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A Handy Guide to Using Quizzes in Your Content Marketing

by Josh Haynam  |  
November 18, 2014

BBC Proms, a music festival put on by the BBC, created a quiz to promote the eight-week-long music festival, and it was a hit on Twitter.

In just a few hours, the quiz was viewed more than 10,000 times, and it prompted fans to post screenshots of their quiz results to share proudly with the world.

BBC is just the latest in a string of brands having great success running quizzes.


However, for every success like BBC's quiz, there are many more failures—terrible quizzes that have fallen flat.

Quizzes are a content type fundamentally different from, say, articles or videos: You aren't broadcasting your knowledge to an audience; instead, you are having a conversation with each individual quiz taker in a one-on-one setting. That's a big part of the reason that quizzes have become so popular, but that also means quizzes have to be created in a new and different way.

After helping more than 2,000 brands create quizzes at Interact, I've crunched a lot of numbers to discover the best methods for building amazing quizzes that generate response and traffic.

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Josh Haynam is the co-founder of Interact, a place for creating beautiful and engaging quizzes that generate email leads. He writes about new ways to connect with customers and build trust with them.

Linkedin: Josh Haynam

Twitter: @jhaynam

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  • by Ann Tue Nov 18, 2014 via web

    Thanks for the article, Josh! Do you have any recommendations on where to post quizzes start driving traffic? I create quizzes for some of my clients and often struggle to drive that initial boost that the rest of the content typically gets.

  • by Josh Tue Nov 18, 2014 via web

    Hi Ann! Glad you liked the article. The best strategy is to post on your own social accounts and embed the quizzes in your blog, I always find it turns out better in the end when people work hard to improve their quizzes rather than spending time/money on heavy promotion, that way when you do attract an audience it's sustainable.

  • by Shiva Krishnan Tue Nov 18, 2014 via web

    It's a nice article Josh ! Really liked the content & it gave me a brief idea work on with my next quizzes. As you said Quizzes provide the occasion to make stronger relation with the audience via one on one communication.

  • by John Sat Nov 22, 2014 via web

    Thanks for the interesting information.

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