How To Build A Premier League Content Strategy

"We want to make it fun for fans to enjoy supporting Brentford."

That was the key message when we spoke to Brentford FC's Head of Content Stu Wakeford this week to discuss his role, their success on TikTok and how to engage fans with constant access to football content.

Brentford have enjoyed an incredible few years with moving into their new stadium after leaving their beloved Griffin Park followed by promotion to the Premier League for the first time.

Stu spoke about the importance of creating great content around the live football to help them stand out in a world where fans have easy and instant access to football highlights.

"We want to get closer to the coaches, closer to the players, learn."

However, even with the the great work Stu and his team have done, it's sometimes the unplanned that as Brentford found out when a clip of their stadium announcer Peter Gilham falling through a green screen went viral recently.

Despite the great numbers, Stu says that the data isn't the main importance and wants to focus on creating great content. He presents and produces their weekly show 'The Warm Up' with former players Karleigh Osborne and Marcus Gayle and will be introducing a more regular show targeted at a younger audience this season called 'The Sting'.

Brentford have also seen incredible growth on TikTok which he credits to club content creator Luke Gregory and says that his previous role at Soccer AM has helped him to spot trends that could perform well.

Stu will be hoping for success both on and off the pitch this season, beginning with the visit of Arsenal to the Brentford Community Stadium. Watch the full interview with Stu on our YouTube channel.

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