We had an absolute blast at the B2B Marketing Exchange in Scottsdale, Arizona, last week, and winning a Killer Content Award was the extra squeeze of lime in our margarita. The holiday marketing “advent” calendar we published at the end of 2018 earned an award for Interactive Content (our favorite category!).
You may remember clicking through that calendar just a couple of months ago. More than 442 visitors opened the interactive asset we built in the Ceros platform.
While we’re obviously as pleased as spiked punch to win an award, there’s another more important reason to bring up our super-successful calendar project: We think you should have one, too. And you shouldn’t wait for the holidays. (I’ll explain that it a minute.)
The Interactive Asset
Here’s the gist of what we did. We built an interactive calendar in Ceros that allowed viewers to click on today’s date to “open” a daily marketing gift throughout the holiday season. The gifts ranged from personal videos from our team (created with Vidyard Govideo) and holiday music playlists to blog posts and e-books.
The Email and Social Media Promotion
We promoted the calendar through social media and twice-weekly emails. The response was fantastic! There were 584 views of our videos and 2,547 interaction clicks – and lots more granular success that we were able to track day by day in the Ceros platform, which means we can determine what our audience liked best (and least) so that we can improve next time.
Personalizing It for You
We want you to discover the same results with your own interactive calendar, and there’s no need to limit your thinking to the holidays when it comes to an “advent” calendar. There are all kinds of ways to frame this asset:
- Countdown to summer, back to school or tax season
- Countdown to your industry’s busy season
- Countdown to a product or service launch (giving you 20 opportunities to help educate your customers about the offering!)
- Countdown to an important trade show, party or event
- No countdown at all, just a collection of assets to celebrate a particular theme, topic or season
- So many more reasons! (Maybe we’ll do a calendar of reasons?!)
We can help you plan and execute your own version of our calendar, including all the email and social media amplification that drives visitors to the experience.
If you have questions or want to talk through some ideas on how to customize this asset for your audience, contact me at firstname.lastname@example.org. And of course check out the rest of the 2019 Killer Content Award winners for more inspiration!
Holly Celeste Fisk is an accomplished marketing pro with 20+ years of experience in B2B and B2C. She’s responsible for Content4Demand’s internal marketing efforts, managing everything from content creation and email marketing to events and sponsorships, blog publishing, website management and social media presence. When she’s not working, you’ll find her sliding into third at softball, buried in a book or practicing her Italian.