6 Distinctive Content material Entrepreneurs (and the Traits That Make Them Stand Out)


What makes a content material marketer nice? You’ve most likely requested this query as you considered your profession development or questioned tips on how to set up credibility to advance your content material program.

We studied these six 2022 Content material Marketer of the 12 months finalists (together with the 2 winners) for clues.

Every finalist this yr labored on a successful entry in at the very least one class within the Content material Advertising and marketing Awards. However they’ve at the very least one different attribute in frequent, too. Whereas they obtain the distinction as people, all of them say they merely signify the wonderful work carried out by the groups that initiated, created, printed, and distributed their content material advertising.

With that understanding, let’s peer into what makes these 2022 Content material Marketer of the 12 months winners and finalists stand out.

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1. They make it private

Ebony Beckwith, chief enterprise officer and Chief of Employees to Marc Benioff at Salesforce

Dealing with the tasks of her high-profile job retains Ebony Beckwith’s days busy. In 2021, she willingly added host and interviewer of Salesforce’s LinkedIn Stay sequence #BossTalks to her duties.

In every of the 22 episodes, Ebony brings herself to the job, chatting in regards to the issues she has in frequent with the influential friends. She’s tackled imposter syndrome with NFL participant Kelvin Beachum, for instance, and talked about letting go of perfectionism with TIAA CEO Thasunda Brown Duckett.

“We noticed this sequence as a solution to familiarize a brand new group of LinkedIn customers with what Salesforce does,” the corporate explains in its CMA nomination type.

Salesforce additionally understands the ability of utilizing that helpful interview content material on the corporate’s weblog, packaging the interview content material into an in-depth learn.

Web page views for the blogs exceeded expectations by 15%, however the common time on web page blew their assumptions away – #BossTalks is within the 100th percentile of all content material printed by Salesforce. An article about being Black in company America stored guests studying for a median of seven minutes, 42 seconds. An article about discovering one’s voice at work retained readers for a median of eight minutes, 9 seconds.

Anecdotal suggestions additionally reveals how Ebony’s sequence resonates with viewers. As one wrote on LinkedIn, “You haven’t any concept how a lot I wanted to learn this and see this. Thanks.”

A private contact issues. @EbonyBeckwith #BossTalks common time on web page ranks within the a centesimal percentile for all @Salesforce #content material, says @AnnGynn through @CMIContent. Click on To Tweet

2. They create with a selected viewers in thoughts

Rob Bedeaux, director, shopper engagement and content material technique at NBC Sports activities Subsequent

When NBC Common acquired Sports activities Engine in 2016, Rob Bedeaux took on a weighty mission: to draw younger folks’s curiosity within the Olympics.

NBC had paid $7.75 billion to increase its unique rights to broadcast the Olympics by 2032, and it needed to verify to interact youth who would develop into grownup viewers over the prolonged contract.

That was one of many causes NBC acquired Sports activities Engine, a supplier of internet software program and cell apps for youth, novice, {and professional} sports activities, and created NBC Sports activities Subsequent, a youth-focused platform to introduce households and children to new sports activities.

As Rob developed the primary digital Youngsters Guides to the Olympics for the pandemic-delayed summer time Tokyo Video games, he stored one query in thoughts: Will this be fascinating to an 8-year-old?

He quickly received the reply. Launched in June 2021, the 122-page information included explanations and athlete highlights for each sport, plus crossword puzzles, phrase scrambles, drawing challenges, and trivia.

The Tokyo Video games information earned over 10,000 downloads and prompted 100 requests to be notified in regards to the Beijing Video games information. Then, with lower than six months earlier than the subsequent Olympics, Rob and his small staff shortly tackled the Youngsters Information to the 2022 Beijing Winter Olympics and Paralympics.

That one generated greater than 12,000 downloads.

The info answered Rob’s query – the information did curiosity the younger viewers Rob stored high of thoughts. However he discovered extra shifting proof among the many kids themselves. At an occasion the place the printed variations have been distributed, some requested for 2 copies. They needed to jot down in a single and preserve the opposite pristine.

3. They develop (and double-down on) profitable fashions

Diane di Costanzo, chief content material officer, vice chairman/editorial director, and editor-in-chief – Millie Journal and Paw Print at Foundry 360, a part of Dotdash Meredith

Diane di Costanzo’s skilled content material profession spans conventional media, branded content material, and content material technique. She has straddled these worlds for the previous few years whereas overseeing the branded content material division Foundry 360 at Dotdash Meredith.

Diane developed two unbiased editorial publications made potential by an unique sponsor. The one-sponsor editorial content material mannequin first appeared in 2020 with the launch of Millie Journal, a finance journal for girls. Printed 4 occasions a yr, Millie mails together with Actual Easy journal to a focused group of subscribers. It consists of 4 pages of promoting from Synchrony, which signed on for a three-year unique sponsorship.

The mannequin proved to be a win-win for the studio and the sponsor. Synchrony will get 100% share of voice, Diane explains, and Dotdash Meredith will get an instantly worthwhile content material product.

The success of Millie’s content material mannequin led to the 2021 launch of Paw Print, {a magazine} for pet homeowners of at the very least one cat and one canine. Mars Petcare signed on because the unique sponsor, receiving 4 pages of promoting in every of the journal’s two points per yr.

After the primary problem was mailed to 1 million readers, Diane’s staff requested the viewers what they thought. “We’re rigorous about conducting surveys of how our merchandise are doing within the market as a result of we don’t have typical suggestions of subscribes or unsubscribes,” Diane explains.

The survey discovered readers spent a median of 80 minutes consuming the journal, with practically three in 4 saying they learn each web page. Virtually all (98%) say they stay up for the subsequent problem, and much more (99%) indicated they’re more likely to act on one thing they learn.

These readers are also turning into ambassadors for the journal, with 93% saying they plan to share or focus on the journal with family and friends. Most significantly for Mars Petcare, eight in 10 readers say they’re more likely to buy a product featured within the problem.

That suggestions contributed to the choice to develop Paw Print’s circulation to 1.25 million for its second problem. And her management on these initiatives led to her recognition because the 2022 B2C Content material Marketer of the 12 months.

We’re rigorous about conducting surveys of how our #content material merchandise do within the market, says 2022 B2C Content material Marketer of the 12 months Diane di Constanzo through @CMIContent. Click on To Tweet

4. They excel at main change

Matt Hartley, senior supervisor, head of editorial technique, company and public Affairs at TD Financial institution Group

Matt Hartley arrived at TD Financial institution Group to scale the TD Newsroom. Launched in 2018, the newsroom had developed to serve an inner viewers – solely 10% of tourists to the positioning got here from exterior the financial institution.

Matt led the trouble to reimagine the positioning to serve exterior audiences. As a part of that effort, TD Newsroom rebranded as TD Tales.

It made sense on many ranges. First, TD Tales operates inside the company and public affairs division. “We inform tales aligned with these communication objectives – not essentially to promote one thing. It’s about model constructing, thought management, and monetary literacy,” Matt says.

The TD Tales content material hub debuted in 2021 with 5 content material pillars:

  • Your Cash (monetary ideas and recommendation)
  • Innovation (new applied sciences for personalised banking experiences)
  • Group (tales in regards to the banks’ involvement within the communities the place it operates and the place its staff stay)
  • Colleagues (worker tales)
  • Insights (thought management from the financial institution’s executives)

In 2021, site visitors grew greater than 125% over the earlier yr, and importantly, 98% of site visitors now comes from exterior sources.

The relaunch of the previous newsroom website basically modified how TD Financial institution interacts and communicates with its audiences.

5. They problem the business gamers

Nick Lake, senior director of world content material advertising, Pega

4 years in the past, Nick Lake confronted a clean piece of paper. His project: to construct a content material advertising technique and staff for Pega, a B2B model for low-code AI-powered decisioning and workflow automation.

As a smaller firm competing towards a few of the best-known corporations in tech, Pega operates as a challenger model. So Nick got down to make Pega stand out within the sea of sameness. “We have now permission to play on what comes subsequent,” Nick says.

What got here subsequent turned out to be a take a look at what’s coming subsequent for its viewers. Pega’s Way forward for Work program included unique analysis primarily based on a survey of greater than 3,000 senior enterprise leaders and frontline IT employees. From that survey, Nick and staff spun off niche-focused experiences primarily based on particular personas, together with the Way forward for Operations, the Way forward for Advertising and marketing, and the Way forward for Buyer Service.

The success of the Way forward for Work marketing campaign led to Nick’s subsequent content material initiative, GO! Journal. Transferring away from the boring, stuffy conventional enterprise communication, GO! is a superbly designed, journalist-written publication. (And its high quality is likely one of the causes Nick earned the title 2022 B2B Content material Marketer of the 12 months.)

GO! operates as each a digital and print journal. The Pega gross sales staff circulates the print model, which serves as a dialog starter and leave-behind. The digital model, localized in six languages, drives regional advertising.

Audiences are responding. Between its second and third month, journal web page views jumped from 80,000 to 101,000. Common time on web page elevated by 27% between the January launch and the tip of March within the journal’s first quarter. It was essentially the most visited web page exterior of the house web page.

Go! Journal helps challenger model @Pega stand out in a sea of sameness, due to the management of @NickLake1, 2022 B2B Content material Marketer of the 12 months through @CMIContent. Click on To Tweet


6. They know tips on how to scale

Sarah Tolle, content material director at Black & White Zebra

When Sarah Tolle joined the corporate in 2018, Black & White Zebra consisted of three folks: the corporate founder, a artistic director, and herself. 4 years later, Sarah oversees a staff of about 30 individuals who create and run the corporate’s 10 area of interest business-focused publications.

“Scale comes from how nicely we are able to construct a system to facilitate actual individuals who work in these fields,” Sarah says.

Judging by the corporate’s high publication, The Digital Mission Supervisor, they’re doing superb. The Digital Mission Supervisor serves as an academic content material hub for over 1 million digital venture managers.

In 2021, the staff printed over 170 items of content material, primarily contributed by digital venture professionals. The location attracts 400,000 month-to-month web page views, however The Digital Mission Supervisor is a decidedly multimedia endeavor:

  • Its podcast averages over 1,000 downloads every week.
  • It hosts a group of over 1,000 paid subscribers who can entry boards and stay occasions.
  • A weekly publication reaches over 23,000 subscribers.
  • Its social media content material reaches 20,000 followers.

The Digital Mission Supervisor virtually doubled its income objective in 2021, bringing in additional than $9 million.

What do you assume makes a content material marketer distinctive?

Did this glimpse into the spectacular accomplishments of the 2022 B2B Content material Marketer of the 12 months 2022 B2C Content material Marketer of the 12 months finalists and winners provide help to perceive what it takes to face out?

Take a while to replicate on what you assume makes a content material marketer shine. I’d love to listen to your ideas within the feedback.


Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute


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