Análisis de las estrategias de marketing de contenido para clubes deportivos en la ciudad de Guayaquil.

Abstract

This research aimed to analyze the content marketing strategies implemented by sports clubs in the city of Guayaquil, identifying their level of planning, formats used, metrics applied, and ability to generate engagement and loyalty among fans. A mixed-methods approach with a quantitative predominance was used, applying surveys to a sample of 384 people, complemented by in-depth interviews, focus groups, and desk research on the digital management of local clubs. The results show that humanized audiovisual content, focused on players, training, and emotional experiences, generates higher levels of interaction than purely informative or promotional content. Furthermore, structural limitations were identified, such as budget constraints, a lack of sustained strategic planning, and internal cultural barriers. However, clubs are showing a growing trend towards the professionalization of digital marketing, with an emphasis on engagement metrics and audiovisual production. For this reason, a strategic content marketing model was proposed, focused on audience segmentation, structured planning, and strengthening the digital community, contributing to the institutional positioning and commercial sustainability of sports clubs in Guayaquil.