As conventional media continues to say no, content material advertising grows in significance for reaching new audiences. The winners of Ragan & PR Daily’s Content Marketing Awards shine in lots of of these areas, together with working with consultants, creating revolutionary video sequence and reimagining the company weblog.
Read on to seek out sensible, tactical ideas you possibly can implement at present from these winners of our 2023 Content Marketing Awards. And to seek out your identify in our subsequent article, enter this 12 months’s awards by Feb. 16.
Strategy of the Year: BPM-PR Firm for Bellabeat
The problem: A damaging TechCrunch assessment threatened to scare each shoppers and traders away forward of the launch of the Bellabeat Ivy, a wearable system that displays and tracks a lady’s day by day routine and bio-responses and correlates the info along with her menstrual cycle, being pregnant and different knowledge factors.
The answer: While Bellabeat made modifications to its cellular app, BPM-PR set to work pivoting launch pleasure away from the tech area and into the style, way of life and wellness media market.
The effort included ways like actress and mannequin Olivia Culpo’s endorsement, press surrounding Bellabeat’s International Women’s Day marketing campaign and responsive media initiatives to points just like the overturn of Roe v. Wade and privateness knowledge considerations. BPM-PR additionally recruited OBGYN, endometriosis, health and meditation consultants to include into the PR technique, and enlisted consultants for the Bellabeat Podcast, to offer quotes on diet, menstrual cycle phases, postpartum despair, sexual well being, psychological well being and wellness.
BPM-PR Firm’s marketing campaign secured prime protection in nationwide and worldwide media, Time, Fox News, “Good Morning America,” Digital Trends and extra. One of the highlights of the marketing campaign got here when Bellabeat lastly started receiving massive know-how media placements with optimistic evaluations in retailers like The Verge. The marketing campaign in the end generated greater than 195 media placements, not together with tv.
The thought to steal: If one media avenue isn’t understanding, pivot! By discovering different avenues for optimistic media protection first, they had been in a position to construct buzz with new audiences — and lay the inspiration for re-establishing belief with their core market.
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Winner for Branded Content Series (Print or Digital) — B2B: Salesforce and Fortune Brand Studio
The problem: Salesforce and Fortune Media wished to reveal their dedication to each sustainability and entrepreneurship, which function core values for the businesses and their audiences.
The answer: “The Ecopreneurs” is an 11-episode video sequence that takes a long-form, character-based storytelling method to exhibiting how companies are adapting to and fixing some of the best challenges of the local weather disaster.
Episodes take viewers to the frontlines of the disaster with underwater cameras showcasing newly regenerated seascapes, drones flying over 15,000-foot Andean peaks and a world motion to revive one trillion timber to the world, capturing some of the rarest and most distant ecosystems on Earth.
Salesforce promoted the month-to-month episodes throughout social channels, with an emphasis on LinkedIn. Fortune Brand Studio created a branded content material hub for every episode that includes clips from the present, Q&As, animated explainers and long-form articles. All content material on the hub was distributed by means of darkish posts on Fortune’s social channels in addition to by means of native promotion on Fortune.com.
The marketing campaign met or beat all key efficiency indicators and aims. “SeaTrees,” launched on YouTube, garnered greater than 3.3 million views.
Steal this concept: Storytelling is king. Rather than telling everybody about their dedication to the setting and entrepreneurs, these organizations confirmed it by means of compelling movies that had been price watching.
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Winner for Corporate Blog: MD Anderson Cancer Center
The problem: The Cancerwise weblog had closely lined the impacts of COVID-19 on its susceptible affected person demographic for 2 years throughout the top of the pandemic. But by 2022, curiosity within the pandemic started to fade — and so did site visitors to the weblog.
The answer: The crew behind their weblog shifted their focus to search engine marketing alternatives whereas nonetheless specializing in their core mission of publishing affected person tales, new analysis, most cancers subjects and points from the MD Anderson on-line communities.
Each month, the search engine marketing lead really helpful data-driven subjects, ranging from “When to fret about blood in your stool” to including explanations on numerous varieties of most cancers. This was a shift from previous methods, the place the search engine marketing lead made their suggestions after tales had been assigned. Now, they had been proactive companions, assigning tales to the two-person writing crew who then executed them.
By winter 2023, the crew started seeing outcomes, as search-based tales revealed in the summertime and fall drove rising month-to-month site visitors, together with a 44% enhance in visits 12 months over 12 months. Cancerwise additionally topped 1 million visits in May 2023 and practically did the identical in April, one thing that’s occurred solely as soon as within the prior three years throughout a COVID-19 spike.
Steal this concept: search engine marketing shouldn’t be tacked on the top — it must be a core half of your content material advertising technique in relation to getting in entrance of core audiences. Seek to reply their questions proactively, and also you’ll see outcomes.
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Enter this 12 months’s Content Marketing Awards at present.
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