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Have you ever wondered which Golden Girl you really are, whether you’re more like chocolate cake or apple pie, or which style of jeans really suits you? Content marketing quizzes can help people discover who they are deep down.

More importantly, those quizzes also help content marketers get to know their customers a lot better. It’s a win-win situation for everyone. If you haven’t yet worked quizzes into your content marketing strategy, here’s what you need to make them work for you.

Content Marketing Quizzes: How Do They Work?

Content marketing quizzes are one type of interactive content, which means that they actively engage with their audience. When a person takes a quiz online, he or she has to spend some time thinking about how to answer, and is usually genuinely excited to get the result of the quiz.

Interactive content marketing is becoming increasing popular. The Content Marketing Institute discovered that nearly half of all marketers use it.

It doesn’t take much to create a content marketing quiz:

  • Choose of a topic that is relevant to your brand.
  • Think of a problem connected to that topic (for example, if you’re a denim brand, a common problem is finding jeans that fit).
  • Craft a series of questions to ask people to narrow down and ultimately correct the problem.
  • Offer solutions to the problem, based on the question, then guide users to those solutions.

Why Content Marketing Quizzes Are So Popular

Online quizzes aren’t super new, but they also haven’t waned in popularity over the years. Quizzes remain perennially popular with people for a few reasons, according to Wired.

They simplify complex ideas or topics.

Today’s consumer has a lot on his or her plate. A problem known as decision fatigue tends to set in the more choices a person has to make over the course of the day. Quizzes eliminate the need to make solid choices, as they help guide users to the answer that best fits them.

They help people find themselves and their “tribe.”

Everyone wants to belong, and content marketing quizzes help people see just where they fit in. For example, if someone takes a quiz that promises to tell him or her whether he or she is a circle, a triangle, or a square, that person can share the results of the quiz on social and find other people who are the same shape he or she is.

They allow people to say, “This is who I am.”

While plenty of people know who they are, they might struggle to prove themselves to the world around them. Although they are hardly official documents, quizzes do help to give people a better sense of themselves, and at least some proof that, yes, they are a true “Game of Thrones” fan, or that yes, they have read more books than the average person.

DIY: Content Marketing Quizzes

As with any type of content marketing, if you’re going to make quizzes, you need to remember to do two things:

  • Make the quiz useful.
  • Make the quiz unique.

Beyond that, how you go about making the quiz, and the structure you choose is up to you. Some of the more popular quiz types include:

Knowledge tests

These quizzes gauge what a quiz-taker knows, and ranks him or her in comparison to other quiz-takers. “Can You Recognize These Quotes?” is a type of knowledge quiz.

Personality quizzes

These quizzes shine a light on a particular aspect of a person’s personality. “Which ____ Character Are You?” and “Which Color Are You?” are two examples of personality quizzes.

When putting together the quiz, it helps to use images with each question, and to keep the entire thing short and sweet. Aim for fewer than 10 questions, and remember that the more challenging the quiz is, the shorter it should be.

Although you do want to get something in exchange for the quiz, such as a person’s email address, don’t put up too many barriers, such as asking for contact information up front or asking for more information than you need (for example, you probably don’t need mailing addresses or phone numbers).

The more people who end up taking your quiz, the more information you’ll have on potential customers. And, if you can get those people to share their email or other contact details with you, the more leads you’ll get.