As conventional media continues to say no, content material advertising grows in significance for reaching new audiences. The winners of Ragan & PR Each day’s Content material Advertising and marketing Awards shine in lots of of those areas, together with working with specialists, creating revolutionary video collection and reimagining the company weblog.
Learn on to search out sensible, tactical concepts you may implement right now from these winners of our 2023 Content material Advertising and marketing Awards. And to search out your identify in our subsequent article, enter this 12 months’s awards by Feb. 16.
Technique of the Yr: BPM-PR Agency for Bellabeat
The problem: A unfavourable TechCrunch evaluation threatened to scare each shoppers and traders away forward of the launch of the Bellabeat Ivy, a wearable machine that displays and tracks a girl’s every day routine and bio-responses and correlates the information along with her menstrual cycle, being pregnant and different knowledge factors.
The answer: Whereas Bellabeat made modifications to its cellular app, BPM-PR set to work pivoting launch pleasure away from the tech house and into the style, life-style and wellness media market.
The hassle included techniques like actress and mannequin Olivia Culpo’s endorsement, press surrounding Bellabeat’s Worldwide Ladies’s Day marketing campaign and responsive media initiatives to points just like the overturn of Roe v. Wade and privateness knowledge issues. BPM-PR additionally recruited OBGYN, endometriosis, health and meditation specialists to include into the PR technique, and enlisted specialists for the Bellabeat Podcast, to supply quotes on diet, menstrual cycle phases, postpartum despair, sexual well being, psychological well being and wellness.
BPM-PR Agency’s marketing campaign secured high protection in nationwide and worldwide media, Time, Fox Information, “Good Morning America,” Digital Tendencies and extra. One of many highlights of the marketing campaign got here when Bellabeat lastly started receiving massive know-how media placements with constructive critiques 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 figuring out, pivot! By discovering different avenues for constructive 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.
Winner for Branded Content material Collection (Print or Digital) — B2B: Salesforce and Fortune Model Studio
The problem: Salesforce and Fortune Media wished to exhibit 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 collection that takes a long-form, character-based storytelling strategy to displaying how companies are adapting to and fixing a number of the biggest 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 worldwide motion to revive one trillion timber to the world, capturing a number 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 Model 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 targets. “SeaTrees,” launched on YouTube, garnered greater than 3.3 million views.
Steal this concept: Storytelling is king. Fairly than telling everybody about their dedication to the atmosphere and entrepreneurs, these organizations confirmed it by means of compelling movies that had been value watching.
Winner for Company Weblog: MD Anderson Most cancers Heart
The problem: The Cancerwise weblog had closely lined the impacts of COVID-19 on its weak affected person demographic for 2 years through the top of the pandemic. However by 2022, curiosity within the pandemic started to fade — and so did visitors to the weblog.
The answer: The workforce behind their weblog shifted their focus to web optimization alternatives whereas nonetheless specializing in their core mission of publishing affected person tales, new analysis, most cancers matters and points from the MD Anderson on-line communities.
Every month, the web optimization lead really helpful data-driven matters, starting from “When to fret about blood in your stool” to including explanations on varied sorts of most cancers. This was a shift from previous methods, the place the web optimization lead made their suggestions after tales had been assigned. Now, they had been proactive companions, assigning tales to the two-person writing workforce who then executed them.
By winter 2023, the workforce started seeing outcomes, as search-based tales printed in the summertime and fall drove rising month-to-month visitors, together with a 44% enhance in visits 12 months over 12 months. Cancerwise additionally topped 1 million visits in Might 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: web optimization shouldn’t be tacked on the tip — it must be a core a part of your content material advertising technique in the case of getting in entrance of core audiences. Search to reply their questions proactively, and also you’ll see outcomes.
Enter this 12 months’s Content material Advertising and marketing Awards right now.
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