Client Spotlight: Building a Content Engine to Remotely Support a Client Event

, Jun 10, 2020

CATEGORIES: Content Marketing, ZOOM
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For over six years, March has been the content agency for Pitney Bowes, providing support for everything from blog posts and infographics to eBooks and social graphics. Producing hundreds of pieces of content for Pitney Bowes over the years has made us intimately familiar with their brand, their products, their messaging – and as a result, they’ve been to reliably trust us to support and deliver on their ad hoc content projects at a moment’s notice. We’ve shortened the learning curve to guarantee that we can quickly absorb anything thrown our way, and turn around a high-quality piece of a content in a short timeframe.

One Pitney Bowes project we were particularly proud to support was their annual retailer event, Retail Revolution. We’ve often had clients ask us to come up with a events strategy and content engine that can repurpose highlights – speakers, sessions, takeaways – into written content that can continue the conversation, and generate more value out of the event, long after it’s finished. The ask from Pitney Bowes was not much different, but with one notable exception: rather than attending the event in-person ourselves and providing content support with our own on-the-ground observations, we would remotely support a team of Pitney Bowes employees who would be live blogging on-site.

That one exception made all the difference in our approach, planning, and execution. Here’s how we pulled it off.

The approach: Training a team of on-site live bloggers to work with in real-time

Since we weren’t going to be at the event in-person, the content engine we’d typically build for shows like these had to go bigger. That meant roping in more people than ever before, assembling a team of on-site, live bloggers who would capture material from the Retail Revolution sessions and then send to us, at which point we’d carry the ball across the finish line.

This plan was three-fold:

Pre-show blog training. Ahead of the event, we liaised with a half-dozen Pitney Bowes staffers whose job it’d be to take detailed notes on as many key sessions as possible. Each staffer would be assigned a different session to cover. We provided them with detailed templates that made it easier for them to structure their notes and ensure they were providing the most relevant info to us for the final blogs.

Remote editing and publishing. Once one of the on-site writers had finished a session, they would send us their notes and then move on to their next assigned session. March’s content team would then polish those raw notes into a fine-tuned blog post, which we would then push to the website shortly after the session had ended, live blogging the event in as close to real time as possible. On-site staffers were also tasked with taking photos of speakers and sessions, which we would then quickly edit and pair with each new blog post going up.

Repurpose live blogs into evergreen content. We’d repeat this process across the two-day event, converting on-site writers’ notes and photos into new blogs from our end. Once the event had wrapped, we’d continue to rework this event-specific content into more evergreen material that would further extend the show’s impact. This ensured that all the work going into covering Retail Revolution, both from our side and the client’s, wouldn’t suddenly stop being relevant once the event ended. The biggest takeaways and highlights from the show’s sessions would have a new shelf life that extended beyond the event itself.

The results

Our remote content engine strategy produced 14 real-time blog posts during the event itself, and then repurposed that material into a dozen new long-form articles post-show.

It was a big success, not only winning plaudits from the client but also paving a new way forward for supporting events, both Pitney Bowes’ and other clients. As COVID-19 has forced businesses and event organizers to rethink what the events landscape will look like going forward, March’s proven expertise in providing content support for these shows – both in-person and remotely, working on our own or by training and directing a remote team of writers to work in concert with – has highlighted that there’s more than one way to do event content right. And March has all sides of that equation covered.

Rethinking how you get content out of events? Or have a sudden content project come up that you need help with? March has you covered.

Reach out to us today to learn about how our team of writers, designers and content creators can support your content needs on a tight timeline.

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