Multi-platform content campaign for flagship financial conference

In the weeks leading up to the conference, we worked with the company’s events, communication and multimedia teams to develop a strategic content plan for before, during and after the conference. The plan included creating a trenchant article to create buzz around key conference themes, distributed in pre-event e-mail newsletters to attendees.

During the week of the four-day event, our team participated in the daily editorial/content briefings. To provide timely coverage of the event, we carried out live tweeting from up to six conference sessions per day. That live reporting then informed the creation of a series of topical articles based on insights from conference sessions, each of which reinforced the overall theme of the event.

For the video production, we devised questions and conducted on-camera interviews with conference speakers for a series of Q&A videos; we also selected highlights and provided editorial guidance for production of a daily summary video.

By devising a multi-platform content strategy that took a thematic and topical approach to content, rather than “he-said, she-said” reportage, the financial services company was able to reassert its position as a thought leader and compile a library of material that retained relevance and impact long after the event had ended.