Hannah Smith, Content strategist at Distilled, spoke to us at a recent On The Edge Digital event in London about How to get buy-in from clients on your more out-there ideas.

Check out the video here, to get her tips and ideas on keeping your concepts in-line with your brand. It’s not just about knowing what works on the internet but more importantly knowing your audience.

We also asked Hannah for an example of someone who has done an amazing job with their content. She loves the Dollar Shave Club video which, as well as being really funny, generated 12,000 orders in the first 48 hours and has racked up an astounding 15 million views on YouTube!

Our personal favourite campaign, here at Aquent, is the recent British Airways #Lookup campaign. The billboard advertising campaign using a digital billboard with a child that walks across the billboard and looks up and identifies British Airways planes as they fly by in the sky above.

Whilst one could assume it is difficult to identify and measure the numbers that interacted with the actual digital billboard, the amount of news coverage created from the distributed press release, coupled with the twitter buzz for #LOOKUP and video shares shows significant interactions. The campaign has ranked as one of the best content marketing campaigns for 2013 with 42,200 search results.

Who else do you think does an awesome job with their content? Let us know in the comments.

If you want to hear more of Hannah’s thoughts on content marketing, then check out her previous interviews on Why your mobile site is holding you back and How to boost your online content.