he sports media industry has evolved beyond traditional journalism. Today, success is increasingly tied to personal branding and social media presence. With more opportunities for independent creators, standing out requires a strong, strategic approach to building an identity in the digital space.
To break down what it takes to develop a recognizable personal brand, we spoke with Aaron Eisman, Founder and CEO of Eisman Digital. With experience at Turner Sports, Bleacher Report, and the NFL Network, Eisman has worked with over 70 brands, helping them build and optimize their social media strategies. His insights provide a roadmap for aspiring sports content creators looking to establish themselves.
Aaron Eisman’s Journey: From Journalism to Personal Brand Consultant
Like many sports media professionals, Eisman started with a passion for sports and a journalism degree from Indiana University. While he initially pursued traditional media roles, he saw the industry shifting toward digital platforms and social media. That shift led him to opportunities at some of the biggest brands in sports, where he helped shape social media strategies and content distribution.
As the industry evolved, Eisman recognized a major change in how audiences engaged with content. The focus had moved away from legacy brands and toward individual voices. “It’s been all about the brand and the name – legacy brands, Fortune 500 companies. But lately, I’d say the last three to four years, it’s all been about the influencer, the athlete. When LeBron James created Uninterrupted and More Than an Athlete, it allowed athletes to have a platform in social media that changed the game and allowed them to come from a first-person narrative. The media didn’t need to tell their story anymore.”
This realization led Eisman to launch Eisman Digital, where he now helps both individuals and companies strengthen their social presence. “Then the contract came to a close again, and I was like: What to do next? And my uncle said, ‘Why don’t you start your own thing and see what happens?’ And so in July 2019, I started consulting, and now here we are almost six years later, and I’ve worked with over 70 brands.”
Finding Your Niche: The Key to Standing Out in a Crowded Field
In a crowded sports media landscape, differentiation is essential. Eisman emphasizes that the most effective way to stand out is by finding a niche and becoming an expert in that space. Rather than trying to cover everything, creators should focus on a unique angle that is underrepresented in the industry. Identifying a niche helps build credibility, attract a loyal audience, and establish a recognizable voice.
“If you want to get into the creator space and you want to be a sports content creator, it’s finding your niche that no one else is doing,” Eisman says. “Whatever it may be, find your niche, stick to it, and double down on it as much as possible. Be the expert in that field.”
He also encourages young professionals to get in the door however they can and absorb as much knowledge as possible. “Once you’re in the door, learn as much as you can. Grow and be a sponge. I always say ‘have that sponge mentality’ where you’re constantly learning from the people around you in your field. You might be applying to jobs for eight months and the right one might come along where you might get an offer and you might say to yourself, ‘This doesn’t feel right. Let’s wait for the next offer.’ But once you find that place that feels right – not just in your brain, but your heart, too – go with it and try to attack it the right way.”
Building a Personal Brand in Sports Media
Eisman stresses that personal branding is more than just creating content—it’s about shaping how people perceive you. Developing a strong brand requires clarity on what you stand for, how you communicate your message, and how you engage with your audience. Before diving into content creation, it’s important to establish a foundation that includes brand identity, audience focus, and a content strategy that aligns with your strengths.
“I think it’s generating the brand before developing the social media game plan and strategy. So that’s three phases. Brand image, brand awareness, and the brand identity… when the people see our content, they have to know it’s coming from us. That’s what you have to figure out early on is, who is the brand? What makes us unique and different, and how can we best adapt towards the generational changes of these platforms? Who are we posting to, and why does it matter to them?”
A well-defined brand identity helps creators stay consistent and recognizable. This includes visual elements like logos and colors, but more importantly, it encompasses tone, storytelling style, and the type of content being produced. Audiences should be able to instantly recognize a creator’s work, whether it’s through a unique perspective, a specific content format, or a consistent theme.
Maximizing Social Media for Brand Growth
Once a strong personal brand is established, social media becomes the primary distribution tool. Each platform serves a different purpose, and Eisman emphasizes the importance of understanding how to tailor content accordingly. LinkedIn is best for thought leadership and professional credibility, Instagram is ideal for high-quality visuals and storytelling, TikTok prioritizes short-form engagement-driven content, and Twitter excels in real-time discussion and viral moments.
“That’s important to me and what I look for these days: Understanding how the different audiences react in different landscapes. Knowing how the platforms change, how the algorithms change, how the consumption habits of the audience change based upon what platforms you’re posting to, and how you best engage the audience because things evolve. Things will change and adapt, and you’ve got to adapt with it.”
Eisman warns against an unfocused approach, advising that creators should not simply post content without a clear purpose. “It’s better to know the brand, know the strategy you want to put upon the platforms, and then start to push out the right content based upon the platform itself.”
Overcoming Challenges and Breaking Into the Sports Media Industry
Eisman acknowledges that the sports media industry is competitive and that breaking in can take time. He encourages aspiring professionals to embrace rejection and focus on continuous growth. Many creators face setbacks, but persistence and adaptability are key to long-term success.
“I think there’s a purpose behind what you love about sports and why you do sports. When I was a sports writer for the Indiana student newspaper, there’s 10 other writers all vying for the same spot. It was really competitive in that landscape, and it’s going to be competitive in the future. Don’t be afraid to hear ‘no’. No’s will happen. My resume looks good and everything, but I’ve probably had over 200 no’s along the way.”
The key is to stay committed and keep learning. “Once you get the ‘yes’ and get your foot in the door, then keep your body in the building. Be as versatile as you can be because that’s only going to make you better in the long run. Try to diversify your skill set and have a good skill set, but constantly be willing to learn. You’ve got to grow and adapt as a person and professional constantly in this industry.”
Final Takeaway: Build Your Brand with Intention
Personal branding is no longer optional in sports media—it’s essential. By finding a niche, crafting a strong brand identity, and executing a smart social media strategy, aspiring professionals can carve out a lasting presence in the industry. As Eisman puts it, “Your brand is your reputation. Build it intentionally, and success will follow.”
Eisman will be hosting a panel on the future of brand building on social media at the Sports Media Digital Summit, a two-day virtual event designed to help aspiring and established professionals navigate the evolving sports media landscape. The summit will feature industry leaders sharing insights on content creation, digital strategy, audience growth, and monetization in sports media.
Eisman’s panel will explore how creators, journalists, and brands can develop stronger digital identities, leverage social media for long-term success, and adapt to changing platform algorithms. This is a must-attend event for anyone looking to build their brand in sports media. Register today to secure your spot.
