//How to be an agent of change: examples of the best content marketing prize winners

How to be an agent of change: examples of the best content marketing prize winners



 agent-of-change-top-content-marketing-award-winner-examples "width =" 390 "height =" 215 "/></p><p> "What's Next in Content Marketing?" As modern marketing practitioners, no matter how important we are to today's challenges and opportunities, we can only keep an eye on the future.</p><p> Due to the dynamic nature of the digital industry, we can never afford to be too comfortable or too complacent to create meaningful content experiences. Consumer trends, behaviors and information needs are constantly changing. Our role is not only to build strong and confident customer relationships, but to be true agents of change, enabling our brands, strategies and stories to evolve with them.</p><p> When it comes to finding a new and forward-looking solution, we can all learn from the winners and finalists of the Content Marketing Awards <a href= . Each has demonstrated the important role that content can play in change, whether it is to attract new audiences, to look for new business opportunities or to share a new vision for tomorrow.

For the past 14 years, this program has rewarded the impressive achievements of content marketers in the categories that cover strategy, distribution, editorial and design. In total, 92 winners were selected from more than 1,100 applications.

In addition to the category winners, four "Best-in-show" awards were awarded on September 5th to Content Marketing World:

Project of the year
Agency of the year (less than 100 employees)
Agency of the year (more than 100 employees)
Marketing Manager of the year

If you're looking for inspiration to advance your content marketing practices, I highly recommend you take a look at the remarkable efforts that Project Winner of the Year has made. realized this year:

(Winner: Year Project, Best New Print – Editorial Finalist: Agency of the Year <100 Employees)  Order Ideas width = "1106" height = "761" /></p><p> California Closets is an upscale company specializing in enclosed space management, convinced that a well-organized environment, characterized by quality, impeccable style and custom features, promotes creativity, relaxation and concentration. But, despite the brand's strong vision for order in chaos, the message was not passed on to its demanding and demanding luxury members, who struggled to distinguish the brand and recognize its unique value.</p><p> <a href= differentiates the brand in an increasingly competitive industry, California Closets is committed to making its brand a company that elegantly designs better lives. With the help of her agency, Redbird she launched Ideas of Order – a rich and tangible content experience that transforms the brand's assets into a showcase that illustrates how an organized personal environment can create a feeling of harmony and promotion. positive feelings of calm, trust and joy.

Four weeks after the launch of @caclosets, his magazine generated $ 42 for every dollar spent. @EditorStahl #CMWorld Click to Tweet

The effort has exceeded all expectations of society. Four weeks after its initial draw, the book generated $ 42 in revenue for every dollar spent; and the immediate increase in demand resulted in two additional draws and a corresponding microsite. Prior to winning the CMA Project of the Year awards, the effort was also recognized by industry press and media, as well as the Pearl Council Awards and the International Associate's Muse Creative Award.

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(Winner: Best New Digital Publication – Editorial, Best Editorial – Digital Finalist: Year Project, Best Publication on Healthcare / Medical Publications)  Healthcare IT News "width = "1350" height = "715" /> </strong> HIMSS is a global nonprofit organization that sought to strengthen its position as an influential leader in patient advocacy and health – an opportunity to lead the conversation by launching Healthcare IT News Australia (HITN) – an authoritative resource on the people, policies and technologies that are driving the next generation of healthcare</p><p> HITN Australia's daily content helps its audience implement leading-edge technologies, implement best-practice cybersecurity, and manage more profitable organizations that help optimize patient care and improve outcomes . But it is so that HIMSS approaches the improvement of the contents thanks to analyzes that really stand out, allowing him to refine <a href= his key audience segments, his pillars of content and its distribution themes. like social media.

For example, since the launch of the HITN site in 2017, HIMSS and its content agency, Mahlab have created an audience of Facebook surpassing growth objectives and the ability of [19] audience size of its main Australian competitor of 267%. Collectively, HITN's content hub has attracted more than 90,000 users; generated thousands of reactions, comments and actions; and even put the HITN editor on the map as an influential speaker at industry roundtables and conferences.

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(Winner: Best Series of Motivational Videos or Videos Finalist: Year Project)

 Make your voice heard "width =" 1174 "height =" 764 "/></p><p> Another important example of health comes to us via Be Vocal: Speak Up for Mental Health. The nonprofit organization has partnered with award-winning documentary maker Shaul Schwarz to launch Beyond Silence, a 29-minute documentary that looks at mental health from a new angle. The film follows three people with mental illness, honestly describing their personal struggles, while putting more emphasis on how their lives have been positively transformed by their decision to talk about these struggles.</p><p> Despite the absence of paid promotion <a href= for the film, Beyond Silence was able to extend the reach of the Be Vocal message and had a significant impact as an agent of change in mental health care:

Beyond Silence, a movie of #BeVocalSpeakUp has had a tremendous impact as an agent of change in mental health. @EditorStahl Click to Tweet
The media ran 242 articles and 416 million impressions, with high-level coverage of The Ellen Show, Allure and Vanity Fair.
138,000 users connected to the Beyond Silence projection live broadcast and Huffington Post Live post-screening questions and answers.
More than 38,000 tweets included the Be Vocal hashtag: #BeVocalSpeakUp.
The initiative's website, BeVocalSpeakUp has received 102,000 visitors since the launch of the content, and 27% of visitors have returned.
The Federal Bureau of Prisons (BOP) integrates Beyond Silence into its training program in mental health and suicide prevention for 63,000 employees at 130 sites.
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(Winner: Integrated Content Marketing Program – Print / Digital Integration Finalist: Year Project)

 Virgin media "width =" 708 "height =" 770 "/> Despite its famous pedigree, Virgin Media was considered an oppressed in Irish space, struggling to <a href= gain a foothold In an overcrowded market dominated by other well-established players Part of the problem was a disconnection of communication: the brand has always believed it was important to talk with entertainment fans, but its content focused on putting price update was talking about it.]

To help the brand overcome mess and repair customer relationships, Virgin has partnered with Zahra Media Group to launch PLAY, a quarterly entertainment-based magazine with enough editorials of quality. features, artist interviews, interactive elements and other desirable experiences to defend against any of its competitors in the entertainment media.

The passage to content-centered audience has borne fruit. Distributed in digital and print versions, PLAY has exceeded the brand's expectations on many levels, including:

Commitment to conduct: A reader survey indicates that 47% of readers visited the Virgin Media Ireland website after consuming PLAY content and 20% shared something that they had read in the magazine. In addition, the average participation in e-mail for PLAY is well above the industry average, at an open rate of 40.5% and at a click-through rate 5%.
47% of PLAY readers visited the @VirginMediaIE website after consuming #content, says @EditorStahl. #CMWorld Click to Tweet
Increasing interest in Virgin Media products: 35% of readers surveyed said they had watched a new program on Virgin TV and 47% said they had visited the Virgin Media Ireland magazine website.
Customer Satisfaction: 62% of readers surveyed said PLAY Magazine was a significant benefit as a Virgin Media customer, and 83% said they like to let them know about Virgin Media products and services . In addition, 30% of customers believed that Virgin Media was better paying (compared to 24.1% the year before).
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(Winner: Best Tourism / Travel Content Marketing Program Finalist: Year Project)

 awol-qantas "width =" 1249 "height =" 774 "/></p><p> Qantas is the Australian airline, as well as one of its most appreciated and appreciated brands. While attention to business and high-end travelers has been a success for the brand for many years, the marketing team has recognized the need to connect with a new audience: the millennial generation – the new generation of Qantas customers.</p><p> The brand began its rejuvenation efforts by joining <a href= Junkee Media a leading digital publisher for millennial audiences. Through his research and experience, the Junkee team has discovered an open opportunity for Qantas to create content around the intersection of travel and experience while playing on two of the most big fears of the Y generation: FOMO (fear of missing) knowing).

Thus, AWOL was born – a first press title on social media, aimed at inspiring young Australians to explore the world. AWOL publishes a mix of content types and topics, all designed to get young Australians to stop scrolling through their Facebook feeds and planning their next travel adventure. But what truly sets AWOL apart is its cooperative business model: AWOL is 100% owned by Qantas, but it is fully managed, licensed and operated by Junkee Media, which drives its commercial success.

The initiative is already helping to put the brand in touch with a young audience, whose studies have shown that the experiments involve more than the possessions. As reported by the Junkee Media Team:

AWOL beat all its KPIs over a 12-month period, earning over 2.9 million unique hits.
It ranks among the top eight Nielsen travel sites.
His 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.
Overall, AWOL's content marketing initiatives resulted in 27% annual user growth and 24% revenue growth.
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More Winning Content Creators

The CMI team would also like to take a minute to congratulate the outstanding agencies that have earned the highest honors this year, as well as the inspiring marketers who have been recognized as finalists for Content Marketer of the Year:

Agency of the Year (less than 100 employees)

Winner: PM, poslovni, mediji NO.


Agency of the year (more than 100 employees)

Winner : MSP-C (a division of MSP Communications)


Content Marketing Specialist of the Year

Victor : Venetta Linas Paris Aon


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Cover image by Joseph Kalinowski / Content Marketing Institute