Marketing and Communications Content Excellence

The winner in this category is PwC US for their Road to Election 2024 campaign. 

PwC launched a 6-month Marketing & Communications campaign to educate and engage clients ahead of the 2024 US Presidential election. By interviewing CXOs about their concerns, they developed content like a hub page, articles, and webcasts to offer guidance. Their multi-channel promotion resulted in a $1.1B influenced pipeline and introduced new processes for future initiatives. Judges praised the campaign's foresight and strategic planning, highlighting PwC's role as thought leaders in anticipating election impacts. This campaign exemplifies the value of understanding the target audience and leveraging insights for successful outcomes, a worthy winner of the content marketing award.

Watch their video to learn more!

GenAI helps enable the creation of personalized and engaging content. It also allows marketing and communications leaders to expand beyond traditional content development, offering new opportunities for creativity and personalization. 

Latest Gartner research provides actionable insights into harnessing GenAI to revolutionize content creation and stakeholder engagement. This guide empowers organizations to effectively leverage AI by comprehending its applications and managing its risks.

Download the Research to:

  • Grasp the transformative potential of GenAI in content development and stakeholder engagement
  • Master the art of piloting generative AI in content creation 
  • Delve into industry-specific applications to elevate stakeholder experiences
  • Understand the importance of budgeting to mitigate potential risks

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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.

    Content marketing awards recognize excellence and innovation in content creation, strategy, and distribution. They are important for organizations because they validate effective marketing efforts, enhance brand reputation, and motivate teams to maintain high standards in content marketing.

    The content bottleneck remains, but improvements in content capabilities, and distribution are helping to scale content across channels and geographies. Best-in-class approaches to content creation and management accelerate marketing and communications efforts across all marketing and communication channels, including advertising, personalization and more. Additionally, our content marketing awards winner demonstrated that understanding what your audience need and when they need it is incredibly important in helping the content resonate and drive audience behaviours that meet business objectives.