Content Marketing6 Distinctive Content material Entrepreneurs (and the Traits That...

6 Distinctive Content material Entrepreneurs (and the Traits That Make Them Stand Out)


What makes a content material marketer nice? You’ve in all probability requested this query as you considered your profession development or puzzled the best way to set up credibility to advance your content material program.

We studied these six 2022 Content material Marketer of the Yr finalists (together with the 2 winners) for clues.

Every finalist this yr labored on a successful entry in not less than one class within the Content material Advertising and marketing Awards. However they’ve not less than one different attribute in frequent, too. Whereas they obtain the honour as people, all of them say they merely characterize the superb work carried out by the groups that initiated, created, revealed, and distributed their content material advertising.

With that understanding, let’s peer into what makes these 2022 Content material Marketer of the Yr winners and finalists stand out.

Need to be notified when the 2023 Content material Advertising and marketing Awards name for entries opens? Subscribe to CMI’s weekly publication.

1. They make it private

Ebony Beckwith, chief enterprise officer and Chief of Employees to Marc Benioff at Salesforce

Dealing with the tasks of her high-profile job retains Ebony Beckwith’s days busy. In 2021, she willingly added host and interviewer of Salesforce’s LinkedIn Dwell collection #BossTalks to her duties.

In every of the 22 episodes, Ebony brings herself to the job, chatting concerning the issues she has in frequent with the influential company. She’s tackled imposter syndrome with NFL participant Kelvin Beachum, for instance, and talked about letting go of perfectionism with TIAA CEO Thasunda Brown Duckett.

“We noticed this collection as a strategy to familiarize a brand new group of LinkedIn customers with what Salesforce does,” the corporate explains in its CMA nomination type.

Salesforce additionally understands the facility of utilizing that invaluable interview content material on the corporate’s weblog, packaging the interview content material into an in-depth learn.

Web page views for the blogs exceeded expectations by 15%, however the common time on web page blew their assumptions away – #BossTalks is within the 100th percentile of all content material revealed by Salesforce. An article about being Black in company America stored guests studying for a median of seven minutes, 42 seconds. An article about discovering one’s voice at work retained readers for a median of eight minutes, 9 seconds.

Anecdotal suggestions additionally exhibits how Ebony’s collection resonates with viewers. As one wrote on LinkedIn, “You don’t have any concept how a lot I wanted to learn this and see this. Thanks.”

A private contact issues. @EbonyBeckwith #BossTalks common time on web page ranks within the one hundredth percentile for all @Salesforce #content material, says @AnnGynn by way of @CMIContent. Click on To Tweet

2. They create with a particular viewers in thoughts

Rob Bedeaux, director, client engagement and content material technique at NBC Sports activities Subsequent

When NBC Common acquired Sports activities Engine in 2016, Rob Bedeaux took on a weighty mission: to draw younger individuals’s curiosity within the Olympics.

NBC had paid $7.75 billion to increase its unique rights to broadcast the Olympics by 2032, and it wished to ensure to have interaction youth who would develop into grownup viewers over the prolonged contract.

That was one of many causes NBC acquired Sports activities Engine, a supplier of internet software program and cell apps for youth, beginner, {and professional} sports activities, and created NBC Sports activities Subsequent, a youth-focused platform to introduce households and youngsters to new sports activities.

As Rob developed the primary digital Youngsters Guides to the Olympics for the pandemic-delayed summer season Tokyo Video games, he stored one query in thoughts: Will this be attention-grabbing to an 8-year-old?

He quickly bought the reply. Launched in June 2021, the 122-page information included explanations and athlete highlights for each sport, plus crossword puzzles, phrase scrambles, drawing challenges, and trivia.

The Tokyo Video games information earned over 10,000 downloads and prompted 100 requests to be notified concerning the Beijing Video games information. Then, with lower than six months earlier than the subsequent Olympics, Rob and his small crew shortly tackled the Youngsters Information to the 2022 Beijing Winter Olympics and Paralympics.

That one generated greater than 12,000 downloads.

The information answered Rob’s query – the information did curiosity the younger viewers Rob stored prime of thoughts. However he discovered extra shifting proof among the many youngsters themselves. At an occasion the place the printed variations have been distributed, some requested for 2 copies. They wished to put in writing in a single and maintain the opposite pristine.

3. They develop (and double-down on) profitable fashions

Diane di Costanzo, chief content material officer, vp/editorial director, and editor-in-chief – Millie Journal and Paw Print at Foundry 360, a part of Dotdash Meredith

Diane di Costanzo’s skilled content material profession spans conventional media, branded content material, and content material technique. She has straddled these worlds for the previous few years whereas overseeing the branded content material division Foundry 360 at Dotdash Meredith.

Diane developed two impartial editorial publications made attainable by an unique sponsor. The only-sponsor editorial content material mannequin first appeared in 2020 with the launch of Millie Journal, a finance journal for girls. Revealed 4 occasions a yr, Millie mails together with Actual Easy journal to a focused group of subscribers. It consists of 4 pages of promoting from Synchrony, which signed on for a three-year unique sponsorship.

The mannequin proved to be a win-win for the studio and the sponsor. Synchrony will get 100% share of voice, Diane explains, and Dotdash Meredith will get an instantly worthwhile content material product.

The success of Millie’s content material mannequin led to the 2021 launch of Paw Print, {a magazine} for pet house owners of not less than one cat and one canine. Mars Petcare signed on because the unique sponsor, receiving 4 pages of promoting in every of the journal’s two points per yr.

After the primary difficulty was mailed to 1 million readers, Diane’s crew requested the viewers what they thought. “We’re rigorous about conducting surveys of how our merchandise are doing within the market as a result of we don’t have typical suggestions of subscribes or unsubscribes,” Diane explains.

The survey discovered readers spent a median of 80 minutes consuming the journal, with almost three in 4 saying they learn each web page. Virtually all (98%) say they look ahead to the subsequent difficulty, and much more (99%) indicated they’re prone to act on one thing they learn.

These readers are also turning into ambassadors for the journal, with 93% saying they plan to share or focus on the journal with family and friends. Most significantly for Mars Petcare, eight in 10 readers say they’re prone to buy a product featured within the difficulty.

That suggestions contributed to the choice to increase Paw Print’s circulation to 1.25 million for its second difficulty. And her management on these initiatives led to her recognition because the 2022 B2C Content material Marketer of the Yr.

We’re rigorous about conducting surveys of how our #content material merchandise do within the market, says 2022 B2C Content material Marketer of the Yr Diane di Constanzo by way of @CMIContent. Click on To Tweet

4. They excel at main change

Matt Hartley, senior supervisor, head of editorial technique, company and public Affairs at TD Financial institution Group

Matt Hartley arrived at TD Financial institution Group to scale the TD Newsroom. Launched in 2018, the newsroom had advanced to serve an inside viewers – solely 10% of tourists to the location got here from outdoors the financial institution.

Matt led the hassle to reimagine the location to serve exterior audiences. As a part of that effort, TD Newsroom rebranded as TD Tales.

It made sense on many ranges. First, TD Tales operates throughout the company and public affairs division. “We inform tales aligned with these communication objectives – not essentially to promote one thing. It’s about model constructing, thought management, and monetary literacy,” Matt says.

The TD Tales content material hub debuted in 2021 with 5 content material pillars:

  • Your Cash (monetary ideas and recommendation)
  • Innovation (new applied sciences for personalised banking experiences)
  • Neighborhood (tales concerning the banks’ involvement within the communities the place it operates and the place its workers dwell)
  • Colleagues (worker tales)
  • Insights (thought management from the financial institution’s executives)

In 2021, site visitors grew greater than 125% over the earlier yr, and importantly, 98% of site visitors now comes from exterior sources.

The relaunch of the previous newsroom website basically modified how TD Financial institution interacts and communicates with its audiences.

5. They problem the business gamers

Nick Lake, senior director of worldwide content material advertising, Pega

4 years in the past, Nick Lake confronted a clean piece of paper. His task: to construct a content material advertising technique and crew for Pega, a B2B model for low-code AI-powered decisioning and workflow automation.

As a smaller firm competing in opposition to a few of the best-known corporations in tech, Pega operates as a challenger model. So Nick got down to make Pega stand out within the sea of sameness. “We have now permission to play on what comes subsequent,” Nick says.

What got here subsequent turned out to be a take a look at what’s coming subsequent for its viewers. Pega’s Way forward for Work program included unique analysis based mostly on a survey of greater than 3,000 senior enterprise leaders and frontline IT workers. From that survey, Nick and crew spun off niche-focused reviews based mostly on particular personas, together with the Way forward for Operations, the Way forward for Advertising and marketing, and the Way forward for Buyer Service.

The success of the Way forward for Work marketing campaign led to Nick’s subsequent content material initiative, GO! Journal. Shifting away from the boring, stuffy conventional enterprise communication, GO! is a superbly designed, journalist-written publication. (And its high quality is among the causes Nick earned the title 2022 B2B Content material Marketer of the Yr.)

GO! operates as each a digital and print journal. The Pega gross sales crew circulates the print model, which serves as a dialog starter and leave-behind. The digital model, localized in six languages, drives regional advertising.

Audiences are responding. Between its second and third month, journal web page views jumped from 80,000 to 101,000. Common time on web page elevated by 27% between the January launch and the top of March within the journal’s first quarter. It was essentially the most visited web page outdoors of the house web page.

Go! Journal helps challenger model @Pega stand out in a sea of sameness, because of the management of @NickLake1, 2022 B2B Content material Marketer of the Yr by way of @CMIContent. Click on To Tweet


6. They know the best way to scale

Sarah Tolle, content material director at Black & White Zebra

When Sarah Tolle joined the corporate in 2018, Black & White Zebra consisted of three individuals: the corporate founder, a artistic director, and herself. 4 years later, Sarah oversees a crew of about 30 individuals who create and run the corporate’s 10 area of interest business-focused publications.

“Scale comes from how nicely we are able to construct a system to facilitate actual individuals who work in these fields,” Sarah says.

Judging by the corporate’s prime publication, The Digital Undertaking Supervisor, they’re doing positive. The Digital Undertaking Supervisor serves as an academic content material hub for over 1 million digital undertaking managers.

In 2021, the crew revealed over 170 items of content material, primarily contributed by digital undertaking professionals. The location attracts 400,000 month-to-month web page views, however The Digital Undertaking Supervisor is a decidedly multimedia endeavor:

  • Its podcast averages over 1,000 downloads every week.
  • It hosts a group of over 1,000 paid subscribers who can entry boards and dwell occasions.
  • A weekly publication reaches over 23,000 subscribers.
  • Its social media content material reaches 20,000 followers.

The Digital Undertaking Supervisor nearly doubled its income purpose in 2021, bringing in additional than $9 million.

What do you suppose makes a content material marketer distinctive?

Did this glimpse into the spectacular accomplishments of the 2022 B2B Content material Marketer of the Yr 2022 B2C Content material Marketer of the Yr finalists and winners show you how to perceive what it takes to face out?

Take a while to replicate on what you suppose makes a content material marketer shine. I’d love to listen to your ideas within the feedback.


Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute


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