York-based Content Factory helps kick-off a revolution

27 Mar 2013 @ 9.44 pm
| Business

The Content Factory team. Left to right: director Andy Elliott, senior writer Claire White and editor Simon Redfern
York-based editorial specialists the Content Factory has teamed up with an international technology firm which is revolutionising pitchside advertising at major sporting events.

Supponor streams different perimeter adverts to different markets from the same football match or other sports events using its ground-breaking DBRLive technology. It has done this in fixtures including Sweden vs England last November, and games from the Spanish La Liga.

Content Factory has been signed up to provide news stories for the Supponor website and produce a monthly newsletter to go to its clients and partners. In addition, Content Factory will manage Supponor’s LinkedIn, Twitter and Wikipedia pages and handle social media postings.

By digitally inserting different adverts to the same live feed of sporting events, Supponor can regionalise advertising across the globe, revolutionising the revenue model of stadium and arena billboards.

“Our technology is now attracting interest from rights holders, broadcasters and brands around the world and it is vital we communicate effectively with existing and potential clients and partners,” said Tony Ragan, Supponor’s chief commercial officer.

“Content Factory is ideally placed to help us do that by providing tailored content and managing our various platforms.”

A screenshot from Supponor showing different perimeter adverts from the same live match
A screenshot from Supponor showing different perimeter adverts from the same live match

Content Factory director Andy Elliott said: “Our service combines a solid, journalistic approach with corporate communications expertise. Our work for Supponor, writing and editing content for the web, e-newsletters and social media, as well as trade press articles, makes best use of that expertise.

“We’re delighted to help Supponor on the next stage of their development.”

Elliott founded Content Factory in 2011 and the company provides tailored content and website services to a range of corporate clients, many of them in the sports and technology sectors.

Elliott, former national newspaper executive and director of content for Press Association Sport, added: “Words are the most important element of a website and sometimes given the least thought. Our expertise ensures websites have high quality content either at launch and/or on a regular basis which keeps them high in searches and ensures repeat visits from potential clients.”

Last year Content Factory helped launch three websites for its client Racing Enterprises Ltd, the commercial arm of British horse racing. These included Own1, a site aimed at attracting prospective racehorse owners; and Satellite Information Services, the global provider of betting and broadcast services.

Content Factory employs nationally-trained journalists and copywriters and works closely with web designers and developers, including other Yorkshire-based firms such as Label Media, Integral Media and Isotoma.