Every communicator is a storyteller at their core. The winners of Ragan & PR Daily Content Marketing Awards exemplify these traits, utilizing their abilities to unfold the phrase about their model by way of modern model journalism, content material and government thought management efforts.
We’ve highlighted a couple of inspiring winners from the 2023 awards to hone in on their successful, techniques, strategies and options. Be certain to use for this 12 months’s awards earlier than submissions shut on February 23.
Best Brand Journalism/Online Newsroom: Walgreens Corporate Storytelling staff
The problem: During a interval of main progress, Walgreens sought to inform tales that portrayed the healthcare firm as a customer-first group, with a deal with innovation, group impression and tales about prospects.
The resolution: Walgreens constructed out its in-house newsroom, the Walgreens Corporate Storytelling staff. The group makes use of each inner sources and company partnerships to unfold tales with an angle on making healthcare extra equitable. In addition, by using people-first techniques in its storytelling method, the staff sought to construct connections with its viewers.
Among the staff’s wins was a bit printed in February 2023, “Black illustration in medical trials is best for Black folks—and albeit everybody”, which coated an inner occasion with the African American Leadership enterprise useful resource group and drew consideration to the racial inequities in medical trials. The piece drew in 6,031 readers, with 88% of readers new to the newsroom.
The staff constantly partnered with LinkedIn to advertise the newsroom’s efforts. The work paid off, with the top-performing adverts when it comes to engagement regarding U.S. healthcare.
The takeaway: When inner communicators suppose like journalists and entrepreneurs, they’re empowered with the means to advertise the model in unprecedented methods.
Read extra right here.
Best Branded Content Series (Print or Digital) – B2B: Salesforce and Fortune Brand Studio
The problem: Sustainability is an enormous deal at Salesforce, whereas Fortune locations a serious emphasis on entrepreneurship. Both events wished to make an impression and inform tales about local weather change to an viewers outdoors of the B2B world.
The resolution: The reply was in collaboration. The partnership between these two organizations birthed in “The Ecopreneurs”, a documentary movie collection that celebrates the achievements of the titular “ecopreneurs” and seeks to encourage future leaders to unravel the best challenges of the local weather disaster. Episodes included underwater visuals depicting revitalized seascapes and drone pictures of the highest of the Andes, bringing viewers to uncommon landscapes threatened by local weather change.
The studio created a content material hub for every episode of the collection, offering supplementary written and visible materials to accompany the movies. These embody behind-the-scenes content material, Q&As with the filmmakers, and extra. This content material was pushed out through Fortune’s social channels.
The metrics backed up the ambitions of the filmmakers. The collection held each the primary and second-most watched video honors on Salesforce+, and Episode 1 of the collection, “SeaTrees”, garnered greater than 3.3 million views on YouTube.
The takeaway: Collaborating with the fitting accomplice may also help you’re taking a step again along with your purpose in thoughts and produce tales that interact staff throughout mediums and touchpoints.
Read extra right here.
Best Executive Visibility – Clyde and Rosslyn BID
The problem: Mary-Clair Burick, the president of the Rosslyn Business Improvement District, understood that a very powerful a part of her function is constructing relationships with stakeholders in her group. To work out how she might achieve this in a greater approach, Burick, the BID and the Clyde Group collaborated to assist elevate her government profile.
The resolution: The events labored collectively to leverage Burick’s LinkedIn presence, putting an emphasis on group engagement. They organized content material into buckets, together with organizational growth and worker points, BID administration, and office tradition/worker growth, to call a couple of. By focusing her posts on the area people, Burick provided a relatable perspective that tied again to the folks and locations she works intently with.
The technique, which includes Burick posting twice per week, has paid off. Her engagement fee is above the LinkedIn trade normal and her posts have additionally been featured on LinkedIn News. In addition, Mary-Claire was named as one of many Washington Business Journal’s Power 100, a gaggle of enterprise leaders honored for his or her contributions to their communities.
The takeaway: Cater your content material to the wishes of your viewers first — not simply your management’s whims — and also you’ll put the circumstances in place that nurture lasting, impactful relationships by way of storytelling.
Read extra right here.
Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports activities, pint and ’90s trivia night time.
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