I’m a fan of online quizzes, when they’re done right. It’s a nice break from the humdrum content we’ve grown accustomed to — blog posts and email drips and newsletters.
But my preferences don’t matter much when I’m planning blog content for my audience. I was curious to see if an older B2B audience would be interested in taking a quiz to assess their content marketing strategies (it’s not exactly “Which Game of Thrones Character is Your Dog”, but I was eager to see if a quiz would work, anyways!).
So I jumped into the quiz-making tool Interact to get the creative juices flowing.
Brainstorming Quiz Ideas
Coming up with a compelling quiz idea on the subject of content marketing was surprisingly hard. I don’t peddle consumer products or sell to a particularly young audience, so I was worried that leveraging a content format that’s typically associated with preteen glossies wouldn’t quite work in a B2B setting for grownups.
However, I figured it was worth a shot — maybe something fun would stand out in a field saturated by predictable how-to content.
Now, there were a couple of hangups I had from the start:
I didn’t want my quiz to be overly prescriptive. Sure, it’s just content marketing, it’s not like lives are at stake here. But I’d feel bad if my quiz moved a reader down the wrong path or gave bad advice, so I needed to pick a subject that could stay pretty high-level.
Yet, I didn’t want to “dumb it down” too much. If I can’t add value on a topic (i.e., if I feel I’m repeating information that’s readily available elsewhere online), I’d rather not write about it. The same applies to quiz-making: I didn’t want to produce fluff.
With those things in mind, I decided that “What Kind of Content Does Your Sales Funnel Need the Most?” would be a good subject for a quiz — broad enough to apply to a range of quiz takers, but niche enough to still add value.
Developing Questions and Answers
I see this all the time with my clients: they may have a bunch of fantastic top-funnel content to attract new leads, but no mid- or bottom-funnel content to help them close deals.
Or, it’s the opposite. They have an abundance of pricing sheets, brochures, and other salesy content, but nothing valuable, enticing, or freely given to attract leads in the first place.
So, my hope with this quiz was that I could help readers identify where strong content was lacking in their sales cycle (beginning, middle, or end), so they could prioritize the right kind of content development for their businesses.
Plus, it seemed like having these three distinct results — top, middle, and bottom funnel content — would lend itself well to a “personality” style quiz that maps each response to one of those three results.
So I settled on a personality quiz. I made notes about the three results I would show at the end, in order to start brainstorming questions (working backward seemed like the way to do it). My notes looked something like this:
Top-funnel: For brand awareness. Essential for startups, new businesses, and new products. Examples include blog posts, social media posts, articles, and free resources.
Middle-funnel: For validation and lead nurture. Important when there’s a long buying cycle (or high-ticket item) and leads need extra time and information to make the right decision. Examples include whitepapers, quizzes, discount emails, webinars.
Bottom-funnel: For closing the deal/conversion. Examples include brochures, pricing sheets, landing pages.
Then, I created questions that had distinct answers that fell into one of these three categories — like the examples below:
After I created all of the questions, it was super easy to map each question with its appropriate answer:
Determining Quiz Results
When the time came to formally write the quiz results, my notes and the questions I’d developed made this part flow pretty naturally. I handcrafted three responses (here’s an example of the result for “Middle Funnel Content”):
I added my call-to-action at the bottom of each results page along with a big orange button that reads “Book a Call with Tigris.”
While Interact offers integration mapping (pictured below), meaning you can feed email addresses from your quiz directly into your email marketing system, I didn’t use this feature.
However, I’ll use this feature in the future, especially if I create a quiz that naturally segments my leads into groups.
Here’s What Happened
I published my quiz on my blog on June 7th with a small intro blurb because I like to keep Tigris’s content in one place. I also liked the idea of my quiz being a permanent resident of my website, rather than a one-time thing published directly to social media.
Then, I promoted it once across my three social channels (LinkedIn, Facebook, and Instagram) using Buffer. It received five views over the course of the following couple of days.
Now, something wild happened that weekend. I had an insane spike in traffic the day after publishing this post. This could’ve been related to another LinkedIn post I published around that time, but oftentimes, many things work together to garner results in content marketing. So this phenomenon is definitely worth noting, and may have something to do with my quiz!
I’m planning on promoting my quiz regularly on social media, as I do with my other blog content, over the course of the months to follow. But in the meantime, here are my takeaways about the process:
The quiz creation process was a lot faster than I expected, even considering the fact that I had to create several custom images and navigate a new tool (that’s a shout-out to Interact’s user-friendliness).
I only promoted my quiz once, so I’m interested to see what happens when I continue promoting it over the next few months.
I might’ve chosen the wrong call to action for my quiz, considering many of my quiz-takers were likely first-time site visitors who weren’t sure about Tigris just yet. Next time, I’ll experiment by changing my CTA to something less intimidating — maybe offering an in-depth guide related to that quiz result.
Want to incorporate quizzes into your content marketing strategy? Try Interact at the link here.