The best performing quizzes answer the questions people ask you. If you get interviewed on podcasts, then it’s the question everyone asks you there. If you create content on Instagram, it’s the DM’s people send you with questions. If you create YouTube content, it’s the question that pops up over and over again in the comments.
Every time I interview a customer whose quiz is super successful, it follows this same pattern. Their quiz is a response to the questions people always ask them. And the quiz can answer that question at scale. The quiz is essentially a follow-on to your content. If people watch your content and think to themselves “What about (Blank) for me?” and you can create a quiz that helps answer (Blank) for the person engaging with your content, then people will want to engage with your quiz.
It’s a natural next step for content-led marketing, you build quizzes that answer the questions your audience members who appreciate your content want answers to.
To make this more concrete, here are some examples from folks I’ve talked to this year.
- A Career Coach whose audience kept asking which career would be right for them, which turned into a career type quiz.
- A Mindset Coach whose audience kept asking what was wrong, why they couldn’t reach the success they wanted, who created a quiz to help identify success blockers.
- A Sales Coach whose audience kept asking why it was so hard for them to even start the sales process, which was answered with a sales type quiz that helps you identify your strengths, giving you the confidence to get started.
- A Health Coach who kept getting questions about what was really causing their health issues, who created a root cause quiz to help the audience identify the true culprit.
It’s not always a totally direct relationship between the questions and the quizzes you create. Sometimes you have to find a filter, because if people ask you those questions after watching your content or talking to you, then you might have to adjust the framing of how you pose the question if you are the one bringing it up in the form of a quiz title. Try to identify and use keywords that resonate with people and activate them.