Content that doesn't stand out is meaningless. Interactive content provides a meaningful alternative to stale content by enlisting the involvement and engagement of your audience. This presentation comes from a webinar co-produced by BuzzSumo's Stephen Walsh and Boombox's Owen Fuller. Click through to learn more about interactive content and get concise instruction on how to create world-class examples.

1. Why Interactive Engagement is
Driving Content Through the Roof
Presented by:
Stephen Walsh, Director, BuzzSumo
Owen Fuller, Chief Evangelist, Boombox

2. A recording of this presentation will be
sent to all registrants
Please ask questions via GoToWebinar
Share the love on social
#BoomboxWebinar
@boomboxteam @buzzsumo

3. Owen FullerStephen Walsh

4. Tens of thousands of quizzes & polls
being taken millions of times
World’s best publishers, brands and agencies

5. Are You Wasting
Your Time?
Helping marketers find, create and share better conten

6. Our goals
1. Look at why content is going more interactive
2. Discuss what makes quizzes and polls so addictive
3. Share lessons from quizzes that broke the internet
4. Help you get started today

7. What’s happening with content?
More interaction
Hieroglyphics Paper Billboards
Mail
Email
Blogs
TV
Digital images
Video
Surveys/polls
Infographics
Lists
Quizzes

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

9. Type to enter text
But we still need to know how to do stuff
Top 5,000 How to posts in last 12 months had average 20,000 shares

10. Helping people “how to” =
good content marketing
“If you sell something, you make
a customer today, but if you
genuinely help someone, you
create a customer for life.”
Jay Baer

11. Engaging content designed to increase knowledge, build
skills and improve performance.
There’s a whole industry based on this
What can help with “how to"?
Interactive Content

12. I’m elearning. I’m all
about helping people
improve performance
with interactive content.
I’m content marketing.
We should so hook up.
BuzzSumo and Qzzr founders came from the elearning world…

13. Tons of stuff – let’s look quickly at a few:
1. Flipcards / flipbooks
2. Interactive tutorials
3. Games and simulations
4. Goal based scenarios
5. Quizzes and polls
What’s in the interactive toolkit?

14. Flipbooks and Flipcards

15. Flipbooks and Flipcards
Interactive picture list posts
Before and after
What is / could be
1.2m shares for this one

16. Interactive tutorials
Short, sharp, sharable
lessons
Walk through a process,
product, task
Embed animations,
media, questions
Think interactive how-to
posts and infographics

17. Goal based scenarios
Take the challenge. First
person or third person.
What would you say/do
next in this situation?
Feedback and support
Effectively a quiz with a
storyline and characters
Can branch - get to
different outcomes

18. Games and simulations
Think flight simulator, with
safety wheels – show what you
know
How many customers can you
serve with a smile in 4 minutes?
Share your score, challenge
your friends…
McDonalds ROI of $30m with
this one - case study at
kineo.com

19. Quizzes and assessments:
The ultimate proof you know ‘how to’

23. 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
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

24. What about the rest of us?

25. The worlds’ simplest quiz tool

27. The platform for people who create
world-class interactive content

28. Pop Quiz:
The average quiz gets shared how many times?
1,900
and some do a lot better…

29. Top 3 quizzes last 12 months:
10m+ shares. Yummy.

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

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

33. 82% click to conversion rate
78% completion rate
2:27 average time
14% lead conversion rate
Quizzes – The Secret Weapon

34. Three jobs content creators
hire a quiz to do:
1. Drive social traffic
2. Generate qualified leads
3. Drive traffic to targeted
offers

35. Fit Marketing Case Study

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

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

41. Turn this
Into this

43. The Million Dollar Quiz
A Content Marketing Case Study

48. Promotion
Owned Earned Paid

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

50. Engagement
TIMES TAKEN
516,704
LEAD IMPRESSIONS
455,929
LEAD CONVERSIONS
29,410
CONVERSION RATE
6%
AVG TIME SPENT
0:24
COMPLETION RATE
82%

51. ROI
Top revenue-generating channels included:
• Organic Search: $143,692
• Email: $126,674
• Paid Search: $103,545
Traffic to the quiz landing page: 573,338 unique visitors
Revenue: $1,167,746.21
9,655%
Return on Investment:

52. From good to great quizzes
6 steps for content marketers
1. Do some research – what works?
2. Decide on quiz type and title
3. Work backwards from results – calls to action
4. Create quiz, media and embed
5. Share and promote
6. Learn, adapt and improve

53. 1. Do some research
Which quizzes are
shared in your topic?
Use BuzzSumo to
check
Search ‘quiz’ ‘?’ +
keywords/domain
e.g. ‘playbuzz.com’ quiz

54. What topics work?
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?
Can I recycle content from other formats –
how to posts, list posts, tutorials..

55. Use BuzzSumo for quiz topic ideas

56. Right answers No right answers
2. Choose a type and title

57. 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 ____?
• ____ or ____

58. Make graded quizzes the hardest ever
(or at least say it is)

59. Tips for graded quizzes
Limit the number of
answers to each
question
Remove any friction
from the experience

60. Tips for graded quizzes
Show feedback:
give more information
about the right answer
Now you’re entertaining
and entertaining

61. Tips for graded quizzes
Make people feel good
about their results
45% of shares on
graded quizzes come
from 100% scores

62. Tips for graded quizzes
Assign outcomes + CTA
“You got 90%. You’re a
genius!”
other geniuses subscribed
to our newsletter….

63. Tips for outcome quizzes
Choose a compelling title:
• Which ___ are you?
• What ___ do you actually belong in?
• What kind of ___ are you?

64. Tips for outcome quizzes
Create shareworthy outcomes:
invoke awe, laughter or amusement
(BuzzSumo)
make it a “feel-good, look-good” mechanism

65. Tips for outcome quizzes

66. Tips for outcome quizzes
The most “efficientive” process:
• Identify outcomes
• Map differentiating factors
• Be creative with your questions

67. 3. Work backwards – tie to CTA
Write these first and decide on the CTA.
Make sure people would be proud to share
This is buyer persona data…
Sure your CTA relates to the outcome.
Hey 3PO – you’re research driven, so why not
download this guide…

69. 4. Create quiz & embed

70. Images pro tip
See: images and qzzr

71. 2 cups Context
5. Share and promote

72. 2 cups ContextI see a quiz in my newsfeed.
Hmm.
What am I likely to do?
Pass. Not interested: 18%
Sure. Let me hit that: 82%

73. 2 cups ContextTop promotional channels
• Facebook - 84% of shares
• Website or blog
• Email or newsletter
• Twitter
• LinkedIn
• Forums
• Communities

74. 6. Learn, adapt, improve

75. Learn, adapt, improve
Quiz answers = data.
What can you do with it?
“Baby boomers prefer Rihanna to Taylor Swift”
“People that like the color red, prefer Audi over Mercedes”
“Starbucks fans would rather live in Europe
than any other place.”

76. Pro tip: learn more with polls

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

78. Bottom line:
Just go make something
remarkable

79. Some tools for making interactive content
Articulate - simulations, tutorials
Adapt – interactive content for multi-devices
Eludicat – create quick interactive resources
Boombox of course…

80. Why Interactive Engagement is
Driving Content Through the Roof
Presented by:
Stephen Walsh, Director, BuzzSumo
Owen Fuller, Chief Qwizard, Qzzr