How can content marketers earn more engagement with quizzes?
Content is everywhere, bombarding us from every direction in every form.
CMI, people saw an average of 2,000 ads each day in 1984. By 2014, that number
more than doubled to 5,000.
As a marketer, how do you create messaging which cuts through all that
The answer: quizzes.
The main goal of quizzes in content marketing is to increase the conversion
rate on your website. A
study from Demand Metric
states that interactive content, such as quizzes, can generate twice as
many conversions (compared to static content like a regular sign-up form).
Should everybody use quizzes? While you can use them during several stages
in your sales funnel, it is important to know who your target audience is
beforehand and organize your content accordingly.
Here’s how to create a quiz that will open a conversation with your
audience and take your content marketing strategy to the next level:
Pay attention to design.
You want your quiz to reflect your company and its unique style. Look at
your logo for color inspiration and choose one or two colors from it.
If you want to feature a background image, find one without a lot of color
variation. You don’t want it to take away from the actual quiz questions
Be sure your quiz looks neat and organized.
Look at the images below to see what
Brandeis International Business School
did with their quiz.
Brandeis International Business School)
Overwhelming your audience by filling in every nook and cranny makes it
more likely they won’t finish the quiz. Stick with one font throughout the
entire assessment and make sure everything is aligned.
Including media such as a GIF, image, or video will add variety and prevent
your quiz from becoming redundant. Typically, those taking a quiz start to
stray around the fourth or fifth slide, so that’s where you should add your
There are several sites such as Giphy, Unsplash and Pixabay where you can
free images for websites.
Make it mobile friendly.
Most people take quizzes on their mobile devices, and that’s likely to
It can be challenging when you’re embedding a quiz on your website.
Luckily, most survey makers
offer responsive embed codes you can include in your website without vast
technical knowledge. Others offer WordPress plugins.
Make sure your quiz looks good on the small screen as well as the big
Keep it short and simple.
In today’s world, we all have a lot going on—and that means short attention
While quizzes are interactive and all about your audience and their
interests, you still should keep it short and to-the-point. The ideal
length for a quiz is five to 10 slides. After 10, your audience is much
more likely to drop off.
Ten slides or less shortens the time it takes to
complete the quiz
to two to three minutes.
Your audience is also more likely to hit that dreaded red “X” if the quiz
is too challenging. Make sure you’re talking with your audience,
not at them. The last thing you want them to feel is stupid. The
average person should be able to answer 70 percent of the quiz questions
Mix it up.
You are competing against every other content marketing tactic in the
world. You must do everything in your power to capture audience attention
and hold it.
Mix up the style of quiz questions throughout the slides.
Include multiple-choice answers, picture choices, a draggable scale or even
emoji questions. This kind of variety keeps things fresh and exciting. More
importantly, it ensures your audience is paying attention and not just
quickly clicking through.
There’s no doubt competition is stiff, but if created correctly, quizzes
will make your content marketing rise above the rest.
Stefan Debois is the founder and CEO of Survey Anyplace, an online
software tool to create engaging surveys, quizzes, and assessments. A
version of this story originally appeared on
the Spin Sucks blog.