Excellence in Marketing and Communications Content

The 2024 winner in this category is Cleo for their entry 'Scaling Creative Output Through Agile Operations'. Cleo clinched this award by demonstrating an exceptional approach to scaling their internal creative processes to meet ambitious growth targets for 2023 and 2024. Recognizing the need for mature creative workflows and efficient project and asset management, Cleo adopted a new sprint routine for ideation and copy development. They also onboarded a new platform to streamline their processes, manage deliverables, organize a creative library, and automate tedious tasks. The judges were impressed by Cleo's comprehensive and detailed approach, which not only enhanced content quality and output but also made processes easier for employees. A huge congratulations, Cleo!

Watch their video to learn more!

This award is all about building strong brands and meeting customer needs with differentiated content. But what sets top digital marketing brands apart, and how does your brand stack up?

Each year, we use our Digital IQ Index to measure brands’ digital marketing performance, aptitude and maturity relative to peers. To help build a differentiated content marketing strategy, take deep dive into who is “Genius” and what defines digital marketing excellence for brands today.

  • Get an up-close look at some of the world’s best digital brands.

  • Learn how you can use their strategies to build a best-in-class content marketing strategy.

  • Benchmark your own operation and set goals for years to come.

Download the Case Studies From This Year's Genius Brands

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    Q&A with Gartner Expert on Content Marketing Strategy

    Gartner experts address some common and pressing questions on content marketing excellence most relevant to marketing and communications leaders today. Read through to learn how to build a best-in-class content marketing strategy.

    A content marketing strategy is a plan that details a brand or organization's overall approach to leveraging content and delivering it through the proper channels in order to attract an audience and provide value. To build one, a team or key individual must determine the goals and intended outcome for their org's content marketing strategy, its exisiting content, capacity to develop and distribute new content, and the content type and format that its key customer base prefers.

    Some of the keys to building and deploying a successful content marketing strategy are to first establish the key performance indicators you are trying to reach, the type of audience you hope to engage, and where that audience tends to consume and share content. Soliciting customer feedback, having a way to collect data on content performance, and to analyze it in order to develop insights about your audience is also key to creating an effective content marketing strategy.

    When it comes to creating content and having a content marketing strategy that reduces uncertainty and drives profitable purchases with B2B buying groups, leaders should focus on simplifying the buying journey by aligning with customers’ internal business challenges. It's also particularly important in a B2B context that B2B marketing leaders create and distrubute content that supports customers with practical help and advice to make their buying journey less complicated. Regularly audit all of your organization's content, define a content production program, deliver customizable content, and make sure to leverage your marketing automation platform.

    Define content marketing objectives that align with business values while focusing on the benefits available to your target audience. Descriptive objectives clarify the brand value for customers and emphasize essential points of differentiation in the market. Use content pillars to bridge strategy and execution by defining the themes supporting brand promise and audience needs. A customer-centric approach allows the organization to establish a strong brand connection. Stress-test content relevance by identifying a key topic and at least four to six related topics for which you should create content.

    2024 Finalists In This Category

     

    Metro Trains Melbourne

     

    Payload

     

    Vanguard & RHC

     

    Unilever