What content creation approach do sponsors want to see from athletes?

Joe Parsons highlighted Casey Currie as an excellent example of content creation done right. Casey documents every step he's taking and captures content for two purposes: creating material about what's currently happening, AND intentionally capturing content to use when nothing is going on. He 'regurgitates old content and delivers that up when nothing's going on.' This requires having good creative people around you and recognizing that content creation is never-ending work that requires sacrifice. The key is capturing the human side of the story and maintaining consistent content output year-round.