Adam Fisher
17th October 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

Podcasts: How can you tell you are getting a return on your investment and time?

James White 5th June 2020 — 4 mins read
T

hat is more than double the number that was listening to them just two years ago.

We are, it seems, absorbing more and more content through our ears.

So, it is hardly surprising that increasing numbers of companies are becoming aware of the benefits and are looking to include podcasts in their communication strategies.

One of the questions we are often asked by companies looking to get involved in podcasting is how they can measure success in this area.

And that is an important question because you need to see a reward for your investment in time, effort and resources.

Let’s take a look at some of the key metrics you could use.

 

Downloads

This is the most obvious metric and will help to give you a good idea of the size of your audience.

But it is important to remember that a download does not necessarily equate to a listen – your content could remain unheard even if it is downloaded.

Additionally, a listener could download the same podcast on multiple devices.

Rather than looking at total downloads, opt for using unique downloads as this refines the numbers and removes multiple downloads from the same user.

Also, look at the number of downloads per episode. Fluctuations here will show you what content your listeners are most interested in and what they find less appealing.

 

Subscriptions

This measures the number of people that are subscribing to your podcast and who get notified when a new episode is available.

If people are opting to subscribe to your podcast, it tells you that they want to hear more from you and that they don’t want to miss an episode.

 

Social mentions

If people like the content of your podcasts, they are likely to talk about it on their social media channels.

And you will be able to use your social media listening tools to see who is discussing your podcast and what they are saying about it.

Likes, shares and retweets are all good measurements and the comments can give you a good understanding of what is resonating with your audience.

 

Backlinks

Backlinks are another good thing to monitor and show how many times another website has linked to your podcast.

In theory, the more backlinks you generate the better.

But you also need to look at the quality of those backlinks. For example, there could be a small chance a backlink may be trying to persuade people not to listen to your podcast.

 

Create a dedicated landing page

Creating a dedicated landing page for your podcast is a great idea.

It establishes a home for your podcast, it can offer incentives to encourage new listeners to sign-up and you can use it to thank your subscribers

And it can help you gauge the success of your content. You can measure the hits and engagement on the page and the number of people who go from it and subscribe to the podcast.

 

Special offers and promotions

These are a really easy way to measure the success of your podcast.

Special offers, discounts, incentives and promo codes can either be read out on air by your presenter or used in the text of your landing page.

And by promoting these deals with your podcast, you can pinpoint exactly what leads are coming from your listeners.

A good idea with these types of offers is to set a time limit for them as this may encourage your listeners to take action quickly.

 

Email marketing

Competition for listeners is pretty fierce and you need to work hard to attract and grow your audience.

Email marketing has an important role to play here and we would encourage you to use your mailing list to promote your podcast.

Not only will you increase awareness but there are useful measurements you can use as well, such as open and click rates and the numbers of unsubscribes, all of which will give you an indication of the appeal of your audio content.

 

Context

All of the figures I have mentioned will help you understand the success of your podcast.

But it is also important to have realistic goals.

For example, the more niche the subject you are talking about the harder it is likely to be to attract large numbers of listeners and, on the face of it, your unique downloads may not look that impressive.

However, a relatively small number of dedicated listeners in this instance could be a real business win and show more buying intent than a more general podcast with a bigger audience.

 

Get in touch with one of our account managers to find out how we can help you get your podcast started. You can also find out more about starting a business podcast in this recent blog.

 

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 a podcast or email marketing.

Adam Fisher
2nd May 2018 - 6 mins read

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.