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Adding ‘Gamification’ To Content Collateral: Strategies Shared at Custom Media Day 2011

With content marketing emerging as a key part of demand generation programs and strategy, marketers are challenged to develop a deeper understanding of how to effectively engage prospects and encourage content sharing.


Given the popularity of Farmville-type gaming, and the increasingly critical need to create more interactive BtoB brand experiences, “gamification” has become a hot topic of discussion to drive engagement and quality leads. During Custom Media Day, hosted by the Custom Content Council and Content Marketing Institute July 27 in New York City, the sessions focused on extending the life of your content collateral. Chris Sullivan, Regional VP of Sales at gaming platform provider Bunchball, shared key insights into how gamification is helping brands integrate game dynamics into their web sites, services, community, content or campaigns to drive participation.

Adding ‘Gamification’ To Content Collateral: Strategies Shared at Custom Media Day 2011

With content marketing emerging as a key part of demand generation programs and strategy, marketers are challenged to develop a deeper understanding of how to effectively engage prospects and encourage content sharing.


Given the popularity of Farmville-type gaming, and the increasingly critical need to create more interactive BtoB brand experiences, “gamification” has become a hot topic of discussion to drive engagement and quality leads. During Custom Media Day, hosted by the Custom Content Council and Content Marketing Institute July 27 in New York City, the sessions focused on extending the life of your content collateral. Chris Sullivan, Regional VP of Sales at gaming platform provider Bunchball, shared key insights into how gamification is helping brands integrate game dynamics into their web sites, services, community, content or campaigns to drive participation.

3 Key Tactics To Maximize Your B2B Social Media Campaigns


PeterGhalismallBy Peter Ghali, Senior Product Manager, iContact

With 800 million people using Facebook and hundreds of millions logging on to LinkedIn and Twitter, marketers are increasingly looking to reach their customers and prospects through these social media platforms.

But social media marketing isn’t without its challenges. According to a recent survey by iContact, a provider of social media and email marketing solutions, many businesses don’t have time for social media and can’t measure its impact.

Eloqua And Kapost Announce Partnership To Integrate Content Marketing, Demand Generation Activities


Eloqua
and Kapost today announced a technology integration that enables marketers to create, publish and promote marketing-relevant content, and to see its impact on the buyer's journey.

The integration effort, according to the two companies, is focused on providing visibility into how individual pieces of content boost a company's fans and followers, as well as into which prospects consumed which content assets. Users can connect leads in their database to individual pieces of content published through the Kapost platform by installing the app from the Eloqua AppCloud.

DemandGen Report Releases Content Preferences Survey Results


dgr3Content is often the first point of engagement between a solution provider and a potential buyer. Given the important role content is playing for companies, DemandGen Report recently conducted a survey to examine the shifting preferences of business executives. Published this week, The Content Preferences Survey report aims to guide B2B organizations looking to kick off a new content marketing strategy or improve upon an existing strategy.

“This survey illuminated interesting trends in the world of content marketing,” says Amanda Batista, author of the survey report and managing editor of DemandGen Report. “Solution providers, now more than ever, need to demonstrate a clear understanding of their prospects’ challenges, market trends and objectives. They also need to cultivate a greater role in content sharing by providing trustworthy content that establishes relationships with prospects.”

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Exclusive Survey Report: Business Executives’ Content Preferences & Consumption Habits

ccp_survey_capBusiness executives are increasingly wary of sales messaging, as The Content Preferences Survey, conducted by DemandGen Report, found that 75% of respondents encourage solution providers creating content to “curb the sales messaging.” Research findings indicate a need for marketers to reevaluate their content strategies to ensure that prospects understand the value for their business and objectives, rather than resorting to obtrusive, ineffective sales-speak.

To offer recommendations to solution providers creating content, 55% of respondents selected “focus less on product specifications and more on value.” The survey also underscored the importance of “trustworthy” content. When asked how their content consumption habits have changed over the last year, 60% of respondents said they place a higher emphasis on the trustworthiness of the source creating content.

DemandBase Adds D-U-N-S Support To B2B Web Analytics Solution


DemandbaselogoDemandBase
, a provider of on-demand B2B marketing software, today announced support for Dun & Bradstreet D-U-N-S numbers. DemandBase will add the new capabilities to its existing Real-Time Identification Service solution.

DemandBase gives B2B marketers the ability to identify and analyze incoming web traffic based on more than 40 business attributes, including company name, size, location, annual revenue, and industry type. Marketers can use this information to segment incoming traffic, tailor content marketing to specific audiences, generate more accurate analytics, and capture lead-generation data without the use cookies. The Real-Time Identification Service can also be integrated with a number of leading marketing automation, CRM and analytics platforms.

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