Data Creativity Awards

Content Marketing Category

Category Definition

I-COM defines the Content Marketing category as follows:

Rewarding work that involves a strategic and tactical marketing approach focused on creating and distributing information to the buyer that is valuable, relevant and helpful for a target audience using a combination of owned media (e.g. blogs, micro-sites, social media conversations, print and digital publications, etc.), paid media and earned media.

Category Objective

To showcase what is happening in the creative application of data in this space and the positive business impact delivered.

Align the industry on the definition of Content Marketing. Spark a discussion of how Content Marketing is changing communication strategy and tactics. Provide case studies for marketers to reference. Drive further application of Content Marketing to effect meaningful change in the industry.

Judging & Criteria

50% of the scoring based on the actual project results (describe ROI, Awareness, Degree of Process Improvement)

50% to the extent to which Data Creativity in Content Marketing was adopted in achieving those results.

Successful entries will include one or more of the following elements:

A. 8 General Data Creativity Elements

  • Creating New Insights From Multiple Data Sources
  • Effective and Efficient Integration of Data
  • Innovative Data Sourcing
  • Analytics Creativity
  • Using Insights To Evolve The Planning And Execution Process
  • Employing Different Marketing Sciences
  • Technology Innovation (in-house or with 3rd parties)
  • Innovative Data Visualisation

B. Elements of Data Creativity Specific to the Content Marketing Category

  • Data enablement, assembly and management
  • Ability to adapt to emerging data signals (new addition)
  • Measurement methodology
  • Accuracy of results
  • Sufficient transparency of approach
  • Scope and comprehensiveness of solution
  • Level of unknown
  • How closely does it match reality of client business
  • User segmentation
  • Time to results
  • Time from start to meaningful results
  • Illustration of the value of content marketing to their organization
  • Actionability of results
  • Key decision support (nice to know vs. need to know)
  • Repeatability
  • Optimisation of content marketing to improve business outcomes
  • Utilisation of feedback loop

Who Should Enter?

Media, Creative Agencies, Media Agencies, Marketers, Solution providers - Platforms (e.g. Vice, Spotify, Contently, Buzzfeed, StoryFull, Mashable, Adobe)