3 key learnings from developing global content-driven marketing campaigns

February 3, 2016

So the deadline has passed and all of the entries are now in for the first World Media Awards. Thanks to all of you who have entered in our inaugural year and for the support of everyone who has helped us make them happen.

With nothing to do now but wait to see which campaigns have made the shortlist (to be announced mid February), Eva Barrett, Global Head of Brand Marketing Communications at Philips – and a World Media Awards judge – has given us her insight into how to plan for a successful cross-border content campaign:

Be clear on your audience

Before embarking on your content marketing campaign identify and understand your audience. Develop a clear brief for your media agency that outlines your key objectives and your audience. Ask for detailed insights into your audience’s media consumption behaviors, which publications are the most relevant for your audience and detailed analytics.

Understand the key priorities within your business and how they could develop into stories

Research, research, research. What are the most compelling areas within your business that allow you and the journalists from the publication to tell a story that your audience will find engaging and interesting?

Work directly with the publication

If the publication understands your business and your strategy they’re going to develop better content for you. Invite them to your key events, research and development meetings, they are journalists and they’re looking for a great story.

I’m sure we’ll see evidence of these three fundamentals of content-planning in the entries. Good luck to everyone who has taken the time to submit their work – we’ll be in touch very soon to let you know who’s in the running for one of our stunning awards.