The Continued Rise of Content Marketing
We look further into this year’s International Content Marketing Awards to see the 20% surge in global award entries.
Content marketing continues to evolve at an extraordinary pace, and this year’s International Content Marketing Awards (ICMA) offers a clear snapshot of just how vibrant and competitive the industry has become. With a near 20% increase in entries and submissions arriving from 28 countries, the appetite for meaningful, effective content has never been stronger.
As we work through the final round of judging, we take a look behind the scenes at this year’s awards to understand what’s driving the growth, what’s changing in the industry, and why we’re continuing to attract such a diverse and global community.
A Wave of New Entrants and New Work
One of the biggest shifts this year has been the surge in first-time entrants. Interestingly, it isn’t a case of the same brands switching agencies, we’re seeing brand-new work and new agencies stepping into the spotlight.
Many of our judges also mentioned changes in the entries, appearing to be more campaign-focused, and perhaps more importantly, despite the increased volume, the quality remains incredibly high, with judges consistently impressed by the innovation and thoughtfulness behind each submission.
Why Entries Are Up and Why It Matters
Winning an award can be transformative for a business; not just in raising agency profile or opening doors to new opportunities, but in the boost it can bring to a team. Being shortlisted is exciting; winning is, in many cases, career-defining.
From speaking with past winners, the ICMA’s growing reputation plays a major role here. As the awards continue to elevate winners above their competition, more agencies from across the globe are eager to compete. The global nature of the awards has created a thriving benchmark for excellence, and more teams want to be part of it.
Content Marketing Quality Remains Sky-High
While judging is still ongoing, early feedback from returning judges shows that standards have not slipped. In fact, they remain impressively high.
Submissions from some of the world’s biggest brands continue to push boundaries, but it’s the wide mix of markets, sectors, and creative approaches that makes this year particularly exciting. Seeing how different regions interpret and execute content marketing provides a fascinating lens into the state of the industry worldwide.
What This Growth Says About the Industry
The rise in entries and the widening geographic spread signal a simple truth: content marketing is still valued and trusted!
Businesses and creators are investing in content that educates, engages, and builds genuine trust, not just content that provides a short boost of attention. Many entrants are returning to the roots of great content marketing: authenticity, relevance, and meaningful storytelling.
Our judges have noticed the shift. One long-standing judge, now working as a consultant, joked that they were “glad they’re no longer entering” because the standard has risen so sharply; a compliment and a reflection of just how competitive the field has become.
Inside the Judging Process and What It Reveals
Managing over 200 judges across ten time zones is .. err, a little tricky. But the scale of the judging process says everything about the credibility of the awards today.
Each entry goes through two rigorous rounds of judging, each handled by completely different panels who work independently. Only in the final phase do category judges come together to debate who should take home gold, silver, and bronze - ensuring a fair and balanced result.
With hundreds of experts applying to judge each year, it’s clear that participating in the ICMA, in any capacity, is considered an honour.
Advice for First-Time Entrants
For anyone considering entering the awards for the first time, the message is simple: go for it.
The team is always on hand to help, and the website offers access to previous award-winning case studies, which are real entries, lightly edited for confidentiality, that show exactly what judges see. Submissions aren’t judged on the size of the brand or the budget, but on how well the work answered the brief and delivered results.
The awards are also committed to supporting growth for our industry, so we happily offer anonymous feedback that helps entrants strengthen their submissions year after year.
Keeping the Awards Relevant in a Fast-Changing Industry
With new platforms, new technologies, and shifting audience behaviours, content marketing doesn’t stand still, and neither do the awards.
Every year, the ICMA evolves through community feedback, surveys, and industry insight. Categories, criteria, and scoring are regularly refined. New judges join the panel, bringing fresh perspectives while balancing the experience of long-standing experts.
This combination of heritage and evolution is what keeps the awards fresh, fair, and reflective of the real world of content marketing.
Looking Ahead: A Global Future for Content Marketing
As content marketing continues to mature, it’s clear that the industry is becoming more international, more competitive, and more creative than ever. With entries rising year on year and interest spanning continents, the International Content Marketing Awards is perfectly positioned to reflect and celebrate this growth.
If the trends seen in this year’s awards are any indication, the future of content marketing is bright and truly global.
The International Content Marketing Award Ceremony: 2025
Date: Thursday, 22nd January, 2026
Venue: Landing FortyTwo, London
We’re proud to host this year's ceremony at the incredible Landing FortyTwo, London’s highest event space, offering unbeatable views of the capital's skyline, making for an unforgettable night.
We’ll be celebrating the success of our industry, whilst meeting peers and old friends. This black-tie event features a sit-down dinner, with selected drinks included, and of course your chance to take home a trophy!