Not winning is not the end of the world; there are many other uses for your submission content that will impress your customers and prospects.

Putting together a Microsoft award application takes a big investment of time and dedication. Even with a strong entry, the odds are against you; there are over 3000 entries per year.We are not saying this to deter you, in fact the opposite.

Your customers and prospects probably won’t see your award submission but would likely benefit from learning your best customer story of the year. Content marketing assets that tell this story are your chance to let them in on what you do and why you do it best.

We recommend chopping your awards story into easily consumable assets that can be used in your marketing campaigns. Highlight your wins to your audience so you can get more of them.

Here are our suggestions for how you can use your Microsoft Award Submission to fuel your content marketing:

Case studies

Telling the story of your customer’s experience conveys a very strong message. A case study aims to persuade that a process, product, or service can solve your customers’ problems. By including the quantitative and qualitative outcomes from your submission, it appeals to logic while painting a picture of what success looks like for the customer. 73% of B2B marketers use case studies.1


Blogs are one of the most effective ways to build brand awareness and grow an audience. They provide relevant and useful content to your target audience so they can assess what it is you have to offer. It’s also an inexpensive way for businesses to drive traffic to their site, enhance inbound marketing efforts and attract more prospective customers. B2B marketers that use blogs receive 67% more leads than those who don’t.2

Video Testimonial

Get your customer talking about you on camera. You can distribute a customer testimonial video based on your award submission KPI’s on social media and on use it on your landing pages for paid campaigns. Video marketing can capture a wide audience, and it works on many levels. Record your customer’s story and use it to convert future customers. 51.9% of marketing professionals worldwide name video as the type of content with the best ROI.3

OCP Win Wires

Win Wires are valuable assets for sales teams. They highlight major wins in concise formats that boost credibility through social proof. These assets are highly effective in amplifying channel partner relationships. Win Wires are fuel for partner alliance visibility in the Microsoft eco-system. Highlight your joint accomplishments to influence more sales cycles while reinforcing your collaboration with Win Wires. Simply put, it is an excuse to build comradery with partners while motivating sales teams to do it again together.

Sell Sheets

A sell sheet is a one-page advertisement of your brand, service, or product. Your Microsoft award story can be used to highlight key statistics and influence your sales cycles with prospects for quick wins. Give your sales team the arsenal to close deals with highlights of great results and a testimonial on your performance in the words of your influential customers.

Nurture Emails

Email campaigns answer questions and provide users with content that helps them on their user/buyer journey. When the two coincide, they become nurture email campaigns. These campaigns are built on past user behavior. 77% of B2B organizations say that email marketing with personalization is one of the most effective lead generators for  targeting new customers.4

Build trust with your subscribers and nurture them down the sales funnel by sharing success stories of how you helped customers solve challenges using Microsoft technology. Promote your customer success story assets to your list.

Infographics that highlight the business impact KPI’s 

Infographics are graphic visual representations of data, information, or knowledge intended to present conclusions quickly and clearly. Infographics have evolved in recent years to be used for mass communication and thus are designed with fewer assumptions about the readers’ knowledge base. Highlight the top KPI’s from your award submission to influence. An infographic is also a fantastic lead generator when distributed on social media. They summarize complex concepts into an easy-to-digest format. Highlight your customer’s statistics and build trust with your audience.


You don’t have to be a finalist with Microsoft to be a winner in your own business. We don’t expect you to have the time or resources to put all these ideas together immediately, so try them out periodically and see which ones perform the best for your business. If you need some assistance, drop us a line below. We would be happy to help you create effective assets to generate more demand for your services.

Just don’t let your best content go to waste as you begin to prepare for next year’s awards, there is still a long way to go, and the progress you will have made by then could make your current content less valuable. So use it now!

Creating and repurposing content from your Microsoft Awards submission will make you a winner with your customers. And that is just as important as a yearly award because it can increase sales by building trust-based relationships through the social proof of your customer stories.

It is never to early to start your Microsoft awards preparation, but it can easily be too late. Start preparing your customer story now by signing up for our free awards preparation tool here.