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Guest post by David Fleck
One of the most common challenges in content marketing is building an audience. For every dollar spent on content creation, many more are needed to drive traffic and engagement. This is after all, what every content marketer wants content to do — solicit participation from their audience.
As the web’s most popular discussion system, we at Disqus know a thing or two about what gets people talking. We see it everyday across the millions of sites that use Disqus to power discussion. We also offer a content-based advertising product that enables content marketers to build an audience by reaching the 125 million people that use Disqus everyday to discuss content that captures their interests and passions.
So when we look at the best content marketing campaigns on Disqus, they’re more likely to resemble a great dinner party at home and less like a noisy restaurant. First, you have to have authentic content to mark the occasion. That content is equal parts the substance and the style that invites people in with similar interests to converse with one another. Secondly, turn-out and participation is as important as what you’re offering. A party with no people is like a site without engagement. Finally, invite them into your space. Your own site is the most real representation of who you are and what you stand for. You own the experience and the data. Leave Facebook for your appetizers.
With this in mind, we thought we’d put our money (and our own technology) where our mouth is. So we’re asking you one question: what is the best content marketing campaign you’ve seen in the last year and why? Submit your answers in the comments section below. The person with the most compelling answer measured by upvotes, replies and shares will win $5,000 in Disqus promoted content advertising.
Some basic rules to keep in mind
That’s it. All you need to do is to drop a comment in the discussion below and if you win, you’ll come back from Content Marketing World with a nice addition to your audience building program. Deadline for submissions is Thursday, September 12 at Midnight, Pacific time. Winners will be announced on Monday, September 16.
David Fleck is GM of Revenue at Disqus. David leads the group that is determining how to continue to provide an organic, natural experience for users and publishers, while providing relevant, interactive advertising experiences.