This blog post on reporting about publishing events has an important lesson for B2B marketers looking to use events coverage to bolster a brand’s content marketing.
Last month, fiction writer and blogger, Suw Charman-Anderson, went to a workshop organised by several important groups in US publishing. She took lots of notes while at the event and then later wrote a blog entry that covered what was discussed and presented. Suw then made the post public on her blog, having – understandably for a blogger attending a public event – not sought permission from the organisers beforehand.
Within days Suw was asked to take down the post by a representative for one of the speakers. She complied and now plans to ask for permission to blog about events before attending. Despite events like the one she attended happening in the public eye, organisers and/or speakers may be reluctant to have their content re-spun elsewhere, as Suw has now pointed out.
Before covering the 2013 South West Digital Marketing Conference, which features in our latest podcast, Radix sought on my behalf the right to cover the event publicly and record audio from it. We obtained permission and created one of our most in-depth podcast episodes yet.
You certainly don’t want to go out to get great content, find it and then discover that the organisers and/or speakers would rather you didn’t put it online.
So how do you cover a conference and not have your content vanish into the ether? Taking Suw’s post as a base, here’s the steps I would take:
1. Contact the organisers and explain who you represent and what you’re planning to do with materials sourced from the conference.
2. Inform organisers of any planned interviews, including attendees. (They may help you organise them.)
3. Be willing to let organisers and interviewees review edited audio and/or video before publication.
4. Get the contact details and permission of anyone you interview in case you find that you need clarification on a point and mention that you’ll send them a link once it’s finished.
5. Give anyone you interview your contact details.
6. Get your edited audio/video to the people who want to review it, give them time to look at it, but make them aware of any deadlines.
7. Chase for a response if you haven’t heard anything and your deadline is soon.
8. Publish if you’ve got the okay or have reasonably passed your deadline, put your content out.
9. Link the organisers and your interviewees to the content.
10. If they ask for it to be taken down or edited – comply, unless you’re prepared to defend your right to publish in court.
Events can be great sources for content creation when approached in the right way.