We asked five content marketing experts what content marketing success was like for them. From an event, a magazine to a state of mind, here they share some of their greatest achievements:
Head of Programming, Tastemade & panelist on ‘The Best Ideas Win—How to Generate Disruptive Content’
I'm quite proud of all the content and original programming that we are creating with brands. From The Grill Iron with Hyundai (which also aired on The Cooking Channel) to Heritage with San Pellegrino to Local Flight with Grey Goose. We are creating award winning programming which authentically and seamlessly integrates brand themes in to the storytelling. We've always believed, and also have the Nielsen data to back up this belief, that Tastemade-created content with brands outperforms those brands' pre-roll and TV spot campaigns across key factors such as brand perception, brand recall, purchase intent, and more.
CEO, Seven & panelist on ‘The Best Ideas Win—How to Generate Disruptive Content’
Sainsbury’s Magazine, which we have produced in partnership with the UK’s second biggest supermarket since 1993, is a paid-for magazine distributed exclusively through Sainsbury’s stores and it is the highest-selling print title in the UK cookery market, outselling all its competitors on the newsstand (despite only being available through one retailer!). In fact, it’s the only paid for supermarket title in the UK. It has just reported another exceptionally strong ABC result of 226,924 monthly sales, up 4.1% period on period. We have built on this success by developing the magazine into a truly multi-channel editorial content brand attracting significant audiences across email, web and social.
CEO, Sid Lee & Keynote Speaker
C2Montreal, conceived and curated by Sid Lee, has become the number one creative innovation conference in the world, where once a year 3,500 thought leaders come together to engage and voice their insights. The annual event produces a full 360 live content platform that lives for 12 months a year.
Senior Vice President, Group Brand Content & Alliances Director, Hudson Rouge & panelist on ‘The Best Ideas Win—How to Generate Disruptive Content’
When Hudson Rouge relaunched Lincoln Motor Company, we knew we had to create something that would disrupt the cultural landscape and change people’s perception of the brand. Through a collaboration with Beck and Chris Milk, and the brain trust behind our integrated luxury agency, we completely reimagined the concert experience with our “Hello, Again: Beck 360 Experience.” It was a resounding success in terms of engagement, earned impressions and awareness for Lincoln.
Managing Director, IMPRINT & panel moderator ‘The Strategic Imperative—Creating a Content Strategy That Motivates and Inspires
I tend not to think about my successes. A content marketing success today may not be a success tomorrow, so I focus on being in a state of perpetual innovation. If a particular tactic was successful—then the homework was done, the strategy was sound, goals and associated KPIs were identified and it was well executed. If those things are accomplished, then every effort will be a success. Even failing to accomplish what you set out to do is an incredibly valuable learning. The greatest content marketing success to me is always learning and never being satisfied.
The Content Council’s Spring Conference takes place on: March 21st & 22nd 2016 At: Convene, 810 7th Avenue, New York. For more information and to register click here.