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Quizzes: The Secret Weapon of the World’s Best Content Creators
Quizzes: The Secret Weapon of the World’s Best Content Creators
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Who are these guys?
Create, embed and share quizzes
The platform for people who create world-class interactive content
The ToolboxOutcome quiz ex. The world’s hardest John Stamos quiz.
Graded quiz ex. Where is this place?
Checklist quiz ex. How New Yorker are you?
This or that pollex. Vote: Twizzlers or Red Vines
Multi-option pollex. Vote: Who is your favorite Beatle?
Lists (coming soon)ex. Vote: Who is your favorite Beatle?
Everyone’s a publisher1
Give to get2
Be remarkable or die3
Have a heart4
Look past the eyeballs5
Don’t deceive6
Make it stick7
Feedback is essential8
Questions are powerful9
Know thyself10
Millions of engagements…
Let’s talk about lessons learned
…from the world’s best publishers, brands and agencies.
Our goals1. Expose the hottest form of interactive content
(quizzes)2. Show how to drive social traffic and generate
leads with quizzes3. Tell the story of the million dollar quiz4. Get you started with some quiz concepts you
can create today
Welcome to the quiz revolution
Hieroglyphics Paper Billboards
MailEmail
BlogsTV
Digital images
Video
Surveys/polls
Infographics
Lists
Quizzes
And it’s something we hated while we were in school
Type to enter text
Uber publishers leading the way
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
What about the rest of us?
Solution: World-class quizzes for all(oh, and polls, lists, etc. too)
Why are quizzes so irresistable?
Engaging, Nourishing, and…
All about ME!!!
“Stop telling me interesting and useful things about myself”
- Said no one, ever.
Wait, what about surveys?
Under the hood of a quiz is a survey that people actually want to take and complete… and answer honestly… and
share it with their friends
82% click to conversion rate
78% completion rate2:27 average time
14% lead conversion rate
Quizzes – The Secret Weapon
Three jobs content creatorshire a quiz to do:
1. Drive social traffic2. Generate qualified
leads3. Drive traffic to
targeted offers
You don’t need a big channel
• 0 likes, 6 comments• Taken 70,000+ times• Over 750x Social Lift
Or a hot topic
• Wildest dream was that 1,000 people would take the quiz
• 70,000+ have taken it today
EngagementTIMES TAKEN
516,704LEAD IMPRESSIONS
455,929LEAD CONVERSIONS
29,410CONVERSION RATE
6%
AVG TIME SPENT
0:24
COMPLETION RATE
82%
ROI
Top revenue-generating channels included: • Organic Search: $143,692• Email: $126,674• Paid Search: $103,545
Traffic to the quiz landing page: 573,338 unique visitors Revenue: $1,167,746.21
9,655%Return on Investment:
From good to great quizzes 6 steps for content marketers
1. Do some research – what works?2. Decide on quiz type and title 3. Work backwards from results – calls to action4. Create quiz, media and embed 5. Share and promote 6. Learn, adapt and improve
Proceed with caution
It’s ok to break rules if you’re doing it on purpose
1. Do some research
Right answers No right answers
2. Choose a type and title
What titles/topics would work for me?
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?
Tips for graded quizzesChoose a compelling title:
• Are you a ____ expert?• Can you pass the ___ test?• The world’s hardest ___
quiz• Are you a true ____?• ____ or ____
Make graded quizzes the hardest ever (or at least say they are)
Tips for graded quizzesLimit the number of answers to each question
Remove any friction from the experience
Tips for graded quizzesShow feedback: give more information about the right answer
Now you’re entertaining and educating
Tips for graded quizzesMake people feel good about their results
45% of shares on graded quizzes come from 100% scores
Tips for graded quizzesAssign outcomes + CTA
“You got 90%. You’re a genius!”
Other geniuses subscribed to our newsletter….
Tips for outcome quizzesChoose a compelling title:
•Which ___ are you?•What ___ do you actually belong in?•What kind of ___ are you?
Tips for outcome quizzesCreate shareworthy outcomes:
Invoke awe, laughter or amusement (BuzzSumo)
Make it a “feel-good, look-good” mecha-nism
Tips for outcome quizzes
Tips for outcome quizzes
The most “efficientive” process:
• Identify outcomes•Map differentiating factors•Be creative with your questions
3. Work backwards from resultsWrite these first and decide on the CTA.
Make sure people would be proud to share
This is buyer persona data…
If you have a CTA, make sure it relates to your outcome
Hey 3PO – you’re research driven, so why not download this guide…
4. Create quiz & embed
5. Share and promote
Top Promotional Channels• Facebook - 84% of shares• Website or blog• Email or newsletter• Twitter• LinkedIn• Forums• Communities
6. Learn, adapt, improve
Learn, adapt, improve
Quiz answers = data. What can you do with it?
“Baby boomers prefer Rihanna to Taylor Swift”“People that like the color red, prefer Audi over Mer-
cedes”“Starbucks fans would rather live in Europe
than any other place.”
Pro tip: learn more with polls
Virality takes a pinch of luck
You can control consistency
When you understand the motivations of your audience you win
Share Rate Lead Conversion
What Famous Hymn Are You?What type of Ford Mustang are you?
Which Star Wars Bounty Hunter are you?What Bible Dad are you?
What kind of linguist should you be?Which member of U2 are you?
Where should you go on a mission trip?Can you identify these places in Utah?
How would you die in Game of Thrones?Which Bible figure are you?
What kind of girl geek are you?Which Studio 5 contributor are you?
Which Master StrongFirst instructor are you?Are you really StrongFirst?How Manly is Your Man?
Do you really know Dan John?A Fairly Tale in the Making
Which Star Wars Bounty Hunter are you?Where should you go on a mission trip?Which biblical world cup player are you?
A couple quizzes made more than one listAll have great content
Interesting topicsGreat titles
Both large and small channels
Which Celebrity Home are you meant to live in?Do you know how to create a viral quiz?
What is your GRE verbal score?What would you change about your organization's culture?
Are you emotionally sensitive?What is your GRE math score?
Which kind of marketing rockstar are you?Test your world population smarts
Are you an inbound marketing expert?How up-to-date is your social media marketing expertise?
Offer Conversion
Entertained by the quizChallenged by the quiz
Proud of their resultAmused by their result
Felt questions were fairTrust the data
Share Conversion
Want to see how friends do
Interested in offerTrust the person offeringPassionate about topic
The motivations of a quiz taker
Feel sufficiently assessed
Fed by the quiz
10. Show me something cool
9. Ask me interesting questions
8. Be fair
7. Reel me in with your title
6. Help me feel sufficiently assessed
5. Feed me
4. Stay on topic
3. Make me laugh
“Laughter is the shortest distance between two people.”- Victor Borge
2. Give me something to brag about
1. Make me an offer I can’t refuse
Bottom line: Just go make something
remarkable
You can do it
Quizzes: The Secret Weapon of the World’s Best Content Creators
