Gamification is the use of various techniques from the game world for marketing purposes. What are the advantages of gamified content and how can you apply this interactive dimension to your content marketing? We open our blog to Qualifio, specialist in the subject, who tells you a bit more!
It is no secret that consumer attention is becoming increasingly difficult to capture. The digital content and experiences available to him are multiplying. This often means that brands have to work harder, faster, stronger to attract and keep users interested.
In an age when content is king, specialists are breaking their heads to find a way to distinguish their own from the one of their competitors. However qualitative your content may be, you will often need to find an original way to promote it to your targets to hope to convert them, retain them or increase their frequency of purchase. This is where gamification comes in..
Brand-consumer relationship, content marketing and gamification
I like to play, you like to play… Everybody likes to play. That’s why gaming is so important in the communication of many brands, especially in loyalty programs that offer rewards to consumers for every purchase made.
More and more brands are therefore using gamified content. One example is Carrefour, which offers monthly contests as part of its loyalty programme via the “Carrefour Kid’s Club”, or Guerlain, which offers a quiz on its website and Facebook page to facilitate the adoption of its new range of products among its various audiences. Two good examples of gamification!
And if everything goes well, the idea is that the attention devoted to your gamified content leads to recurrence, commitment, sympathy, even conversions from your targets.
The advantages of gamification
- Reader loyalty: Gamification increases the recurrence of your interactions with your audiences by offering them, for example, to participate in contests that may allow them to win rewards.
- Increase your traffic: the dynamic nature of gamified content increases the number of pages viewed and the average time spent on your channels. An even greater opportunity in terms of monetization if you offer advertising content…
- Reinforcement of your message: “gamify” your content, using a quiz for example, will allow you to reinforce the attention of your reader and thus the impact that your message will have.
- Virality of your content: by allowing, for example, your targets to share their score with their friends via social networks, you offer them an incentive to relay your message, which will allow you to improve your notoriety and brand image, and to find new prospects.
And the list does not end there. Gamified” or interactive content can also help you achieve other goals. Examples include collecting data (and profiling your prospects to target your ads) or building and animating your community through user-generated content contests in which you encourage them to submit a text, photo or video on a specific theme. So there are many advantages!
Gambling is serious
What about using the game in B2B? Distraction and pleasure do not necessarily mean that your content loses its quality or even its seriousness. On the contrary, the game can bring richness to your content. An online quiz can produce interesting content, educate your leads, or encourage them to take concrete action. These can include buying a product, downloading content, or creating a profile. See the “jackpot” animation offered by the Gulli television channel.
Gamification can therefore be suitable for almost any industry. For example, this strategy is used by sectors such as training, healthcare and human resources (see Sibelga’s IT Hero recruitment campaign) to make their services more attractive. If the form varies (contests, personality tests, battles, etc.), the substance remains the same: award rewards to those who carry out actions beneficial to your brand, whether it is purchases, visits to your site, or sharing on their networks.
3 golden rules for “gamified” content that works!
Whether you’re looking to attract prospects or build customer loyalty, it’s obviously not enough to “gamify” content for it to work. Increasing the interactivity of your communications is something you learn. We share with you the recipe for successful gamification:
1. The creativity factor you won’t neglect
It’s its originality that will make your content fun, even addictive. It will also ensure that your brand stays in the consumer’s mind and brings them back. So don’t hesitate to use techniques such as awarding points or badges, ranking for its competitive aspect, the pressure of time thanks to a time set when the participant starts, or even customization.
2. A link with your content you will establish
For gamification to work, it must be consistent with your content. If you involve your readers in a quiz, ensure the questions and rewards are related to the content presented. You must avoid that your readers are interested only because they want to win the gift of your contest. An attractive reward is enough to attract a large number of participants, but they still have to be potential buyers!
3. A relationship with the consumer you will maintain
To arouse in your target audience the desire to consume your content, you must first understand it. A personal relationship will allow you to better talk to him and therefore engage him. Gamification can help you achieve this goal.“On the one hand, we have the one who gets points and on the other, the one who gets to know his customer, his profile and his habits. In a hyper-competitive context, this offers the opportunity to do one-to-one, i.e. individualisation. The whole customer relationship benefits”, explains Olivier Rousseaux, digital manager at Hello Agency.
In conclusion, we are all grown children. That’s why gamification is a great way to encourage interaction, showcase your content or products and ultimately recruit and retain new customers!
How to set up the gamification of your content?
If this seems a little complicated, even out of reach (developing an animation can indeed be expensive and time-consuming). Fortunately, there are tools that will allow you to “gamify” your content and encourage your audience to become more interested in your publications. For example, Carrefour, Guerlain, Gulli and Sibelga use Qualifio. It’s a reference platform that allows you to publish interactive content (quizzes, contests, surveys) on all your channels. It also allows you to collect data.
Tabata Vossen is Content Marketing Officer at Qualifio, the reference platform in interactive marketing and data collection. The latter allows you to easily create and publish viral content on all your channels.