Appealing content is tough to master – and we’re looking at it right now…
One of our recent tasks has been to contribute to the judging process for the Comms2Point0 Unawards15.
We’re taking great pleasure in reviewing the many entries for the Creative Comms Award. Vastly different strategies and carefully considered campaigns delivered using wide-ranging budgets and timescales by dedicated individuals and teams from both public and private sector organisations. It’s something we’re honoured to be part of for the second year running.
The quality of the entries is high – really high. Every single one demonstrates standout features and it’s been a rewarding process reviewing them in detail.
One thing the entries have all had in common is their use of quality content to engage their audience. Whether internally or externally, each award entrant has developed creative and inspiring content to develop their voice, make their point, share information and raise awareness of often sensitive subjects. Many have tackled image issues, changing or improving perceptions of a particular service, department or product.
Whilst studying every element of each entry, from initial objectives to strategy, planning, measurement and creativity, we were particularly impressed with the quality of content produced. Many of the entries boast creations that have grabbed attention and been picked up in national press or on social media because of their creative and engaging edge. And it’s included anything from videos to blogs and newspaper articles, and posters to digital advertising. The diverse use of channels and platforms has been particularly noteworthy.
What makes engaging content?
Looking at these entries through the eyes of an awards judge certainly focuses the mind and gives a unique insight into several crucial questions:
- What were the objectives? Were they clear, relevant and measurable?
- What do they want the audience to think, feel and do?
- Has the strategy/plan been effective?
- How creative was the idea and the content delivered?
From the entries we’ve reviewed (without giving too much away) there are several factors that they all share which make them stand out for us in terms of the content produced. We’ve summed them up in these five points:
All the entrants have given careful consideration to these points which has resulted in some truly impressive work. Creative comms is most definitely alive and kicking and it’s fantastic to see.
We look forward to attending the Unawards on 3rd December and congratulating the winners of all the categories!