Do you remember the days when you used to rip out the quizzes from teen magazines and compare results with school friends? With how easy one can share (and over-share) on social media platforms these days, the good old magazine-style quiz has become popular once more. Buzzfeed and New York Times have put interactive content into the spotlight, with their quizzes getting millions of views and social shares. Brands and marketers are jumping onto the bandwagon and now hail online quizzes as the next big thing in content marketing, if they aren’t already.
Want to hop aboard too? Here are the seven questions that you need to ask yourself in order to make a big content marketing buzz with your first quiz!
Spreading fun is certainly one of the things that you should be aiming for, but when you’re trying to achieve some worthwhile content marketing ROIs, your objectives are so much broader than that. Are you using the online quiz to raise brand and product awareness? Do you want to inform and educate your readers on certain issues rather than just entertain? Quizzes can also be a powerful data collection tool. Through categorising your readers’ answers, you get to profile and segment them, resulting in valuable marketing insights into their behaviours.
Describe the types of readers you are attempting to reach through this quiz. Think about who they are, what their interests are, why they might be playing your quizzes and what their problems are. Having a clearly identified persona will help you write a quiz that reads like you’re having a conversation with an old friend.
If you have access to a database of online influencers and bloggers, browse through it to identify who are most likely to talk about and share your quiz. Don’t have a blogger list handy? Jump on to sites such as Topsy to look up influencers in your niche and monitor their tweets about your topics.
Also consider running a pre-outreach campaign to influencers before creating your quiz. Send them a short email to introduce your brand and your upcoming quiz, and ask them what they want to see included and things they want to know about. It gives you the perfect reason to approach them with the URL of your quiz when it’s published for potential links or social shares.
Offer your readers a little ‘gift’ in every quiz you make. Of course, if you could add a giveaway or competition component to your quiz, that would be ideal for incentivising views and engagement. However, your ‘gift’ doesn’t necessarily have to be a physical one. It can be some key takeaways for readers in the form of knowledge or expert advice. For example, if your quiz result is based on a score, don’t just give out the numbers. Write analysis and offer tips on what the score actually means and what further actions your readers can take.
Having a click-worthy title is serious business, at least to the editorial team at Upworthy. The team spends hours on coming up with 25 different titles for the same article and the Chief Editor gets to pick the best one. You might think that was way too many hours to spend on just a single title. However, their effort is totally justified with this recent study showing over 80% of people will read a headline while only 20% will read the article.
Using catchy words such as ‘actually’ seems to be the go-to formula for click-bait type of titles. Browse through Buzzfeed and count how many viral quizzes contain the word ‘actually’ in their titles! Another tactic involves using the name of celebrities in personality-type quizzes – are you Marilyn Monroe or Audrey Hepburn? Posing questions in titles also seems to work well to arouse curiosity in your readers and prompt them to engage.
Although the ‘actually’ headline and the celebrity comparison quizzes work magic for Buzzfeed, they might not be the style and tone that appeal to your readers’ profiles. This goes back to the persona exercise discussed earlier. Who are your readers and how do they usually talk? Think of the online quiz as having a conversation with your readers – almost like how you’d read out the magazine quizzes to your friends! Be upbeat and positive – who would want to share a quiz result on their Facebook page that reads ‘get real and stop being a narcissist’?
And remember, the primary objective of your quiz is to educate, inform or entertain. Leave the hard selling part out but always close the quiz with a call to action.
A study by Tryinteract.com shows that Buzzfeed posts containing images of people drive more clicks. Interestingly, the most powerful type of image that drives click on Buzzfeed is a smiling woman. Most online quiz maker app such as Playbuzz and Snapapp allow you to add in a main feature image and one image per question. This makes sure your online quiz is ‘snackable’ for your readers browsing on their mobile devices on the go.
Have you got a few tips to share on creating engaging online quizzes for content marketing purposes? Are you ready to get your quiz on? Feel free to comment below.