Motherwell FC have lifted only one trophy in the past 30 years. However, off the pitch, they beat off competition from Manchester United, Everton and Leicester to win the Best Digital/Social Media category at the Football Business Awards this year.Grant Russell is the club’s Head of Brand, Digital and Communications. In this episode, he talks about the thinking, discipline and creativity that have gone into building a stand-out story for an otherwise overlooked Scottish team.This is a deep dive into content strategy and, like me, Russell believes in cutting through clutter with a strict, realistic yet progressive vision for storytelling. TOPICS“We exist to improve people's lives” is Motherwell's Twitter bio. What does that really means?Addressing key societal issues in the locality like male suicide and child povertyAsking deep questions about what defines a supporter. "We are all purpose-driven whether we realise it or not"Identifying you purpose and supporter ‘triggers’ at your club   "Having done all this work the most important thing is never to deviate from your story"What stories did Motherwell leave out? Are the fans onboard?Are Motherwell ‘a club with a cause’ or ‘a cause with a club’?Building target audiences? And who did they decide not to target? Creating acquisition funnels and 'knowing when to pounce’? The advantages and disadvantages of combining the brand, communications and marketing functionsThe four narratives Motherwell focus on. ‘Hit one pillar and the guiding pillars underneath’. Handling the commercial imperatives and turning down the 'wrong' partnersCalculating value per 1,000 followers The basis of the strategy - balancing data with feel/tone Defining a season narrative each year. "We know what we are. There is no point lying about it."  The approach of the outside media to the club-created story Taking players out into the community and finding a story that fits with themThe effect of Covid on the community spirit within the clubDo the hardcore Motherwell fans get it? Using the colours to their fullest  What is next on the agenda?The huge advantage of building trustThe effect of winning a major award for content