for Doughboys fans
- Owner/manager interview
- Photos
Why it works:
- Strengthens partner relationships
- Provides value to sponsors
- Introduces fans to local businesses
- Creates co-marketing opportunitiesPillar 3: Family Entertainment & Local Activities
Target Audience: Families, tourists, ETSU students, anyone searching for activities
Why This Matters: This is your search engine optimization pillar. Content that positions you within Johnson City’s entertainment landscape captures people searching for things to do.
Content Types That Work
1. Comprehensive Entertainment Guides
Create evergreen content that ranks in search:
Primary Guides (Update Annually):
"The Complete Guide to Family Activities in Johnson City, Tennessee"
- Comprehensive list of 30+ family activities
- Organized by category (outdoor, educational, entertainment, seasonal)
- Include Doughboys games prominently
- Price ranges, age appropriateness, best times to visit
- 2,500-3,000 words
"Things to Do in Johnson City This Weekend" (Update Weekly in Season)
- Current weekend activities and events
- Always feature upcoming Doughboys games
- Other entertainment options
- 800-1,200 words
"ETSU Student's Guide to Johnson City: Beyond Campus Life"
- Activities, restaurants, entertainment for students
- Budget-friendly focus
- Include Doughboys as affordable entertainment option
- 2,000-2,500 wordsWhy These Work:
- Rank for high-volume entertainment searches
- Position you as part of entertainment mix
- Capture people actively searching for activities
- Compound in value over time (continue ranking)
2. Seasonal Activity Guides
Johnson City has distinct seasons. Create content around each:
Spring (March-May):
"Best Outdoor Activities in Johnson City This Spring"
- Hiking (Buffalo Mountain, etc.)
- Tweetsie Trail biking
- Spring festivals
- Preview of summer baseball seasonSummer (June-August):
"Summer in Johnson City: Your Complete Activity Guide"
- Doughboys games (featured prominently)
- River activities
- Outdoor concerts
- Family-friendly attractionsFall (September-November):
"Fall Activities in Johnson City: From Foliage to Football"
- Hiking with fall colors
- ETSU football games
- Fall festivals
- Preview Doughboys next seasonWinter (December-February):
"Indoor Activities in Johnson City for Families"
- Museums and attractions
- Indoor entertainment
- Restaurant scene
- Tease upcoming baseball season3. Date Night & Couples Content
Johnson City has lots of college students and young professionals:
"Best Date Night Ideas in Johnson City Under $30"
- 8-10 affordable date options
- Include Doughboys game + downtown dinner combo
- Actual pricing for each option
- Perfect for students
"Romantic Things to Do in Johnson City, Tennessee"
- Mix of activities for couples
- Include evening baseball game under the stars
- Range of price points4. Comparison & List Posts
These perform well in search and social:
"10 Reasons Summer in Johnson City is Better Than You Think"
"5 Affordable Family Activities in Johnson City (All Under $50)"
"Johnson City vs. Other East Tennessee Cities: Entertainment Value"
"Weekend in Johnson City: Perfect 48-Hour Itinerary"5. Event & Theme Night Preview Content
Build anticipation for specific games:
Monthly in Season:
"July at the Ballpark: Fireworks, Giveaways, and Summer Baseball"
Content:
- Overview of July's theme nights
- Highlight special events (July 4th fireworks, etc.)
- Player spotlights
- Group opportunity callouts
- Ticket information
Why it works:
- Creates reasons to attend multiple games
- Builds momentum throughout month
- Captures planning searches
- Shareable/forwardableThe Content Calendar Framework
The key to sustainable content marketing is structure. Here’s how to organize year-round content:
Off-Season (September – February)
Primary Goals:
- Maintain awareness
- Build email list
- Support group sales for next season
- Engage baseball community
Content Mix:
- 2-3 blog posts per month
- Weekly social media content
- Monthly email newsletter
- Quarterly community spotlight
Sample Topics:
- Alumni MLB/MiLB updates
- Host family spotlights
- Youth baseball educational content
- Season ticket announcements
- Schedule reveals
- Community impact reports
Publishing Schedule:
Week 1: Alumni success update
Week 2: Community connection post
Week 3: Educational baseball content
Week 4: Entertainment guide updatePre-Season (March – May)
Primary Goals:
- Drive ticket sales
- Build opening day attendance
- Finalize group bookings
- Generate media coverage
Content Mix:
- 3-4 blog posts per month
- Daily social media content
- Bi-weekly email newsletters
- Media outreach
Sample Topics:
- Roster announcements
- Player profiles
- Opening day previews
- Promotional calendar reveals
- Spring training updates
- Theme night details
- Group sales opportunities
Publishing Schedule:
Week 1: Roster/player spotlight
Week 2: Promotional calendar/theme night preview
Week 3: Community preparation (local business features, etc.)
Week 4: Ticket sales push/group opportunitiesIn-Season (June – August)
Primary Goals:
- Drive immediate attendance
- Maximize game-day revenue
- Build next year’s awareness
- Capture content for future use
Content Mix:
- 2-3 blog posts per month
- Daily social media content
- Weekly email newsletters
- Real-time game content
Sample Topics:
- Game recaps with highlights
- Player of the week features
- Upcoming theme night previews
- Mid-season reports
- Fan features and photos
- Behind-the-scenes content
- “Tonight’s game” posts
Publishing Schedule:
Monday: Weekend recap
Wednesday: Upcoming weekend preview/theme night spotlight
Friday: "This Weekend at the Ballpark" guide
Daily: Tonight's game promotion, player spotlights, live updatesContent Creation Workflow
You don’t need a content team. You need a system.
The One-Person Content Operation
Time Investment: 10-15 hours per month off-season, 15-20 hours in-season
Responsibilities:
- Write 2-4 blog posts monthly
- Create social media content
- Take photos at games/events
- Coordinate with staff for interviews
- Schedule and publish content
Tools Needed:
- Blogging platform (WordPress, etc.)
- Social media scheduler (Buffer, Hootsuite)
- Email marketing tool (Mailchimp, Constant Contact)
- Basic photo editing (Canva)
- Content calendar (Google Sheets)
Monthly Content Planning Process
Week 1 of Each Month:
- Review last month’s performance
- Plan next month’s content topics
- Create content calendar
- Schedule any interviews needed
Weeks 2-4:
- Create content according to calendar
- Batch similar content together
- Schedule ahead where possible
- Monitor performance and adjust
Batch Content Creation
Create similar content together:
Player Profiles:
- Schedule one day for player interviews
- Get photos for all players same day
- Write 6-8 profiles in one session
- Schedule throughout month
Photography:
- Take 100+ photos each game
- Sort and edit weekly
- Build library for future use
Educational Content:
- Record coaching tips in batches
- Create video library
- Repurpose across platforms
Content Distribution Strategy
Great content without distribution is invisible.
Owned Channels
Blog:
- Publish 2-4 times monthly
- Optimize for search
- Internal linking between related posts
- Clear CTAs on every post
Email Newsletter:
- Segment by interest (season tickets, groups, general fans)
- Off-season: Monthly newsletter
- Pre-season: Bi-weekly newsletter
- In-season: Weekly newsletter
- Include blog content excerpts with “read more” links
Social Media:
- Different content for different platforms (covered in Post 5)
- Use blog posts as foundation, create platform-specific versions
- Link back to full content on website
Earned Media Opportunities
Local Media Outreach:
January-February:
- Pitch “Season Preview” to local papers
- Offer roster/schedule exclusives
- Connect reporters with interesting player stories
April-May:
- Opening day media coverage
- Community impact angles
- Youth clinic coverage
June-August:
- Weekly game notes for local media
- Milestone achievements (player stats, attendance records)
- Alumni success stories
Template Press Release:
FOR IMMEDIATE RELEASE
Former Doughboys Player [Name] Selected in MLB Draft
JOHNSON CITY, TN - [Player name], who played for the Johnson City Doughboys in [year], was selected by the [team] in the [round] of the [year] MLB Draft.
[Quote from player about his time in Johnson City]
[Stats from his time with Doughboys]
[Current college/status]
The Doughboys begin their [year] season on [date] at TVA Credit Union Ballpark. For tickets and information, visit [website].
Contact:
[Your Name]
[Phone]
[Email]Syndication & Partnerships
Visit Johnson City TN:
- Offer to contribute to their blog
- Provide “Things to Do” content
- Cross-promote events
ETSU:
- Contribute to student life resources
- Partner on student entertainment content
- Feature ETSU students/athletes as fans
Local Blogs & Websites:
- Guest post on Johnson City family blogs
- Provide content to local event calendars
- Partner with local influencers
Measuring Content Marketing Success
Track these metrics:
Awareness Metrics
- Website traffic (overall and by source)
- Email list growth
- Social media following growth
- Search engine rankings for target keywords
Engagement Metrics
- Average time on page
- Pages per session
- Email open and click rates
- Social media engagement rate
Conversion Metrics
- Ticket sales from organic search
- Email newsletter conversions
- Group inquiry form submissions
- Season ticket sales
Content Performance
- Top-performing blog posts
- Most-shared social content
- Highest-converting email campaigns
- Best traffic-driving keywords
Quick-Win Content Ideas
If you’re starting from scratch, begin with these high-impact, low-effort pieces:
Week 1:
- “Things to Do in Johnson City Tonight” (update weekly)
- Set up Google My Business and start daily posts
Week 2:
- “Family Activities in Johnson City” comprehensive guide
- Create first player profile
Week 3:
- “ETSU Student Guide to Johnson City”
- Write first alumni success story
Week 4:
- “Date Night Ideas in Johnson City Under $30”
- Create first host family spotlight
These four pieces will start generating search traffic and provide foundation for ongoing content.
What’s Next in This Series
With content strategy established, upcoming posts explore:
Post 5: Social Media Strategy for Local Engagement – Platform-specific tactics for building community around your team
Post 6: Partnership Development with Local Businesses – Creating co-marketing relationships that expand your reach
Post 7: Email Marketing & Fan Retention – Building repeat attendance from your local base
Post 8: 90-Day Implementation Roadmap – Putting it all together with realistic timelines and success metrics
About Base Path Media
Base Path Media helps baseball organizations improve digital performance through technical optimization, search strategy, and content implementation. We focus on practical, measurable improvements that teams can implement with existing resources.
