Seahawks Digital & Social Content Optimization | Data-Informed Content Strategy

Client/Employer: Seattle Seahawks

As the digital content lead for the Seattle Seahawks, I’ve helped drive long-term growth across the team’s social media platforms by building a data-driven content strategy rooted in audience behavior, platform trends, and performance analytics. Over five seasons, this work has contributed to a 40% increase in average annual engagements compared to the four seasons prior.

1. Problem: The NFL social landscape is highly competitive, and organic reach is harder to earn year over year. While team success can provide engagement spikes, relying solely on game outcomes or star player moments left us vulnerable to performance swings. We needed a more reliable way to sustain growth and keep fans engaged year-round.

2. Strategy: Establish a data-informed framework for content planning—grounded in historical performance, fan behavior trends, and platform-specific insights. Define content pillars and posting strategies that reflect what fans want more of, when they want it, and how each platform delivers it differently. Use past engagement data as a north star while building in flexibility for real-time opportunities.

3. Execution:

• Developed a season-long content calendar aligned with fan interest cycles: pre-season hype, game week anticipation, player storytelling, and off-season narratives

• Conducted regular performance audits to identify top-performing formats, captions, and topics across platforms

• Introduced new content series and real-time coverage formats optimized for engagement and shareability

• Partnered with internal business strategy and analytics teams to develop real-time reporting dashboard to improve internal visibility on the performance of all digital and social content

• Built a real-time reporting dashboard for campaign/feature performance to provide better context for how campaigns are performing in comparison to each other, as well as within individual platforms, create an efficient way to address issues

4. Results: Over a five-year span, the Seahawks saw a 40% increase in average annual social media engagements, maintaining strong growth even in seasons with limited on-field success. The data-first approach enabled more efficient content creation, stronger fan connection, and more consistent brand performance across platforms. Despite winning zero playoff games during these five seasons, and only reaching the playoffs twice, the Seahawks have consistently ranked top 10 in the NFL in social media engagement.