Content Strategy, Storytelling, & Production
Throughout my career, I have been part of several terrific content teams — at FOX Sports, the Raiders, and College Spun. Each content team was different in size, makeup, and what we were producing:
FOX Sports Digital — started smaller but grew north of 85 people, mainly a mix of producers, editors, designers, and social specialists primarily focused on high-level video production (from on-site livestreams to studio shoots with top talent to treated highlights) and stellar social media imagery. We aimed to highlight the very top stories and stars across the sports landscape, in addition to showcasing highlights from thousands of annual FOX broadcasts.
Oakland Raiders — roughly a dozen people, including writers, photographers, and videographers primarily focused on creating substantial content for the team website and app, as well as social, but with a highly editorial focus. Additionally produced a weekly team show with the head coach for local television distribution. We aimed to highlight access and tell deeps stories about the entire 53-man roster
College Spun — Started off with only two primary bloggers, quickly expanded to several dozen writers and creators, and then contracted to a small 4-8 person team, almost exclusively creating website editorial through a mix of curated social media and original sportswriting. We aimed to tell the top social stories of the day from college sports.
If interested, you can check out some of favorite work from my time at FOX Sports and the Raiders, here.
All three of these groups were extremely successful in attacking different goals. At each stop, we focused on what we could specifically provide best to our audience. At FOX Sports, we had a best-in-class portfolio of live events rights to program around (Super Bowl, World Cup, etc), and we utilized top talent exclusive to us (Shannon Sharpe, Gus Johnson, A-Rod, Stu Holden) to provide exemplary insights and perspective on those events with high-quality video, given our production resources as a broadcast company. At the Raiders, we put team access above all else — we could take our fans closer to the team than anyone else could, and that was invaluable. At College Spun, we were on the forefront of social media integration into blogging, and we were faster than anyone else at quick news production at the time, which fueled our growth.
Each strategy was unique, but the common theme was that we planned strategically to play to our strengths. I don’t believe there’s a one-size-fits-all plan that any leader can carry company to company and execute flawlessly — good content strategy is tailored to a mission. You might have a regular toolbox of tricks that you like to use (that evolve over time), and hopefully you have some core beliefs about what makes up good storytelling. Those are tactics. But when it comes to true, deeper strategy, you need to have clear purpose and priorities, define the problem you are trying to solve and the plan to get there.
While strategies need to be customized based on priorities and goals, in my experience there are still some core tenets that are really important to live by when looking to tell great stories and create compelling content, particularly in the digital space. They are:
Be Unique & True To Your Brand — The brand you represent is your best identifier, and your outbound content should reflect that individuality. What makes your brand special, how does your voice differ from a competitor in the same space, what is your unique point-of-view, why should fans follow your brand and not someone else’s…those are answers you need to have. Once you have them, use those lenses to tell your stories. Nobody would confuse the New England Patriots and the Cleveland Browns on the field…their voices online should be distinct as well. Authenticity is often cited as the biggest key to good content, and you can’t be authentic without knowing who you are. You use angles like access, passion, and perspective to amplify what differentiates you.
Have A Purpose & Create Value — Everyone loves a good story, so creating content for entertainment is a given. All content should strive to look good and be compelling. But what are the specific goals behind each thing you create? Do you want to drive your audience back to O&O properties? Are you convincing them to buy something? Are you trying to get specific feedback from fans, or are you trying to instill a message in them? Content plans should be created with business results in mind so that the time spent on creative work is well-spent and impactful.
Innovate & Be Nimble — Digital platforms and content creation tools change FAST (RIP Vine and Meerkat, hello TikTok and Twitch) -- you constantly need to reassess your strategy and adapt. There will always be changes in algorithms, so imagine your brand from a multitude of angles. What does static imagery vs. short-form video vs. long-form video vs. live video look like from your brand? Can you use Instagram and Facebook Stories to your advantage? How about IG Highlights or Twitter Moments? Are all of those necessary? If you have prepared with that level of thinking, you are ready to respond to any changing landscape. That being said, don't feel like you need to jump on every new trend or platform offering. Plenty of brands don't need live content, for example. It's more important to make sure all of your content is top-notch than to force out a bad product for the sake of keeping up with the crowd.
Listen To & Interact With Fans — The best thing about social media is that it’s social, a two-way conversation with your fans and consumers. It’s important not to forget that, because they’ll often tell you exactly what they want. They will tell you what they like best and least about your content, and about the product you are selling. Use that knowledge to consistently improve your offerings. In turn, you can surprise and delight your audience when you show them that you’re listening. Brands interacting with consumers is far from new, but it’s still shiny…people love to be singled out and know their voices are being heard.
Be Careful — It is very easy for things to go viral on social media in a negative way. Remember that every time you try to roast an account, you're opening yourself up for retaliation. Remember that you’re an instant from a news controversy if you aren’t hyper-aware of the world around you — an ill-advised phrase, an insensitive response, an untimely post could throw you into a world of bad press. Be empathetic, be sensitive, and use a healthy dose of common sense. Always double-check your work but utilize those around you too — extra sets of eyes are always helpful.
You also don't need to go in on every social media holiday like "Take Your Dog To Work Day" or “National Donut Day” -- in fact, you're better off avoiding them unless they specifically tie in to your brand. If they do tie in — great! — but don’t get sucked into social FOMO. Brands that resist tend to have stronger, more evergreen identities than those that are overly reliant on chasing the latest trending topic or trying to stir up snarky battles with other accounts.
Have Fun — Content creation is a lot of work. It takes serious skill, time, and effort. Your audience will love you at times, and other times not so much...that's just how it goes. Relax, don't get caught up in mentions or take the feedback too personally. At the end of the day, know that storytelling is a fun job and you have a chance to create really awesome work that has the potential to be seen by millions of people. That’s a pretty cool job.
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