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How to Incorporate Quizzes To Amp Up Your Content Marketing Reach

When you put together your annual content marketing strategy, you may not have incorporated quizzes — and that’s okay. However, that doesn’t mean it’s too late to update your content calendar with a quiz or two, because they are easy to put together using quiz software, and they generally require no help from your development team.

Where Does a Quiz Fit Into My Strategy? 

Before you decide which channels to promote your quiz, you should ask yourself, “What is my number one goal for this quiz?” 

In some cases, your top goal may be to drive a bunch of social traffic. Conservative website Media Research Center saw immediate success with their first two quizzes, resulting in nearly 100,000-page views between the two of them. The first one, “7 Questions All Marine Corps Fans Should Be Able To Answer“, has been taken more than 65,000 times, and the second one, “12 Simple American History Questions All Patriots Should Be Able To Answer“, has been taken 127,000 times.

In other situations, your goal should be to  convert existing visitors on your website into email subscribers or customers. In that case, placing the quiz on your homepage or a very popular page on your site makes a lot of sense.

For example, Zenni Optical placed a quiz on their site helping consumers decide which eyeglass frames were best suited for their specific budget and lifestyle. Over 140,000 people took the quiz resulting in 7,000 new email subscribers and a $124,000 increase in revenue! 

Zenni Optical

And Zenni Optical isn’t alone. When online collectibles retailer Sideshow Collectibles wanted to increase awareness for their Court of the Dead brand of collectibles, they decided to run a quiz. For their campaign, they created a quiz that invited fans to discover which fictional character from Court of the Dead best represented them.

Court of the Dead

The results? The quiz was taken over 27,000 times, brought in 15,000 new email subscriptions and generated 1,800 orders delivering $75,000 in revenue! Of those 1,800 orders, 1,220 were first-time customers! 

How to Make a Quiz Go Viral 

The recipe for making a quiz go viral may not be as complex as you think. Here are the ingredients you must have to make it work:

  • The quiz must be relevant to the audience. A quiz like, “Which season best represents you?” may not be the best way to promote your shoe company. You could instead ask a very relevant question such as “Which shoe represents your personal style?” Keep it relevant and simple.
  • There should be an incentive for taking the quiz. When Court of the Dead ran their quiz campaign, they offered a coupon and guaranteed entry into a giveaway. Keep in mind that not every incentive needs to be monetary. For example, if you’re a university looking to generate email leads for your English degree program, you can put together a grammar quiz and have your participants share the results for bragging rights. After all, being able to brag about your intelligence is a big incentive for many people.
  • The quiz must be user-friendly and mobile-friendly. One of the key elements for getting a quiz to go viral is to make it easy to take. Moving through the questions should be effortless and quick — on both desktops and mobile devices. Qzzr, a quiz software company, reports that roughly 53% of all quizzes being taken are on mobile devices! Don’t miss out on this big piece of the pie! Also, make sure the quiz is easy to share. Offer buttons for users to share on Facebook, Twitter, etc. once they reach the results page.
  • You must ensure people take the quiz. “If you build it they will come” is an outdated concept. The competition for your audience’s attention is too big to ignore. The burden to make your quiz campaign successful rests with you. Placing the quiz in a high traffic channel is the number one step towards generating desirable results. This may mean your homepage, your social media channels or even spending money building Facebook ads to direct traffic to the quiz.

The quickest way to fail is to not recognize a quiz campaign as a true marketing tactic. Similar to all of your other content, you must promote your quiz campaign and drive traffic to it. When you follow these steps, quizzes will become a staple of your content calendar for years to come.

Chris Kilbourn 1Chris Kilbourn is a content strategist at Qzzr, an online quiz tool that allows you to create quizzes and post them anywhere. In past lives, he was a professional rock star (seriously), and he built and sold 2 successful companies from the ground up. You can connect with him via email at [email protected].

5 Content Metrics Every Marketer Needs to Analyze

Today’s guest post comes from Campbell Macdonald – Enjoy!

Nearly every marketing initiative involves a healthy dose of trial and error; it’s the only way to know what works and which areas need improvement. But without the right information guiding your content decisions — or none at all — you could seriously derail your content marketing strategy. small_4291948239

Still, many B2B marketers rely on assumptions to inform their content decisions. In fact, Content Marketing Institute found that only 21 percent of B2B marketers say they’re successful at measuring ROI. Resorting to biased, faulty data not only blinds you to what readers really want, but also drains your time and resources.

Your content marketing strategy should be fluid, iterative, and evolving based on the insights you discover from a comprehensive performance analysis. It takes time to manually sort through specific data points and information to extract key insights that drive business results, so knowing where to look is critical.

To understand how well your content marketing strategy is performing from an objective perspective, you need to analyze these five metrics:

  1. Social: The number of social shares your content receives gives you an idea of how valuable it is to your audience. If they share it with their networks, then they found something truly useful that advances the conversation.
  2. Traffic: An effective content strategy helps boost traffic over time. Tracking unique visitors per day, week, and month for each post gives marketers a baseline for success and month-over-month growth.
  3. Conversion rate: Measuring how many readers took a tangible action is a telling indicator of success. Actions such as downloading gated content, signing up for a webinar, or purchasing from your e-commerce site advance leads through the buyer’s journey. Always ask, “What can my team do to increase engagement and conversions through content?”
  4. Leads: Lead generation and qualification are two key aspects of the conversion rate. By tracking leads as they move through the funnel, you can deliver more targeted content that expedites the sales process. A common practice is to start with lightweight, educational content for top-of-the-funnel readers before offering in-depth articles and webinars that engage more qualified prospects to move deeper into the conversion process.
  5. Team performance: Measuring the performance of individual content creators on your team can also reveal key insights into effective content creation. You can evaluate whose content drove the most leads, shares, or conversions, then analyze their creative process to determine best practices that your team can implement. Most importantly, you can recognize the value that content creators bring to your organization.

To put these metrics into perspective, look at Bizible and how it assesses its blog’s impact on the business. The company wanted to understand exactly what drove viewership of content, so it looked at blog posts’ performance, including page views, social shares, time spent on the page, leads, and revenue. It uses the framework from successful posts to guide editorial decisions and produce content that converts.

For example, Bizible’s strongest-performing post shared data from its LinkedIn Ads campaigns. It started a conversation with the company’s target readers and shared tips, wishes, and tactics based on its experience with paid social. The company experimented so readers didn’t have to, and sharing this data was a meaningful way to add value and incite click-throughs.

When done right, measuring content performance can accelerate your business objectives. Having the ability to definitively know what performs and recognize employees who drove real business revenue is also a great way to boost morale and foster a little positive competitive spirit.

Content marketing is a powerful way to increase brand awareness and drive sales. By using reliable performance metrics to make decisions, you can capitalize on viable opportunities for growth.

FINAL-CAMPBELL-HEADSHOTCampbell Macdonald is the founder and CEO of Pathful, an analytics tool that helps content marketers get the information they need to increase sales conversions. Since founding Pathful in 2012, Campbell has revolutionized content marketers’ ability to understand how consumers engage and interact with their website at every step of the sales funnel. Previously, Campbell founded several other startups, including Own Your Deal, Parking Mobility, and Thick Solutions, and has a background in product development and management. He currently resides in Vancouver, British Columbia, Canada.

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