how to effectively incorporate quizzes in your content strategy
TRANSCRIPT
HOW TO EFFECTIVELY INCORPORATE QUIZZES IN YOUR CONTENT STRATEGY
Owen Fuller Chief Qwizard, Qzzr
@owenfuller
Hana Abaza VP Marketing, Uberflip
@hanaabaza
@wistia @uberflip!@Qzzr_ @Uberflip #uberwebinar
Join in on Twitter
We will send the recording.
Questions? We’ve got answers!
(At the end of the webinar J)!
Fit Marketing Case Study
Who are these guys?
Tens of thousands of quizzes being taken millions of times
World’s best publishers, brands and agencies !
My goals 1. Expose a hot content medium (quizzes) 2. Show how to drive social traffic and generate
leads with quizzes 3. Share success stories and techniques 4. Get you started with some quiz concepts you can
create today
There is a renaissance happening
Hieroglyphics Paper Billboards
Mail Email
Blogs TV
Digital images
Video
Surveys/polls
Infographics
Lists
Quizzes
And it’s something we hated while we were in school
Type to enter text
Wait, what about surveys?
Under the hood of a quiz is a survey… that people actually want to take… and share with
hundreds of their friends.
Why are quizzes so irresistable?
Engaging, Nourishing, and…
All about ME!!!
“Stop telling me interesting and useful things about myself”
- Said no one, ever.
81% completion rate 2:27 average time
5% lead conversion rate
Pop Quiz:
The average quiz gets shared how many times?
1,900 Some do a little better….
I see a quiz in my newsfeed. Hmm. What am I likely to do? Pass. Not interested: 18% Sure. Let me hit that: 82%
The road is being paved by mega-publishers
Number one article on NY Times in 2013 was a quiz
Eight of the top ten most shared articles on the web in the last eight months were quizzes
(BuzzSumo, April 2014)
Nine of the top ten most shared stories on Facebook in January, 2015 were quizzes
Faster, cheaper and more effective than other content types.
Quizzes are the secret weapon…
Two main jobs that social media mavens hire a quiz to do:
1. Drive social traffic 2. Drive conversions
You don’t need a big channel
• 0 likes, 6 comments • Taken 70,000+ times • Over 750x Social Lift
You don’t need a hot topic
• Wildest dream was that 1,000 people would take the quiz
• 70,000+ have taken it today
Case studies
Kettlebell Fever
490 impressions | 90 leads | 18.4% conversion rate
Case studies
Kissmetrics quiz
What businesses are most excited about
Turning this Into this
Engagement TIMES TAKEN
473,030 LEAD IMPRESSIONS
412,345 LEAD CONVERSIONS
26,617 CONVERSION RATE
6%
AVG TIME SPENT
0:25
COMPLETION RATE
82%
Engagement
STUMBLES 212
LIKES 776 SHARES 1417 COMMENTS 365 TOTAL 2558
TWEETS 230
+1s 77
Ranking 1st for “glasses quiz”
Revenue & ROI
Top revenue-generating channels included: • Organic Search: $104, 924.34 • Paid Search: $73,393.06 • Email: $73,331/96
Multi-attribution technology helps us understand a channel’s respective contribution towards the quiz’s performance.
Traffic to the quiz landing page: 533,538 unique visitors Content Marketing Revenue: $909,738.06
7,500.2% Return on Investment:
Roadmap to an effective quiz Research topics & target audience Choose quiz title and type Do your research and gather media Create and embed Share and promote Measure, learn, and improve
Proceed with caution
It’s ok to break these rules if you’re doing it on purpose
Do some research: topics Which quizzes are shared on your topic? Use BuzzSumo to check Search ‘quiz’ + keywords/domain e.g. ‘moz.com’ quiz
Do some research: titles What titles work? Search competitors -- or playbuzz, buzzfeed, disney domains Hardest, ultimate, ever….
What titles/topics would work for me?
What content resonates with your audience? What are the most shared topics?
What topics get the most questions? What topics are most controversial?
Are there decisions that people struggle to make?
Are there topics that are misunderstood?
Recycle your content
If you have knowledge and answers in your evergreen content, you can turn it into a quiz.
Look at your
List posts Infographics Debate posts
….all raw quiz material
Right answers! No right answers!
Tips for graded quizzes Choose a compelling title • Are you a ____ expert? • Can you pass the ___ test? • The world’s hardest ___ quiz • Are you a true ____? Keep your quizzes fair and clear • Limit the number of answers to each question • Remove any friction from the process Show feedback • Give more information about the right answer
Make people feel good about their results • 45% of shares on graded quizzes come from 100% scores • Assign outcomes. “You got 90%. You’re a genius!”
Tips for outcome quizzes Choose a compelling title • Which ___ are you? • What ___ do you actually belong in? • What kind of ___ are you? Create shareworthy outcomes • invoke awe, laughter or amusement (BuzzSumo) • help people define themselves,
nourish relationships & get the word out about causes they love (NY Times)
• make it a “feel-good, look-good” mechanism • Help people share what “they want their friends to think they like” (Buzzfeed) Build a process • Identify outcomes • Map differentiating factors • Be creative with your questions and answers
Pro tip: work backwards from outcome
Write these first. Make sure people would be proud to share Make sure your CTA relates to outcome. Hey 3PO - You’re research driven, so why not download this guide…
“Are you a candidate for Lasik Surgery?” “Should you be wearing glasses to drive?” “Do you know the seven common mistakes new contact wearers must avoid?” “Which frames match your style?” “Give yourself an eye exam.” “Do you need special lenses?”
The wild world of… optometry
Research and gather media
See: images and qzzr !
Create and embed your quiz
2 cups Context Share and promote your quiz
2 cups Context Basic promotion channels: owned, earned & paid
• Facebook • Website or blog • Email or newsletter • Twitter • LinkedIn • Forums • Communities
Measure, learn and improve
Virality takes a pinch of luck
You can control consistency
You win when you understand the motivations
of your audience
10. Show me something cool
10. Show me something cool
9. Ask me interesting questions
8. Be fair
7. Reel me in with your title
6. Help me feel sufficiently assessed
5. Feed me
4. Stay on topic
3. Make me laugh
“Laughter is the shortest distance between two people.”- Victor Borge
2. Give me something to brag about
1. Make me an offer I can’t refuse
Bottom line: Just go make something
remarkable!
Get started at Qzzr.com
@wistia @uberflip!@Qzzr_ @Uberflip #uberwebinar
@wistia @uberflip!@Qzzr_ @Uberflip #uberwebinar
@wistia @uberflip!@Qzzr_ @Uberflip #uberwebinar
Shares from our Hub = 48
60 Total
@wistia @uberflip!@Qzzr_ @Uberflip #uberwebinar
Actionable Data ü Webinar Guests ü Influencers ü Content Ideas ü Social Curation ü Messaging
@wistia @uberflip!@Qzzr_ @Uberflip #uberwebinar
QUESTION TIME!
Owen Fuller Chief Qwizzard, Qzzr
@owenfuller
Hana Abaza VP Marketing, Uberflip
@hanaabaza
THANK YOU!