Effective Content Strategy
This category will reward branded content strategies that can demonstrate a business outcome.
The judges will be looking for evidence of how a content strategy – as opposed to a traditional advertising strategy – has helped a brand achieve business goals.
According to the Content Marketing Association, “Content is about sustained attention, gaining your audience’s trust by drawing them into your brand’s community for a desirable amount of time.”
While ‘content’ can be defined in many different ways, for these Awards, WARC is seeking editorial-style content (including audio, video, text and imagery), commissioned by a brand and designed to win attention. This might include short-form social video, long-form video, native advertising, brand-funded TV shows or content-based activations of sponsorship deals.
A judging panel of industry experts, chaired by Namita Mediratta, Global CMI Director, Content Centre of Excellence, Unilever, will be announced in the coming weeks.
The Long-Term Idea Award – for a content strategy that has delivered sustained success for a brand.
Best Multiplatform Award – for a content strategy that has successfully used a range of different comms channels.
Smart Spender Award – for a content strategy that was effective on a budget of $500K or less.