Each year the Content Marketing Institute, in partnership with McMurry/TMG, finds the best content marketing practitioners and selects finalists and fetes the overall Content Marketer of the Year at Content Marketing World. This year this will take place September 10, 2014 in Cleveland, Ohio.

1. MARKETERS
WITHASTORY
SIX IDEAS TO INSPIRE YOUR CONTENT MARKETING

2. Each year we celebrate the content marketers who
most inspire us. This year’s finalists are a diverse
group, hailing from a historic New York City non-
profit, to a massive global technology company.
Dig in to see what they are doing so well.

3. BradWalters,directorofsocialmediaandemerging
technologies,Lowe’sHomeImprovement
VISUAL CONTENT
Brad Walters and his social media team at Lowe’s have
earned well-deserved praise over the last year for a series of
brilliant ideas.

4. The company’s
#lowesfixinsix series
on Vine (6-second
videos of easy DIY tips)
received much-deserved
attention this year for
“getting” Vine even while
many of us were still
scratching our heads.

5. Lowe’s is also massively popular on Pinterest (nearly 3.5 million followers) in large
part because the brand doesn’t use the channel as a digital catalogue. In fact,
Lowe’s has among the most diverse collection of boards to match their audience--
from gardening tips to ultimate man caves.

6. But it’s clear Lowe’s isn’t finished yet. In a new twist, Lowe’s has recruited top designers
and Mom bloggers to take over its Instagram account for a few days at a time. Popular
design personalities like Grace Bonney from DesignSponge post inspirational images,
and in doing so, introduce their fan base to Lowe’s.

7. CONTENT STRATEGY
Bryan Rhoads, executive editor, Intel Digital Media Labs
BryanRhoadsstandsoutasadeepthinkerinafieldmoreoften
focusedonquickwins.
Rhoadsbelievesthatbyteasingoutstorylines--andinparticular
archetypalnarrativessuchasthehero’sjourney--companieslikeIntelcan
createmuchmoremovingandmemorablecontentfortheiraudiences.

8. Calling himself a “long-time,
early-stage builder of all things
digital,” Bryan Rhoads explores
the outer edge of new media and
content consumption models
for Intel. Rhoads is the founder
and executive editor of Intel’s
digital platform IQ, which allows
employees to curate content
from sites like Mashable, Wired
and Spin. When we interviewed
Rhoads in 2012, he explained,
“IQ represents the zeitgeist of
Intel. Our strategy is not to create
a destination, but to feed the
social graph.”

9. Rhoads also manages the partnership with VICE Media that produces the award-
winning The Creators Project. A long favorite of ours, Creators Project captures the
most beautiful examples of art and innovation made possible through technology.

10. CUSTOMER ENGAGEMENT
Jesse Desjardins, social media & advocacy manager,
Tourism Australia
Desjardinswonourvotebecauseofasimpleidea,brilliantly
executed. He asked, “Can we build a platform that gets
biggerovertime?”Ratherthanlaunchacampaign,givingit
somesocialjuice,andthenlettingitfade,Desjardinsaimedtocreatea
socially-fueledmovementthatincreasesinvalueandscaleovertime.

11. Tourism Australia receives 900 fan photos per day on its Facebook
and Instagram accounts.

12. It outperforms every other tourism board in the world, and does so based on two
primary ingredients: user-generated content, and community co-creation. Says
Desjardins, “We aim to make our audience the hero. Consumers take us places
much faster than we can go on our own.”

13. To be fair, Tourism Australia
does launch campaigns, such
as the group’s Best Job in the
World contest (which promised
seven lucky winners a six-month
working holiday in roles such as
a wildlife caretaker and lifestyle
photographer) and its Food and
Wine campaign (a partnership
with restaurateurs and local
growers to position Australia
asafooddestination).Buteach
campaignfeelslikeaniteration
onacoremissiontolettheland
andpeoplespeakforthemselves.

14. Renee Richardson, global brand marketing head, Caterpillar
We salute Caterpillar for telling a great story and having
fun with it, particularly given that it operates in such a
compliance-heavy, traditional industry.
STORYTELLING

15. Who said B2B has to be boring? Caterpillar surprised many this year with its
bold “Built for It” campaign. The first video featured the company’s massive earth
moving equipment moving 600-pound blocks in a giant game of Jenga--and
earned over two million views.

16. Renee Richardson describes the
new campaign as an important
step for a historically risk-averse
brand. In an interview with
Fast Company she explained,
“We wanted to be more brand
promoters than brand police.
Instead of focusing primarily on
enforcing compliance on brand
and identity standards, we
wanted to facilitate more
consumer interaction and use
it to contribute to the growth
of the brand.”

17. Susan Helstab, executive VP of marketing, Four Seasons
We applaud Helstab for her leadership pushing Four
Seasons to be among the few omnimedia brands.
OMNICHANNEL

18. Hoteliers have a leg up on other
industries when it comes to
captivating storytelling, but the
challenge is doing it in an effective
and engaging way that supports
the brand. Four Seasons leads the
luxury hospitality pack with a
beautiful and hardworking
portfolio of content delivered
through various channels focused
on engaging existing and prospec-
tive guests. It includes the brand’s
premier digital property, Four
Seasons Magazine, as well as a host
of special interest micro-sites and
social media platforms.

19. Four Seasons has a host of other niche digital sites such as Have Family
Will Travel, Taste, and micro-sites targeting Brazilian, Russian, and Spanish-
language travelers.

20. And Four Seasons’ Pin.Pack.Go program on Pinterest, an industry first, invites
guests to co-curate a custom itinerary via a Pinterest board with the Four
Seasons hotel or resort of their choice.

21. MARKETING WITH A PURPOSE
Karen Girty, senior director of marketing and media,
New York City Ballet
TheNewYorkCityBalletisaquietbrand,sowedugdeeptouncover
KarenGirtyasoneofourtopcontentmarketersof2014.Herportfolio
ofworkatthestorieddancecompanyisatestamenttohowbeautiful
purpose-drivenmarketingcanbe.

22. We’ve seen too many brands
decide to publish videos, then
fizzle out after producing a half
dozen. Under the leadership
of Karen Girty, the New York
City Ballet committed to video
six years ago, and publishes
a new video almost weekly--
each with many thousands of
views. The videos offer behind-
the-scenes peeks at upcoming
productions, screen tests with
dancers, and interviews with
choreographers.

23. But most moving of the ballet company’s videos: the 9/11 tribute
titled New Beginnings, in which two dancers share a moving sunrise
performance atop Four World Trade Center.

24. Girty also led the launch of the City Ballet’s Art Series,
an ambitious program to introduce new viewers to
the ballet by inviting collaboration with visual artists.
In January the nonprofit invited JR, a French street
artist known for his massive public photo installations
across the globe, to install a photo mural spanning
the entire floor of the Koch Theater’s grand center
hall. Girty says 70 percent of attendees at special
Art Series performances described themselves
as new to City Ballet, and seven percent of those
visited the ballet again.
JR’s floor mural, which featured life-sized photos of
dancers, spawned an always-on stream of social
media coverage as attendees snapped pictures of
themselves on the floor next to the dancers.

25. The Content Marketer of the Year will be recognized at Content
Marketing World in September. Join us in Cleveland, Sept 8-11, 2014.
Register today! Use CMWSOCIAL to save $100.
Now in its 11th year, the Content Marketing Awards is the leading awards program
for people who create content for organizations. Categories cover every element
of every medium and strategic purpose. Start creating and saving your work for
Content Marketing Awards 2015. Call for entries take place in February 2015.
See what you can learn from this year’s winners: http://bit.ly/BrandMktrLessons

26. About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training
organization. CMI teaches enterprise brands how to attract and retain customers through
compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content
marketing-focused event, is held every September, and Content Marketing World Sydney, every
March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic
consulting and content marketing research for some of the best-known brands in the world.
CMI is a 2012, 2013 and 2014 Inc. 500 company.
About McMURRY/TMG
McMURRY/TMG is a leading content marketing agency in the U.S., dedicated to delivering strategic,
transformative brand experiences that engage customers and drive measurable results. Its 270
staff members are located in five offices in New York, Arizona and Washington, D.C., and they work
together to help clients extend brands, boost engagement, build communities and deliver revenue
through powerful, meaningful content. Clients include industry leaders such as WebMD, Amtrak,
CBS Television, The Ritz-Carlton, CDW, Reed Exhibitions, 21st Century Insurance, Verizon, HP and
Baylor Health Care System.