Recently, I've been using the service Interact as a platform to create and host online quizzes. They offer both graded and outcome/personality type quizzes, and I've experimented with them both (see " What Kind of Marketer Are You? " and " Why the Media is Your Customer ").
We know that quizzes are an important part of the marketing mix. The tools for building the quizzes are mostly intuitive and there's very little learning curve. Interact offers templates to follow or you can build a quiz from scratch. From planning questions to using built-in searches for safe photos to accompany your questions and answers, the Interact team seems to have thought of everything when it comes to what quiz makers want and need. I've yet to find a feature lacking.
But the real reason Interact is worth trying is its lead generation capabilities. Instead of just being your run-of-the-mill quiz site, Interact is an engine for using quizzes as a way to capture e-mail addresses. It is built to communicate with most major mailing list managers, like MailChimp. You can set it so that the people taking your quizzes are prompted to enter an e-mail address before seeing their results. (They can choose to skip entering an e-mail address and go straight to results, too, but the call to action for submitting an e-mail is prominent.) Once an e-mail is entered it's added automatically to the list you designate on your mailing list provider.
With Interact, not only are you discovering interesting trends about your quiz-takers by examining their answers, but you're actually getting a way to keep in touch with the people who've shown a clear interest in your content. Because they've taken your quiz and opted in to receive e-mails from you, they are strong leads.
I'm having a lot of fun creating quizzes with Interact. The platform itself makes it easy for me to let my creativity drive the quiz making, and feedback about my quizzes has so far been positive. I will be tempted to make more grading or knowledge-assessing quizzes to accompany my meatier blog posts, and the personality quizzes are fun no matter how you approach them.
The next time you're looking to enhance the interactivity in your content marketing, consider a quiz. You may be surprised how much it helps boost your engagement, keeps people on your site and, with a tool like Interact, turns curious quiz-takers into leads.
