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12 April 17:12

Why We Keep Winning Content Marketing Awards

We have basically come to terms with the fact that none of us are going to win an Olympic medal (although we have got some decent skiers on our team). But, with the Winter Olympics top of mind, we have decided to take a moment to celebrate our own gold medal achievements.
By Jackie Lisk

For us, content marketing is about helping our partners create a memorable, meaningful story that resonates with their audience. We do this by taking care of every step of the content marketing process:


1. Strategy

2. Creation

3. Distribution

4. Measurement

 

Feedback from our clients and partners is reward enough, but it is nice to receive occasional recognition from industry peers. So with that, let’s take a few trophies off our shelf, reflect on why we earned them, and consider what other content marketers can learn from these successes.

 

Distro for the win

Mediaplanet U.K. took home Gold for Best Distribution Strategy at the 2017 International Content Marketing Association Awards. The Content Marketing Association received more than 400 entries from over 135 different agencies spanning 23 countries. That makes it the most competitive content marketing awards in the world, which makes winning first place even sweeter.
Our gold medalist was the “Women in STEM” campaign. Only seven percent of girls choose to pursue science, tech, engineering, and math (STEM) as they get older. Girls love and excel in these subjects in their youth. Why aren’t they going from the classroom to the boardroom? We explored this gap.
 
We were determined to get our content into the hands of the audiences that matter most, so we sent more than 45,000 printed copies of our full-color report to:
  • School children and teachers at top girls’ schools and youth centers
  • Graduates and students at career, STEM, and job fairs
  • Industry professionals and policy makers at key industry events
  • STEM Ambassador hubs throughout the UK
We drove readers to our corresponding website via organic, paid, and social media traffic. To create more buzz, we ran a Twitter Chat and a Thunderclap and invited our industry partners to partake. #STEMwomenchat took on a life of its own.
 
All in all, our content achieved a potential reach of 8 million readers. This was good news for our sponsored clients. For example, General Electric’s article had over 1,050 organic shares.
 
Bottom line? Let your audience dictate your distribution strategy. We carefully curated our approach based on the people we were trying to reach. This level of customization took time, but as our stats show, it was worth it.
 
Mediaplanet UK

 

Niche content takes gold

Mediaplanet won Gold in the industry-specific, published campaign category at the Content Council’s 2017 Pearl Awards for our “Empowering Our Educators” report.
 
The Pearl Awards is the longest-running and most prestigious content marketing awards in the United States. So how did we beat out prestigious publishers and celebrated agencies? Exceptional niche content.
 
The “Empowering Our Educators” campaign featured stories and op-eds created in partnership with leading industry advocates and organizations, including Lin-Manuel Miranda (the creator of “Hamilton”), National PTA, The American Association of Colleges for Teacher Education, and many others.
 
Thanks to our partners’ expertise and the hard work of our journalists, we identified the most relevant, pressing topics and dug deep into the subject matter. Our content explored how to support educators and create healthy, forward-thinking classrooms; how parents can better engage in their children’s education; and the importance of financial literacy and music education. For exclusive, related online stories, visit Mediaplanet’s Education content hub.
 
Victoria Borkowski & Mina Fanous

 

Strategy earns a nod

Employee wellbeing is particularly important to us. We are proud of the fun-loving, hard-working culture we have created. Our team members like coming to work in the morning, and that says a lot.
 
Yet, in the U.S., only 30 percent of employees are happy at work, and 18 percent are completely disengaged from their job. Our “Employee Wellbeing” campaign set out to explore how companies can create a culture of health and wellbeing, thereby improving retention, productivity, and their recruitment strategies.
 
Our hard work earned us a finalist spot in the 2017 Content Marketing Awards (CMAs) in the Strategy–B2B Integrated Campaign Category. We think we won because of our innovative approach to creating our content and connecting with our sponsors’ target audiences.
 
We tapped HR professionals, C-Suite executives, benefits and wellness managers, and other key business decision makers for help in shaping our content. For example, the cover story featured tips from Ben Salzmann, CEO of Acuity Insurance, which was voted the second-best place to work in the country by Fortune in 2016.
 
The printed version ran as a special insert in USA TODAY in key markets, including New York, San Francisco, and Washington, D.C. We also distributed copies at relevant industry events. Then we featured additional content on our digital hub, which helped us reach a wider audience. By using a combination of paid media, organic reach, and social, including a Twitter Chat, we generated more than 65,600 unique page views of our content.
 
Those are just a few of the shout-outs we have received of late. If you’d like more information on any of the trophies proudly displayed on our shelf, just give us a shout.
 

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