1) Quizzes have become a popular type of online content because they allow people to learn interesting facts about themselves in an engaging way. While people may not like taking tests in school, quizzes online feel more like a fun game or survey.
2) Data shows that quizzes significantly outperform other types of content in key metrics like click-through and completion rates, social sharing, and lead generation. The average quiz gets shared over 1,900 times and has an 82% click-through and 81% completion rate.
3) Content marketers can create effective quizzes by researching popular topics, crafting a compelling title, mapping questions to desired outcomes or calls to action, and promoting
13. Wait, what about surveys?
Under the hood of a quiz is a survey… that
people actually want to take… and share with
hundreds of their friends.
14. Why are quizzes so irresistable?
Engaging, Nourishing, and…
All about ME!!!
15.
16. “Stop telling me interesting and useful
things about myself”
- Said no one, ever.
17.
18. The road is being paved by
mega-publishers
Number one article on NY Times in 2013 was a quiz
Eight of the top ten most shared articles
in the last eight months were quizzes
(BuzzSumo, April 2014)
Nine of the top ten most shared stories on Facebook
in January, 2015 were quizzes
19. 2. Quizzes and content
marketing: What does the data
tell us?
20. What are we trying to do in
content marketing?
1. Get social shares
2. Get conversions
3. Viral would be nice
24. I see a quiz in my newsfeed.
Hmm.
What am I likely to do?
25. I see a quiz in my newsfeed.
Hmm.
What am I likely to do?
Pass. Not interested: 18%
Sure. Let me hit that: 82%
26. 82% click to conversion rate
81% completion rate
2:27 average time – short and snackable
5% lead conversion rate
Faster, cheaper, and more effective than
lots of other content types
Quizzes are the secret weapon…
35. 3. So how do we make great
quizzes for content marketing?
36. From good to great quizzes
6 steps for content marketers
1. Do some research – what topics work?
2. Decide on quiz type and title
3. Work backwards from results – tie to call to action
4. Create quiz, media and embed
5. Share and promote
6. Learn, adapt and improve
37. 1. Do some research: topics
Which quizzes are
shared in your topic?
Use BuzzSumo to
check
Search ‘quiz’ +
keywords/domain
e.g. ‘moz.com’ quiz
38. Topic: what should it be
about?
What content resonates with your audience?
What are the most shared topics?
What topics get the most questions?
What topics are most controversial?
Are there decisions that people struggle to make?
Are there topics that are misunderstood?
39. Recycle your content
If you have knowledge and answers in your evergreen content,
you can turn it into a quiz.
Look at your
List posts
Infographics
Debate posts
….all quiz raw material
40. Do some research: titles
What titles work?
Search playbuzz, buzzfeed, disney domains
Hardest, ultimate, ever….you get the idea…
42. Tips for graded quizzes
Choose a compelling title
• Are you a ____ expert?
• Can you pass the ___ test?
• The world’s hardest ___ quiz
• Are you a true ____?
Keep your quizzes fair and clear
• Limit the number of answers to each question
• Remove any friction from the process
Show feedback
• Give more information about the right answer
Make people feel good about their results
• 45% of shares on graded quizzes come from 100% scores
• Assign outcomes. “You got 90%. You’re a genius!”
43. Tips for outcome quizzes
Choose a compelling title
• Which ___ are you?
• What ___ do you actually belong in?
• What kind of ___ are you?
Create shareworthy outcomes
• invoke awe, laughter or amusement (BuzzSumo)
• help people define themselves,
nourish relationships & get the word out about
causes they love (NY Times)
• make it a “feel-good, look-good” mechanism
• Help people share what “they want their friends
to think they like” (Buzzfeed)
Build a process
• Identify outcomes
• Map differentiating factors
• Be creative with your questions and answers
44. “Are you a candidate for Lasik Surgery?”
“Should you be wearing glasses to drive?”
“Do you know the seven common mistakes new
contact wearers must avoid?”
“Which frames match your style?”
“Give yourself an eye exam.”
“Do you need special lenses?”
The wild world of…
optometry
47. 3. Work backwards from outcome
Write these first.
Make sure people would be proud to share
Make sure your CTA relates to outcome.
Hey 3PO - You’re research driven, so why not
download this guide…
Intro to BuzzSumo – helping people to create better content, content that leads to views, shares and conversions.
Company established last March and we launched our BuzzSumo Pro product 6 months ago.