Best New Digital Service/Product Launch

Cision goes full circle to tell the story of new content marketing suite

A collaborative e-book becomes fodder for multiple content objects, each part of a strategic content marketing effort designed to raise interest in the very product used to execute it.

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Just about any survey of communicators today will find that content marketing is at the top of the list of critical activities. The same research finds that many marketers struggle with a number of elements of content marketing, from generating enough content to feed the beast to earning engagement with published content. 

Cision’s Content Marketing Suite is focused on PR practitioners who want to up their game. To inform the PR market about the product and drive interest in it, the Cision team tapped into the Suite itself to produce a product-launch content marketing campaign. An e-book was at the heart of the campaign, with its contents repurposed into a variety of media, from tip sheets to videos. The team produced blog posts, webinars, and presentations for delivery at live events. Ultimately, the team distributed 50 distinct content objects, each promoted through the most appropriate channels. The Suite also enabled the team to identify and employ the best ways to promote the content, from earned and paid media and SEM to media outreach and native advertising. 

If proof of the campaign’s effectiveness is needed, the 8,000 sales leads generated is more than enough to earn our congratulations to Heidi Sullivan, Brandon Andersen, Laure Mahoney, Teresa Dankowski, Gina Joseph, Jennifer Gaudus, Lisa Denten, and Vanessa Bugasch. The team’s winning effort takes home the prize for Best New Digital Service/Product Launch in PR Daily’s 2014 Digital Awards.

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