Most of my work in this area has been with PulsePoint, a digital media/advertising company (and their content-creation arm formerly known as Allvoices). While I’ve done work for them in several capacities since 2012, my focus has been on their branded client content.
In this role, I manage content campaigns, working with teams of freelance writers to deliver high quality (and often high-quantity) articles based on a client’s expectations for their project. I tend to group these projects into two categories — brand campaigns and live events.
- Brand Campaigns are also known as advertorials in some circles. They’re essentially sponsored content. A client pays for a number of articles over a period of time, defining a topic, a tone, an audience, and a purpose, with varying level of specificity. Often these campaigns promote the brand or product without ever directly mentioning the brand or product. Some companies understand this better than others, which is why advertorials sometimes get a bad name.
- Live Events often involve some period of promoting the event with articles about the speakers, sessions, and general interest areas and then culminate in sending a team of writers to cover the event in person. Sometimes there’s no pre-event coverage. Sometimes there’s no live coverage and our goal is to create interest in registration. But for these campaigns, it’s a live event driving the content.
In both cases, I manage the writing team’s topic selection, deadlines, and the actual editing of the articles, which can range from rewriting if necessary to fact-checking to basic AP editing/proofreading. I’m often the final set of eyes on the article, and it’s my responsibility to make sure the client is happy with what is delivered. I also serve as the gatekeeper of private contact information in order to coordinate interviews between writers and industry leaders/speakers.
In 2015 and 2016, I worked with EmpowHER, a women’s health website, doing brand campaign management. The process involved managing assignments and deadlines, assuring content fit the brand message and topic, but I also recruited writers and formatted the articles for the content management hub. Additionally, since their content is medical in nature, there was the important step of working with a clinical reviewer who fact-checked the articles to ensure accuracy before I completed copy editing and publishing.