An overview of the benefits of each engagement campaign and what goals they’ll help you achieve
There are tons of engagement campaigns available for your media company to choose from. But with so many options, it can be hard to keep them all straight and understand the benefits of each type.
Let’s take a quick look at all the types of engagement campaigns your media company can utilize.
Quizzes
Quizzes aren’t just for fun – they’re data mines. These are fantastic options for you to learn about your audience’s likes, dislikes, about their family so you can send them relevant content and ads in the future. With personality quizzes, your audience can learn more about themselves (“Which TV Mom are You?”) while trivia quizzes test users on their knowledge of a specific topic (“What’s Your Football Trivia IQ?”).
Sweepstakes
These enter-to-win contests are the #1 way to collect email addresses. With lots of entries and engagement, sweepstakes should be the foundation of your promotions and interactive content strategy.
Pick’ems
These popular sports contests including pro football, basketball, golf, and a series of others, are excellent at driving big engagement numbers and thrive when incorporated into your content. Plus, most of these are long-running campaigns that can present multiple sponsorship opportunities and drive big revenue numbers.
Photo, Video, MP3, and Text Contests
If you’re looking to drive pageviews and increase awareness about an advertiser, UGC (user generated content) contests may be your best bet. Users are passionate about their entries and are invested in seeking out votes from their friends and family. Cutest kids and pets photo contests are always a winner.
Ballots
These types of interactive content are a big hit for your entire demographic. Whether this is your annual readers’ choice ballot or a niche best of weddings, these draw in large participation numbers. Plus, ballots are awesome for collecting data about the popular local businesses in your area.
Surveys
One of the best ways you can learn more about your audience, is through a survey. Not only can the results be used as future marketing campaigns, but you can also create surveys about your programing to help direct your future content.
Each engagement type has it’s own strengths. Here’s a chart to break it down:
| Generate Leads | Build Email Database | Collect Data | Branding | Grow Social Following | |
|---|---|---|---|---|---|
| Quizzes | XXX | X | XXX | X | XX |
| Sweepstakes | X | XXX | X | XX | XX |
| Pick'ems & Brackets | X | XX | X | ||
| Photo, Video, MP3, Text Contests | XX | X | X | XXX | XXX |
| Ballots | X | XX | XXX | X | |
| Surveys | X | XX | |||
| KEY: X = good; XX = better; XXX = best | |||||
Choosing the best promotions and interactive content will help you achieve your goals and the goals of your advertisers. Whether you want to grow your email, engage your audience, or produce qualified leads see if a different engagement type can drive even more success.
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Julie is the Senior Customer Success Manager at Second Street and a former client in local media. Her best advice for driving the most success with your revenue and audience engagement strategy is to include promotions in every business initiative.