I recently had the privilege of being one of the many judges reviewing submissions for Content Marketing Awards. As I read through the entries 12 each in two categories, I was struck by the stark contrast between the best entries top 3 in each category and the remaining nine entries. I expected to see a gradation of many shades of gray. Instead, there was a black and white difference between losers and winners. The hard part was choosing a champion among the top three who stood out like swans in killing crows. A clear pattern emerged. Contest rules and basic ethics prevent me from citing specific examples. By my own standards, this absence prevents this post from being a champion. Im forced to summarize the distinctions, but even as an abstraction, the following themes are good content vs lattice content may give insight into what distinguishes between.
Execution goes beyond the basics
You Must Serve Someone—But Not Yourself The Taiyuan Mobile Phone Number List weakest part was clearly selfserving. I could actually hear product managers and PR people whispering in the authors ear. Product features, secret sauces, and overt political agendas trump audience relevance. The best productions shone with a laserlike focus on the concerns, needs, and desires of their audiences. When I read Champions content, I was convinced they could pass as colleagues because the authors really know and understand their audience. They addressed their readers hopes and fears without contempt, and presented empathetic solutions to real challenges. Champion content shines with a laserlike focus on audience concerns, needs and desires jonkranz cmworld Click to Tweet Curated relevant.
Big money doesn’t always win
Content Buyer personas you want to use 9 key CE Leads pieces 2. Dive deep instead of throwing yourself in the kitchen sink I applaud the ambitions of the many jobs I have seen. The production value was high, and most content creators covered topics of organic interest to their audience. But mediocre work was overkill, spread wide and thin. These works tended to say familiar things about familiar issues. Champion content prioritized focus, digging deep to uncover fresh and unfamiliar insights and ideas. Again, you cannot refer to actual contest entries. But here are hypothetical examples of different approaches A Homeowners Guide to Lawn Care vs. The 3 Things Massachusetts Gardeners Must Do Before Winter. The former is too wide and inconspicuous. The latter promises something precise enough to attract urgent attention. Curated relevant content 38 examples of brands offering great content.