Over the course of the last year I have had the opportunity to speak to several club journalists. And one of most interesting things I have come across is their enthusiasm and attitude towards content.
Particularly the WINNING content.
Burnley FC: Alex Waters (Content Producer)
When speaking with Burnley’s Alex Waters, I asked him what he thought was the best piece of content he has created when the team has picked up the win.
“Definitely matchday content. For example last week, when we played Wolves, we won in the 95th minute, Lyle Foster scored and the amount of content that came from that was unbelievable.”
“We got 20 million impressions across all platforms.”
“But one of the best for me would be the content I created for our full-back (Quilindschy Hartman).”
“We sometimes do player focussed videos for Instagram, so I started filming him and he went on to get two assists, and that content that I posted, the Netherlands account collaborated with and he himself also collaberated wih the post.”
“So that’s definitely one of the best pieces of content I’ve created.”
“It’s a massive thing to create stuff like this, for one to have on your CV, but in general to be recognised by a wider community.”
“For example, a few weeks ago one of my videos was the goal celebration of Ugochukwu (Lesley) against Leeds.”
“The Premier League collaborated on that and just seeing your content being pushed to millions of people is an unbelievable feeling and it makes you want to continue to create that stuff.”
Shrewsbury Town: Joe Masi (Head of Social Media)
In early November 2025, South Shields clashed with Shrewsbury Town in the FA Cup, a day in which I was able to meet with both Shrewsbury’s Joe Masi and Jonny Drake.
When interviewing Shrewsbury Town’s Head of Media, Joe Masi, it was clear to see the enthusiasm for his job with him claiming that: “when the team is “on a good run it’s just a different world.”
“When you’re on a good run and the players are loving it; it’s just a different world. I can’t describe how fun it is to create content.”
“That’s the thing I’ve learned more than anything in this job is that players love doing stuff.”
Jonny Drake: Shrewsbury Town (Club Journalist)
Shrewsbury’s Jonny Drake, too, had similar views of that as Joe, as he claimed: “If everything else, apart from that 90 minutes was perfect. Nobody cares what you put out to be honest.”
“A steady stream of results is what you need. Like, we wouldn’t be doing anything different now in terms of content if we’d lost to Oldham in our penultimate game.”
“Whereas If we lost the South Shields, FA Cup tie, it’s because of the fixture and the competition that posting certain content can be worse because you have lost – and like you say the flow of content is gone and people don’t want to see fun content or loads of it when their team has lost.”
“In a fans mind, they think we have lost – let’s get back to training and that’s it.”
“That’s kind of how I view it, really. The result makes all the difference in how much you can create content wise and what type of content you can actually put out.”
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