This might be the most complicated step of all. Here are some guidelines:

• The contest must make sense to your target market and audience. Don't run a contest asking for something overly complicated or that takes lengthy preparation. It has to have both the right type of contest and the right style to engage and pull your biggest fans in.
• • A contest might involve: writing, answering trivia questions, creating videos, taking a picture, etc.
  • The style might be: serious, funny, skill-based, etc.
• The contest can't be too complicated. If the goal is to attract a wider audience make the contest as open as possible, without diminishing it's targeted value to your audience. Try and keep the steps involved to participate at 5 or less. Anyone should be able to follow 5 or less steps to understand: what the contest is about, why they should want to participate and how they can participate.
• The contest needs a definitive deadline. This will depend on how long it takes someone to complete their entry, and how quickly you can generate enough attention, but give your contest a definitive deadline.