Brand and Campaign Project Management
PulsePoint (formerly Allvoices)
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 worked for them in several capacities since 2012, my focus was on their branded client content.
In this role, I managed 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. These projects fell into 2 categories — brand campaigns and live events.
1. Brand Campaigns:
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 levels of specificity. Often these campaigns promote the brand or product without ever directly mentioning the brand or product by name. Some companies understand this better than others, which is why advertorials sometimes have a bad reputation.
2. Live Events:
A period of promoting the event with articles about the speakers, sessions, and general interest areas, often culminating 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, a live event drives the content.
In both cases, I managed the writing team’s topic selection, deadlines, and the actual editing of the articles, which ranged from rewriting if necessary to fact-checking to basic AP editing/proofreading. I was usually the final set of eyes on the article, and it was my responsibility to make sure the client was happy with our articles. I also interfaced directly with clients to determine their needs and served 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. My work there involved 2 campaigns, 13 writers, and 91 clinically-reviewed articles, slideshows, infographics, personal stories, and quizzes.