In the October edition of the BtoB Online Magazine, a series of companies were showcased in what they call the 2013 Content Marketing Awards. Yes, for you to be considered you have to submit (or your agency submit for you) a nomination form which means not all companies that have great content are actually considered but it is nevertheless an interesting lineup of companies and content assets they produced. It is worth going down the list to get some inspiration for your own content marketing efforts. I’ve summarized below the list for you:
2013 Content Marketing Awards
Winner: Xerox Corp., for Healthcare thought leadership
HealthBiz Decoded (http://healthbizdecoded.com/)
The website features articles by freelance journalists and Xerox’s healthcare expert, as well as aggregated healthcare news from the Web. Includes infographics, videos and resource links in an engaging design. The Xerox logo is a small image at the top and bottom ofthe page. They also sponsored TedMed 2013, a conference focusing on innovation in healthcare and sent a journalist to cover it and blog about the event as well as host a Google+ post-conference chat.
Runner-Up: Makino Inc., for captivating audiences with customer stories (www.makino.com)
Winner: Cisco Systems, with Connected Life Exchange blog. (http://blogs.cisco.com/cle/)
The focus of the blog is in how networks and technology are changing the world. Some posts also include videos from their documentary-style video series on “Network Effect”.
Runner-Up: General Electric Co. – GE Intelligent Platforms blog
Winner: New York Stock Exchange, for NYSEBigStage.com
It was built to showcase companies in its electronic stock exchange and to attract new ones to list. Part of an integrated marketing campaign called “Welcome to the Biggest Stage in Business”, the microsite is at the core of the campaign.
Runner-Up: FedEx Corp (fedex.com/access)
Category: Online Video
Winner: FedEx Corp – Darn Good Yarn (http://www.youtube.com/watch?v=GWw6ghPbfAg)
The video profiles a fiber-importer and retailer that hires local women in Nepal and India to recycle fabrics into yarn. Was selected for its good storytelling showing how Darn Good Yarn came to be a success and how FedEx helped the company save money and grow.
Runner-Up: Cartus Corp – Cartus on the Ground video series
Category: Email Newsletter
Winner: Informatica Corp, for “Potential at Work” e-newsletter. (http://www.informatica.com/potential-at-work/)
The newsletter combines a ton of content with precise targeting, using six separate newsletter content for different types of IT decision-makers: architects and developers, leaders in applications, information, IT, sales, and marketing. The email newsletter is created and sent every six weeks, and each newsletter has original feature articles translated into nine languages.
Runner-Up: Verizon Wireless, Verizon B2B SMB Digital Lifecycle Series
Category: Digital Publication
Winner: Sherwin-Williams Co, STIR tablet edition (https://itunes.apple.com/us/app/stir-magazine/id470966707?mt=8)
STIR is a custom magazine that is published three times a year, aimed at residential and commercial interior designers and architects. The tablet edition takes the print magazine into the digital realm of iPads and other tablets allowing users to browse all the articles and interact with with videos and the many color palettes.
Runner-Up: ARM Holdings, for ARM Signum
Category: Branded Content
Winner: NetApp, for NetApp BrandVoice (http://www.forbes.com/sites/netapp/)
NetApp has a presence at Forbes.com BrandVoice site where it places content coming from contributors on a variety of topics including security challenges of BYOD to a personal column from NetApp Vice Chariman Tom Mendoza. Informative, well written content is strong and because it is features on Forbes.com is gains even more credibility and authority.
For the list of all winners and original article from BtoB Online, go to http://www.btobonline.com/section/contentmarketing01.