The world of marketing is in an interesting and exciting place right now. The “commercial” as we know it is dying. Sure, you’ll still see Super Bowl commercials for the next few years, but these are the most expensive, best produced products of companies that have a lot of money to spend on marketing and advertisements, and they’re just not the most effective conversion tools, either. It’s as if those commercials are being made because the audience expects something entertaining during commercial breaks, rather than to sell actual products.
On the other 364 days of the year, when people fast forward through the commercials on TV and skip ads on YouTube, those commercials are not only expensive, but also completely ineffective. Content marketing is the way of the future because it allows companies to open dialogues with their audiences. People don’t want to be “sold” products, but they do want information relating to those products and those fields.
By using content marketing, you can allow your audience to interact with you, to get to know you and your company, and to build a rapport with you, making it a lot more likely that they’ll choose you over the competition when it comes time to make their purchases.
You can further maximize the effectiveness of a content marketing campaign by integrating more interactivity. How? Instead of (or in addition to) writing articles with relevant information to your clients, you can share that information in a more dynamic way through gamification.
What Is Gamification?
Gamification is the application of game mechanics to engage an audience. If you’ve ever been in a class, and the teacher has had you play a game to teach a lesson, you know how effective gamification can be.
Even in a classroom setting, where you have a captive audience, you need to engage that audience to get them to hear you. Imagine how much more you have to work to engage an audience when they’re scattered all over the globe. At least in a classroom you’re students have to walk out to get away from you, but with an online audience, they just have to open a new browser window or tab.
Why Is Gaming So Engaging?
That’s why it’s so important to really engage your audience, and there’s no better way to engage them than to create interactive content that is relevant and entertaining to them. Gamification plays on your audience’s desires for achievement, status, and competition.
They’ll stay engaged because they want the privilege of getting to the next level, or they want the high score. When getting a high score means the ability to share that score, you’ll have a built-in call to action, and your game will be one step closer to going viral and spreading the word about you and your brand
How to Create Engaging Content with a Game
All that sounds great, but how can you implement it? Say, for example, that your company sells hair care products. You could write an article on caring for blond hair, which is informative but not that exciting, or you could create a, “How Much Do You Know About These Famous Blondes?” quiz.
Both are examples of content marketing, but which do you think will get more engagement? Remember, more engagement means more conversions, and more conversions mean more sales.