Category: Content Playbook

In the world of college athletics content, most teams focus on the day-to-day — reacting to the next game, announcement, or viral moment. But what if you approached content like a football program? Just like football has offense, defense, and special teams, your creative strategy should include real-time content, evergreen content, and storytelling. Real-time content…

In college athletics, content has the power to do more than fill timelines — it can define a brand. The most effective creative departments today aren’t just “making things.” They’re aligning with athletic directors, coaches, and collectives to move the needle in recruiting, NIL, sponsorship, fundraising, and fan engagement. In the latest episode of The…

For years, college sports content revolved around team brands—highlights, press conferences, and behind-the-scenes clips curated by institutions. But the game has changed. Today, fans want unfiltered access to the athletes themselves. Authenticity, relatability, and personal connection are driving engagement in ways that traditional team accounts simply cannot replicate. The numbers do not lie, content posted…

How do you incorporate sponsored content into your college athletics strategy WITHOUT making it feel forced? Too many athletic departments treat sponsorships like a box to check — slapping a logo on a highlight or forcing an ad into content that should be built for recruits. But the best programs? They integrate brands seamlessly while…

The physical environment plays a crucial role in the productivity and creativity of your content team. Inspired by innovative approaches from industry leaders like Juan Reyes, successful teams transform overlooked or underutilized spaces into dynamic creative hubs. At West Virginia, we turned an unused closet into a vibrant and highly functional creative lab by strategically…

The NFL Combine is more than just scouting—it’s a storytelling opportunity. Capturing the personal journeys of players from their early collegiate days through their NFL aspirations creates a powerful narrative. Starting as a modest coverage team in 2020, the event now draws creatives from every major college program. Strategically planning content around the Combine’s structured…

Great content in college athletics hinges on trust between the creative team, coaches, and athletes. Reflecting on Clemson basketball’s 2017 victory over Ohio State, treating every game with the same urgency as high-profile events proved critical. Having sequences pre-planned, music selected, and strategy defined allowed quick turnaround content capturing authentic, impactful behind-the-scenes moments. Immediately sharing…

Social media engagement reveals how passionately fans interact with their favorite teams, measured through likes, comments, shares, and mentions. This season, Indiana Football experienced a stunning 691% growth, thanks to their surprising on-field success and the creativity of their social media team. Their ability to capture and capitalize on major events—like hosting ESPN’s College GameDay—turned…