X

The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Promoting Contests With Content

Kaila Garrison
Product Marketing Manager


Contests are a great way to impact metrics in the form of engagement, activity, reach and awareness. In addition to choosing your contest theme, identifying partners, securing a prize, etc., you’ll need to create your supporting content strategy.

 


Your promotional strategy should include pre-contest, contest and post-contest content. While you may not leverage all of the following content channels within your company, you can use the sift through the list and use what makes sense for your company:

 


Blog

 


Pre-Contest:

 

  •  


    Introduce the contest to your audience. Are you partnering with a brand or sponsor? Capitalize on their audience through cross-promotional posts.



  •  
 


During:

 


  • Post the official rules to your company blog.


  • Use the blog to share contest updates.


  •  
 


Post:

 

  •  


    Draft a contest recap post that highlights the winners, thanks sponsors and includes a call to action.



  •  
 


Facebook

 


 


Pre-Contest:

 


  • Identify the type of contest you’ll be running (i.e. Timeline contest or a Facebook App contest). Facebook has specific rules around contesting that you need to be aware of before you get started. Check out the following Social Media Examiner post on running Facebook contests for more information.


  • Determine your budget for sponsored/paid promotions.


  •  
 


During:

 


  • Create a promotional schedule for contest content. Keep in mind, your audience doesn’t want to be inundated with a flood of content. Weave contest promotions into your daily content strategy.


  • Pin a promotional post to the top of your Facebook page.


  • Engage with your audience through shares and likes.


  •  
 


Post:

 

  •  


    Close the contest by thanking those who participated, recognizing sponsors and sharing submissions (if possible).



  •  
 


Twitter

 


Pre-Contest:

 


  • Determine the type of contest you want to run (the possibilities are endless).


  • Settle on a hashtag you’ll be using for promotional content.


  • Outline a supporting content strategy for all of your social channels.


  • Determine your budget for sponsored/paid promotions.


  •  
 


During:

 


  • Content on Twitter moves much faster than other social channels. You can post, retweet and favorite content more frequently than on somewhere like Facebook.


  • Engage with your audience and sponsors.


  •  
 


Post:

 

  •  


    Acknowledge your participants, share outstanding submissions and look for ways to tie contest content into future posts.



  •  
 


For more on creating contests on Twitter, check out their official contest guidelines.

 


Pinterest

 


The same promotional rules apply on Pinterest as they do for your other social media channels. Spread the word about your contest by creating content for all of your social channels.

 


 

 


Your content strategy can make or break your upcoming contest. Before you get excited about prizes and increased metrics, make sure you have content vetted out for all of your social channels.


Be the first to comment

Comments ( 0 )
Please enter your name.Please provide a valid email address.Please enter a comment.CAPTCHA challenge response provided was incorrect. Please try again.