All the "cool kids"\u00a0-- the experts -- advise you to have a content marketing strategy. \u00a0But the more content everyone creates, the harder it becomes for\u00a0YOUR content to stand out. A startup called Wheeldo thinks the answer to that is gamification. \u00a0That's a big word that simply means\u00a0creating content that is fun or competitive. Wheeldo\u00a0(pronounced "We'll do") has an online tool that businesses can use to create a quiz or game. \u00a0But these are not just any games or quizzes. \u00a0These are designed to convert game players and quiz takers into sales leads -- and\u00a0ultimately customers. \u00a0You can capture email addresses. \u00a0You can even offer coupons and special offers as rewards at the end of the quiz. Read on\u00a0about Wheeldo.com and its\u00a0approach to quizzes and games for business content that gets visitors to "stick," in this week\u2019s Small Business Spotlight. What the Business Does: Runs\u00a0an online self-serve tool for businesses to develop games and quizzes. As a user, you\u00a0go online and sign up for an account. \u00a0Then you can create a quiz or game. You can embed the game or quiz on your website, or simply direct visitors to the game on the Wheeldo site. For premium level customers, Wheeldo provides a professional writer to help you create a game. While there are any number of quiz creator tools online, Wheeldo's games include the ability to add a call to action or be used to generate leads. Founder and CEO Irad Eichler explains: \u201cWhile the Web is full of all kinds of content, there isn't any sure way to convert that content into leads and sales. In the past, content was delivered by the traditional press industry. Today, the platforms for sharing content are evolving rapidly and new ways of sharing content like photos, videos and games are constantly emerging." As a response to this challenge of converting content into leads and sales, Wheeldo offers content through games. Games are "fun and engaging," says Eichler. \u00a0They keep people on your site, and they can collect an email address in order to deliver a coupon or otherwise collect lead information. Business Niche: Transforming ordinary\u00a0content into "fun" content, at a fair price for small businesses. Eichler says: \u201cOur vision is that every small business owner will have access to fun and engaging tools for the company's online marketing. These are tools that otherwise would be\u00a0available only to large enterprises with the budget to custom develop such products. We keep\u00a0adding more and more fun and amazing games to our platform. The best feedback we are getting is that our platform is accessible, both UI wise and price wise.\u201d Detailed analytics also help distinguish the tool. \u00a0And\u00a0there is a scoring leaderboard available, adding a competition element to quizzes, along with social sharing for\u00a0participants to show off their scores. The games can be used for consumer-facing businesses as well as B2B businesses. How the Business Got Started: As a training platform. When Wheeldo first launched, it was used as a platform for businesses to train their employees. But the company used its own technology to market its services, which is when the "a-ha" moment came. Why couldn't other businesses do the same? Eichler explains: \u201cWe wanted to help businesses train their employees in a fun and effective way. \u00a0While marketing our platform, we realized that we are getting better results on our marketing campaigns using our games so we thought, 'Let's share it with other small businesses as well!'\u201d Number of Employees: Four Biggest Win: There's one particular game that stands out. Eichler likes to recount: \u201cIt was a daily game about women and women's issues. Customers signed up for it and received an invitation via e-mail every day to play the next game. Each day there were two winners, the one that scored the highest and also the one who\u00a0placed forty-third. The results were amazing: 55% email conversion every day; 20% growth in the mailing list in a week. And the best part? \u00a0One day we sent the email invitations three hours later than usual. Sure enough, we started getting emails saying 'What's going on with our daily game? Send it over immediately!'\u201d Biggest Risk: Using the company's own technology instead of other Web marketing tools. Eichler explains: \u201cSince we are preaching about customer engagement and lead generation using games, we are using our tools as well. We are paying less attention to other traditional Web marketing methods. Is it a big risk for a company our size? So far, it looks like it's paying off!\u201d #1\u00a0Lesson Learned: Choose the right team members. Eichler points out that everyone brings something to the table when they join a business. It's a question of getting the right mix: \u201cA\u00a0new business is fragile. \u00a0You need to carefully choose who will walk with you on this challenging road.\u201d How They\u2019d Spend an Extra $100,000: Improving the product user experience. Eichler says: \u201cI deeply believe that the best way to grow a business is to make the product better for the user. \u00a0You can learn that only by letting people use your product and getting real live feedback.\u201d Favorite Office Food: Hummus. The team at Wheeldo love eating hummus at lunchtime. And they also love enjoying beer on the roof of their office building overlooking TelAviv after a hard day\u2019s work (see image at top of article, with Eichler on the left). \u00a0Favorite Quote: "You start as fast as you can -- and then go faster and faster." * * * * * Find out more about the Small Biz Spotlight\u00a0program.