Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.

Adam Fisher
20th July 2018 - 5 mins read
S

o let’s take it back to the beginning. Live event reporting is essentially what journalists do every day, but now are doing for a specific organisation and event rather than for a media outlet.

It involves them being paid by the client (typically a brand) to cover an event such as a conference, trade show, charity fundraising initiative or new product launch and providing live updates, interviews, social media content and videos.

Let’s say you are an insurance company and you sponsor a sporting event such as a triathlon. That event will demand promotion, regular updates and will attract competitors and spectators all with stories to tell, providing a potentially rich vein of human interest content.

You may have already seen live event reporting in action through Apple and Tesla product launches, but more brands are starting to embrace it.

Here is why we not only think it should be added to your content marketing strategy but also how it will bring added value to your next event.

 

Build anticipation

Carefully crafted internal messages and social media posts can have a big impact on creating interest and excitement in your event before it kicks off.

A designated live event reporting team which is entirely focused on the event can help to enthuse not only those who are attending but also those who cannot make the event in person.

The posts can promote speakers, the topics which will be discussed, and offer a behind-the-scenes look as final preparations are made.

It may sound odd, but there are a lot of football clubs who do this well, building anticipation among their fans who cannot attend the match by sharing photos of players and coaches arriving at the ground, the warm-up routine and the starting team announcement for example.

A key point here is to have a single specific hashtag for your event if you are going to use social media channels.

This will make it easier for people to find what you are sharing and join in the conversation.

 

Wider audience

For some organisations, no matter how hard they try or want it to happen, it can simply be logistically impossible to get everyone together in the same place at the same time.

And it can be hard to capture the attention of those unable to attend.

But live reporting, with blogging and video coverage can give those unable to make it a sense of what is unfolding as it happens, creating a level of engagement that a traditional post-event report could not achieve.

 

Extending the buzz

For many events it can be important for the reach to extend beyond the four walls of the conference room or the event location.

It may be of interest to stakeholders, customers and potential customers.

Using social media channels to tell other users you are reporting live from an event can create a real online buzz and help amplify reach.

The word ‘live’ is important in these types of social media posts. It adds urgency and importance to messages and can help cut through the noise.

 

More than just a one-day event

There is a misconception that live reporting stops being useful once the event comes to an end.

But in our experience, this couldn’t be more wrong.

The interviews and footage gathered at the event can provide a rich pool of content which can be used throughout the coming weeks and months for both internal and external audiences.

For example, interviews can be used for the basis of blogs, or they can be turned into short video clips which can be used on social media channels.

 

Stand-out

Live reporting an event is something which can really make an organisation stand-out and highlight it as a brand with industry expertise.

It is still a relatively new concept, which means that using it can help organisations differentiate themselves from their competitors and show their ingenuity.

It could also lead to further speaker opportunities for your spokespeople, potentially helping the business to grow.

 

Better feedback

Not only does live reporting of your event increase its longevity, but it also increases the opportunity for constructive feedback.

The repurposed content you gain from the event can be used to elicit ideas on what went well and what people would like to see changed for the event.

Not only could this generate some good suggestions, but it also helps position the organisation as one which is willing to listen and embrace opinions which may help it improve.

 

Why use journalists for live reporting?

Live reporting can be challenging and exhausting.

We believe journalists are best placed to meet the demands of this format.

They will be able to carry out independent and newsworthy interviews with senior leaders, speakers and audience members.

They are skilled at gathering and filtering huge quantities of information and quickly getting to the heart of a story and are used to producing content quickly.

And they can self-edit and have the ability to adapt and reuse content for different channels – a crucial skill in maximising the impact and life of live event reporting content.

If we think back to the insurance company sponsoring a sporting event, which we mentioned at the start, could their comms team, which is likely to be stretched with managing the media around the event, capture all that potentially great content? Or would a team of experienced journalists, parachuted in to focus purely on that event, be better placed?

 

Get in touch to find out how our live event reporting team can add value to your next event.

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper.

Marketing

Content should be more than just marketing

Tom Idle 29th March 2018 — 8 mins read

I couldn’t bear to sit around on the sidelines any longer while some agencies just messed things up,” is how James puts it when I ask why he’s decided to venture into the world of content marketing.

In his six years as MD of Media First, James and his team have been asked more and more to help with different communications challenges – to present better, to deliver more impactful messages, to shoot and edit film, to hone communications. “We’ve been naturally moving towards helping with content marketing over the years. Now, with Thirty Seven we will get to help our amazing clients in a much more involved way.”

James is joined by Mark, an ex-Microsoft application development consultant, who has been running his own content and design agency for the last five years. Having worked together enhancing Media First’s own content marketing and Search Engine Optimisation (SEO) performance, the pair decided to team up.

“We’ve built a loyal following and I enjoy knowing that what we are producing is worthwhile and entertaining,” adds James. “I knew that, so long as we kept enjoying the creative process and stayed true to our journalist-led concepts of always putting the audience first, then there was a good chance that people would continue to enjoy reading, watching and listening to the content we were making.”

Enjoying the frisson of their new business launch, the pair were keen to tell me how and why they plan to do content marketing better.

 

It seems that your decision to establish Thirty Seven was based on a belief that most content marketing is poor. What’s wrong with it? 

Mark Mars (MM): So much content is produced without any strategy behind it and the quality just isn’t there.

When it comes to SEO, there has been such a focus on creating pages that rank for certain keywords. What you often end up with is lots and lots of content which might create a decent search ranking, but the quality is so poor that visitors don’t stick around for long. Google has caught up with that and now has more quality measures in place.

James White (JW): SEO and content are still considered by some agencies to be separate pieces of work. But they need to be considered together. You don’t produce good SEO with poorly developed content; it just doesn’t work.

Also, the content marketing industry seems to be in a race to produce the most amount of stuff. Quality is coming second to quantity.

 

But clearly your customers are increasingly aware of the need to improve content quality. How have you evolved to cope with changing client needs?

MM: A hell of a lot has changed in the last five years. Back in 2014, spend in content marketing was about £125 million a year. By 2020, it is set to jump to around £350 million, so brands really understand that this is the best way to reach their audiences.

There is also more appetite from consumers to digest content in many different forms, which opens up plenty of opportunity for publishers and content creators.

But that is not to say that it is being done particularly well. About 80% of B2B marketers claim to use content marketing. But 70% of them lack a consistent or integrated content strategy—and that’s a big problem. There has been too much focus on quantity over quality.

JW: ‘Quality’ is such a generic term because it’s all subjective. You need to develop the right content, for the right audience, in the right format, at the right time and in the right place.

Brands need to think more like publishers to really get the value out of content.

 

You use journalists to deliver content for your customers. The benefits of doing that might be obvious, but what is it you’re getting from journalists that you might not get from other content creators?

JW: Well, content should be more than just marketing. It’s not just good enough these days to tell good stories. You have to educate, entertain and excite audiences. You have to give people a reason to care.

Journalists inherently get this. They know how to sniff out unique stories that make people stop, sit up and listen. My wife is a journalist and she has a great ability to be brutally honest. I could spend all day coming up with, what I think is, a great idea. I’ll go home and tell her about it and she’ll challenge me by saying something like, “Who cares? Why will your audience give a damn?”

And that’s what’s great about journalists. They can easily put themselves in somebody else’s shoes and work out how people tick. That’s why I’ve loved working with our team of journalists at Media First these past six years.

 

Back in 2014, spend in content marketing was about £125 million a year. By 2020, it is set to jump to around £350 million...

 

All of your customers will have very different needs. How do you approach each piece of work to deliver the best results?

MM: Well, you need to get into the mind of the client to find out what they want to achieve, rather than just blindly creating content. You need to help build a cohesive and coherent plan that includes not just what content you will create, but also how you are going to publish it and promote it.

JW: It’s all about meeting objectives. Is this content to raise awareness? Or is it to convert lurkers on a website into buyers?

It’s also about looking at data to find out what types of content a client’s audience wants and how it wants that delivered.

When we get into content creation mode, we work like an editorial newsroom to script, write, edit and sub-edit. That then goes through a cycle of refinements until we are happy for it to leave our office and reach the client for sign-off.

 

There’s a continuous debate about the virtues of long- versus short-form content. Which do you think is best?

MM: It’s not really about what’s better. It’s about what’s most appropriate.

We do live in a fast-paced world, but to say that nobody wants to read more than 500 words just isn’t true. Long-form content has always received more shares and links than shorter pieces. People do appreciate the time that goes in to creating quality long-form content. And Google does too, with their algorithm generally favouring longer content.

 

So, are there rules for creating great content that you stick to?

JW: We like to use the simple TRUTH test – that the content is Topical, Relevant, Unusual, Trouble (solves, raises awareness of or discusses) and importantly, contains Human interest.

But it has to be delivered in the right format as well. Many people were surprised to hear that Media First and Thirty Seven have joined forces to create this magazine. Yes, it might seem a bit retro but not all audiences are the same; not everyone wants to read a blog or get their information from social media. I have a Kindle and iPad at home but still buy books, newspapers and magazines.

 

The General Data Protection Regulation is coming, giving individuals more control over how their personal data is collected and used online. What will it mean for the content marketing industry?

JW: It’s certainly something our clients need to be aware of, not least because the new regulation is so far-reaching. It will affect not just marketing but internal comms and even supplier contracts.

You can either hide under your desk and pretend it’s not happening. Or you can see it as an opportunity to be proactive.

I personally think it’s a great thing. I will have more control over my data and who markets to me. And as a content producer, I will know that we are providing our audiences with information they want.

 

So, what does the future look like for content marketing?

MM: We are drowning in content and it is getting harder to get results. The average number of shares of any content has been steadily falling over the last few years. So the whole practice does need to evolve.

That means content marketers need to be a lot more strategic about the type of content they create, backed by better research. And instead of asking inexperienced or new writers to churn out low-quality pages of blogs for long-tail keyword targeting, content teams will be comprised of creative designers, developers, AI experts, videographers, as well as plenty of experienced writers and journalists too.

JW: We also know that it’s going to be important to work closely with our customers’ teams. I hate the concept of a full-service marketing agency, where everything is outsourced. I hate to see comms teams dwindling in size. We want to support our customers to retain in-house teams because we’ve seen just how important they are during the last 35 years working with Media First.

 

What’s with the name, Thirty Seven? How did you come up with that?

MM: Well, if you ask somebody to pick a random number between zero and 100, a disproportionate number of people will choose the number 37. The more you delve into the number – the fact that it appears more regularly than any other number in films, for example – you realise just how special it is. It’s attractive and we’re in the attraction game, so it made sense.

 

What’s it like working with each other? Do you always get on or are there things you disagree on?

MM: We’re very similar. We’re both ambitious and want to succeed.

But our work lives have been very different so we have different ideas about how things should be achieved.

JW: Sure, sometimes Mark and I approach things from a different angle. Occasionally this leads to disagreements. But we complement each other. If we were both the same, we wouldn’t be anywhere near as good as a team.

Ultimately, we both want to deliver projects that excite and motivate us. That’s the reason we get out of bed in the morning; not to just earn money to pay the mortgage. It’s about more than that.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is social media content or a whitepaper. 

Aimee Hudson
2nd October 2017 - 8 mins read