I recently interviewed Sarah Goff-Dupont, Content Writer and Storyteller for Atlassian. She shared some deep insights into how Atlassian uses quizzes to create highly differentiated content, even in very competitive SERPs.
Atlassian Uses Three Different Quiz Types
- Branching Logic Quiz: their Meeting Woes Quiz uses branching logic to help you decide if you need a meeting, or if there is another solution that will accomplish the same goal.
- Personality Quiz: their Leadership Style Quiz accompanies a piece they created about Leadership Styles, and it brings a unique approach to a highly contested search term.
- Assessment Quiz: their Virtual Meeting IQ quiz assesses you on your handle of running virtual meetings effectively.
Let’s take a look at each quiz type and hear from Sarah about how the quizzes were formulated, and how they are effective for differentiation.
Branching Logic Meeting Woes Quiz
The Meeting Woes quiz is embedded within a research report on how much time meetings can waste within a company. It’s an excellent report, and the quiz add a fun interactive element to it, so you can see if your particular situation necessitates a meeting, or if there is an alternative solution for you.
“Each of the six things that you might want to accomplish with a meeting… they have their own decision trees that branch off from that. I would say over half of the paths lead you to some way to avoid a meeting, some other way that you can accomplish your goal besides pulling 10 people into a room.”
Sarah Goff-Dupont, Content Writer at Atlassian
As the quiz taker progresses through the quiz, they are answering questions about the circumstances of the meeting they are thinking about holding. Each answer choice branches off to show the quiz taker a different outcome based on their meeting situation.
At the end of the quiz you get a result that shows you a recommended next step based on the answers you chose in the quiz. It’s a simple yet powerful way of helping people decide if their situation needs to be a meeting, or it there is an alternative solution.
This quiz is brilliant, and even though the research report it’s embedded in is absolutely excellent on its own, adding in this interactive element is super cool.
Personality Leadership Styles Quiz
When Sarah brought up this quiz, it really piqued my interest as a content marketer. She said that the target term is “Leadership styles” and there are a million and one results for that term, they are all super similar. So they added this leadership personality quiz to their post, to give readers an interactive element.
“We’re going to talk about nine leadership styles and the psychological underpinnings behind them, why they work or don’t work. Then we made a quiz so you can discover your style. That was our unique angle… ChatGPT can tell you the main leadership styles and give you a basic description. But that’s it.”
Sarah Goff-Dupont, Content Writer at Atlassian
The quiz has seven questions, and each one connects you to one or more of the personality types using personality logic. This means that each answer choice correlates to one or more of the quiz outcomes, and whichever quiz outcome the quiz taker gets the most correlations for after answering all of the quiz questions is the one shown to them as their result. Sarah did a stellar job of making the questions both relatable and relevant. People taking this quiz can immediately resonate with the answer choice they feel most aligned with, but there is also a level of curiosity that is built because you are not sure how your answer choice will connect to your quiz result, which helps increase the conversions of people finishing the quiz.
The results of this personality quiz show you your leadership style, and then link to further content where you can learn more about your leadership personality type. The result is written in a way that helps you completely understand your leadership style in just a short amount of text.
This leadership personality quiz from Atlassian is so well done. It perfectly shows the power of quizzes within content as a differentiation factor. Obviously the post about the leadership styles is great in and of itself, and adding the quiz into the content makes it even better.
Virtual Meeting IQ Assessment
Assessments are such a cool way to personalize content for people, making a topic approachable and individual, which people naturally gravitate towards.
“We wanted to lead people off to a larger piece of content… The quiz was a warmup to get you excited to learn about this instead of it just being like, ‘here’s a topic.’”
Sarah Goff-Dupont, Content Writer at Atlassian
The questions in this assessment are so brilliant. They ask you about your virtual meeting IQ, in a way that you would only be able to if you had a deep knowledge of virtual meetings and how to run them.
The result of this assessment tells you what level you are in terms of your virtual meeting IQ. The result is worded in a way where you can quickly tell your level, and then it links to a beautifully written, long-form blog post about virtual meetings.
Our thanks to Sarah Goff-Dupont and Atlassian for creating such incredible quiz content through the Interact platform. They are true innovators, and it’s so cool to see all the ways they’ve utilized the interactive format to differentiate content and engage customers.