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Quizzes secret weapon - 5 march2015

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Quizzes are great

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Quizzes secret weapon - 5 march2015

  1. 1. Why Quizzes Are Content Marketing’s Secret Weapon Presented by: Stephen Walsh, Director, BuzzSumo Owen Fuller, Chief Qwizard, Qzzr
  2. 2. A recording of this presentation will be sent to all registrants
  3. 3. Owen FullerStephen Walsh
  4. 4. The worlds’ simplest quiz tool
  5. 5. Tens of thousands of quizzes being taken millions of times World’s best publishers, brands and agencies
  6. 6. Are You Wasting Your Time?
  7. 7. 3 questions 1. Why have quizzes gone viral? 2. What does the data tell us for content marketing? 3. What do content marketers need to do?
  8. 8. 1. Why have quizzes gone viral?
  9. 9. There is a renaissance happening Hieroglyphics Paper Billboards Mail Email Blogs TV Digital images Video Surveys/polls Infographics Lists Quizzes
  10. 10. And it’s something we hated while we were in school Type to enter text
  11. 11. Wait, what about surveys? Under the hood of a quiz is a survey… that people actually want to take… and share with hundreds of their friends.
  12. 12. Why are quizzes so irresistable? Engaging, Nourishing, and… All about ME!!!
  13. 13. “Stop telling me interesting and useful things about myself” - Said no one, ever.
  14. 14. 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
  15. 15. 2. Quizzes and content marketing: What does the data tell us?
  16. 16. What are we trying to do in content marketing? 1. Get social shares 2. Get conversions 3. Viral would be nice
  17. 17. Pop Quiz: The average quiz gets shared how many times?
  18. 18. Pop Quiz: The average quiz gets shared how many times? 1,900 Some do a little better….
  19. 19. Top 3 quizzes last year: 10m shares. Yummy.
  20. 20. I see a quiz in my newsfeed. Hmm. What am I likely to do?
  21. 21. I see a quiz in my newsfeed. Hmm. What am I likely to do? Pass. Not interested: 18% Sure. Let me hit that: 82%
  22. 22. 82% click to conversion rate 81% completion rate 2:27 average time – short and snackable 5% lead conversion rate Faster, cheaper, and more effective than lots of other content types Quizzes are the secret weapon…
  23. 23. Turning this Into this
  24. 24. You don’t need a big channel • 0 likes, 6 comments • Taken 70,000+ times • Over 750x Social Lift
  25. 25. You don’t need a hot topic • Wildest dream was that 1,000 people would take the quiz • 70,000+ have taken it today
  26. 26. Case studies Kettlebell Fever 490 impressions | 90 leads | 18.4% conversion rate
  27. 27. 3. So how do we make great quizzes for content marketing?
  28. 28. From good to great quizzes 6 steps for content marketers 1. Do some research – what topics work? 2. Decide on quiz type and title 3. Work backwards from results – tie to call to action 4. Create quiz, media and embed 5. Share and promote 6. Learn, adapt and improve
  29. 29. 1. Do some research: topics Which quizzes are shared in your topic? Use BuzzSumo to check Search ‘quiz’ + keywords/domain e.g. ‘moz.com’ quiz
  30. 30. Topic: what should it be about? 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? Are there topics that are misunderstood?
  31. 31. Recycle your content If you have knowledge and answers in your evergreen content, you can turn it into a quiz. Look at your List posts Infographics Debate posts ….all quiz raw material
  32. 32. Do some research: titles What titles work? Search playbuzz, buzzfeed, disney domains Hardest, ultimate, ever….you get the idea…
  33. 33. Right answers No right answers 2. Choose a type and title
  34. 34. 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 ____? Keep your quizzes fair and clear • Limit the number of answers to each question • Remove any friction from the process Show feedback • Give more information about the right answer Make people feel good about their results • 45% of shares on graded quizzes come from 100% scores • Assign outcomes. “You got 90%. You’re a genius!”
  35. 35. Tips for outcome quizzes Choose a compelling title • Which ___ are you? • What ___ do you actually belong in? • What kind of ___ are you? Create shareworthy outcomes • invoke awe, laughter or amusement (BuzzSumo) • help people define themselves, nourish relationships & get the word out about causes they love (NY Times) • make it a “feel-good, look-good” mechanism • Help people share what “they want their friends to think they like” (Buzzfeed) Build a process • Identify outcomes • Map differentiating factors • Be creative with your questions and answers
  36. 36. “Are you a candidate for Lasik Surgery?” “Should you be wearing glasses to drive?” “Do you know the seven common mistakes new contact wearers must avoid?” “Which frames match your style?” “Give yourself an eye exam.” “Do you need special lenses?” The wild world of… optometry
  37. 37. Use BuzzSumo for quiz topic ideas
  38. 38. 3. Work backwards from outcome Write these first. Make sure people would be proud to share Make sure your CTA relates to outcome. Hey 3PO - You’re research driven, so why not download this guide…
  39. 39. 4. Research and gather media See: images and qzzr
  40. 40. Create and embed your quiz
  41. 41. Virality takes a pinch of luck You can control consistency
  42. 42. 10. Show me something cool
  43. 43. 10. Show me something cool
  44. 44. 9. Ask me interesting questions
  45. 45. 8. Be fair
  46. 46. 7. Reel me in with your title
  47. 47. 6. Help me feel sufficiently assessed
  48. 48. 5. Feed me
  49. 49. 4. Stay on topic
  50. 50. 3. Make me laugh “Laughter is the shortest distance between two people.”- Victor Borge
  51. 51. 2. Give me something to brag about
  52. 52. 1. Make me an offer I can’t refuse
  53. 53. 2 cups Context 5. Share and promote your quiz
  54. 54. 2 cups ContextBasic promotion channels • Facebook – 84% of shares • Website or blog • Email or newsletter • Twitter • LinkedIn • Forums • Communities
  55. 55. 6. Learn, adapt and improve Quiz answers = data. What can you do with it?
  56. 56. Bottom line: Just go make something remarkable
  57. 57. Why Quizzes Are Content Marketing’s Secret Weapon Presented by: Stephen Walsh, Director, BuzzSumo | stephen@buzzsumo.com Owen Fuller, Chief Qwizard, Qzzr | owen@qzzr.com

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