How To Create A Quiz For Your Content Marketing Strategy

How To Create A Quiz For Your Content Marketing Strategy

This is a guest post by JP Misenas                                                                                                                                                                      

Content marketing today makes up 29.6% of the most commercially important digital marketing trends of 2015, increasing the demand for more higher quality content that attracts, educates and engages audiences. What can marketers invest their time and money into that will allow their brand to rise above the thousands of others producing content?

Social media quizzes.

You’ve seen them before, but have you ever considered using them as a form of interactive content as a part of your content marketing strategy? Quizzes have been known to be one of the most underrated yet effective pieces of content that all marketers should at least try once. Quizzes not only drive social traffic, but they also increase revenue and generate leads. As a form of interactive content, quizzes are an entertaining way to engage with your audience.

Today, we’re going to show you how to create your own quiz, how to distribute it through social media, and how to follow it up with marketing automation emails to convert any leads you get into customers. As a way to solidify everything you’ll be learning today, we’ll be using Cloud Sherpas as an example throughout the entire article so that you can see how they used quizzes in their marketing strategy. Let’s begin, shall we?

Part I: Creating Your Very Own Quiz

Before we showcase the details of how Cloud Sherpas used quizzes, let’s take a quick look at who they are first.

Cloud Sherpas specializes in cloud advisory and technology services for the world's leading brands. They created the quiz "How mature is your ServiceNow instance?" to generate leads, assess them, and then nurture the more qualified ones. Their quiz drew in 3-4 qualified leads per day!


Start Off With An Idea, Then Choose Your Quiz Type

All popular quizzes started with an idea, so let’s start building yours. You can base the concept of your quiz on your brand, its products, or even one of the more popular topics trending today. Once you have a firm grasp on your idea, be sure to title your quiz appropriately.

Once you’ve got the basic idea for your quiz and after you’ve come up with a good title for it, here are two of the more popular quiz types you may consider using as a template:

  • The Personality Quiz - Because people like to hear good things about themselves, the “self-serving bias” is what makes these personality quizzes so successful. The personality quiz categorizes individuals into personality types. If your brand focuses on product sales, you could offer personalized product recommendations to your audience based on the personality type that they get.
  • The Knowledge Test - This type of quiz is the other more common variation you’ll come across on social media. The knowledge test gauges how much the audience knows about something and gives results based on accuracy. When implementing this kind of a quiz in your marketing strategy, you could test your audience on how much they know about your brand, its products, or a topic of particular interest today.


Cloud Sherpas went with the knowledge test when creating their quiz. It allowed them to gauge how much their audience knew about their ServiceNow platform.This was what allowed them to differentiate the more qualified leads from the standard ones.

Craft The Questions To Your Quiz

Now that your quiz is taking shape, it’s time to fill it up with questions. As a piece of interactive content, the questions are your one-on-one medium for communication with the audience.

Here are some guidelines to improve your chances of establishing a connection with your audience through the questions:

  • Incorporate Your Personality Into Your Questions - Treat your questions as if you were having a conversation with your audience at a bar. Don’t worry about being impersonal. Sometimes talking in a more relaxed tone will help your audience get comfortable with who you are as a brand. This helps out when it comes to your audience opting-in later on.
  • Integrate Images Into Your Questions - Relying on text-only questions is fine, but sometimes it’s a good idea to spruce things up by including images. Using pictures keeps things fun and relevant, and it can even transform your quiz from into feeling like a trivia game show.
  • Maintain Minimalism and Simplicity - People these days typically don’t have an attention of anything longer than 5 minutes, so limit your quiz to between 6 and 8 questions. This usually takes about 2-3 minutes for someone to finish your quiz, which is just the right amount of time.


Although Cloud Sherpas did not use images for their knowledge test, they stayed within the recommended number of questions for a quiz. The level of maturity their audience achieved determined how qualified they were to Cloud Sherpas.

Create A Lead Capture Form For Your Quiz

Once you’ve finished creating the questions, it’s time to gate your quiz with a lead capture form. What do we mean by this? Well, by “gating” your quiz, you place a lead capture form right before your audience can get their results. This makes it so that they don’t ignore the option to opt-in to your offer. This is where you collect your audience’s contact information in exchange for their results. This is exactly why the lead capture form’s placement is crucial.

Here are several ways to increase the opt-in rate for your lead capture:

  • Incentivize Your Lead Capture - Your lead capture is pretty much a trade already, so why not sweeten the deal for your audience by including incentives? You could offer things like a free ebook, an entry to a free giveaway, or even a subscription to a weekly newsletter.
  • Be Honest About Marketing Strategy - It won’t always be clear to your audience that you’ll be contacting them after they opt-in, so be sure to let them know. We don’t want them to mistake our emails as a form of spam now do we?
  • Only Ask For Necessary Information - Remember to only ask for information your brand will use. You don’t want to ask for a phone number if you aren’t going to call that person, so stick with the basics, like first and last name, and an email address.


Create Results Worth Sharing On Social Media

When it comes to how viral your quiz gets, you’re going to want to create results that people would want to share. Cloud Sherpas promotes their quiz on both their blog and Facebook. Here are some things to keep in mind when coming up with the results for your quiz:

  • Be Positive And Honest To Your Audience - You’ve never seen a quiz tell someone how awful they were, right? Compliment your audience to evoke positive emotions that in turn increase sharing. When you tell someone that they’re awesome, they’re more likely to tell their circle of family and friends about it. When complimenting your audience however, be sure to be honest about it. Youdon’t want to tell people they’re something they aren’t.
  • Use Attention-Grabbing Images For Sharing - When you scroll through your social media feed, what are you more likely to notice, someone’s results in the form of text, or someone’s results in the form of an image? When people share the results to your quiz, the first thing people will see is the image, so make sure you use images worth sharing for your results.
  • Add A Call-To-Action In Your Results - Once your audience reaches their results, don’t let your interaction with them end right there. Include a call-to-action in your results by leading your audience to your website. You could go as far as including personalized links to product recommendations suited for each individual. At the results to their quiz, Cloud Sherpas includes a link to another post and a link to download a White Paper.


Part II: Promoting Your Quiz On Social Media

So you’ve finished creating your quiz? It’s time to put it through the ultimate test by letting it fend for itself on social media. Sounds a bit harsh no? We’re sure your quiz will do just fine, but for good measure, we’ll show you how to distribute your quiz properly on social media.

Share Your Results On Facebook And Twitter

  1. Be sure to use a captivating image to represent your quiz.
  2. Come up with a headline for your quiz that pops out for your audience.
  3. Share both the image and the caption with a shortened link to track results.

Consider Paid Advertising To Promote Your Quizzes

When it comes to promoting your quiz on Facebook, the process can get fairly lengthy, so we’re going to break that down into its most basic forms to save you some time.

  • Target Audience Selection - Selecting your target audience will depend on the kind of reach your brand wants to achieve. The categories you can reach your audience in are location, demographics, behaviors and connections. These categories can be broken down even further. Take location for instance; you can narrow that down to country, state/province, city and zip code in case your brand wanted to reach an audience within a certain vicinity.
  • Custom Audience Creation - Creating a custom audience isn’t as intricate as it sounds; if anything, it’s actually pretty easy. A custom audience is based off of a list you’ve previously uploaded on Facebook. Facebook will then generate a list based on your current customers.

Part III: Using Marketing Automation To Follow Up

Once you’ve obtained some leads after sharing your quiz on social media, it’s time to follow up with them through a 4-step sequence:

  • Immediately Thank Your Audience For Taking Your Quiz - The very first step in the entire process is the most important one. Immediately after your audience opts-in, you’re going to want to send them an email thanking them for taking your quiz. This reassures them that you’ll be getting in contact with them for all of the relevant reasons.
  • Recommend Quiz Retakes Through The Power of Suggestion - After about a couple of days, it’s time to let your audience know about the other results they could have gotten with your quiz. This often prompts your audience to retake your quiz, and it’s also the perfect transition from your “thank you” email to sending out other content.
  • Utilize Testimonials and Customer Case Studies To Build Trust - After a week has passed, you’re going to want to build more trust between you and your audience. Showcase some customer case studies or testimonials so that your audience feels more confident about your brand from the good experiences others have had with it.
  • Close The Deal By Converting Your Leads Into Customers - After two weeks have gone by, now would be a good time to seal the deal with your audience. In converting your leads into paying customers, include incentives to help them make their decision about your brand. This could include coupons/discounts, or a free sign-up to a webinar. The rest is up to you.

Let’s Bring It All Together

And there you have it. Today you’ve learned how to create your own quiz. You even received a couple of pointers on how to distribute your quiz and learned how to follow up on the leads you obtain through a 4-step sequence that requires marketing automation. As a takeaway from this article, hopefully you can come up with your own quiz and implement it into your content marketing strategy.

Screen Shot 2015-11-19 at 2.47.37 PMJP Misenas is the Content Marketing Director & Audio/Visual Technician/Engineer of Interact, a place for creating entertaining and engaging quizzes that generate email leads. He writes about innovative ways to connect with customers and to build professional long-lasting relationships with them.

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