person starting online quiz on tablet

Quizzes Part 1: Why Your Content Strategy Should Include Quizzes

When you hear the word “quiz,” you may have a flashback to being in school. A teacher stands behind a desk, “Pop Quiz!” is written on the board, and everyone is scrambling to reread as much of the textbook as possible.

But when it comes to marketing, incorporating quizzes into your content strategy doesn’t have to induce that same kind of panic. While a quiz was never a welcome occurrence in your high school math class, it could be just what you need to liven up your website now.


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Protecting Users’ Information 

If you plan to use quizzes, surveys, or forms in your healthcare organization’s content strategy, consider the kinds of information you are collecting. Some quiz services are HIPAA compliant, and some are not.

Quizzes are becoming increasingly popular and can diversify or remediate your current content. They’re interactive, shareable, insightful — and the results can provide great intel.

From lead generation to patient education, a quiz is a powerful tool. If you’re looking for fresh new content to work into your strategy, quizzes may be a good option for your organization.

Quizzes Make Complex Content Accessible — Even Interesting

Healthcare can be difficult to navigate. Medical content is often filled with jargon that can frustrate a patient. There are many ways you can make your website more accessible, and quizzes can play a key role in turning confusing information into fun-to-learn content.

Knowledge quizzes — like the name suggests — test a user’s knowledge, asking them questions about a certain topic. This could be anything from “How Much Do You Know About OCD?” to “Are You An Arthritis Expert?”

Your patients may know a lot or a little about any given topic, but no matter how they score, they have the opportunity to learn something new — and find out where to learn more — just by taking your quiz!


Learn how to make quizzes that work for your content strategy with Quizzes: Part 2.

Quizzes Help You Learn More About Your Users

The benefits of using interactive quizzes go both ways — they can be entertaining for users, but they can also open your eyes to meaningful trends and insights.

With a well-designed quiz, you can learn:

  • What your users value. Use a quiz to find out what your audience cares about or even how they would prefer to access content. Are they following you on social? Do they feel like they never have enough time? Would they listen to a podcast? Knowing what they find important can guide future content production or impact the services you offer.
  • Key demographic information. You can also use quizzes to collect emails or demographic information, as long as your quiz is transparent about what you’re collecting and why.
  • How knowledgeable your patients are. With a knowledge quiz — like this quiz about Generation Z —  you could learn how much your audience knows about a certain topic or service.
  • What your audience needs from you. If you create a knowledge quiz about teen eating disorders and find a lot of users are scoring poorly, that may indicate you need to shift your marketing to better educate on that one topic.

Before you design your quiz, the most important thing to do is determine your purpose — both in terms of what you want to get out of it and what you want your audience to get out of it. This will help you craft a successful quiz that keeps your audience and goals in mind.

Quizzes Can Increase Engagement On Your Site

If you’re still not convinced that a quiz is right for you, maybe some numbers will help.

Interactive content drives 100 percent more conversions than static content. And 62 percent of marketers have incorporated interactive content into their marketing strategy already.

Interactive and engaging content can increase your time on page analytics and decrease your bounce rate. By giving users something to do, you can impact your website’s traffic in significant ways.


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How Will You Measure Success?

“When creating a quiz, know how you’re going to measure success. Is it the number of people who submit the form? The number of people who make an appointment? Or is it more of a fun ‘bonus’ benefit for readers? Defining ‘success’ will help you design a quiz that actually furthers your strategic goals.”

Sammi Gassel, Lead Content Specialist, CareContent


As with any piece of content, your goals will impact what analytics you are tracking and which metrics are valuable. You can continue to use your established data analytics tools to track page views and time on page to compare pages with different forms of content — all without worrying about the view metrics in your quiz software.

Test Your Quiz Knowledge

Now that you’ve learned a little bit about the benefits of incorporating quizzes into your content strategy, test your own knowledge to see what you remember!