As content material entrepreneurs, every part we do ought to serve the wants of our clients and target market. And from what I’ve seen this week at Content Marketing World 2019, we, as an business, are making wonderful strides.
I’ve seen impressively inventive content material that makes our companies extra relatable, reliable, and responsive. I’ve heard about progressive instruments and methods to distribute our messages and analyze our outcomes. I’ve noticed entrepreneurs’ willingness to embrace change and pursue new strategic paths when a scenario requires it.
Of course, ours is a job that’s by no means really performed. There are at all times new efficiency milestones to attempt for; new applied sciences and media platforms to discover; and new viewers challenges to beat as wants shift, enterprise alternatives emerge, and the nature of communication evolves.
Take a minute to pat your self on the again for the nice work you do. Then look past your efforts at the greatness produced by your fellow content material entrepreneurs. There’s lots of expertise and inventive concepts on the market; nowhere is that this extra obvious than in the discipline of winners and finalists from the 2019 Content Marketing Awards.
Now in its 15th yr, this program acknowledges the spectacular accomplishments of content material entrepreneurs in classes that span technique, distribution, editorial, and design. In all, our judges chosen 85 winners from a discipline of greater than 1,100 submissions.
2019 #ContentMarketing Awards: 85 winners in discipline of 1,100+ submissions by way of @editorstahl. #CMWorld Click To Tweet
In addition to the class winners, seven best-in-show prizes have been introduced Sept. four at Content Marketing World:
- Project of the Year
- Agency of the Year (fewer than 100 workers)
- Agency of the Year (greater than 100 workers)
- Best B2B Branded Content Campaign
- Best B2C Branded Content Campaign
- B2B Content Marketer of the Year
- B2C Content Marketer of the Year
If you’re searching for inspiration, try the noteworthy efforts of this yr’s Project of the Year winner in addition to the work of just a few of the class’s finalists. And maintain studying to study the company, marketing campaign, and content material marketer of the yr winners.
Searching for Salaì (SAP America Inc.)
(Winner: Project of the Year and Best Podcast/Audio Series)
Rising above the noise in a crowded market is tough sufficient, however think about reaching this purpose when your topic is so technologically advanced and future-facing that even the business’s foremost specialists battle to clarify it in phrases which might be broadly understood.
.@SAP America wins 2019 Project of the Year in @CMIContent #ContentMarketing Awards for #podcast collection. @editorstahl Click To Tweet
That’s the problem SAP confronted when creating content material round SAP Leonardo. The new digital innovation system helps enterprise shoppers harness tech advances akin to blockchain, predictive analytics, “internet of things,” machine studying, and design pondering.
To demystify these improvements, SAP’s advertising crew turned to a content material platform with an innate capacity to inform wealthy, memorable, and resonant tales: podcasting.
The ensuing collection, Searching for Salaì, makes use of the perspective-altering nature of time journey to ease the viewers into the scientific ideas behind the improvement of Leonardo. The audio format permits the model to mix components of the incredible, the historic, and the scientific right into a compelling story that’s concurrently participating and technologically illuminating.
Notably, Searching for Salaì by no means interrupts the storytelling expertise to say the answer or SAP by title. However, the credit invite listeners to take a look at SAP’s companion web site to study extra about Leonardo’s potential to remodel their enterprise operations in a real-world setting.
The 2019 Project of the Year by no means interrupts #storytelling expertise to say the model or product. @editorstahl Click To Tweet
The present hits the mark in phrases of each listener curiosity and model consciousness: Within its first 4 months on-line, it generated:
- 65,000-plus weblog views throughout 25 industries and two traces of enterprise
- 33,500-plus distinctive downloads
- Five-star buyer score on Stitcher
In addition to incomes excessive reward from the Content Marketing Awards panel of judges, the effort garnered the consideration of a number of different advertising and media retailers, together with the American Marketing Association, AdExchanger, and the S.M.A.C. Talk Live Technology Podcast.
The Well by Northwell Health (Revmade)
(Finalist: Project of the Year, Best Content-Driven Website and Best Overall Editorial – Digital; Winner: Best Content Strategy)
In an period when publicly out there well being info might be unhelpful, unreadable, and even unreliable because of the affect of false idols of wellness, Northwell Health’s The Well is dedicated to connecting straight with its viewers by way of first-person tales, genuine journalism, and well being and wellness reality.
The digital publication pairs the finest of editorial packaging with data-driven CRM distribution to supply significant content material when its viewers wants it most, and provides clear subsequent steps for working with Northwell Health.
Through analysis to evolve the content material technique for Northwell Health, consulting company Revmade’s crew uncovered an attention-grabbing sample: Women – particularly those that are taking care of growing older dad and mom – bear an unequal burden of stress concerning household and neighborhood care.
Revmade leveraged this second of readability to lean into the informational wants of this area of interest viewers. To do that, it created a map of the content material these girls would possible discover most useful at every stage of a health-care occasion (earlier than, throughout, and after) the place they may want Northwell providers. Revmade then custom-made the publishing course of and plan round creating and delivering that content material by way of extremely personalised and laser-focused campaigns, with every potential ache level mapped to the most applicable content material answer.
Customizing the content material advertising course of on this means caused a change in how Revmade approached content material measurement for Northwell Health, too. Instead of specializing in the quantity of web site visits or web page views, success is gauged in phrases of content material creation prices, relevance scores, and progress of attain. And the outcomes have been outstanding:
- Hybrid in-house/freelancer mannequin lowered content material creation prices by 5 instances.
- Northwell Health’s common Facebook relevance rating has jumped to 9 to 10, from a median of three to 5.
- Stories underneath this initiative have been learn greater than 1.5 million instances – 80% of these coming from the main target market of girls aged 25 to 45 – making it the fastest-growing publication ever produced by Northwell Health.
- The Well e-newsletter has outperformed Northwell Health e-newsletter metrics by 50%, capturing a median 20.52% open charge in addition to a median click-through charge of 6.45%.
- With the identical media spend as earlier campaigns, The Well has reached as much as 20 instances extra individuals and drives twice the engagement charge of normal visits to the web site.
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Project XY (Edge)
(Finalist: Project of the Year, Best B2C Branded Content Campaign and Best Content Marketing Program in Retail; Winner: Best Use of Video in Content Marketing)
In 2017, Nulon – a family-owned, impartial Australian motor oil model – attracted an viewers of 2.5 million Aussie automotive lovers with a collection of 32 mini documentaries that advised the tales of Aussies and the wonderful vehicles they constructed and modified.
To capitalize on this large win, Australia-based company Edge helped Nulon undertake its personal automotive rebuild undertaking, turning a uncommon basic of Aussie motoring historical past – a 1971 Ford Falcon XY – into the final road machine.
The mammoth undertaking was documented from begin to end throughout eight unique webisodes. The video collection drove demand for the car whereas exhibiting the model’s dedication to motoring perfection. Then, in Episode three, Nulon introduced that the Project XY GT duplicate road machine was up for grabs for one fortunate client. Fans may get one sweepstakes entry totally free and get 10 extra entries for each buy of a Nulon product at shops.
The collection was supported by social posts, sponsored posts, and digital show promoting, in addition to print efforts and a set of point-of-sale promotions. Consumer knowledge was captured with each entry, constructing a remarketing pool to focus on with further social posts and direct messages all through the marketing campaign.
Project XY generated over 1.37 million views and 29 million impressions (amassing over 1.5 million minutes of viewing time), and the related sweepstakes created a database of practically 55,000 client contact particulars to gas the firm’s CRM efforts. More importantly, the content material marketing campaign generated a further 10,000 purchases of Nulon merchandise from shops, producing a complete gross sales enhance of over $1.7 million in comparison with the identical interval in 2017. It was additionally properly obtained by Nulon’s retail companions, which cherished the originality and cut-through of this content material marketing campaign in the auto-retail market, in addition to the elevated foot visitors it delivered to their shops.
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Preprosto (PM, poslovni mediji)
(Finalist: Project of the Year; Winner: Best B2C Branded Content Campaign and Best Retail Publication)
Lidl Slovenija – half of a world low cost grocery store chain – believes that long-term success comes from producing content material so related and interesting that its clients would pay for the alternative to learn it. Hence, when the native enterprise created Preprosto in 2014, it turned the first (and nonetheless solely) customized branded journal in Slovenia offered in shops.
Rather than hiring meals business professionals, Preprosto options unique content material produced by native meals fans and bloggers who write of their spare time. Yet, readers would possibly by no means discover the distinction, judging by the high-quality writing and manufacturing requirements. Every article is designed to inform a uniquely intriguing story, whereas becoming in with the bigger model story of selling the advantages of meals that’s at all times native, recent, easy, and alluring.
Preprosto is focused to girls as a result of they make most grocery purchasing selections for Slovenian households. These girls generally prioritize pricing and product high quality over model loyalty. To assist the firm construct stronger buyer relationships with this cautious and well-informed client group, company PM, poslovni medili, constructed a complete communication program round Preprosto.
The program, You Are Our Inspiration, curates the journal’s content material for different media retailers and model content material initiatives, which embody social media, cookbooks, and native occasions. However, You Are Our Inspiration is greater than a content material or media play. By offering a platform for its viewers members to share culinary expertise and inventive concepts, Lidl Slovenija provides its neighborhood an added incentive to have interaction with, help, and evangelize its shops on an ongoing foundation.
Ask Troy (Marcus Thomas LLC)
(Finalist: Project of the Year, Agency of the Year – 100+ workers and Most Innovative Content Distribution Strategy; Winner: Best Use of Content Involving Artificial Intelligence)
Millennials could also be new to dwelling possession duties like yard care, however what they lack in expertise they make up for of their eagerness to ask questions and fervour for mastering the craft.
Troy-Bilt’s purpose was to exhibit and personify its model promise – “We Won’t Let You Down” – and turn into shoppers’ most trusted supply for related yard care solutions and professional recommendation. Recognizing that the millennial viewers seeks info and help in another way than older generations, company Marcus Thomas LLC powered the firm’s newest content material play with three of the trendiest communication improvements round: synthetic intelligence, voice response, and chatbots.
Through these three spokes of its Ask Troy program, the firm aimed to ship on-demand solutions wherever and nonetheless these fashionable yard warriors probably sought them. For instance, in-market shoppers have been focused with related advert content material delivered by way of IBM’s Watson AI know-how. For shoppers who like the expertise of talking with a educated salesperson however not the frustration of trying to find one in the retailer, the Ask Troy Facebook chatbot is out there. To assist overscheduled mower homeowners discover time to deal with their yard work, a branded Alexa Skill takes private calendar, private preferences, and real-time climate info and makes suggestions.
After a 90-day trial, outcomes confirmed these highly effective content material instruments efficiently driving Troy-Bilt’s targets. For instance:
- 6,614 complete product suggestions have been made all through the marketing campaign.
- Its Watson-powered advertisements obtained over 43 million impressions, exceeding Watson advert benchmarks for mobile-branded backgrounds (1.2 instances), consumer inputs (1.four instances), and Google wealthy media interplay charges (1.7 instances).
- More than 43,000 lively consumer periods have been initiated, and 1,574 exterior hyperlink clicks have been recorded to troybilt.com.
- The Ask Troy Facebook chatbot generated 716 conversations.
- The branded Alexa Skill attracted 982 customers who initiated a median of 60 periods per week.
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More profitable content material creators
The CMI crew wish to take a minute to congratulate all of the wonderful businesses that took high honors this yr, in addition to the inspiring entrepreneurs who have been acknowledged as finalists for Content Marketer of the Year. We’ll characteristic many of their progressive examples in the coming months.
Among the different winners introduced on the CMWorld stage:
Agency of the Year (fewer than 100 workers)
Winner: 256 Media
Agency of the Year (greater than 100 workers)
Best B2B Branded Content Campaign
Winner: Honeywell Threat Data Exposes Industrial USB Risks – Thought Marketing and Honeywell
- Synchrony’s State of Pay Content Program – Synchrony
- Business Chemistry Book Launch and Media Campaign – Deloitte
- Semcon: AddPerspectives – Semcon
- The YouTube Ad of the Year 2018 – Methods+Mastery
Best B2C Branded Content Campaign
Winner: Let’s Ask Life for Those We Love – PM, poslovni mediji
B2B Content Marketer of the Year
Winner: Laura Hamlyn – director of world content material crew, Red Hat
B2C Content Marketer of the Year
Winner: Neil Wertheimer, deputy editor, AARP
To study the beforehand introduced winners in the different classes, go to the record at Content Marketing Awards.
Have you and your crew created some superior content material advertising this yr? Make certain to enter it in the 2020 Content Marketing Awards. Sign up for our e-newsletter to get a reminder when the web site opens for entry submissions.
Cover picture by Joseph Kalinowski/Content Marketing Institute