Games can be good for business—even (perhaps especially) when it comes to B2B marketing.
In the second half of my recent appearance on the Jim Blasingame Show, we continue our conversation on 5 of the top forms of content marketing. Not so much about channels—blogs, shared social media platforms, email, landing pages, websites and so on—rather, what kind of content makes for, or enhances, posts in those channels.
While Part One focused on video and touched on case studies, this second half addresses infographics, webcasts and branded games.
...Wait, branded games?
A content marketing report from Hubspot earlier this year finds 64% of B2B marketers rank webinars/webcasts as the most effective kind of marketing content, followed by video at 60%. Old-school case studies are close behind, at 58%. And posts and articles that contain infographics are 30 times more likely to be read than ones without.
Indeed, while specifics (and content categorizations) vary from survey to survey, the five we discuss are at the top end of most surveys in terms of both adoption and effectiveness.
So what content type is missing in most of these studies?
But does that mean it doesn't work? Or that it's untapped opportunity?
For his part, Jim sounds as if he might be at least a little perturbed by the whole rise of gamification in our lives—and perhaps a little skeptical about its use in B2B marketing.
But as you'll hear me tell Jim, key research on gaming among white collar workers informed an engagement with one B2B client that resulted in a branded game that was played over 1 million times, resulted in 5,000 leads, and over $1 million in direct sales in its first six months (see case study video above).
PUTTING YOUR BRAND IN PLAY
As Jim wisely points out, this is not the kind content that you should necessarily deliver directly to just any B2B prospect or client.
Indeed, as I say here, it's better that your communications should point to a game, and let interested parties come to it.
It's also important to point out that Jim's show is targeted to SMBs, which, as we discuss, would impact the types of games that are truly feasible. Think knowledge games versus full, high-concept productions.
And while I touch on it in the interview, I want to add that in my view, whether it's B2C or B2B, and whether it's large brand or small, there are three key rules of the game, so to speak:
- The best games are built around, and clearly communicate, your value proposition. They are not just games for the sake of games.
- Branded games are best played with others—meaning they should have built-in incentives to make the games social and viral, creating a multiplier effect in communicating your value proposition.
- They should always include a call to action to continue the conversation about your offerings. Before you even start developing a game, define what it is you want your audience to do, feel or think about your brand once they play it.
So is gaming and/or gamification right for your content marketing operations—B2B or otherwise?
You won't know until you try.
Why not play with the possibilities—and see how well you score?
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(Approx 5 min)
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