How to Win an Award at the International Content Marketing Awards (ICMA26)

Every awards season, there’s one question that comes up more than any other: what actually makes a winning entry?

The truth is, there’s no magic formula to winning entries. Some entrants seem to perform well year after year, while others make the shortlist, or even win on their very first attempt.

The International Content Marketing Awards celebrates work from across the globe, from household brands to smaller specialist teams, and every winning submission looks slightly different.

But after years of judging and reviewing entries, there are some consistent themes that separate good entries from great ones.

Whether you’re entering for the first time or looking to improve on previous submissions, here are some of the biggest lessons from past winners and judges ahead of ICMA26.

Start with the full picture

The strongest entries don’t just showcase beautiful work - they tell the complete story.

That means clearly explaining:

• The challenge (brief)

• What your team created (the solution)

• Measurable impact (results)

Judges want to understand why the work mattered, not just what was produced.

One common misconception is that awards are won purely on budget or scale. While judges do often see the budgets, they’re always considered in context. Bigger budgets are not automatically rewarded, and smaller teams are not automatically given bonus points either.

What matters most is how effectively the work answered the brief.

A concise, well-evidenced case study will almost always outperform something that feels overly polished but lacks substance. One judge from last year described the entries as “thought-provoking, inspiring and creative in more ways than one”, adding that the strength of the work made choosing the top three “significantly difficult”.

Build Your Case Study Before You Start Writing

One of the most valuable things entrants can do is begin gathering evidence long before the entry deadline arrives.

The best submissions are rarely written in a rush. Instead, successful teams tend to build their case study gradually:

• tracking results throughout the campaign

• collecting performance data

• gathering client feedback

• saving imagery and video assets

• documenting creative decisions along the way

Judges also want to experience the work, not just read about it. Strong visual examples help bring the entry to life and give context to the written submission.

This is especially important in categories where creativity and brand alignment are being assessed. Don’t just show the final output, explain why the content worked for that audience and how it reflected the brand.

Avoid the “Copy and Paste” Trap

We see many of our entrants submit work across multiple categories, and that’s absolutely encouraged. But one of the biggest mistakes judges regularly notice is when entries feel duplicated.

An entry for Best Financial Content should not read exactly the same as one for Best B2B Content Campaign.

Even if the work overlaps, each category has different criteria and weightings. Judges are scoring against those specific requirements, so submissions should be tailored accordingly.

In the past, judges have flagged entries that appear to emphasise areas that aren’t even being scored within that category, which is often a sign that the same copy has simply been reused.

Before submitting, take time to review:

• the category criteria

• the weighting system

• and whether your entry is truly answering the brief

The more tailored the submission feels, the stronger it usually performs.

Fresh eyes make for better entries

Another consistent trait among winning entries? They’re rarely written in isolation.

One successful approach used by teams is to set up a “red team vs blue team” process, where one group writes the submission and another reviews or scores it as if they were judges.

This approach helps identify:

• unclear sections

• weak evidence

• jargon-heavy language

• or assumptions that judges may not understand

Fresh eyes are incredibly valuable. That said, there’s also a balance to strike. Too many contributors can dilute the clarity of the submission and lead to “writing by committee.”

The strongest entries usually have:

• one clear voice

• a focused narrative

• and a structured review process

Don’t Rush the Process

For first-time entrants especially, award writing can feel overwhelming.

But many long-time entrants say the same thing: the process becomes far more manageable once you stop treating it like a last-minute task.

Teams that consistently produce strong entries often start early and build the submission over time. That removes pressure and allows space for reflection.

And most importantly, enjoy the process.

A well-written awards entry becomes more than just a submission. It becomes a record of the work your team created together.

Whether you go on to win, earn a shortlist spot, or simply complete the process for the first time, you should be able to look back at the case study and feel proud of what was achieved.

Winning at the International Content Marketing Awards can have an impact far beyond the trophy itself. One previous winner described being recognised on a global stage as energising both their internal team and their clients’, helping strengthen relationships and build momentum for future creative work.

Storytelling Matters - But Clarity Matters More

There’s no doubt that storytelling plays a role in a successful submission.

Judges want to understand the problem or challenge faced, the thinking behind the work and the impact it created.

But this doesn’t mean writing lengthy, overly dramatic entries.

ICMA judges are experienced content marketing professionals from a wide range of sectors. They understand the limitations of word counts and tight submission formats.

What they’re really looking for is concise, confident storytelling that explains the value of the work clearly and positively.

The best entries tend to combine:

• strong narrative

• clear strategic thinking

• measurable outcomes that link to the brief

Why ICMA26 Could Be the Biggest Year Yet

ICMA26 is shaping up to be another huge year for the global content marketing community.

In 2025 alone, the awards saw participation from more than 30 countries, with winners coming from:

• Finland

• Thailand

• Australia

• South Africa

• the USA

• Norway

• and many more

This isn’t about finding the best content in one region or market.

The International Content Marketing Awards exists to celebrate exceptional work from across the world - regardless of team size, geography or budget.

And that’s what makes the competition so exciting. The best award entries aren’t necessarily the flashiest.

They’re the ones that:

• answer the brief clearly

• demonstrate impact

• show the thinking behind the work

• and tell a compelling story without overcomplicating it

So start early, build your case study properly, tailor your categories carefully, and most importantly, give yourselves the chance to showcase work your team is proud of.

We can’t wait to see what’s entered into ICMA26.