For marketers, attracting eyeballs is a perennial challenge. You can create the best content in the world but if no one sees it, it’s like the proverbial tree falling in the forest. So much content is produced every day that it’s getting increasingly difficult to reach your target audience, much less generate leads. Word of mouth is the communication channel most trusted by B2B audiences, but for that to work you need to inspire people to share your content. How can you do that?

My colleague, Andrea, won Super Bowl tickets by participating in a contest on Twitter sponsored by the Bay Area Super Bowl host committee. I know, incredible luck, right? This got me thinking about how companies encourage user input to increase engagement.