Interactive content lays somewhere between written media and tools on the effectiveness scale. You get the benefits of a pricey product without the investment.
But let’s define what we’re talking about here so I don’t disappoint you and we both get on the same page.
Interactive content = content that has the ability for users to click and receive feedback while on the same page. The interactivity allows for This guide focuses on what most people would consider to be assessments or quizzes.
I’ve personally witnessed companies getting massive ROI from interactive content, and I’ve also seen people fall flat on their faces after investing heavily in interactive pieces. My goal today is to prevent any falling and give you the keys to creating interactive content that truly delivers.
Step 1: Have a goal
Usually when a business fails with Interactive content it’s because they have no plan for what it will do. It’s great to be on the trends and get your marketing on, but don’t rush into it with no strategy or you’ll for sure fail. Here are a couple of goals to get your ideas going.
1. Lead generation. One of the most important things interactive quizzes can do is act as their very own lead generation funnel. You get a full few minutes of connection with a prospect as you ask questions and they answer, and then you present an opportunity for the prospect to stay in touch by putting in their information. This method works marvelously for many and is a strong strategy.
The example here shows a well-executed model for how to do lead generation within a quiz. The quiz itself is about holiday decorating, and the call to action text here asks if you’d like to receive a holiday guide for fre by inputting an email address. They also include their logo to build more credibility which is excellent.
2. Personalization. One of the big web trends for the next five years is personalization. Now that we’ve effectively filled up the internet with all sorts of content, it’s time to make it a more welcoming place. Interactive content is one way to skip all the difficulty and just make personalization happen.
Take, for example, the quiz image below that hails from Forbes’ college quiz. They help potential students discover what sort of university would best fit their interests and then include personalized links to check out the Forbes college adviser tool to get even more information.
3. Contest. In some form, contests have been around literally forever, and with interactivity baked in you can make one heck of a competition. Let me start with an example here, the quiz below is from ViewsBank, a UK site that does market research. They built a simple quiz to determine what kind of monster you are for Halloween, and asked quiz takers to comment with their results for a chance to win a basket of Cadbury chocolate.
They ended up with over 1000 comments, and it was a smash hit. A big part of the reason for that success was the gamified nature of the contest, rather than just giving over your details or submitting a survey you get to find out what kind of monster you are (an important question if you ask me), and then you can be entered to a contest simply by commenting.
Step 2: Have a plan
1. Formulate. Just like any good piece of content, research and creation of the body is very important. When you stack it all up end-to-end, a quiz ends up being 600-1200 words including all the questions and results, so writing a quiz is similar in length to a strong blog post. If you work with a team, have them create the content within Interact to make it easier to keep track of everything.
2. Design. We have a full suite of design customization tools to make your content as unique as your business is. Everything is click-only (no code needed), so you can handle it even if you’r not a front end developer or designer, but I recommend you get your design team involved in the creation process. If they aren’t available (or refuse to help you), then you can still end up with a nice-looking quiz by following the color scheme of your website.
Step 3: Have fun
1. Follow the pub rule. Invented by The Irish Post, this rule states that you must only publish questions and results to interactive content that would be acceptable to say out loud in a pub with your mates. This is important because of the conversational nature of interactive pieces. It’s you having a chat with one other person at a time while they answer your questions, so treat it like that.
2. Follow Shaq’s rule. Shaquille O’neal, one of the most successful post-NBA basketball players (in a business sense) has a rule for how he treats social media and marketing in general. He says that 85% of everything he creates is meant to make people smile, 15% is to inform them, and 5% is to sell products. By sticking to this rule, Shaq has developed massive social media followings, and when he does promote a product it’s extremely effective.
Your Interactive pieces should pretty much follow the Shaq rule, the goal is to be entertaining and reach new people on social channels, where fun rules the game, obviously you also want to have a purpose with providing information and promoting your business, but start with having fun.
3. Speak like a human. Let me set this one up for you. When we talk in our normal everyday lives, 60% of what we say is about ourselves, leading us to use a lot of the words “I” “you” “we” and so on, what I call personal pronouns. It would make sense that speaking like your normally do would be good for quiz content, so I ran a test to see what kind of corellation there might be between speaking normally and getting more views on quizzes.
Turns out there is a strong connection between the use of personal pronouns in quiz content and getting more views. The chart below shows the upward trend in views as personal pronouns are used more – in other words, just be yourself, it’s what your mom told you to do, it’s it’s wise advice for writing quizzes.