Pop Quiz: Do quizzes perform better than other types of content on your site?

Owen Fuller, chief evangelist at Boombox, knows that the internet is becoming more interactive. His company provides a litany of tips, tricks, and formats to create easy-to-use quizzes and polls that anyone can use on their blog.

But even though digital publishers are getting creative about how they’re posting information on their site, creating a quiz isn’t a silver bullet if you’re not making those quizzes (or slideshows, or videos) with your audience in mind.

In fact, according to the data from our network of nearly 400 publishers and 40 billion events tracked monthly, quizzes don’t show any signs of being more popular or better received by audiences.

Where is the disconnect?

Just because you are asking your audience to engage with you through a particular format doesn’t mean you can ignore the content. As Rand Fishkin said: “Good, unique content isn’t enough.” Boombox has this as a core principle of its company: “Be remarkable or die.”

Using a quiz without connecting the content to insights about your audience won’t fix your issue. It’s when you use insights from data about your audience and combine that with an engaging format that you see massive results, like the ones mentioned in Boombox’s blog post.

Here are some additional examples:

What City Should You Actually Live In?

How Y’all, Youse and You Guys Talk

Of course, quizzes are still a very small part of our data at Parse.ly’s (they only make up around 0.05 percent of all posts), and analyzing interactive content is especially difficult because many digital publishers are not even tagging posts in a way that allows them to access this type of insight. So there’s lots of room for quizzes to grow in use by publishers, not to mention understand and improve their performance.

Still, rather than shooting arrows in the dark, digital publishers must start having a conversation with readers, both explicitly through interactive formats and implicitly, by taking the time to understand the readers’ preferences through data.

This piece was originally published on Parse.ly’s blog.