If you’ve ever used a free recipe from a packet of flour, that was content marketing.<\/p>\n\n\n\n
If you’ve ever downloaded a how-to guide, that was content marketing.<\/p>\n\n\n\n
If you’ve ever watched a fascinating video about the history of a product, that was probably content marketing too.<\/p>\n\n\n\n
Holiday gift guides, B2B case studies, social media challenges, and podcasts can all be examples of content marketing too. In this article, we’re going to focus on the latest generation of content marketing campaigns: interactive content.<\/strong><\/p>\n\n\n\n Content marketing offers a lot of added value to customers. But it takes time and effort to produce. So you may be wondering: If content marketing doesn’t directly sell to customers, is it really worth it?<\/p>\n\n\n\n The answer is yes. Although you might not see an instant bump in sales, content marketing pays off over time. It helps to:<\/p>\n\n\n\n Content marketing can also help you to generate leads<\/strong>, qualify them and follow up. This is where interactive content has a role to play.<\/p>\n\n\n\n Whenever someone interacts with your content – a post on social media, a free download, a product recommender quiz – they are providing you with data. You can use that information to target them with the right marketing messages and provide amazing customer service.<\/p>\n\n\n\n In the next section, we’ll look at how 4 brands made interactive content marketing work for their product promotion<\/a> campaigns. It’s the little details that make all the difference.<\/p>\n\n\n\n Before we dive into the specifics, let’s take a look at some general characteristics. There are a few things that all of these successful content marketing campaigns have in common.<\/p>\n\n\n\n Now, let’s take a look at 4 examples of content marketing campaigns for product promotion.<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n Ever spent hours driving around a crowded car park, looking for a space? Ever thought that it felt a bit like… a game?<\/p>\n\n\n\n Gateway Parking came up with this interactive content campaign aimed at drivers. They added their brand colors to a classic Minesweeper game<\/a>, where you have to gradually clear spaces from a grid without triggering a “mined” square.<\/p>\n\n\n\n The game is designed to be played on a mobile as a quick bit of entertainment<\/strong> – perhaps while you’re waiting for an airport pick-up or taking a break on the road.<\/p>\n\n\n\n This promotion worked really well because it was designed to entertain<\/strong> and reward<\/strong> players for their attention. The reward for the game was carefully chosen: a $100 voucher to use at Gateway Parking sites. Anyone could play the game for fun, but if players wanted to join the prize draw as well, they had to share a name and email address – so Gateway could follow up with them later on.<\/p>\n\n\n\n <\/p>\n\n\n\n Did you know that you can do content marketing on social media? It’s not all about website blogs and whitepapers. If you’re producing fun and informative content to build your brand, that’s content marketing.<\/p>\n\n\n\n Here’s one brand which turned to content marketing as a way through the challenges of 2020. When the coronavirus pandemic closed down her regular yoga classes and retreats, the founder of Yoga With Jennison moved online.<\/p>\n\n\n\n Jennison had already been on social media, but she stepped up her content production with a new video series for YouTube<\/strong>, focused on timely topics such as anxiety relief. She also started to run Zoom classes and Instagram videos <\/strong>where students could follow the yoga practice, chat, and share tips. From the beginning, her content marketing strategy was built around interaction<\/strong> with her brand community.<\/p>\n\n\n\n In this example, Jennison ran a giveaway to reach new customers<\/strong> on the social network. Once again, the prize was highly targeted: a private online yoga class for three friends. And to take part, followers had to share their own stories of how yoga had helped them during the lockdown. <\/p>\n\n\n\n <\/p>\n\n\n <\/p>\n\n\n\n This comment giveaway was a canny way for Jennison to create a high volume of content as an entrepreneur. It’s tough for one person to churn out a lot of content; but by drawing on her community, Jennison was able to share a lot of high-quality comments and insights.<\/p>\n\n\n\n <\/p>\n\n\n\n Read the full case study<\/a> of how Yoga With Jennison made the switch to social media!<\/p>\n<\/blockquote>\n\n\n\n <\/p>\n\n\n\n This next case study is a change of pace. Time Attack NU.Se is a popular motorsports organization based in Sweden. They decided to start their engines with an interacting content marketing campaign aimed at fans.<\/p>\n\n\n\n Like all content marketing campaigns, the goal was to share information about the new racing season, as well as encourage people to watch each race. The perfect solution? A Predictions quiz<\/a>. <\/p>\n\n\n\n <\/p>\n\n\n <\/p>\n\n\n\n In this game, players had to pick a winner for each race on the calendar. As you can see from the screenshots, all the possible winners were illustrated in the app with photos, technical specs, and information about the drivers.<\/p>\n\n\n\n Once players had made their predictions, the last screen of the app showed them the full calendar of games for the year. It also offered a button with a link to the main NU.Se website, with even more info about where and when to watch. Finally, because there were several prizes on offer in the quiz, players were strongly motivated to watch all the races to find out if their predictions were accurate.<\/p>\n\n\n\n This is a great strategy for any brand with a competitive element, such as sports teams. But you could also use it to make predictions about new TV series, product releases, and more.<\/p>\n\n\n\n <\/p>\n\n\n\n Our final example of content marketing campaigns comes from the Dallas Mavericks basketball team.<\/p>\n\n\n\n Fans of basketball love to follow players’ progress over the years, collect trivia and discuss the history of different teams. This interactive content campaign was designed to tap into that – educating and entertaining fans<\/strong> at the same time.<\/p>\n\n\n\n
<\/p>\n\n\n\nHow content marketing helps with product promotion<\/h2>\n\n\n\n
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<\/p>\n\n\n\n4 successful content marketing campaigns\u2026 and why they worked so well<\/h2>\n\n\n\n
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Spotting a space with Gateway Parking<\/h3>\n\n\n\n
Building community with Yoga With Jennison<\/h3>\n\n\n\n
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Watching the winners with Time Attack NU.Se<\/h3>\n\n\n\n
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<\/a><\/figure><\/div>\n\n\nGetting to know the Dallas Mavericks<\/h3>\n\n\n\n
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