American University Professor Benjamin Wright on Content Development in the Digital World

 

Content, content, content. Today it’s the driving factor in the great game of marketing. But with so much content out there, it’s got to be quick, engaging and intentional to be effective and drive conversions. This is especially important in the sports world, where a quality brand can influence everything from fan participation, to sponsorship opportunities, to team culture.

Our guest on this episode of a Digital Marketing Professor Series, Benjamin Wright, has dedicated his research to this intersection of marketing in the sports world. He’s spent his career seeing how social media is powering marketing and how companies are cultivating their brand. When Wright was in college athletics and sports agencies, personal brand was already very important, and that was back in 2008 before the true explosion of social media.

In this episode, Wright talks about the tools that are available to marketing professionals and how he prepares his students to use creativity and big data to create quality content. “Strategy has to be at the forefront of every decision that we’re making,” Wright said. “It’s not necessarily building a digital strategy, it’s looking at strategy in a digital world.”

For the latest news, videos, and podcasts in the Sports & Entertainment Industry, be sure to subscribe to our industry publication.

Follow us on social media for the latest updates in B2B!
Twitter – @SportsEntMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

EMR
EMR Strategy, Consulting, and Career Pivots with MedSys Co-Founder Mark Embry
June 8, 2026

Electronic medical records (EMRs) have moved from a back-office upgrade to a frontline determinant of care quality, clinician burnout, and hospital economics. With U.S. hospitals often spending tens to hundreds of millions—sometimes exceeding $100 million—on EMR implementations, the stakes have never been higher for getting both the technology and the human adoption right. As…

Read More
radiology
Growing Without Compromise: How Vision Radiology Balances Scale, AI, and Clinical Quality
June 4, 2026

Radiology sits at the center of a modern healthcare squeeze: imaging volumes are climbing, hospitals need faster reads, and there simply are not enough radiologists to meet demand the old way. At the same time, remote work and AI are reshaping what a clinical practice can look like. The challenge is no longer whether…

Read More
Radar
Physical Retail’s Next Infrastructure Layer: Item-Level Intelligence with Radar
June 4, 2026

Physical retail is under pressure to become as measurable and responsive as e-commerce. While retailers have spent years optimizing digital channels with real-time data, store teams have often had to make decisions with incomplete inventory visibility and delayed operational signals. That gap matters because stores still account for 80% of U.S. retail sales, making…

Read More
Healthcare in Pakistan
From Institutional Excellence to Population-Level Access: How Pakistan Can Bridge Its Healthcare Divide
June 1, 2026

Healthcare systems are under pressure almost everywhere, but the strain is especially visible in lower-resource settings where demand is rising faster than infrastructure. In Pakistan, that pressure is playing out across a system that has to serve more than 250 million people with limited public investment. Public health spending remains below 1% of GDP,…

Read More