5 Lessons From the Content Marketing Awards Project of the Year Finalists

What makes the most profitable content material entrepreneurs stand other than their friends?

They don’t need to merely maintain their success. Rather, they evolve their capabilities, iterate on their inventive achievements, and increase the worth they ship to their viewers.

As proof, have a look at the work produced by content material entrepreneurs at the 5 manufacturers competing for Project of the Year at the 2022 Content Marketing Awards. Each already has been honored with greatest in class awards.

Lesson 1: Invest in turning into a go-to supply of trusted info

Cleveland Clinic’s Health Essentials blog has lengthy been acknowledged as a content material advertising success story. Its govt director of content material advertising, Amanda Todorovich, has the 2016 Content Marketer of the Year trophy to show it. But, in the previous couple of years, her staff has expanded a distinct half of the model’s web site: its Health Library. (A screenshot of its house web page beneath reveals a user-friendly search bar and previews some of the questions and solutions by class.)

The Health Library is a web based encyclopedia of reliable, correct well being info – one thing in the present day’s on-line customers may actually use extra of. In reality, greater than 80% of visitors to Cleveland Clinic’s foremost web site in 2021 got here from natural Google searches for well being info.

To develop web site visitors, the writing employees on the content material advertising staff tripled, and the web optimization staff expanded to 16. Using these sources, Cleveland Clinic developed its Health Library right into a extra complete and aggressive useful resource, producing greater than 2,000 new articles in 2021.

Health Library visitors grew 134% yr over yr (2020 to 2021). It accounts for greater than three-fourths of the 10 million to 13 million month-to-month guests to ClevelandClinic.org.

Amanda says staying true to the content material staff’s unique, easy technique was the key.

Staying true to your #content team’s original, simple strategy is key to success, says @amandatodo of @ClevelandClinic via @AnnGynn @CMIContent. #CMWorld Click To Tweet

You can hear Amanda share extra particulars on that technique on this video included with the Cleveland Clinic’s Content Marketing Awards (starting at 1:25):

This Cleveland Clinic mission earned first place in well being care content material advertising applications, multi-year content material advertising applications, and content material technique classes in the Content Marketing Awards.

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Lesson 2: Find a distinct segment inside a distinct segment

If you suppose well being care has a crowded content material panorama, strive standing out as a pet care model.

Pet-related content material virtually makes the web go spherical. To get solutions to their questions, pet house owners can wade by way of hundreds of thousands of content material items providing recommendation, product info, and a unending provide of cuteness.

Foundry 360, the inside content material company of business commerce writer Dotdash Meredith, recognized an underserved viewers area of interest in the crowded pet group – individuals who personal cats AND canines. In May 2021, with the high-profile nationwide model Mars Petcare as the sponsor, they launched a twice-yearly print journal, Paw Print, to fill that content material hole – and develop their share of the estimated $123 billion U.S. consumers spent on their pets in 2021.

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This cowl Paw Print illustrates its mission with a cute picture of a canine and kitten. Among the cowl strains: Home Alone – Help your Furry Friends Cope When You Return To Work, How To Decode Your Pets’ Body Language, and Expert Advice on Caring for Senior Animals.

While Paw Print’s content material appeals to cat AND canine lovers alike, it caters to households with furry relations of each species. An extension of Dotdash Meredith’s pet information portal Every dayPaws.com, the editorial covers vital pet matters, similar to well being, conduct, vitamin, and kit. All adverts in the inaugural problem spotlight related Mars Petcare merchandise.

For distribution, Mars Petcare tapped Dotdash Meredith’s database to determine subscribers whose data famous they owned each cats and canines – a vital part of Mars’ advertising technique. Those people have been despatched copies of Paw Print totally free.

The hyper-niche technique helped each manufacturers claw their strategy to the prime of the content material dogpile. Circulation for Paw Print’s inaugural problem reached 1 million copies – the greatest for any print journal in the pet class.

Even higher, 99% of readers stated they have been prone to act on one thing they learn, 93% deliberate to share or focus on the journal with mates or household, and 80% stated they have been prone to buy a product featured in the problem.

Paw Print journal earned first place in content material advertising launch and new print publication classes in the Content Marketing Awards.

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Lesson 3: Use your model’s voice to spark very important conversations

In June 2021, AT&T dedicated $750,000 to additional its assist of The Trevor Project, a company geared toward suicide prevention and disaster intervention for LGBTQ youth. To spotlight that dedication, AT&T and company Hearts & Science partnered with the socially acutely aware media firm ATTN: to share real-life tales from members of the trans, nonbinary, and gender nonconforming group.

The Love Connection is a uncooked documentary-style sequence that brings much-needed consciousness to the unjust hardships folks on this group steadily endure. Each video tells an individual’s story with a subtly emphasis on a key AT&T model message – the significance of staying related.

In the inaugural video, Alok – a gender nonconforming individual – describes the harassment and antagonistic remarks their flamboyant look incites. Despite experiencing the negativity, they encourage others to “live life on their own terms.” The video highlights the group’s sense of unity strengthened by the skill to succeed in out to others for assist through calling or texting.

While the subject garnered hateful feedback, The Love Connection sparked significant conversations amongst the LGBTQ+ group, their allies, and even their detractors. It additionally generated overwhelmingly optimistic outcomes for the model, its media associate, and The Trevor Project.

@ATT, @Hearts_Science and @TrevorProject partnered for The Love Connection docu-style video series and saw big positive results, says @AnnGynn via @CMIContent. #CMWorld Click To Tweet

ATTN: stories the Alok video acquired 5,339 feedback and had a 9.5% engagement charge – greater than double its company benchmark charge of 4.6%. AT&T noticed a 19-percentage level distinction with the group who witnessed the marketing campaign in comparison with those that didn’t when (32% to 13%) in those that agreed AT&T helps the LGBTQ+ group by way of digital entry and energetic allyship.

The Love Connection took first place in the topic-specific video as half of a content material advertising program class in the Content Marketing Awards.


Lesson 4: Take a heat, private strategy to construct viewers belief

Like the folks in The Love Connection video sequence, individuals who dwell with Crohn’s illness and ulcerative colitis (UC) typically really feel remoted and misunderstood.

Symptoms of these persistent inflammatory bowel illnesses are unpredictable, disrupting each day actions with out warning. In Belgium, solely an estimated 30,000 folks undergo from Crohn’s or UC. Because comparatively few folks expertise or perceive the debilitating circumstances, sufferers can wrestle to elucidate their reluctance to make plans or why they typically cancel at the final minute.

To assist and encourage these sufferers to handle their signs extra successfully, content material advertising company The Fat Lady created two blogs for its pharmaceutical firm consumer, Takeda: Wijhebbencrohn and Wijhebbencolitis (each might be accessed by way of wijhebbencrohn.be).

This screenshot reveals some of the weblog’s articles – a first-person story of how their physician confirmed their prognosis, a recipe for a pink fruit smoothie, the seek for a private weight-reduction plan – and a video about one individual lastly managing to regulate their illness.

Takeda stuffed each blogs with private testimonies contributed by real-life sufferers. It creates an open, supportive house the place sufferers can join with others who perceive what they’re going by way of, and their mates and family members can find out about what they expertise.

Blog guests additionally discover useful details about Crohn’s and UC, together with recipes and suggestions that may assist them scale back the stress that results in irritation and reduce the quantity of flare-ups they expertise.

@TakedaPharma’s blogs around Crohn’s and ulcerative colitis reaches over 200,000 visitors per year, with 70% finding it organically, says @AnnGynn via @CMIContent. #CMWorld Click To Tweet

In 4 years, Takeda has grown to greater than 50 common contributors. The web site reaches greater than 213,000 guests per yr, with 70% arriving organically. Taking such a heat, private strategy helped Takeda rapidly earn the belief of this viewers – and develop each visits to the web site and participation in the program.

Takeda received first place in the topic-specific weblog class in the Content Marketing Awards.


Lesson 5: Innovate by constructing on a robust basis

How does a strong and influential B2B model obtain formidable development objectives, regardless of a lingering world pandemic that hindered attendance at dwell occasions?

If you’re Salesforce, the reply is to reimagine your most respected choices and belongings and construct them into one thing that’s by no means existed.

In August 2021, the firm launched Salesforce+, an modern, business-focused streaming content material service. It bundles 12 broadcast-quality dwell occasions and 14 unique sequence right into a centralized, owned media product that Salesforce constructed from scratch.

@Salesforce created an innovative, business-focused streaming #content service – Salesforce+. It includes 14 original series, says @AnnGynn via @CMIContent. #CMWorld Click To Tweet

This picture promotes Trailblazer, a docu-series on the service. It options 5 Black leaders utilizing Salesforce expertise to vary their lives and raise up these round them.

The inspiration for this platform got here by way of an commentary: Salesforce’s B2B viewers more and more prefers participating with video over different codecs. Yet, the firm’s greatest viewers acquisition software – its flagship Dreamforce occasion – stays at the middle of its technique.

The model shifted many of its dwell experiences to digital because it started video-centric programming. It tapped the inside Salesforce Studios staff to write down, direct, and produce a slate of unique video reveals that will resonate with the Dreamforce viewers.

Salesforce says preliminary outcomes significantly exceeded their visitors and person engagement expectations. The model can also be making ready to reinforce the platform’s options and performance earlier than the second Dreamforce occasion hosted on Salesforce+ in September 2022.

Salesforce+ earned prime honors in content material advertising program and use of video in content material advertising classes in the Content Marketing Awards.


Which marketing campaign reigns supreme?

Among these 5 splendidly originated and executed tasks, just one might be chosen as Project of the Year. The winner will probably be introduced Sept. 14 at Content Marketing World. In the meantime, which of these is your favourite? Let us know in the feedback.


Join us at Content Marketing World 2022 for brand new concepts to drive your online business, gasoline your inspiration, and pace up your profession. Register today and use promo code BLOG100 to save lots of $100.

Cover picture by Joseph Kalinowski/Content Marketing Institute