As an XFL Content Director one of my responsibilities was sharing the excitement of a brand new football team across social media. Working with senior leadership at the league I developed the brand’s content strategy, established the voice, and built out a content team to execute on those strategies. As a startup football league, the XFL’s values of “fan-first” “ultra-access” challenged me to rethink and refine my content creation process from the research through the production and distribution stages.
- Developed brand voice and content launch strategy (based on trends and relevant data)
- Hired content team, including designers, video producers, writers, designers, and photographers.
- Developed content production workflow establishing collaboration between graphic designers, copywriters, video producers, social media editors, and data analysts.
- Bonus: Staged a viral dance off during the season 🕺
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“I had a nervous breakdown, I went through a deep depression. I didn’t talk to anyone. I couldn’t work out and I couldn’t play football. I couldn’t do anything.’’ - @konyealy90 Ealy said the breakdown and depression stemmed from the deaths of his father (Willie Ealy) and sister (LaToya Brown) in close proximity. Both died from respiratory diseases. But everything changed last fall when Ealy got an invitation to play for the XFL. “The light went on in my head again,’’ Ealy said. “No more darkness.’’ Read about this story of Kony's road to redemption on xfl.com today.