Should You Include Quizzes In Your Content Strategy?

by | Mar 20, 2017 | Content Production

At the risk of getting too meta, let’s kick off with a quiz.

Look, I like good blog posts as much as the next person.

I enjoy infographics too.

And videos? Love ‘em.

But if you give me a fun, interactive quiz, I will give you my undivided attention. (Unless there’s a cute dog walking by. In that scenario, you’ll get 50% of my attention and you’ll be grateful for it).

Cute dogs walking by

It’s not me that needs convincing, though. It’s you. For whatever reason, your content strategy doesn’t include quizzes right now. And you’re wondering if you should change that.

Well, you should. Here’s why.

 

Quizzes Are Hella Engaging

It’s easy to scroll partway through a blog post and stop. You may even be thinking about doing so right now (please don’t go, I love you).

But quitting a quiz after answering half of the questions? Not so easy.

The quiz format feeds on fundamental human desires:

  • Curiosity (I need to know which Hogwarts house I would be sorted into)
  • Success (I need to prove that I know who said every quote from Mean Girls)
  • Procrastination (I need to look busy, so I’ll concentrate really hard on this quiz about… ferrets? I don’t even like ferrets! How did I get to this quiz?)

When people are driven to finish your quiz, this is good news for your page metrics – particularly time on page. And when people spend more time on your page, they have more chances to familiarise themselves with your brand (e.g. the voice of your content in the quiz itself, the look of your website surrounding the quiz, and – oh yeah – your brand name and logo up there in the corner).

Here are some examples we’ve worked on:

Can You Pronounce (Time on Page)

Can You Pronounce These Menu Items? has a completion rate of 80% and an average time spent of 4 minutes and 37 seconds.

 

Holiday In Europe (Time on Page)

Where Should You Holiday In Europe? has a completion rate of 74% and an average time spent of 3 minutes and 27 seconds.

Stats like these tell us that people aren’t just taking our quizzes. They’re completing them and taking their time to do so, which is nice.

 

Quizzes Are Hella Shareable

There are several reasons a person might share a quiz on Facebook and elsewhere. But the 3 big ones are:

  • Superiority (my friends need to know that I got 100% on this Simpsons quiz and am therefore better than them in every way)
  • Affirmation (my friends need to know that Pumbaa is my Disney spirit animal, just like I’ve been telling them all along)
  • Fun (my friends need to take this quiz about the history of data storage because I just know they’ll enjoy it as much as I did).

You just can’t replicate these factors in an infographic or a blog post. Except for fun, to an extent. Like you’re having some fun reading this post, right? Right?

Anyway, don’t just take my word for it. Buzzsumo says the average quiz gets shared 1,900 times. And Buzzsumo has never lied to us, not even through song.

He lied to us through song

Below are some share stats from our own quizzes. But before you look at them, I should note that neither of these particular quizzes has been amplified or shared on social media. So, with that in mind, it’s the percentage of people who shared the quiz that really excites us – not so much the figures themselves.

Foodie Quiz (Shares)

How Much Of A Foodie Are You? was shared 43 times (by 3% of people who took the quiz).

 

Dinner Party Host (Shares)

What Kind Of Dinner Party Host Are You? was shared 19 times (by 2% of people who took the quiz).

Imagine the number of shares you could get with a quiz if you did do some social amplification and paid distribution (e.g. via Outbrain). Now imagine all the people living life in peace. Ohh ohh, oh-oh-oh.

 

Quizzes Can Dish Out Data About Your Audience

Sneaky data is best data.

With the right topic and questions, you can use quizzes to find out valuable information about your audience. The facts you can ascertain range from how close customers are to needing a new vacuum cleaner to what kind of beverage they prefer after a gym session.

The important thing is to be subtle. Your quiz isn’t a consumer survey. If you start asking for personal details or your questions don’t relate to the quiz title, that completion rate we talked about earlier is going to plummet faster than Wile E. Coyote falling off a cliff.

Wile E. Coyote

And you guessed it – I’ve got some examples.

Holiday In Europe (Outcomes)

Where Should You Holiday In Europe? told us that 49% of people’s preferences made them good candidates for a trip to Croatia.

 

Hoarder Quiz (Outcomes)

How Much Of A Hoarder Are You? told us that 18% of readers were at least kind of hoarders and that “it might be time for a garage sale”.

 

European Landmarks (Questions)

Can You Match The European Landmark To The Country? let us guess which landmarks most readers have already visited and which ones they’re unfamiliar with.

What could you find out about your audience with quizzes? Well, that just depends on how creative you are. (Or how creative we are if you work with us to build a quiz.)

 

Quizzes Are Convenient and Complementary

If you’re a shrewd marketer, you already know that every idea costs money to implement – and the more you can do with a single idea, the more value it has.

One of the great things about quizzes is they can often be created off the back of existing content.

For example:

  • A moving out of home checklist can lead to a quiz like ‘Are You Ready To Move Out Of Home?
  • An article of tips for choosing your next holiday destination can be enhanced with a quiz like ‘Which Part Of The World Should You Explore Next?
  • An infographic of dinner party dos and don’ts can lead to a quiz like ‘Are You A Good Party Guest?

Next step: Take a look at the content your brand has already published and/or any upcoming content you’ve got planned. Do any complementary quiz ideas pop up immediately? If so, add them to your content strategy for a quick win.

Ka-Ching

That’s all I’ve got. If you’re not convinced, I’m afraid you might be a lost cause. But I do hope that you’ve either reinforced your plans to add quizzes to your strategy or you’re seriously considering doing so.

Bye now.

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