Contently Case Story: How Event Coverage Helped xAd Boost Site Engagement. The packed summit, called “On Location,” took place on September 22. xAd hoped the summit would be one to remember, which is why its marketing team enlisted freelancers to cover the event for the company’s website. “Our team was confident that our longform content was in good hands so we could focus our efforts on making sure the event came together.” The reporters were assigned to cover specific event tracks: the general session, a data panel, and a lifestyle presentation. “We trusted that our partnership with Contently would yield great content about the event with a quick turnaround.” Tessa Wegert, a veteran Contently freelancer, covered the first two morning sessions on “Turning Data Into Action” and “The Future of Location.” Almost as soon as the panels commenced, she began conceptualizing the stories. “Because there were new product announcements, I’ll also include a few of the themes that are important to xAd.” A few weeks after the event, xAd published Wegert’s article on the company blog. In “‘Big Data Is Not a Strategy’: 5 Tips for Making Location Intelligence Work for Your Brand,” Wegert breaks down how to translate the concept of big data into a strategy with specific action items—a valuable subject for xAd’s target audience. The goal of the coverage was to fuel conversations about location-based advertising and communicate its importance for brands. Two hundred marketers attended the summit, but the results of the conference extended well beyond the attendee list. Part of this success can be attributed to Wegert’s location intelligence article, which was the most-viewed story in October.
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Starting a marketing summit at 8 a.m. is ambitious. But xAd, an ad-tech firm based out of New York, didn’t have to worry.
At eight on the dot, the lobby of Skylight Modern, a venue in the Chelsea neighborhood of Manhattan, was already full of guests. It was a big day for the employees of xAd who were looking to connect with current and prospective clients over the company’s location intelligence technology. The packed summit, called “On Location,” took place on September 22. It was the company’s first conference and included new product demos as well as a number of ad-tech panels. The goal was to entertain and inform an exclusive group of data-collection experts in tech, retail, fashion, and advertising.
After breakfast, guests were directed downstairs to a larger, darker space with hundreds of cushioned chairs. Plastered across the walls were inspirational quotes from tech giants like Carly Fiorina (“The goal is to turn data into information and information into insight”) and Alan Kay (“The best way to predict the future is to invent it”).
High ceilings accommodated ten-foot industrial lighting trusses. And toward the back of the room was the “Location Lab,” where people could play with the company’s mapping software, called Blueprints, on desktop computers.
xAd hoped the summit would be one to remember, which is why its marketing team enlisted freelancers to cover the event for the company’s website. Jessica Meyers, marketing manager for xAd, handpicked writers with ad-tech and data-collection expertise from the Contently freelancer network to report on the panels and overall experience. In addition to covering panel topics, the event was an opportunity for the writers to learn more about xAd and where the company is headed in the future.