Quiz Resource Hubs are now the top strategy for quizzes and interactive content among leading brands. In 2025, the strategy was validated by Content Marketing Institute, who awarded Direct Energy the award for best content strategy for their quiz hub.
Let’s look at how Direct Energy implemented their quiz hub, and then see how other top brands are doing something similar, albeit each with their own unique and genius approach to interactive content.
What is a Quiz Resource Hub?
The simplest way to put it, in relation to traditional content marketing, is that a quiz resource hub is like a category of a blog. There is a main quiz hub page that lists all the quizzes within that company’s quiz hub. Then if you click on any of those quizzes to take it, you go to another page where the quiz is embedded, with breadcrumbs leading you back to the main quiz resource hub.
Direct Energy’s Quiz Hub Builds Engagement and Connection with Customers
When I interviewed Vilasini Pillay, who created the Direct Energy quiz strategy, the thing that really stood out about our conversation was how she would craft every quiz to connect with the Direct Energy customer base on a topic they really cared about.
She highlighted one example about Solar, where a lot of customers were wondering if they should install Solar on their homes. So Vilasini pulled together the research and made a quiz titled “Is my home suitable for solar?” and sent it out in a customer newsletter. She said that newsletter got the highest open and click through rates. It’s so simple but so smart, by answering the questions on people’s minds through a quiz, which can help guide towards a decision or solution, it gets more engagement.
I’m really glad to see Direct Energy and Vilasini’s work recognized by Content Marketing Institute as the winner of the Best Content Strategy Award for 2025. It’s a fitting recognition of a brilliant strategy perfectly executed.
Atlassian’s Quiz Resource Center is Personalization at Its Best
I cannot say enough good things about the Atlassian quiz strategy. Since 2020 they’ve created north of 20 unique quizzes, each connecting with the audience on a specific and nuanced topic. The way they craft quizzes to help guide people through decisions, and find solutions to problems is absolute genius, no other way to put it.
I had the privilege of interviewing Sarah Goff-Dupont, Content Writer and Storyteller, who has been creating content at Atlassian for over 10 years, and has built many of their quizzes. We got to walk through a few of the quizzes she created, each with a different approach.
One in particular that really stood out was their Leadership Style Quiz. Sarah shared the story behind how they decided to build this quiz. She was looking at all the content around leadership styles on the internet, and the top results were all super similar to one another, really repating the same styles over and over.
So she decided to branch out from that, and make her piece unique, and part of the uniqueness was to personalize the styles for each reader by adding in a quiz that helps you find your own style. It’s a visionary approach to creating truly excellent content.
Natural History Museum’s Quiz Hub Brings Learning to Life
What an absolutely perfect implementation of quizzes for learning. Natural History Museum has a bunch of quizzes in their quiz resource hub that cover everything from “Know your nature sounds?” to “Would you make a good dinosaur hunter?” how fun is that? Seriously, this is magic, and encouraging people to learn more about the world we live in is beautiful.
My personal favorite quiz from Natural History Museum is “Is it a Dinosaur?” and you’ll be surprised at how little you know about Dinosaurs (I know I was). It’s a brilliant use of the quiz format, and the active learning each quiz taker engages in makes it even better.
Gretchen Rubin Media’s Quizzes are always Relevant and Helpful
Quizzes are a top driver of discoverability for Gretchen Rubin Media, that’s what their CEO Anne Mercogliano shared in our interview with her last year. But way beyond the reach aspect of their quizzes, each quiz is extremely helpful to the person taking it.
I’ve had the privilege of working alongside Anne and the team at Gretchen Rubin Media as a strategic partner on some of their quizzes, and one in particular stands out as a brilliant implementation of the medium. It’s called “The Habits for Happiness Quiz” and it uses a sophisticated branching logic system to recommend a very specific habit for each quiz taker to adopt in the quest for happiness. Each outcome contains a wealth of very practical information you can immediately employ to increase your happiness, and I can’t say enough how well crafted the quiz experience is.
Salary Transparent Street Answers Key Customer Questions with Their Quiz Resource Hub
Salary Transparent Street is doing important work bringing pay transparency to all. Founder Hannah Williams was on the Time 100 list in 2025 for her work in pay equality. Salary Transparent Street’s quiz resource hub features quizzes that further their mission of pay transparency and job satisfaction by answering key questions that their audience asks.
Their flagship quiz “Are you underpaid?” represents the top question people ask after watching Salary Transparent Street’s on-the-street interviews. Of course people are curious to know if the amount of money they are making matches up to what they should be making. This is an excellent setup for a quiz, as Hannah herself shared with me in our interview that she started Salary Transparent Street after finding out that she herself was underpaid. So it really takes things full circle in the most brilliant way.
But recently Salary Transparent Street has expanded their quiz strategy, and Daniella Flores, who runs their blog, has done an excellent job of adding in different viewpoints of quizzes that appeal to an audience who is interested in salary transparency. It’s very cool to see, and I look forward to following along as they build out more and more quizzes!
Why do quiz resource hubs work so well?
I will give my opinion, as the CEO of Interact. We have been a quiz software since 2013 so I have 12 years of data to base this opinion on. The reason why quiz resource hubs work so well is because people are naturally curious to learn about themselves. And quizzes allow for that. Quizzes have been proven to draw attention over and over again throughout history. Before we started Interact, I dug deep into the history of quizzes, and it turns out people have been quizzing each other since we developed verbal communication.
In recent memory, on the internet. Sites like Buzzfeed have shown that quizzes by themselves have incredible engagement and traffic driving power. A quiz resource hub is simply adapting the quiz format to each businesses’ use cases and customers. Quizzes can be serious and help direct decision making, like the Direct Energy example of using a quiz to help people decide if they should install solar. They can also be super fun and share-able like the Natural History Museum example of finding which dinosaur you are.
People will forever be curious to learn about themselves, and if you can connect that self learning to your products and services, you can build a brilliant quiz resource hub. I’m truly grateful to every brand in this article, for their creativity, innovation, and genius, in the interactive content medium.