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Marketing Lessons from Buzzfeed’s ”What City Should You Actually Live In?” Quiz

Editor's Note: Today's post comes courtesy of Seth Lieberman, founder and CEO of SnapApp.  SnapApp’s content marketing platform gives marketers the power to generate leads and drive revenue by creating, publishing, promoting and measuring interactive content that works across channels.  Seth is a serial entrepreneur who has started three companies and has four kids.  Two of his companies have been acquired but none of his kids. Follow Seth on Twitter @sethwlieberman

Ok, be honest:  Have you taken Buzzfeed’s “What City Should You Actually Live In?” quiz?  You know, the one that stalks you across social media, your phone and at dinner meetings?

It’s awesome- and is racking up some serious exposure:  to the tune of 2,700,000 likes, 629,000 shares and 27,100 tweets in the first six weeks.   Pretty amazing metrics for any piece of content, let alone one that was first published two months ago.

I bet you probably took it at work, too, right?  If so, read on to see how you can justify that what you were really doing was research for your own marketing programs, because there is a lot that marketers can learn from the success of this one simple, powerful quiz.

What Marketers Can Learn from the “What City Should I Actually Live In?  Quiz

1. People take assessments/ tests/ quizzes.  Lots of people.  And they love them.  And share them.  And talk about them.   And they do it all day, every day.  To learn a bit about the dynamics of why this works read here. The business takeaway: consider working a quiz intro your next marketing campaign.  What about a “Test your knowledge of ______” or “Are you prepared for ______?, or “How well do you know_____?”  Here’s ours:  Could You Get More out of you Eloqua Investment with Better Content?

On average companies see click through rates of more than 50% and conversion rates in excess of 40% when they include interactive content like quizzes and assessments in their marketing campaigns.  But, hey, the assessment you write for your product or service could be the next viral internet phenom; in which case your metrics would be even higher.

2. Assessments and quizzes are a great way to share content and build trust without hitting prospects over the head with it. No one wants to be “told” what city they should live in.  Especially by a complete stranger (or a computer algorithm).  First they need to trust the source of information.  By asking a series of relevant, topical questions, you the marketer have a chance to position serious, thoughtful ideas that demonstrate your subject matter expertise and ability to provide insights and information the prospect hadn’t considered.  This not only guides your audience down a path, it builds trust.  Trust is critical for keeping prospects engaged and open to receiving additional information.

3. Assessments and quizzes do not require a huge upfront investment and are, often, therefore, more effective at the top of the funnel than whitepapers.  Especially if trust has not yet been established, it’s hard to get people to commit to reading your blog top to bottom (except this one, of course) or highlighting every whitepaper you send out.  It just takes too much time.  Because these small pieces of consumable content take less time, you are more likely to engage prospects—especially when they are still early in the buyer’s journey and and trying to understand how you can help.  Once you have their attention, it is easier to keep it with more quality content.

4. Assessments and quizzes, and the responses people provide, can provide great fodder for future campaigns.    The “What City Should You Actually Live In? quiz has become a meme with all sorts of derivative content: “What European City…?” “What Fictional City…?” etc.  You could also create an assessment, collect information from quiz-takers about key trends, concerns, needs, etc. and use that information for future content, profiling and targeting.

Now that we all know we should be living in either Paris or San Francisco, can we please get back to work?  Or, rather, answer three quick questions below and we’ll tell you which city Modern Marketers should live in!


 

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