FootyGrounds
Product marketing, programmatic SEO and TikTok channel growth
How do you make a large data set into an acquisition channel?
Give the data one ownable metric so every page has a reason to exist, structure the site around what people actually type — 'football near me', away days, ground plus pubs and parking — and pair the launch with short-form social so the brand builds an audience of its own. The TikTok channel reached 100k views in its first 7 days and 1.1M post views in four weeks, with 42k likes, 3.1k shares, 2.9k comments and 13.7k profile views.
At a glance
- Client
- FootyGrounds
- Sector
- Consumer / media · Launch
- Engagement
- Product marketing, programmatic SEO and TikTok channel growth
- Scope
- Product marketing, SEO architecture, short-form social
What was actually in the way
Every engagement starts with a commercial problem rather than a channel problem.
Challenge
A consumer football platform with an enormous data set and no acquisition model. Every ground guide, pub and fixture was a page nobody would ever search for by name, and the brand had no audience of its own.
Approach
Gave the product one ownable metric — the FootyGrounds Away Day Score — so every ground page has a reason to exist and a reason to be linked to. Then built the search structure around what fans actually type: 'football near me', 'away day', the ground name plus pubs and parking. Alongside the site launch, built the @footygrounds.com TikTok channel as the top of the funnel: away-day clips and ground rankings that send an engaged football audience back to the guides.
What changed commercially
Published client facts and agreed scope markers, read as marketing outcomes. No modelled or estimated figures.
- TikTok post views in four weeks
- 1.1MTikTok post views in four weeks100k of them in the first 7 days (16 Aug – 12 Sep).
- likes, plus 3.1k shares and 2.9k comments
- 42klikes, plus 3.1k shares and 2.9k comments13.7k profile views sent an engaged audience into the guides.
- grounds and clubs made findable
- 16k+grounds and clubs made findableEvery page tied to what fans actually type.
- ownable metric the football press can cite
- 1ownable metric the football press can citeThe FootyGrounds Away Day Score.
Two results from one launch: a site with thousands of indexable, genuinely useful pages tied to real search demand, and a TikTok channel at @footygrounds.com that went viral — 100k views in its first 7 days and 1.1M post views in the first four weeks (16 Aug – 12 Sep), with 42k likes, 3.1k shares, 2.9k comments and 13.7k profile views. The brand now owns an audience rather than renting attention from search alone.
The calls that changed the outcome
Not a task list — the small number of decisions the rest of the work followed from.
Invent the metric you want to be quoted on
The FootyGrounds Away Day Score gave every ground page a headline, gave the football press something to reference, and gave the brand a claim no competitor could copy.
Build pages for queries, not records
Nobody searches a ground by its full official name. The structure targets away-day, near-me and ground-plus-amenity intent, which is where the volume genuinely is.
Launch the channel alongside the site
The @footygrounds.com TikTok channel was grown in parallel with the launch: away-day clips and ground rankings that reached 100k views in the first 7 days and went on to 1.1M post views in four weeks (16 Aug – 12 Sep), with 42k likes, 3.1k shares, 2.9k comments and 13.7k profile views sending an engaged football audience back into the guides.
A launch is not a result on its own. Pages worth indexing plus a channel the brand owns is what turns a data set into demand.
FootyGrounds on the work
“Sam got us launched and then got us an audience. The site gave every ground a reason to be found, and the TikTok channel went viral — 100k views in the first week and over a million in the first month.”
Recommended next steps
This engagement was built out of the services below. Each page explains the scope, the deliverables and how it is priced.
Launch go-to-market
Sequence the launch: one audience, one market, one reason to act, then widen.
Read the scopeSEO and content architecture
Structure the site around how people actually search, not how the business is organised.
Read the scopeProposition and positioning
Decide what the business claims and who it claims it for, before a penny goes into a channel.
Read the scopeBook a call
One hour, no pitch. We work out whether your constraint is the same one this project had.
Read the scope
Other engagements
Related work, plus the proptech and marketplaces hub if that is closer to your situation.
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Logical Planning
Launch positioning, pricing and acquisition
- Professional services
Part 1 Claims
Go-to-market and enquiry funnel
- Chartered surveying
McGarrigle and Co
Positioning and guide-led SEO
FootyGrounds: common questions
What was the FootyGrounds challenge?
What were the results?
What is the Away Day Score?
How do you structure thousands of pages so they earn traffic?
Where to go next
A few things worth reading — and the pages most people move to from here.
Related insights
- Marketing StrategyWhy Your Marketing Isn't Working (And It Probably Isn't the Tactics)The positioning and priority problems that make good execution look like bad marketing.
- AI SearchHow to Get Your Business Cited by ChatGPT and Google AI OverviewsThe entity, structure and evidence signals answer engines use to choose who they quote.
Related services
- All servicesEvery marketing leadership, strategy and growth service on one page.
- Marketing strategyPositioning, audience priorities and a plan your team can execute.
- Website design & buildA full rebuild for a site that no longer sells what you do.
- Book a callA 30-minute call to size up the opportunity.
Same problem, different business?
Book a call. I will tell you which part of this applies to you, and which part does not, before you spend anything.