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Let Gamification Rock Your Content Marketing


Gamification as a Content Marketing Way

Success in the modern business world has become a matter of conquering the online marketplace, which is something that these days goes far beyond branding and Internet marketing. Business owners must create and market their online communities if they want to succeed, and this requires constant engagement of clients, customers and prospects.

Over the last few years, content marketing has emerged as a sensible strategy to keep online communities engaged; however, Internet marketing analysts have determined that content marketing is not enough. In the 21str century, consumers are craving for interaction and entertainment. They want to connect with brands in amusing ways, and they want to have fun. To a certain extent, content marketing is still a valid way to deliver fun, but what consumers really want and appreciate is being given something to do.

Within the realm of online marketing, we have entered a period of dynamic community engagement, which can be accomplished by introducing gamification within content marketing.

How Brands use Gamification

In broad terms, gamification is a process of using game design concepts in business processes. Two modern examples in this regard are achieved by Nike and Magnum Ice Cream.


The latter created a massive online gaming experience that invites ice cream lovers to travel to remote corners of the Internet to collect digital treasures while the former created an entertaining reward system for its smart wearable fitness device.

Using digital games to promote brands is a strategy that dates back to the late 20th-century with campaigns such as “Avoid the Noid” from Domino’s Pizza. In fact, there is an entire field of application development dedicated to this nice; it is called “advergaming.” When content marketing and online communities are combined with gamification, business owners can benefit from maximum engagement.


One of the most efficient examples of gamification and content marketing was achieved by The New York Times in 2013. The most popular article of the year in that publication was not a news story; instead, it was a fun interactive quiz about language. This quiz was completed, shared and discussed by the NY Times community millions of times; purists derided this piece of digital content as being a gimmicky example of “JavaScript journalism,” but supporters pointed out that the level of engagement it produced and the attention it focused on linguistic issues was very valuable for the newspaper’s brand.


When online communities are engaged by means of gamification, brands can expect attachment and loyalty. To accomplish this success, business owners must first develop a suitable platform, build an online community, and choose the right digital content.

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