Interactive Content
Assessments
Assessments are structured tools designed to evaluate users' skills, knowledge, or needs in a specific area. They provide personalized feedback, recommendations, or scores based on user responses, helping users understand their strengths and areas for improvement. Common examples include skill assessments, readiness assessments, and health assessments.
IMPLEMENTATION
Define Objectives: Determine the goal of the assessment (e.g., skill evaluation, readiness check, personalized recommendations).
Choose a Topic: Select a topic that is relevant to your audience and aligns with your product or service.
Develop Questions: Create a set of questions that effectively measure the desired skills, knowledge, or needs. Include a variety of question types (e.g., multiple-choice, rating scales).
Create Scoring System: Develop a scoring system or algorithm to evaluate responses and generate personalized results.
Design the Assessment: Use an assessment creation tool to design a user-friendly and visually appealing interface.
Integrate Lead Capture: Include a lead capture form to collect user information such as email addresses, especially if personalized results are provided.
Promote the Assessment: Share the assessment through your website, social media, email newsletters, and other marketing channels.
Analyze Results: Use analytics tools to track participation, completion rates, and gather insights from the responses.
Follow Up: Provide personalized feedback, recommendations, or content based on the assessment results to engage users further.
STRATEGY RATING
SCORE
21
Assessments involve moderate costs, expertise, and time to create. They offer high engagement, longevity, and interactivity, making them effective tools for capturing and retaining user interest.
RATING 1-5, 5 BEING THE BEST
3
Expertise
Requires moderate expertise in content creation, design, and data analysis.
3
Cost
Moderate cost for development and integration.
3
Time
Moderate time investment for designing, developing, and analyzing assessments.
4
Engagement
High engagement potential due to personalized and interactive nature.
4
Longevity
High interactivity as users actively engage with the tool.
4
Interactivity
High interactivity as users actively engage with the tool.
QUESTIONS TO ASK
What is the primary objective of the assessment?
What topics will resonate most with our target audience?
How can we design the assessment to be engaging and informative?
What lead capture strategy will we use?
How will we measure the success and effectiveness of the assessment?
HOW TO MEASURE
Participation Rate: Number of users who start the assessment.
Completion Rate: Number of users who complete the assessment.
Lead Generation: Number of leads captured through the assessment.
Engagement Rate: Interaction metrics such as time spent on the assessment and user feedback.
Conversion Rate: Percentage of users who take a desired action (e.g., sign up for a service, purchase a product) after completing the assessment.
EXAMPLE
Company: Salesforce
Implementation: Salesforce offers a CRM readiness assessment that helps businesses evaluate their current CRM practices and readiness for implementing Salesforce solutions. The assessment asks a series of questions and provides a personalized readiness score and recommendations based on the responses.
Outcome: The assessment helps Salesforce identify potential leads and provides valuable insights into the needs and readiness of prospective customers. It drives engagement by offering personalized feedback and positions Salesforce as a thought leader in CRM solutions.
By leveraging assessments, Salesforce effectively engages users, captures leads, and provides valuable insights, demonstrating the effectiveness of this content marketing strategy.