What skillsets and tools are required to be a content producer for an agency or brand?

I'm a content producer that doesn't know how to operate a camera and I'm not comfortable editing. I can use Capcut but I prefer not to, I'm more into coming up with ideas and briefing in videographers and editors to make the vision come to life.

The skill needed to be a content producer for an agency or brand is an in-depth understanding of the segment the brand operates within. As a sports content producer, it's about understanding the sport you're covering. You need to know not only the standard rules of games like football or basketball, but the culture surrounding them as well. This means being aware of key details: who's leading the league, which players might be traded, and how historical perspectives shape current perceptions. The game itself serves as the narrative for your content, guiding your storytelling before, during, and after the match.

On the technical side, you rely on tools such as social media platforms to track current trends and a device to catch every moment of the action. This blend of passion, detailed knowledge, and the right tools is what makes your content both engaging and authentic.

What informs a good content strategy, and how would define a strategy that differentiates a brand?

Before I found my niche in content production, I considered a career in sports broadcasting or journalism. However, I quickly realized that my strong, opinionated voice, especially about sports, needed a space where it could truly shine as sharing your opinions or a specific ideology as a broadcaster is often frowned upon here in South Africa. To define it, a great content strategy is like a meticulously crafted game plan. It's all about delivering the right content to the right people, in the right place, and at the right time. A content strategy heavily relies on a marketing plan that clearly defines your audience and the brand's core message. With this foundation, you can determine which types of content will resonate best and how to tailor your message for each platform. This approach not only ensures consistency but also differentiates the brand in a competitive digital landscape by connecting with people on a personal level.

How do you measure the success of a content strategy?

It all depends on the platform the content is published on, but unfortunately it's in mainly the numbers on TV, radio and all the social media platforms. The views, likes, comments, shares etc. While quantitative metrics provide a snapshot of reach, you also have to place significant value on the quality of engagement. Ask yourself: Does your content spark the intended emotions? Does it trigger meaningful conversations or inspire people to share their opinions? When you see your work referenced in broader industry or community discussions, you know that your content has resonated and made a lasting impression. In essence, success is about creating a dialogue that goes beyond surface-level metrics, turning each piece of content into a catalyst for conversation and connection.

As a sports content producer, a market characterised by a loyal fan base, how do you increase engagement and following?

My responsibility as a sports content producer is to produce compelling stories that capture the true essence of the game. However, boosting engagement and growing following isn't my responsibility—it falls with the social media managers (or, in a TV context, our senior producers). My job is to provide them with innovative and resonant content that they can use to drive audience interaction.

The role of a sports content producer is to work closely with these teams, sharing ideas and crafting narratives that speak directly to our fans. They take care of analysing the data, determining the best times to post, and implementing strategies to maximize reach. By delivering high-quality content that sparks conversations, I lay the foundation for their engagement efforts. Together, we ensure that every piece of content not only entertains but also builds a meaningful connection with the intended audience.

You've recently joined West Ham, who went against the grain on TikTok by using a lot of South African sounds, what influenced the unconventional strategy?

When we had the chance to bring West Ham on board as a client at True Tales Agency, we decided to take a bold step by integrating South African sounds into their TikTok content. They had already been employing this strategy before we joined, and our role has been to fine-tune it, making it even more vernacular and ensuring it truly resonates with the South African audience. This move isn't just about riding a trend; it's a deliberate strategy to show that the team understands and respects the local culture. When you use sounds and styles that your audience recognizes and loves, your message hits home harder. It's a reminder that authenticity matters, and sometimes the boldest moves are the ones that build the strongest bonds.

Targeting South Africa is one thing, but how do you ensure that the content resonates with South Africans without alienating the core audience?

One of the beauties of today’s digital world is the ability to customize what different audiences see. We use geo-blocking or geo-targeting to ensure that content crafted especially for South African fans reaches them and no one else, while our core audience in other parts of the world gets content that speaks to their own interests. It's like having a one-on-one conversation with each group. I've learned that by tailoring the message to fit the local culture, you not only keep everyone engaged but also build trust across the board. It's about making each person feel like the content was made just for them, whether they're in South Africa, London, or anywhere else in the world.

Looking at the year ahead, what would you say is the key to a successful content strategy that sustainably builds brands?

As I look to the future, I truly believe that the key to a lasting content strategy is knowing your audience like you know a good friend. I spend a lot of time learning about what excites the specific audience we're speaking to, what challenges them, and how they prefer to receive information. This continuous learning process allows me to craft content that genuinely connects on a personal level. I set clear goals and remain adaptable, always ready to tweak my approach. For me, it's not just about creating content for today but building a brand that grows stronger with every interaction. Each day is a new opportunity to inspire, connect, and create stories that matter—not just to me, but to every person who follows along.