How to Be an Agent of Change: Examples From Top Content Marketing Award Winners

How to Be an Agent of Change: Examples From Top Content Marketing Award Winners

In addition to the category winners, four best-in-show prizes were awarded Sept. 5 at Content Marketing World: Project of the Year Agency of the Year (fewer than 100 employees) Agency of the Year (more than 100 employees) Content Marketer of the Year If you are looking for the inspiration to advance your content marketing practices, I highly recommend checking out some of the noteworthy efforts this year’s Project of the Year winner and finalists have produced: (Winner: Project of the Year; Best New Print Publication – Editorial. (Winner: Best New Digital Publication – Editorial; Best Overall Editorial – Digital. HITN Australia’s daily news content helps its audience implement cutting-edge technologies, instigate best-practice cybersecurity, and run more cost-effective organizations, all of which ultimately contribute to maximized patient care and improved outcomes. Finalist: Project of the Year) Another shining health-focused example comes to us via Be Vocal: Speak Up for Mental Health. Distributed in both digital and print versions, PLAY has exceeded the brand’s performance expectations on a number of levels, including: Driving engagement: One reader survey indicated that 47% of readers visited the Virgin Media Ireland website after consuming PLAY content, and 20% reported that they shared something they had read in the magazine. AWOL Inspired by Qantas (Winner: Best Content Marketing Program in Travel/Tourism. Finalist: Project of the Year) Qantas is Australia’s airline, as well as one of its most well-loved and trusted brands. Though a focus on business and premium travelers had brought the brand success for many years, the marketing team recognized the need to build connections with a new audience: millennials – a demographic that represents the next generation of Qantas customers. Its videos have received more than 4 million views on Facebook and Instagram, with a social reach of 11 million and 171,000 “likes,” comments, and shares. More winning content creators The CMI team would also like to take a minute to congratulate the amazing agencies that took top honors this year, as well as the inspiring marketers who were recognized as finalists for Content Marketer of the Year: Agency of the Year (fewer than 100 employees) Winner: PM, poslovni, mediji d.o.o.

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agent-of-change-top-content-marketing-award-winner-examples

“What’s next for content marketing?” As modern marketing practitioners, no matter how focused we are on today’s pressing challenges and opportunities, we can’t help but keep an eye on what the future might bring.

The dynamic nature of the digital industry means we can never let ourselves get too comfortable or too complacent when it comes to creating meaningful content experiences. Consumer trends, behaviors, and informational needs are always shifting. Our role isn’t just to build strong, trusting customer relationships now but to serve as true agents of change – enabling our brands, our strategies, and our stories to evolve along with them.

When it comes to carving a fresh and future-focused path, we can all learn a few lessons from the winners and finalists from this year’s Content Marketing Awards. Each one has demonstrated the important role content can play in embracing change – whether it’s attracting new audiences, pursuing new business opportunities, or sharing a new vision for tomorrow.

Now in its 14th year, this awards program recognizes the impressive accomplishments of content marketers in categories that span strategy, distribution, editorial, and design. In all, 92 winners were selected from a field of more than 1,100 submissions.

In addition to the category winners, four best-in-show prizes were awarded Sept. 5 at Content Marketing World:

  • Project of the Year
  • Agency of the Year (fewer than 100 employees)
  • Agency of the Year (more than 100 employees)
  • Content Marketer of the Year

If you are looking for the inspiration to advance your content marketing practices, I highly recommend checking out some of the noteworthy efforts this year’s Project of the Year winner and finalists have produced:

(Winner: Project of the Year; Best New Print Publication – Editorial. Finalist: Agency of the Year <100 employees)

ideas of order

California Closets is a high-end, closet-space-management business rooted in the belief that a well-organized environment – one that’s characterized by quality, impeccable style, and custom functionality – promotes beneficial creativity, relaxation, and focus. But, despite the brand’s strong vision for bringing order to chaos, the message wasn’t getting through to its highly discerning, luxury-seeking audience members who struggled to distinguish the brand and recognize its unique value.

To differentiate the brand in an increasingly competitive industry, California Closets focused on elevating its brand perception to a company that elegantly designs better lives. With the help of its agency, Redbird, it launched Ideas of Order – a rich, tangible content experience that crafts the brand’s assets into a celebratory showcase that illustrates how organized personal surroundings can create a sense of harmony and promote positive feelings of calm, confidence, and joy.

The effort outperformed all the company’s expectations. Four weeks after its initial print run, the book was generating $42 in revenue for every dollar it spent; and the immediate increase in demand spurred two additional print runs and a corresponding microsite. Before taking top honors as CMA Project of the Year, the effort also received acclaim from industry press and media, as well as earning Content Council Pearl Awards and an International Award Associate’s Muse Creative Award.

(Winner: Best New Digital Publication – Editorial; Best Overall Editorial – Digital. Finalist: Project of the Year; Best Health Care/Medical Publication)

Healthcare IT News

HIMSS is a global, not-for-profit organization that was looking to strengthen its leadership position as an influential patient-health advocate. Upon identifying a critical information gap in Australia’s health care IT industry, it seized an opportunity to lead the conversation by launching Healthcare IT News Australia (HITN) – an authoritative resource on the people, policies, and technologies driving the next generation of health care.

HITN Australia’s daily news content helps its audience implement cutting-edge technologies, instigate best-practice cybersecurity, and run more cost-effective organizations, all of which ultimately contribute to maximized patient care and improved outcomes. But it’s how HIMSS approaches content improvement through analytics that truly stands out, enabling it to continually refine its key audience segments, content pillars, and topics, as well as its use of distribution channels like social media.

For example, since the HITN site launch in 2017, HIMSS and its content agency, Mahlab, have built a Facebook audience from the ground up, exceeding growth targets and the audience size of its main Australian competitor by 267%. Collectively, HITN’s content hub has attracted more than 90,000 users; sparked thousands of reactions, comments, and shares; and even put HITN’s editor on the map as an influential speaker at industry roundtables and conferences.

Beyond Silence

(Winner: Best Motivational Video or Video Series….

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