On top of the world

A unique integrated magazine and microsite channel produced by beetroot for Royal Bank of Scotland has been named the best example of employee content marketing in the world.

Competing with creative work from 100 agencies in 21 countries, and up against the best mobile apps, websites, videos, social media campaigns and magazines produced this year, Outside>In won the Gold Award at the International Content Marketing Awards in December 2015.

The CMA Award is yet another feather in Outside>In’s cap having already been named Best Publication by the CIPR in 2015, and winning Best Feature at IoIC.

“Outside>In had to “produce content for employees of a company or organisation facing a unique challenge – to engage and enthuse its users while getting across key company messages and brand values”

The judges said Outside>In had to “produce content for employees of a company or organisation facing a unique challenge – to engage and enthuse its users while getting across key company messages and brand values. The winning content demonstrated how the magazine builds a sense of pride using creativity and editorial innovation”.

It’s been an incredible year for beetroot and Outside>In. It also won the CIPR award for Best Publication and was highly commended at the recent CorpComms awards, as well as winning Best Feature at the IoIC Awards.

Richard Lomax

Richard is deputy managing director at beetroot.