Melissa Hollis Goff, Editorial Director, Think Save Retire
“Of the many benefits to using quizzes in your content strategy, here are my top 4:*
4. Understand Your Users/Readers
Quizzes give you user-generated insights into how your audience thinks or handles the topics that are relevant to your product or offer. You can—and should—use them as their own form of market research. Most often, you can also turn those insights into user-generated content and re-engage with test-takers with collective results so they can see how they measure up.
3. Content Delivery
While you can use questions in a quiz to understand your audience, you can also use them to tell a story that might otherwise get overlooked if it was in traditional article or guide form, for example. As much as it might feel personal to the quiz-taker, you can also make it about yourself, your product, or your brand and leave a lasting impression.
2. Value Exchange and Immediate Gratification
Let’s call quizzes what they are – lead gen forms with a twist. Any form is about exchanging information for something of value. While a compelling guide, eBook, or whitepaper can get someone to complete a basic form, a quiz promises quick and personalized answers to their burning questions.
If you want to get someone to do something – make it fun! While we all dreaded pop quizzes in high school biology class, a quiz on a topic that we set out to understand, and are probably not being graded for, is more game-like. People love to be entertained and they also like to feel like they accomplished something – like a level in a video game. This is what makes quizzes a powerful way to get your audience to enjoy consuming your content – and might want to engage with you again.”