Editorial Standards
Discovery is not accidental. It is designed. Every article, podcast, and video we publish is engineered to answer a real question, earn trust, and strengthen the ecosystem.
We are in the understanding business.
This manual governs every article, podcast, Film Room, Quick Take, research brief, and investigation we publish. It applies equally to founders, editors, contributors, and guest writers. No one is exempt.
We exist to create clarity. Every published work should leave readers more informed, more thoughtful, and better equipped to understand the subject. We are not in the outrage business. We are not in the click business.
We do not publish first. We publish well. Readers should trust that every article has earned its place.
Before publishing, ask:
- Is it true?
- Is it useful?
- Is it understandable?
- Is it fair?
- Is it interesting?
- Is it supported by evidence?
- Would we still publish this two years from now?
If any answer is “No,” continue working.
- Answer a real question.
- Explain complicated ideas simply.
- Separate fact from opinion.
- Support claims with evidence.
- Respect opposing viewpoints.
- Challenge assumptions.
- Create clarity.
Editors exist to improve ideas — not to rewrite personalities.
- Protect accuracy.
- Protect fairness.
- Protect quality.
- Protect the Constitution.
- Protect the reader.
- — Clickbait.
- — Rage bait.
- — Manufactured controversy.
- — Anonymous rumors presented as fact.
- — Misleading headlines.
- — Personal attacks.
- — Unnecessary profanity.
- — Low-effort aggregation.
- — Artificial urgency.
- — Curiosity.
- — Evidence.
- — Context.
- — History.
- — Systems thinking.
- — Humility.
- — Clear writing.
- — Thoughtful disagreement.
- — Constructive criticism.
Final principle: “Did this raise the standard?”
If not, it should not be published.
Lead with value. Attention follows.
Every piece of content should solve a problem, explain a concept, settle a debate, or provide unique insight.
We never create content simply because everyone else is discussing it. We create because there is a real question worth answering, and because our answer is built on evidence, standards, and a point of view.
Where readers find us
We do not depend on a single algorithm. We build content that can travel across search, social, community, media, and partnerships.
Search
- Google Search
- Google Discover
- Google News (future)
- AI Search (ChatGPT, Gemini, Perplexity, etc.)
- YouTube Search
Community
- Threads
- X
- Discord Communities
Sports Communities
- Team Forums
- Fantasy Sports Communities
- Coaching Communities
- Youth Sports Organizations
- Sports Analytics Communities
Media
- Podcast Guest Appearances
- YouTube Collaborations
- Guest Articles
- Interviews
- Email Newsletters
- Word of Mouth
Partnerships
- Sports Organizations
- Athletic Programs
- Coaches
- Former Athletes
- Sports Businesses
- Industry Experts
SEO, GEO, SMO, AEO, SXO, EEAT
SEO
Search Engine Optimization
GEO
Generative Engine Optimization
SMO
Social Media Optimization
AEO
Answer Engine Optimization
SXO
Search Experience Optimization
EEAT
Experience, Expertise, Authoritativeness, Trustworthiness
Structured Data
Schema Markup
Internal Linking
Connected library architecture
Evergreen Updates
Lasting value, not just news cycles
Before publishing, every article must answer
If the answer to most of these questions is no, we reconsider creating it. This is the bar every piece of content must clear.
What question does this solve?
Who is searching for this?
Why would someone share this?
Will someone search for this in two years?
Can this become a video?
Can this become a podcast?
Can this become multiple social posts?
Can this generate affiliate opportunities?
Can this become a cornerstone article?
Target search intent. Build authority.
We do not chase breaking news alone. We build authority around complete topics by intentionally targeting the search intents that matter.
High Intent Searches
Readers looking for a specific answer, decision, or actionable insight.
Evergreen Searches
Topics that remain relevant over time and continue to attract traffic.
Educational Searches
Readers trying to understand a concept, pattern, or system.
Comparison Searches
Readers comparing options, approaches, players, teams, or strategies.
Historical Searches
Readers researching past events, seasons, careers, or context.
Rules Searches
Readers looking for how something works, regulations, policies, or mechanics.
Film Study Searches
Readers looking for breakdowns, technique, film analysis, or coaching insight.
The SEO rules
- Avoid chasing only breaking news.
- Build authority around complete topics.
- Prefer depth and usefulness over speed.
Every major article becomes video
YouTube reinforces the article. It does not replace it. The article is the source of truth; video and audio are amplification layers.
Long-form video
Deep dives that mirror the article's structure and evidence.
Short-form clips
Extracted moments, key insights, and shareable highlights.
Film Room
Frame-by-frame or sequence-based analysis for technique and tactics.
YouTube Shorts
Vertical, snackable versions optimized for discovery and reach.
Community Posts
Polls, questions, summaries, and engagement hooks tied to the article.
Livestreams (future)
Real-time discussion, Q&A, or reaction formats.
The YouTube rule
Every format must link back to the article and related ecosystem content. The article holds the evidence; the video holds the audience.
Drive readers back to owned assets
Every platform has one objective. Social is a distribution engine, not a destination. Each post should point back to the article, the newsletter, or the library.
Long-form reads and discussion starters that drive back to the article.
Visual identity, quotes, and behind-the-scenes moments.
Threads
Hot takes, questions, and quick reactions.
X
Real-time analysis, news hooks, and thread summaries.
Leadership, coaching, and sports business angles.
TikTok
Short, high-hook content that introduces new readers.
The social rule
Never build the business on rented platforms. Always build owned assets. Social platforms amplify the library; the article is the source of truth.
One piece of content strengthens the whole ecosystem
The flywheel starts with a question and ends with advocates. Every stage — from investigation to newsletter to Google index — must be intentional, not an afterthought.