Content strategy, the cookie apocalypse and other disasters Like a great drummer, a sports content strategy should be tight and consistent but happy to improvise when required. Many content leaders have been caught out by changes in Facebook's algorithms over the years and, in recent months, Google and Apple have introduced fundamental alterations that will have knock-on effects for almost everyone in the digital space, not just the sports industry. Recently, a blog by Johan Junker entitled the Cookie Apocalypse caught my eye. He is a deep thinker on content, sports business and the future. His company, Antourage are trying to solve some of the issues. But there are plenty more to discuss. This is a long theoretical discussion and we don't have all the answers. In fact, we are just trying to see if our questions are in the right areas. The main weakness in sports content strategy right now Why OTT platforms only worry about dwell time Our brains are not built to have more than 200 relationships in real life so how can we have a relationship with 10,000 brands? The 'Cookie Apocalypse' blog Losing the obsession with big numbers Why the sports industry is old-fashioned in harnessing the power of personality The advantage of a robot posting content - because it is talking to a robot initially. This allows you to reallocate 75 per cent of your content staff to jobs that matter Get the human content team to craft emotional stories Why sports marketing will change fundamentally in 2022 Why credibility will be crucial for personalities and influencers going forward Are sports rights-holders REALLY struggling for compelling content Definitions of ambassadors and the role they can perform Quality v speed (and what is quality anyway)? Share value vs pushing your product The opportunity created by the pandemic - where are you going to invest your time? Being the mayor of your village Johan's recommended products