The place There’s a Objective, There’s a Method: 4 Technique-Led Content material Packages


This much-repeated mantra bears repeating: You possibly can’t succeed at content material advertising and marketing until what objectives you’re attempting to attain.

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

Nailing down your #content material’s function makes it simpler to discover the chances to attain it, says @joderama by way of @CMIContent. Click on To Tweet

Need proof? Look no additional than the accomplishments of the 2022 Content material Advertising 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 customer’s journey. Although their industries, audiences, funding ranges, and artistic approaches differ, every affords a lesson to information your content material advertising and marketing efforts.

Objective: Model consciousness

Model: Glenfiddich

Media associate: Forbes

Method: Distill information, 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 power give it the ability to win the preferential consideration of high-net-worth people and discerning spirit connoisseurs? That was the purpose Glenfiddich, a luxurious whisky distiller, aimed to attain with an built-in multimedia marketing campaign constructed across the fortieth anniversary of the Forbes 400 record.

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 unique analysis research, Skilled Success in America: Private 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 carried out an unique analysis research as a part of its #ContentMarketing plan to seize a rich and profitable viewers, says @joderama by way of @CMIContent. #CMWorld Click on To Tweet

The ensuing tales had been revealed and promoted throughout media associate Forbes’ ecosystem. Belongings ranged from premium branded content material and editorial tales on the Forbes web site to social media advertisements and a print sponsorship of the Forbes 400 challenge. That included advertisements 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 integrated into Glenfiddich’s web site content material and product pages to tie all the things again to the model’s Scotch whisky.

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

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

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


Objective: 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 customers.

Whereas manufacturers generally scale their attain and have interaction new audiences within the digital house, don’t overlook the ability and attraction of old-school strategies like print. They may help you forge a extra private and tangible reference to customers.

Then once more, why not mix the storytelling benefits of each mediums? That’s the concept behind the creation of McCain Household Cookbook Dropped at You by Food24 – a first-of-its-kind direct-to-consumer cookbook delivered by 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 creating a personalised cookbook creation device. Shared with the Food24 viewers on its web site, the device was promoted by social media, newsletters, and extra articles and video content material.

As defined within the marketing campaign video above, the Cookbook Creator device lets customers add six favourite household recipes, together with notes and photographs. 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.
Meals model @mccainfoods let customers create personalised cookbooks, importing six of their household recipes and including ones from the model and @food24, says @joderama by way of @CMIContent. #CMWorld Click on To Tweet

The hassle helped place McCain as a mealtime thought chief whereas offering Food24’s viewers with an modern and thrilling interactive characteristic. Additional, the printed cookbooks introduced the McCain model into individuals’s properties, creating an enduring bodily touchpoint.

Outcomes: In line with the company New Media, the trouble acquired 1.4 million banner impressions (far exceeding its goal KPI of 400,000), reached 4.3 million customers on social media, and achieved a 13% conversion charge.

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

Objective: Lead nurturing

Model: Epcon Communities Franchising

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

B2B model Epcon Communities Franchising supplies designs, experience, and gross sales help. It allows actual property builders to capitalize on an underserved demographic – patrons 55 and older trying to downsize their properties and luxuriate in life amongst a neighborhood of their friends.

Franchised grownup communities are a fast-growing business sector, however they’re a comparatively new enterprise mannequin for builders and building corporations. A lot of Epcon’s prospects could have little expertise with these tasks. 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 schooling, and speed up its path from certified result in transformed buyer, Epcon launched a novel video mailer marketing campaign.

Figuring out customers 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 common brochure right into a deeply immersive storytelling car, as proven on this picture:

Utilizing an account-based advertising and marketing technique, 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 may click on play on the display to view 4 put in movies. They included important firm data, testimonials from franchise builders and residential patrons, and interviews with firm management.

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

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

Objective: Buyer satisfaction and loyalty

Model: ServiceNow

Method: Mix electronic mail automation with behavioral modeling to ship the most effective post-purchase steering.

Good content material entrepreneurs tackle customers’ informational wants at every step of their purchaser’s journey – from preliminary consciousness by closing 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 by 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 rapidly, optimize their utilization, and maximize their model satisfaction.

ServiceNow makes use of automated behavioral advertising and marketing to ship personalised electronic mail content material 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 information and modeling to categorize mid-cycle buyer accounts into teams outlined by utilization degree: 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 electronic mail content material for that account. It additionally mechanically pauses electronic mail supply till the shopper completes the decision to motion from the earlier marketing campaign.

Outcomes: ServiceNow experiences glorious electronic mail efficiency metrics, with international open charges 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 mission was a prime finalist within the Technique – Finest Content material Advertising Program, Finest Content material Advertising Program in Know-how, and Content material Advertising ROI/Measurement Program classes.


A transparent technique opens up infinite potentialities

These 4 manufacturers achieved exceptional outcomes by remaining targeted on a purpose and utilizing a mix of creativity and tech ingenuity to meet it. Don’t have a documented content material advertising and marketing technique available to information your model’s efforts? Take a look at our technique hub for all of the insights, suggestions, and instruments you’ll want to create one.


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Cowl picture by Joseph Kalinowski/Content material Advertising Institute


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