Every content strategy can use quizzes to answer FAQs in a more personalized way. Think of it like if there’s a question that customers or potential customers are asking, you can use a quiz to answer that question in a more individualized way based on the person who is asking the question.
I’ve got to give credit to Moby Siddique over at Red Pandas Digital for explaining this content strategy back to me. You can work with them to implement this approach if you’d like.
I’ve seen this done in a lot of cases, but I want to highlight a few live use cases that are really well done.
Before we get into that let’s briefly talk about the process of creating these quizzes.
- Questions: Figure out what questions your ideal customers or prospects are asking
- Answers: Group the most common answers to a question which will become the results/outcomes of your quiz
- Questions Again: Figure out what questions you need to ask to figure out what answer is best for the question you identified in step 1
- Opt-in or not?: You can use quizzes to collect email addresses but that doesn’t always make sense, or you can make it an optional opt-in.
- Hub: Create a hub for your quizzes so they have a repository. You don’t have to do this, you can just work the quizzes into your content but the hub concept is gaining popularity.
Let’s check out some examples.
Quiz Hub: Direct Energy
The strategy here is engagement. I interviewed Vilasini Pillay who created these quizzes at Direct Energy. She shared that the process for creating them is to listen for customer feedback and pay attention to the areas where people have the most questions. For example, there were a lot of questions coming from the customer base about solar, and whether a home should be modified with solar, so she created this solar quiz to answer that question.
This quiz hub is a perfect example of using quizzes to answer questions from the audience. They send these quizzes out through their email newsletter, and Vilasini said those emails get some of their highest open rates and engagement. They also house all the quizzes on their site so people can access them anytime.
Quiz Hub: Atlassian
Atlassian creates quizzes to answer common workplace questions, identify personalities, and generally hep professional navigate through work life in a fun and interactive way. I really like how they have a variety of topic ranging from more serious like this “Should we have a meeting?” quiz to more fun like this “What’s your leadership style?” quiz.
It is hard to stand out in B2B marketing, everyone has roughly the same tools at their disposal, and incorporating both personality and interactivity is almost like opening up a new arena that others are not in yet.
Quiz Hub: Gretchen Rubin
Gretchen’s quizzes are based on her books, which are New York Times best sellers. Each quiz breaks down a book or a section of a book and helps people find which part of the book is most relevant to their situation. It’s like a “choose your own adventure” through quiz format. And people love it.
In speaking with Anne Mercogliano, the CEO at Gretchen Rubin media, she said the quizzes are crowd favorites and already one of their top sources of SEO traffic. This is such a great strategy because it breaks down important topics into a size that people can absorb during a busy day. Then it parlays right back into the longer form books for when people do have time to sit down and learn more.
Quizzes like these are such an excellent entry point to your written or long form work because they give people a taste of what you have to offer and the people can guide themselves to find which aspects of your work are most relevant to them as individuals.
Quiz Content Page: 1st Financial Bank
1st Financial bank is using quizzes are part of their content marketing mix. They have quizzes like “Are you good at Managing Your money in College?” that are though provoking and again match the questions their customer has already has on their minds.
By understanding what your customers are thinking about and offering quizzes that can both answer those questions and reassure the customer that they are doing okay you are building a more human connection with your audience that is more powerful than just words on a page.
If you’d like to discuss how you can implement quizzes into your content marketing strategy, book your free demo here. This strategy is one that’s been growing rapidly but is still new in almost every industry. It’s a great time to start adding quizzes to the mix, build your skillset of quiz creation, and be a leader in your category.