By Lane Ellis

What strategic lessons can today’s B2B marketers gain from taking a new look at the original classic word game Scrabble?

With word games more popular than ever thanks to the runaway success of Wordle and its offshoots, it’s the perfect time to reach into the bag of letters and uncover some of the important marketing insights we can learn from the venerable game of Scrabble.

Let’s hop right in and start exploring 10 marketing takeaways that we can learn from Scrabble and begin applying to our own efforts.

1 — Prioritize Your Marketing Bonus Squares

The top B2B marketers and Scrabble aficionados are both keenly aware of the sweet spots — those force multipliers that can take a standard effort and double or triple its cumulative effectiveness.

In Scrabble, strategic placement of key letters on double or triple letter bonus squares is a major part of a winning effort, along with the even more powerful double and triple word squares, which multiply the scoring of every letter in whatever word is played.

B2B marketing also has its own bonus squares, in the form of working with influencers and subject matter experts, who are able to multiply the impact and reach of great content. Our CEO Lee Odden recently shared insight into getting started in B2B influencer marketing, with “How the Most Successful B2B Marketers Work with Influencer Marketing Agencies.”

Through targeted distribution to their dedicated social media following, B2B influencers can expose new content to relevant fans who are truly interested in the topics the influencer specializes in.

The pinnacle of Scrabble comes in the form of rare double-doubles and triple-triples, achieved when a long word is played that manages to cover either two double or triple word bonus squares. When this happens, a player’s word value is doubled and then doubled again, or tripled twice in the case of the elusive triple-triple.

In B2B marketing, such rare content exposure and engagement multipliers come when working with influencers leads to an effort that snowballs into global recognition and genuine content stardom — more frequent in B2C efforts, yet still achievable for B2B marketers.

2 — Maximize Exposure By Building In Multiple Directions

Journeyman Scrabble players tend to add their words to the board building in just one direction, or perhaps two on a good day. Top players, on the other hand, regularly build in three, four, or even more directions during a single play — cramming in letters that form not only their primary word, but which create often-obscure shorter words in multiple other directions. It’s not an easy task, however with each extra word formed, more points are accumulated during every turn.

In B2B marketing, cross-platform content sharing allows top marketers to build in multiple directions, and gain the advantages of increased exposure and engagement.

3 — Expand Brand Possibilities By Boosting Your Vocabulary

When I was heavily into Scrabble for a few years back in the 1980s, I studied the official Scrabble Players Dictionary and …read more

Source:: Top Rank Blog