Where There’s a Goal, There’s a Way: 4 Strategy-Led Content Programs

This much-repeated mantra bears repeating: You’ll be able to’t succeed at content material advertising and marketing except you realize what objectives you’re making an attempt to realize.

It’s not straightforward to distill the potential advantages of content material advertising and marketing into one laser-focused aim. But, nailing down your driving objective makes it simpler to discover new potentialities to realize it.

Nailing down your #content’s purpose makes it easier to explore the possibilities to achieve it, says @joderama via @CMIContent. Click To Tweet

Need proof? Look no additional than the accomplishments of the 2022 Content Marketing Awards technique class winners and finalists.

These examples illustrate how strategy-led campaigns can amplify a model’s persuasive energy, excite its viewers, and obtain objectives at each stage of the client’s journey. Although their industries, audiences, funding ranges, and inventive approaches differ, every gives a lesson to information your content material advertising and marketing efforts.

Purpose: Model consciousness

Model: Glenfiddich

Media companion: Forbes

Method: Distill knowledge, storytelling, and multiplatform distribution right into a content material cocktail that shifts viewers perceptions.

Single-malt Scotch whisky is a robust drink strongly related to highly effective popular culture characters like Mad Males’s Don Draper, Anchorman’s Ron Burgundy, and Parks and Recreation’s Ron Swanson.

However does the liquor’s energy give it the ability to win the preferential consideration of high-net-worth people and discerning spirit connoisseurs? That was the aim Glenfiddich, a luxurious whisky distiller, aimed to realize with an built-in multimedia marketing campaign constructed across the fortieth anniversary of the Forbes 400 listing.

The compelling pitch for his or her novel premise? It’s time to redefine what it means to be rich and profitable.

Glenfiddich kicked off the marketing campaign with an authentic analysis research, Professional Success in America: Personal Priorities and Social Misunderstanding. It probed U.S. attitudes on the traits that outline success. The model created its inaugural #Richest25 Record, profiling influential achievers who embody these traits.

@GlenfiddichSMW conducted an original research study as part of its #ContentMarketing plan to capture a wealthy and successful audience, says @joderama via @CMIContent. #CMWorld Click To Tweet

The ensuing tales had been printed and promoted throughout media companion Forbes’ ecosystem. Belongings ranged from premium branded content and editorial tales on the Forbes web site to social media adverts and a print sponsorship of the Forbes 400 difficulty. That included adverts that raised thought-provoking questions, with an overlay of Glenfiddich’s stag emblem as illustrated within the picture under with the phrase, “Title or respect? Ask your self, what’s subsequent?”

The important thing ideas and associated imagery had been included into Glenfiddich’s web site content material and product pages to tie the whole lot again to the model’s Scotch whisky.

Outcomes: In keeping with Forbes, the built-in program garnered over 20 million cross-platform impressions. It additionally modified perceptions: Glenfiddich noticed a carry in model consciousness (18%), identification as a luxurious model (60%), and affiliation with the stag emblem (25%).

The content material options obtained practically 300,000 views – over 2,700 got here via natural search. Additional, the journal Fortune 400 difficulty reached over 3.8 million readers, with 77% taking motion after seeing the advert inventive.

This undertaking gained the Most Progressive Content material Distribution Technique class.


Purpose: Improve attain

Model: McCain Meals

Media/company companions: Food24, New Media

Method: Mix print and digital know-how to forge a private, long-lasting reference to shoppers.

Whereas manufacturers generally scale their attain and interact new audiences within the digital house, don’t overlook the ability and enchantment of old-school strategies like print. They can assist you forge a extra private and tangible reference to shoppers.

Then once more, why not mix the storytelling benefits of each mediums? That’s the thought behind the creation of McCain Household Cookbook Dropped at You by Food24 – a first-of-its-kind direct-to-consumer cookbook delivered via a print-on-demand platform.

Frozen meals model McCain approached South African foodie web site Food24 to drive attain amongst household meal decision-makers. Food24 (with assist from its content material advertising and marketing company, New Media) answered the decision by growing a customized cookbook creation device. Shared with the Food24 viewers on its web site, the device was promoted via social media, newsletters, and extra articles and video content.

[embedded content]As defined within the marketing campaign video above, the Cookbook Creator device lets customers add six favourite household recipes, together with notes and images. Then, they selected a recipe class and named their e-book. Prime recipes from Food24 and McCain had been added to spherical out every assortment. Every e-book was printed and delivered to the buyer who created it.
Food brand @mccainfoods let consumers create personalized cookbooks, uploading six of their family recipes and adding ones from the brand and @food24, says @joderama via @CMIContent. #CMWorld Click To Tweet

The hassle helped place McCain as a mealtime thought chief whereas offering Food24’s viewers with an revolutionary and thrilling interactive characteristic. Additional, the printed cookbooks introduced the McCain model into folks’s houses, creating a long-lasting bodily touchpoint.

Outcomes: In keeping with the company New Media, the hassle obtained 1.4 million banner impressions (far exceeding its goal KPI of 400,000), reached 4.3 million shoppers on social media, and achieved a 13% conversion fee.

This undertaking gained the Greatest Use of Know-how as A part of a Content material Advertising Program class.

Purpose: Lead nurturing

Model: Epcon Communities Franchising

Method: Ship a focused, print-based pitch – with a custom-made digital twist.

B2B model Epcon Communities Franchising gives designs, experience, and gross sales assist. It allows actual property builders to capitalize on an underserved demographic – consumers 55 and older trying to downsize their houses and revel in life amongst a group of their friends.

Franchised grownup communities are a fast-growing business sector, however they’re a comparatively new enterprise mannequin for builders and development corporations. Lots of Epcon’s prospects might have little expertise with these initiatives. That problem, when mixed with the event time and monetary funding concerned, makes overcoming buyer reluctance tough.

To ascertain credibility amongst this B2B goal, ship useful training, and speed up its path from certified result in transformed buyer, Epcon launched a novel video mailer marketing campaign.

Realizing shoppers typically throw away conventional print mailers with out studying them, Epcon gave the mailing an attention grabbing digital improve. A 5-inch video display turned the typical brochure right into a deeply immersive storytelling automobile, as proven on this picture:

Utilizing an account-based marketing strategy, Epcon despatched the mailers to pick high-value prospects. It additionally custom-made the audio and visible content material for every recipient.

Upon opening the brochure, prospects might click on play on the display to view 4 put in movies. They included important firm data, testimonials from franchise builders and residential consumers, and interviews with firm management.

Outcomes: By this persuasive, immersive, and academic marketing campaign, Epcon put the fitting content material in entrance of the fitting prospects on the proper time. After its launch, the corporate achieved an 84% follow-up contact fee with prospects and exceeded its franchise builder gross sales projections by greater than double.

This undertaking was a high finalist within the Most Progressive Content material Distribution Technique and Greatest Use of Know-how as A part of a Content material Advertising Program classes.

Purpose: Buyer satisfaction and loyalty

Model: ServiceNow

Method: Mix e mail automation with behavioral modeling to ship the very best post-purchase steering.

Good content material entrepreneurs handle shoppers’ informational wants at every step of their buyer’s journey – from preliminary consciousness via remaining buy. However nice entrepreneurs reinforce their model’s worth by delivering related, useful steering lengthy after the buying checks have cleared.

Enterprise software program supplier ServiceNow effectively fulfills that promise via its telemetry data-driven digital buyer journey (DCJ) program. The platform delivers the exact data and help every buyer account must implement their purchases extra shortly, optimize their utilization, and maximize their model satisfaction.

ServiceNow makes use of automated behavioral advertising and marketing to ship personalized email content throughout a broad vary of finely focused audiences. These segments span the three levels of Service Now’s post-purchase lifecycle – preliminary onboarding, activation and deployment, and renewal and growth.

For instance, ServiceNow analyzes product utilization and applies telemetry knowledge and modeling to categorize mid-cycle buyer accounts into teams outlined by utilization stage: no use, low use, medium use, or excessive use. ServiceNow makes use of its advertising and marketing automation system to establish and deploy the suitable e mail content material for that account. It additionally robotically pauses e mail supply till the shopper completes the decision to motion from the earlier marketing campaign.

Outcomes: ServiceNow reviews glorious e mail efficiency metrics, with world open rates of 53% to 61% and click-through charges of 10%-16% throughout all digital buyer journey campaigns in 2021. Extra importantly, these focused accounts use their merchandise 70% greater than ServiceNow’s baseline (non-targeted) accounts.

This undertaking was a high finalist within the Technique – Greatest Content material Advertising Program, Greatest Content material Advertising Program in Know-how, and Content material Advertising ROI/Measurement Program classes.


A transparent technique opens up countless potentialities

These 4 manufacturers achieved outstanding outcomes by remaining centered on a aim and utilizing a mix of creativity and tech ingenuity to satisfy it. Don’t have a documented content material advertising and marketing technique readily available to information your model’s efforts? Take a look at our strategy hub for all of the insights, ideas, and instruments it’s worthwhile to create one.


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Cowl picture by Joseph Kalinowski/Content material Advertising Institute


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