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

7 reasons your organisation should produce an eBook

Adam Fisher 10th December 2018 — 4 mins read
E

lectronic books, or eBooks as they are more commonly known, occupy the middle ground of the content world, between the shorter and more regularly produced blogs and the more formal, often academic approach, taken in whitepapers.

It is a format which has enjoyed something of a boom in recent years and it looks set for further success.

What exactly is an eBook?

When we talk about an eBook we are not talking about the publications you read through a device like a Kindle.

The eBooks we refer to are produced by businesses and typically come in PDF format.

They enable brands to explore a topic in deeper detail – often aimed at solving a problem customers may be experiencing - but through an easy-to-read style.

And producing them has many benefits.

So without further ado, here are seven reasons why your organisation should produce an eBook.

 

Cover a topic in more detail

If you are already regularly blogging, you are probably tackling topics in somewhere between 500 to 1,500 words.

An eBook enables you to tackle topics in much more depth, usually starting at around 5,000 words or around 20 pages.

This gives plenty of scope to educate, entertain and engage readers and potential customers.

Longer form content can appear daunting to a reader – many would be put off by a 5,000 word blog for example.

But putting it in the format of a well-designed eBook, which is supported by eye-catching design, will make them more likely to download it and read when they have time.

Not only that, but an information-driven, educational eBook could become a resource they refer to again and again.

This creates brand loyalty, enhance the reputation of the band and the connection the customer has with it and ultimately helps to drive revenue.  

 

Showcase expertise

Producing an eBook can help position your organisation as a thought leader in its industry and showcase its expertise.

Tackling important issues which matter to your customers in detail not only reveals a deeper level of understanding but will also encourage prospects to view your organisation as a trusted source of information and as a problem solver.

This in turn helps organisations cultivate the credibility customers look for.

 

Generate revenue

eBooks are a great way to generate new leads that could lead to new sales.

In return for your carefully crafted insight, potential customers typically need to provide their email address for the download link.

In some cases they may also be required to provide other details such as job role and phone number.

That means an organisation now have valuable information about someone who has expressed an interest in your content.

They are also a great tool for sales teams to use to generate interest and new business.

 

Reusable content

One of the great benefits of an eBook is that it provides a lot of content which can be repurposed and recycled in blogs.

I have written a few eBooks for our sister company Media First and I have been able to take parts from each one, whether it is a chapter, section or even just a paragraph, and turn that into a blog at later date.

For example, one I wrote on the importance of preparing for a media crisis has led to blogs on holding statements, risk register, the importance of communicating internally and identifying the right spokesperson.

Additionally, they also provide plenty of reusable content for social media teams.

 

Rise above the competition

Not only do eBooks provide another channel to promote your organisation, but they are also something many of your rivals may not be using.

There are plenty of blogs out there, for example, but how many companies in your sector go beyond that?

So, not only do they help to ensure your brand stands out, but they could also help you tap into a wider audience.

 

Retains its value

An eBook is an item of content which retains its value.

Unless it is on a particularly time sensitive subject, it can stay on your website indefinitely generating leads and interest.

You can also keep referring back to it in blogs to attract new readers and post about it on social media.

At the very worst you may just need to update it occasionally.

 

You may already be half-way there

If you are already regularly producing content like blogs then you may already be well on your way to producing an eBook.

Your existing content could form the basis of your eBook and may just need some repositioning, a slightly different angle, more detail and some good design.

 

In summary, eBooks are premium content which should form part of your content marketing strategy.  If they don’t, your customers may just find the information they are looking for through a rival organisation’s eBook.

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 an eBook.

Emily Stonham
13th February 2019 - 9 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.