People love taking quizzes—we love testing our mettle and understanding ourselves through these fun pieces of interactive content. In fact, according to BuzzSumo, the average quiz gets shared 1900 times, making quizzes a reliably engaging component of any content marketing mix. Even beyond BuzzFeed, both B2B and B2C brands can tap into the virality of quizzes as an opportunity to generate more engagement and capture quality leads. Learn how to incorporate quizzes into your content marketing—the right way. In this presentation, you will learn: - Why quizzes are uniquely effective compared to other content formats - What makes a great quiz and all the different types you can create - How to channel the virality of quizzes to achieve your marketing goals

1. HOW TO EFFECTIVELY INCORPORATE
QUIZZES IN YOUR CONTENT STRATEGY
Owen Fuller
Chief Qwizard, Qzzr
@owenfuller
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

2. @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)!

3. Fit Marketing Case Study

5. Who are these guys?

8. Tens of thousands of quizzes being taken millions of times
World’s best publishers, brands and agencies!

9. 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

10. There is a renaissance
happening
Hieroglyphics Paper Billboards
Mail
Email
Blogs
TV
Digital images
Video
Surveys/polls
Infographics
Lists
Quizzes

11. And it’s something we hated while
we were in school
Type to enter text

14. 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.

15. Why are quizzes so irresistable?
Engaging, Nourishing, and…
All about ME!!!

17. “Stop telling me interesting and useful
things about myself”
- Said no one, ever.

18. 81% completion rate
2:27 average time
5% lead conversion rate

19. Pop Quiz:
The average quiz gets shared how many times?
1,900
Some do a little better….

20. I see a quiz in my newsfeed.
Hmm.
What am I likely to do?
Pass. Not interested: 18%
Sure. Let me hit that: 82%

22. 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

23. Faster, cheaper and more effective
than other content types.
Quizzes are the secret weapon…

27. Two main jobs that social media
mavens hire a quiz to do:
1. Drive social traffic
2. Drive conversions

30. You don’t need a big channel
• 0 likes, 6 comments
• Taken 70,000+ times
• Over 750x Social Lift

31. You don’t need a hot topic
• Wildest dream was that 1,000 people
would take the quiz
• 70,000+ have taken it today

33. Case studies
Kettlebell Fever
490 impressions | 90 leads | 18.4% conversion rate

35. Case studies
Kissmetrics quiz

36. What businesses are most excited
about
Turning this Into this

39. Engagement
TIMES TAKEN
473,030
LEAD IMPRESSIONS
412,345
LEAD CONVERSIONS
26,617
CONVERSION RATE
6%
AVG TIME SPENT
0:25
COMPLETION RATE
82%

40. Engagement
STUMBLES 212
LIKES 776
SHARES 1417
COMMENTS 365
TOTAL 2558
TWEETS 230
+1s 77
Ranking 1st for
“glasses quiz”

41. 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:

42. 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

43. Proceed with caution

44. It’s ok to break these rules if you’re doing it on purpose

45. Do some research: topics
Which quizzes are
shared on your topic?
Use BuzzSumo to
check
Search ‘quiz’ +
keywords/domain
e.g. ‘moz.com’ quiz

46. Do some research: titles
What titles work?
Search competitors -- or playbuzz, buzzfeed, disney domains
Hardest, ultimate, ever….

47. 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?

48. 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

49. Right answers! No right answers!

50. 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!”

51. 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

52. 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…

53. “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

55. Research and gather media
See: images and qzzr!

56. Create and embed your quiz

57. 2 cups Context
Share and promote your quiz

58. 2 cups ContextBasic promotion channels:
owned, earned & paid
• Facebook
• Website or blog
• Email or newsletter
• Twitter
• LinkedIn
• Forums
• Communities

59. Measure, learn and improve

60. Virality takes a pinch of luck
You can control consistency

61. You win when you
understand the motivations
of your audience

62. 10. Show me something cool

63. 10. Show me something cool

64. 9. Ask me interesting questions

65. 8. Be fair

66. 7. Reel me in with your title

67. 6. Help me feel sufficiently
assessed

68. 5. Feed me

69. 4. Stay on topic

70. 3. Make me laugh
“Laughter is the shortest distance between two people.”- Victor Borge

71. 2. Give me something to brag
about

72. 1. Make me an offer I can’t refuse

73. Bottom line:
Just go make something
remarkable!
Get started at Qzzr.com

74. @wistia @uberflip!@Qzzr_@Uberflip#uberwebinar

75. @wistia @uberflip!@Qzzr_@Uberflip#uberwebinar

76. @wistia @uberflip!@Qzzr_@Uberflip#uberwebinar
Shares from
our Hub = 48
60 Total

77. @wistia @uberflip!@Qzzr_@Uberflip#uberwebinar
Actionable Data
ü Webinar Guests
ü Influencers
ü Content Ideas
ü Social Curation
ü Messaging

78. @wistia @uberflip!@Qzzr_@Uberflip#uberwebinar
QUESTION TIME!
Owen Fuller
Chief Qwizzard, Qzzr
@owenfuller
Hana Abaza
VP Marketing, Uberflip
@hanaabaza

79. THANK YOU!