Why should B2C marketers get to have all the fun? After all, whether you’re marketing to businesses or consumers, you’re communicating with human beings, and that fact should take precedence over anything else. There doesn’t need to be a concrete wall between B2B marketing and B2C marketing – both camps have a lot that they can learn from each other.
If you’re a business looking for a tool or service that could solve a pain point, you’re probably not looking for the same things that you would in your personal life, but you’re still shopping with the mindset as a consumer. You’re still looking to get answers to questions in a personable, informative manner, and it definitely helps if the content looks great and is easy to consume.
This is why more and more businesses are turning to quizzes as part of their content marketing, and it’s not hard to see why. They are interactive, fun, and insanely sharable – in January, 9 of the 10 most shared articles on Facebook were quizzes.
Companies that are primarily in the B2B world are invited to jump in with both feet into the quiz craze. Many of them already are, and they have been able to delight their audiences with quizzes. Here are just three examples:
Fit Marketing is an inbound marketing agency, and in March of last year, they threw up a quiz on the KISSmetrics blog entitled Which Marketing Superhero Are You? Within a couple days, thousands of people had taken the quiz and dozens of people commented on the blog post.
But that’s not even the best part. Over 60% of the people that completed the quiz shared their results on social media.
That was all the motivation they needed to get another quiz up as soon as possible, this time with a stronger call to action. Later in the month, KISSmetrics posted their Are You An Inbound Marketing Expert? quiz. At the end of the quiz, a form appears prompting people to click a call-to-action button to go download their ebook. More than 200 people ended up downloading that ebook.
*In the spirit of full disclosure, Fit Marketing’s founder, Owen Fuller, is now the Chief Qwizard at Qzzr.
Marketo is a robust marketing automation tool that thousands of companies use to bolster their marketing efforts. And they’re not just marketing to other businesses – they’re marketing to the savviest marketers on the planet.
So it’s no surprise that they keep up with the top content marketers in the world. It helps to read what your target audience is reading so you know how to communicate with them. And so they used this knowledge to create a quiz entitled, Who’s Your Content Marketing Crush?
That’s right, it’s a quiz about your content marketing crush. I got Lee Odden:
Quizzes don’t just have to be about Disney Princesses or Friends characters – if you know what your audience is into, you can get creative about the quizzes that you present to them.
Go Fish Digital
Go Fish Digital is a digital marketing agency that specializes in SEO and Online Reputation Management. They have used quizzes to drive thousands of pageviews for their clients, and they’ve also used them to market themselves.
In an effort to educate their audience about SEO, they created this quiz: The Hardest SEO Quiz You’ll Ever Take. It’s a 20 question quiz that in fact might actually be the hardest SEO quiz you’ll ever take – it definitely was for me. Here’s one of the few questions that I got right:
Speaking of SEO, you know what helps boost your rankings? Time on site. And that’s something that quizzes can help with. The average time spent taking Go Fish Digital’s quiz was over 9 minutes. For 9 precious minutes, Go Fish Digital had their audience’s undivided attention. And they must have made quite an impression during those 9 minutes – of the people that completed the quiz, more than 9% shared their results on social media.
Quizzes can be more than the fluffy, playful content that you often see on social media feeds. They can help businesses achieve their goals of recruiting new visitors, generating leads, and educating their audiences.
So don’t let the B2C marketers have all the fun. Stand out in the world of B2B marketing by creating interactive, easy-to-consume quizzes that will drive real business value.
Try a quiz for yourself
A note from Pat: Want to try taking a quiz for yourself?
You’re just 10 questions away from finding out how much you actually know about media monitoring. Are you a Jedi Master of Monitoring, or in the Padawan stage?
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