Your website inspiration journey starts here.
Deciding to create a web presence is a big decision, but the best websites are a culmination of many small decisions. But one major decision that takes time, diligence, and a great deal of inspiration is the design of your website.
In this article, we’re sharing a few dozen of the best website designs we’ve seen. Click the links below to jump to explore website designs that crushed it in the last several years. We’ve also included a bonus section of designs that are just plain cool — so check them out, too!
Where to Get Your Design Inspiration
If you want some design inspo, the good news is that you can find it just about everywhere.
One of the best ways to get inspiration for design is through travel. When you visit new places, you’re forced to get out of your comfort zone and experience something foreign.
What makes design so interesting is that everyone sees it differently and so, there’s always more to discover.
Another way to get design inspiration IRL is through the media. Every day, we are inundated with visual content. We make decisions about what we like, what we don’t like, and continue on our day.
But what if you were more intentional about how you viewed those interactions? You could come out of it with valuable insights.
You also can’t forget to leverage design communities. From design conferences to Reddit forums, there are hundreds of groups out there that can offer inspiration as well as advice.
Now that we’ve covered some IRL design inspiration sources, let’s cover the digital ones.
Website Design Inspiration Sources
HubSpot’s Asset Marketplace houses hundreds of website templates that you can sift through to get inspired for your own website.
The best part of the marketplace is that you can narrow down by industry and feature, allowing you to see the templates that are most relevant.
Once you find a template you like, you can view a live preview of the site to get a full experience then download it if you decide to use it.
Dribble is where designers go to get inspired and to share their work. The website has everything from animation and branding to illustration and mobile.
Once you navigate to the “Web Design” tab on the homepage, you can filter results by color scheme, editing software, timeframe, and tags.
Furthermore, if you find a designer whose work you like, you can save the design for future reference and follow their work to see other designs on their profile.
This is an incredible resource to use whether you’re starting from scratch or already have a solid plan in mind.
This is another digital platform full of creative inspiration to leverage ahead of your website design project.
One of the best features on this site is the ability to filter by location. This allows you to see how designers in different regions differ in technique and style.
This can be particularly helpful if you are designing a website for a foreign, unfamiliar market. You can gain interesting insights by evaluating the decisions made by Behance designers.
Want to focus on mobile web design? Pttrns is the place to go.
This subscription-based platform allows you to gain access to thousands of mobile design templates and get advice from top designers all over the world.
Additional features on this platform include:
- A favorites and collections folder to store your favorite designs.
- A studio to interact with other designers and get advice.
- A design guide to understand the strategy behind the designs.
Best Website Designs to Inspire You in 2022
- Swab the World
- Newest Americans
- Spotify Design
- Andy Warhol
- Human Interaction Company
- Garoa Skincare
- 1917: In the Trenches
- The Octopus
- Nomadic Tribe
- Diana Danieli
- George Nakashima Woodworkers
- Southwest: Heart of Travel
- Frans Hals Museum
- Simply Chocolate
- Rainforest Guardians
- Protest Sportswear
- The Teacher’s Guild
- Virgin America
- Mikiya Kobayashi
- Woven Magazine
- JOHO’s Bean
- World of SWISS
- Guillaume Tomasi
- The District
- Tej Chauhan
- Amanda Martocchio Architecture
From familiar corporations to small businesses, to international organizations, the following sites push the status quo on the web. Whether it’s the design aesthetic, usability, interactivity, sound design, or value that the site provides, each one is a masterpiece in its respective industry and something to aspire to.
Not surprisingly, many organizations exist to highlight these sites and the contributions they make to the web. To help surface some of the most inspirational designs, I gathered several award-winners that have made their way through several key awards organizations — including Red Dot, Awwwards, UX Awards, The Webby Awards, SiteInspire, Best Website Gallery, and FWA.
As you browse through the list, know that each site excels in its own way and seeks to serve a unique purpose. While one site may be an excellent example of visual design, another may be an excellent example of interactivity.
This means that not all of these sites may be “conversion machines” or blueprint ideas that you can easily copy over to your site. Rather, they’re great ways to gain some website design inspiration and see the cutting-edge marketing that’s happening in the different corners of the web.
Keep in mind that web designs are fluid and change often. Some of the designs in this list have changed since they were awarded, but we do our best to keep them up-to-date. We’re confident you’ll find a design here that sparks your creativity.
Read More: 77 Examples of Incredible Website Design
Download this free guide to see even more examples of website blog, homepage, and landing page designs.
Beautiful Award-Winning Websites
Best Website Designs from 2021
IBM’s The Harmonic State
Award: Site of the Month (July 2021), Awwwards
When you land on this IBM web page, it’s clear to see why the design won an award.
The best way to describe the website is as an immersive experience. In fact, IBM uses both visual and auditory elements to draw the visitor in and keep them engaged.
When you first land on the web page, you’re prompted to put on headphones to get the full experience. Even if you skip this step, you’re drawn in by the interactive background that reacts as your mouse navigates on the page.
In addition, the page is well balanced with a large title that grabs your attention across from a small description with a bold blue CTA.
With a topic as complex as AI, IBM then uses visual storytelling to explain how its Watson tool works in the real world. Visitors can explore three stories through video game-like functions and learn more about the tool.
It’s a fun and effective way to get users engaged in a topic that can be complicated and dry.
Award: Site of the Month (April 2021), Awwwards
Superlist is a productivity app that helps teams and individuals change the way they work.
Too often, you land on a website and have to figure out what the brand is about. With Superlist, you know exactly what to expect as soon as you get to the homepage.
The interactive homepage shows common work accessories, like headphones and keyboard with clear, to-the-point copy.
Superlist effectively uses white space to keep the focus on its copy. However, to facilitate navigation, they include a small button with an arrow icon to indicate that there’s more to see on the page once you scroll.
From there, the fun visuals continue – keeping you engaged as you learn more about the brand.
Award: Website of the Month (2022), CSS Design Awards
Want to make a strong impression on your website visitors? Take a page out of Hyer’s book.
This striking illustration of the airplane, as it slowly moves across the screen, is sure to grab website visitors’ attention.
This page has everything you need in an effective homepage: An image that tells a story but isn’t too distracting, use of white space, easy nav bar, a tagline or slogan, and a clear CTA.
It’s a clean design that’s free of any distractions and invites visitors to learn more about the brand.
Best Website Designs from 2020
Swab the World
Award: Site of the Day (2020), Awwwards
Parallax, bold colors, and negative space shape the design and experience of Swab the World’s website. The organization brings awareness to stem cell donations. Their mission is to “Make sure every single patient finds their match. Period.” Photos of couples exhibiting love and emotions bring a human element to a historically complex and scientific process.
From a technical perspective, the design makes moving down the page feel natural, ensuring the readers reach each point of copy and every CTA on the homepage.
Award: Honorable Mention (2020), Awwwards
An organization with a responsibility as large as honoring past, present, and future migrating identities needs a beautiful and functional website to help spread the word. Newest Americans champion immigrant experiences in cities across the state of New Jersey. The website uses beautiful imagery of people, places, and items that represent this experience in a way that flows cohesively down the homepage, telling the story of this group of America’s newest citizens.
The website is both visually appealing and functional with a simple navigation menu, stories organized by photos, and a clean press page that puts the most recent articles front and center.
Award: Honorable Mention (2020), Awwwards
Spotify is known for accomplishing its fair share of amazing feats, and its latest iteration of Spotify.Design is no different. Serving as the hub for all things visual and creative for Spotify, the music and podcast giant gives listeners a look into the who, what, why, and how of what makes the app so sensational.
Bright colors, drop shadows, and smooth animations give this website character and depth. The flat geometric designs with abstract accents make albums and artists practically jump off of the screen.
Award: Honorable Mention (2020), Awwwards
Artist, film director, and producer Andy Warhol’s life will forever be encapsulated in a splendidly designed website that captures his art style in a digital format. As you peruse the page, your cursor becomes a spotlight that converts every image you hover over into a negative image or inverses the colors of the text you’re reading.
The big, bold text makes a statement and emphasizes just how important copy is to website design. Subtle animations help pace the site and set the tone for each section as you peruse the home page.
Human Interaction Company
Award: Corporate Website (2020), Red Dot
To see video done right on a website, look no further than the Human Interaction Company. From the moment you click on the site, the experience is lightning fast. You’re dropped directly into the action — the why, what, and how of Human Interaction and exactly what the team does.
This Red Dot Design Award winner aims to bring the study of human interaction to the masses, and in the process, show us just how engaging it can be to learn about it. Don’t get discouraged by their award status though — none of the photos on this site are photoshopped, so it’s a practical example of building quality with the resources you have available.
Award: Site of the Day (2020), Awwwards
How do you transform the feeling of luxury and practicality into a website? Garoa Skincare provides a blueprint. Whether your product costs half the price of your closest competitor or twice the price, your site can bring a sense of extravagance to just about any product you sell.
High-quality visuals, typefaces that complement each other, and a balance of negative space with useful copy can bring a simplistic elegance to your website.
Best Website Designs from 2019
1917: In the Trenches
Award: Awwwards’ Best Website of the Day (2019)
This website, made to promote the film 1917, allows you to walk around the trenches and perform the same mission that the characters did in the film. You can also see their maps or access other tools.
This is a great example of a site that went above and beyond with interactivity as well as a site that leverages its content and prewritten storyline to market its film. This website won Site of the Day by Awwwards, which allows designers to vote and nominate great websites they see daily.
The Octopus: A design blog by IDEO
Award: Business Blog/Website 2019 Webby award
IDEO, a global design company, won the Business Blog/Website 2019 Webby award for its Octopus blog, and for good reason. The blog features a sleek, black-and-white Octopus drawing as its homepage design, and uses yellow, black, and white to create a cohesive theme as you scroll.
If you hover over a blog post, the title is highlighted in yellow. If you hover over an image, the image is pulled towards you — two small features that make a big difference in terms of creating a unique and engaging user experience.
Award: Awwwards’ Site of the Year nomination (2019)
This site, which was nominated for Awwards’ Site of the Year, is one of the more engaging sites I’ve seen.
The homepage immediately begins playing a stunning video featuring a man walking across a desert, followed by gorgeous landscape scenes and text like, “Are you lucky enough to call yourself an adventurer?”
The text throughout the website is playful, with colorful pinks and oranges and yellows, and the homepage is logically designed, with CTAs placed throughout that range in commitment-level from “Read More” to “Watch Now” and, finally, “Download the App”.
Ultimately, the website is beautifully designed with strong attention to detail, and tells a compelling story throughout.
Award: Webby 2019
This 2019 Webby-winning site shows off imagery of art and architecture with either high contrast or heavy exposure. As a website visitor, you can click and drag your mouse to change the photos and variations. Each image shows a piece of work that highlights the artist who owns the website.
A cool plus about this website is its incorporation of audio and music. Clicking on certain buttons on the screenplays a piano note and truly immerses you in the Diana Danieli experience.
George Nakashima Woodworkers
Award: Webby 2019
This woodworking website emphasizes nature and care for the woodworking trade. It’s essentially a slideshow of beautiful forestry and farming images. As a new image comes on the screen, a new quote related to wood or trees also comes up.
Best Website Designs from 2018
Award: Site of the Day (4/3/2018), Awwwards
Meet crypton.trading, your robot accountant.
Crypton.trading is a trading hub for cryptocurrencies such as Bitcoin, using artificial intelligence to predict changes in a currency’s value and identify key buying and selling opportunities. The website was rated high for its development and design, as it gradually explains more of the developer’s methods the further down visitors scroll.
This award-winning website makes tech-savvy visitors feel right at home the moment Crypton’s greeting appears across the homepage, one letter at a time.
Southwest: Heart of Travel
Award: Best Visual Design – Aesthetic, 2018 Webby Awards
When Southwest Airlines wanted to prove that its customers were “more than just a dollar sign,” the company created a website where the design was assembled using the shapes of their customers’ flight paths.
The website, called Heart of Travel, even allows visitors to create their own artwork out of a trip they might plan on taking. In this way, Southwest’s website is a product of their most loyal passengers.
Award: Site of the Day (3/20/2018), Best Website Gallery
Overflow is a design tool that allows people and businesses to create story-like flow diagrams of their ideas so they’re easier for others to understand. Aside from this being just a good service, the Overflow website practices what it preaches: Along with vibrant red call-to-action buttons for downloading the tool, this website promotes its product the best way it knows how — using a flow diagram.
The website delivers this flow diagram in the form of a video. While embedded videos can look rather clunky sitting in the middle of a website’s other design elements, Overflow’s is perfectly placed and exactly what you’d want to see when landing on the site for the first time.
Frans Hals Museum
Award: Site of the Year (2018), Awwwards
It can be tough for a museum to present all of its artwork together on a cohesive website. That’s what makes the website of the Frans Hals Museum so impressive.
Located in the Netherlands, this museum has created a website that uses a combination of digital design elements and its own exhibits. This mixture helps visitors understand what they’ll see, when they can see it, and where else they can get a taste of what this museum has to offer.
Best Website Designs from 2017
Award: Site of the Year (2017), Awwwards
You’ll get a craving for chocolate just looking at this website — and in a way, that’s Simply Chocolate‘s website working as designed.
This appetizing website is that of a Denmark chocolate maker Simply Chocolate. Its website uses a variety of colors (and creative product names) to promote each chocolate bar. And as you scroll from one product to the next, they all seem to remain consistent in brand.
The three-dimensional appearance of each chocolate bar makes you feel like you can grab it off of your computer screen, while the “Add to Box” CTA to the top-left is ideally placed for users to select the products they want while browsing.
Award: Best Cultural Blog/Website, 2017 Webby Awards
NOWNESS is perhaps the coolest crowdsourced video blog on the internet. That was a mouthful…what does it all mean?
NOWNESS‘ crowdsourcing is part of what makes it an award-winner. This means most of its content comes from independent creatives — an increasingly popular way for businesses to publish content.
NOWNESS is also a video channel, meaning all of its blog content is in video format. Together, these qualities help make Nowness a captivating hub for the stories that brands everywhere strive to tell.
Best Website Designs from 2016
Award: Best Activism Website, 2016 Webby Awards
Rainforest Guardians became one of the most immersive nonprofit websites of 2016. Seeking to build awareness around deforestation, the site allows users to “visit” the various villages, natives, and waterways that make up the Amazon Rainforest.
The site puts interactivity at the center of its user experience — a wise choice if your goal is to get people to connect with your cause and convert into volunteers.
Award: Site of the Year (2016), Awwwards
The Awwwards calls Protest Sportswear a “shoppable lookbook,” and that’s exactly what this site is. As a clothing outfitter, this company has reinvented the way they market its product: Rather than promoting garments of clothing, Protest Sportswear promotes “looks.”
This makes the company’s product the most appealing part of the website itself, using a collage of styles to design a homepage that changes as often as its customer’s styles do.
The Teacher’s Guild
Award: Best Association Website, 2016 Webby Awards
The Teacher’s Guild is a professional community of educators that addresses some of the most critical challenges in education. What makes this website award-winning is how it balances diverse content types — programs, solutions, approaches, and collaborations — without overwhelming visitors.
Not only are the background visuals prominently placed, but they also use white space to emphasize the written calls to action at the center, as shown in the screenshot below.
Best Website Designs from 2015 – 2014
Award: Most Significant Industry Evolution, 2014 UX Awards
In a world where airline websites are known to be riddled with major usability issues, Virgin America has one of the best websites that pushes usability, accessibility, and responsive design forward.
Award: Site of the Day (6/6/2015), Awwwards
Not only is Feed an interesting concept, but it also has a stunning execution that challenges our understanding of what is possible on the web. Through a creative blend of animation and video, the site immerses the user in an engaging experience.
As an atypical site, it contains several unique usability elements, including navigation that doubles as a scroll progress bar.
Award: Site of the Day (5/19/2015), Awwwards
ETQ takes a minimalistic approach to ecommerce with a stripped-down site. Big, compelling visuals of their product lay against simple, flat backgrounds accompanied by strong typography that keeps the focus on exactly what the user came there to see: shoes.
Award: Site of the Day (7/4/2015), Awwwards
Mikiya is a Product Designer with a minimalistic portfolio that showcases his work through strong photography and subtle animations. His full site was originally created in Japanese and then translated into English, helping demonstrate the international scalability of his design.
Award: Site of the Day (4/4/2015), Best Website Gallery
Woven is an online publication that celebrates artists, crafters, and creators alike. They confirm that publications can (and should) have beautiful, engaging sites with easy-to-read content. Free of distractions like pop-ups and intrusive ads, this site is all about the experience of the content itself.
Award: FWA of the Day (8/7/2015), Favorite Website Awards
The website for JOHO’s Bean has incredible imagery, interactivity, storytelling, visual design, and most of all, sound engineering. These all come together to create a compelling, emotional, and engaging site that tells the story of a coffee bean’s journey.
World of SWISS
Award: Best User Interface, 2015 Webby Awards
Another airline? Yep. SWISS airlines built an incredibly immersive site that tells the story of what it’s like to fly with them — and they did too great of a job to be ignored. Strong visuals and animations introduce the user to different sections of the site that are packed with information beyond the usual sales and marketing pitch.
Other Cool Website Designs
As a Photographer in Montreal, Guillaume Tomasi has built a portfolio that’s truly fit to house his unique and awe-inspiring photography. His surreal photo style is juxtaposed by his simple, flat, empty, and minimalistic portfolio design that places all of the focus on the work itself.
His unique series navigation coupled with art-gallery-inspired work introductions and perfect scrolling interactions yield an experience reminiscent of that of a real gallery.
This branding agency takes its imagery seriously, and it should — it handles all channels of media for its clients. The District’s website alone is a journey through some of the most beautiful artwork and photography you’ve ever seen.
These provocative tiles change rapidly as you explore the website, and the wackier they seem, the more interested you become in learning about their past work.
Tej Chauhan has turned impressionist artwork into a business model with this intriguing website. Each image on this product developer’s homepage slides out to cover the previous image, offering little context around the object you now see in front of you. But it’s that lack of context that makes you want to learn more.
Plus, the tagline, “Souvenirs of The Near Future,” suggests these objects are a part of their product line — and an opportunity for you to bring these innovative objects into your life.
Want a similar look for your website? Check out the new CMS Hub theme collection on the Envato marketplace.
Amanda Martocchio Architecture
An architecture firm might not specialize in web development, but its website should still demonstrate its commitment to visually pleasing design. Amanda Martocchio took that to heart with this gorgeous website.
It’s no secret that Amanda Martocchio Architecture loves its work — each picture on the homepage of its website is an enchanting shot of the houses the company designs. The website labels every house you scroll through with the type of design that was intended, along with numerous angles to each building.
Website Design Ideas
Now that you’ve seen a number of beautifully designed and award-winning platforms, keep these potential ideas in mind as you create your own.
- Consider ways that you can make your website interactive, like the 1917 example.
- Make a website that emphasizes the mobile experience, even while it still has a good UX on desktops.
- Create a website that tells a story about your brand with photos, text, or video.
- If you can’t create a heavily interactive site, consider drawing in eyes with a site that presents a slideshow of your photos.
- Ensure your call-to-actions are easy to see and encourage visitors to continue exploring your site
- Keep navigation clean. Ensure your visitors always know how to get back to the homepage.
- Integrate your social media sites via social embed buttons, so site visitors can easily follow you on your various social channels.
- Keep each of your web pages consistent in design — including font, colors, images, and messaging.
- Test your website’s usability with a heat map, which will show you on which web pages your visitors are most likely to bounce.
- Include a live chat or chatbot to give visitors the option to engage with you directly on your website if they prefer live chat to phone calls. Live chat can automate functions for your sales and service reps and create a better communication experience for the customer.
- Get an SSL certificate to ensure your website is secure. SSL is part of Google’s search ranking algorithm, so an SSL certificate can help you rank higher in search.
Build a Beautiful Website for your Business
Designing a website can be simple once you have a look and feel in mind. Use these examples as a springboard to develop the layout, color palette, imagery, and animations on your website.
Once you’re ready to start coding or dragging and dropping, you’ll have a beautiful website that your visitors will enjoy.
Editor’s note: This post was originally published in January 2021 and has been updated for comprehensiveness.
What Will It Take To Drive Content Marketing Forward?
You’re doing everything in your power to craft amazing content.
You sweat over quality, optimize everything to the last keyword, and feed those greedy channel beasts more and more and more.
But the results you get don’t match the effort you put in. What are you doing wrong?
The game has changed. Simply doing the once-right things – and more of them – won’t guarantee wins.
Playing to win now means doubling down on strategy
“The content you create provides no sustainable competitive advantage for your business.”
Robert Rose kicked off Content Marketing World 2022 with that bold statement. Even the most exceptional work will be copied, remixed, reimagined, and reissued by other brands and consumers.
But don’t take that statement as a eulogy for our beloved practice. Instead, celebrate new and different ways of looking at your work, Robert said, starting with your strategy and structure.
Having the right resources (including the strategic roles, teams, and repeatable procedures) lets you fluidly change and evolve all the time.
And that’s where you’ll find your new competitive advantage.
Invest in a remarkable (and human) voice
Take Netflix, for example. The streaming giant made the strategic choice to invest in real, live humans to write the closed caption subtitles for its smash-hit Stranger Things. That choice paid off with the kind of online buzz no brand can buy.
Most streamers use automated transcriptions to help people with hearing difficulties follow what’s happening on screen. But Netflix assigned marketing writers to craft vivid descriptions of the sounds accompanying the Stranger Things action.
The evocative and unsettling words they used (wetly squelching, tentacles roiling) caught the attention of younger viewers – a segment that watches shows with captions on regardless of their hearing ability. Earned media mentions skittered across the web, entangling viewers in a whole new viewing (and reading) experience.
The lesson, Ann said, is that voice can carry your brand’s unique personality, even when your brand isn’t mentioned. Investing in it is a strategic choice that sets your brand apart.
“A warm, relatable brand voice is increasingly crucial. It’s how we need to start developing relationships with our audiences, especially in this world of content abundance,” Ann said.
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Do what others don’t dare
While writing a book about how mobile phones transformed communication, he hit on a unique idea. Why not put his phone number on the cover, so readers could reach out and continue the dialog?
His publishers balked. So, Bonin purchased the rights from them and published the book his way. Since 2016, more than 50,000 readers of Txt Me: Your Phone Has Changed Your Life. Let’s Talk About It have called to create a personal connection with him.
A co-founder of Group Black – a media collective and accelerator focused on advancing Black-owned media properties – Bonin built his groundbreaking marketing career by thinking differently about what others consider impossible.
Bonin offers advice on how to challenge convention into meaningful marketing actions:
- Aspire, but have a plan to see ideas through: While aspiration is a significant first step, you must develop the muscle memory to see your ideas to completion. Allocate the time, resources, and effort to execute the ideas.
- Operate in real-time: The set-it-and-forget-it mentality doesn’t work anymore. Think about how you can change your business to deliver products in real time.
- Be resourceful: Experimenting with content is not about how much money is available. It’s about how well you use the assets, talent, and resources you have.
- Operationalize innovation: Look for models you can reverse-engineer to guide the development of your ideas and create guardrails and structures that make innovation more manageable.
- Be curious: If you build the skill of curiosity, you can foster environments that create change.
- Don’t give up: A no from stakeholders doesn’t mean your idea is bad. It just means it’s not the right fit under the current situation. Keep workshopping it. If all else fails, consider developing it elsewhere or on your own.
Advocate for a clear content career path
People remain the most valuable (and expensive) content marketing assets. So cultivating content marketing careers is one of the most strategic choices an organization can make.
Upcoming CMI research shared at the conference shows most content marketers are at least somewhat satisfied with their current roles. Yet few feel sure about how they’ll grow in those roles. And of those who do have a clear career path, 20% say they’ll have to leave their employer to get there.
“We have to build a career path into what it is we do. There’s no way content becomes a strategic function in the business if we don’t look at this. It will always be just a content factory,” Robert said.
Jessica Bergmann shared how Salesforce did this. Working with the employee success team, Jessica and colleagues documented a career path for content team members to follow to progress from individual contributors to executive management.
Each company should build a path that suits its structure and culture. But Jessica shared some ideas any brand can use to start seeding opportunities and laying a professional path for content team members:
- Advocate for integrated content teams: “It’s important that you show up as one company with one voice. We can’t have all different teams creating content everywhere and showing up with different voices and perspectives,” she said.
- Define content roles and responsibilities clearly: Understand how content-centric teams across the organization collaborate and align their efforts to help content strategy get a seat at the decision-makers’ table.
- Create democratized performance dashboards: Empower company leadership to see each content asset’s performance without asking for it.
- Automate the ordinary: Using your automation tools to reduce time spent performing mundane tasks will allow content teams to focus on creating extraordinary and impactful content experiences.
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Set your vision on meaningful change
Perhaps the most urgent strategic question today is this: How will you create content that leads to a meaningful change in the world?
With trust declining in government and other institutions, audiences now expect brands to work toward something beyond their balance sheet. Robert Rose pointed out in his talk that the subhead for Edelman’s 2022 Trust Barometer is this: “Societal leadership is now a core function of business.”
Mark Harrison brought home the role of content (and individual content practitioners) in this function. A volunteer and entrepreneur who founded sponsorship agency T1 to work exclusively with impactful brands, Mark is committed to making a difference.
“I have a simple personal vision, and that is to create a world of belonging,” he said. “No matter what you look like, what you sound like, or where you come from, you will feel that you belong.”
Mark executes his mission by building what he calls the above-ground railroad, giving the nod to the underground railroad that helped thousands of enslaved people escape to freedom in the United States. The above-ground railroad activates networks of people to bring greater equity and opportunity to those who have been marginalized by society.
Part of that work involves amplifying their struggles and their strengths to those who have the power to increase inclusivity.
“Amplifying voices is not giving your social pages over to somebody that doesn’t look like you. It’s about showing real courage,” Mark said.
Mark shared a brand example that shows how powerful courageous content can be. When Harry Met Santa, a video from Posten Norge, tells the story of a developing relationship between a man (Harry) and Santa Claus. The video ends with a romantic kiss between the two, followed by this closing line: “In 2022, Norway marks 50 years of being able to love whoever we want.”
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How will you make content better for everyone?
These and other Content Marketing World conversations make one thing clear: You have your work cut out for you.
But you also have an opportunity to rethink your content strategy to create something remarkable. That strategy might include investments in:
- Talented creators who help develop your brand’s distinctive voice
- A clear career path that helps you keep your talent
- New and different approaches to content possibilities
- Making a societal impact
What takeaways resonate with you? Where do you plan to focus your strategy for the rest of the year and into 2023? Let us know in the comments.
Cover image by Joseph Kalinowski/Content Marketing Institute
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