Content Automation: 4 Powerful Ways Riddle Scales Engagement

If you’re a publisher, sports team, or brand looking to boost engagement, generate leads, and collect zero-party data, you’re likely already using or considering interactive content. Quizzes, polls, personality tests, score predictors, and mini-games consistently outperform static content when it comes to time on site and audience participation.

But here’s the challenge: how do you make interactive content a regular part of your publishing process without adding complexity or slowing your team down?

The answer is content automation.

Riddle offers a broad range of content automation tools that help you streamline interactive content creation and integration – whether you’re looking for a quick AI-powered quiz generator or a fully automated, API-driven content pipeline. You can start small, then scale up based on your needs.

Let’s explore how publishers like Immediate Media (case study) and brands like Club Med (case study) are using Riddle’s quiz maker automation tools today – from light-touch efficiencies to fully integrated content workflows.

Step 1: Light-touch content automation – fast content creation with AI

Create interactive content from a keyword or topic

Short on time? Enter a topic or keyword, and Riddle’s quiz maker will instantly generate a fully-formed quiz, personality test, poll, or score predictor. Your editors can then review and edit, or publish as-is.

This is a simple and effective way to use content automation to scale up your interactive content output without increasing your editorial load, while still maintaining full editorial oversight and guidance.

Example use case: Covering the Champions League? Just enter “Champions League 2025” and instantly get a quiz like “Which club should you support this season?”

This option is ideal for:

• Daily editorial workflows
• Smaller content teams
• Brands creating campaign-specific content

Turn existing articles into interactive content

Already published an article? Just paste in the URL into Riddle’s interactive platform; Riddle will scan the page, extract key ideas, and generate a quiz or poll based on the content.

This content automation allows you to:

• Quickly extend the lifespan and value of existing content
• Add relevant interactive elements without needing to start from scratch
• Increase reader engagement on article pages

Example use case: Imagine your editorial team publishes a feature on recent political violence. By adding the article’s URL to Riddle, your editors could instantly generate an interactive quiz – for example, “How much do you know about the latest unrest?”

Step 2: Content automation in action with question banks (powered by A.I. or uploaded spreadsheet)

Riddle’s zero-code Question Bank allows you to publish fresh interactive content at scale, without any editorial involvement or technical setup.

You can upload a spreadsheet of questions or use A.I. to populate the bank. From there, Riddle will automatically generate new quizzes at a time interval you choose – every hour, day, week, or more.

Once configured, the Question Bank handles everything:

• Automatically creates and publishes quizzes based on the latest question set
• Updates on a rolling basis, giving visitors a reason to return
• Fully aligned with your branding and design settings

This is ideal for:

• Publishers offering daily or hourly quizzes
• Sports media keeping score predictors up to date
• Brands running rotating product or trivia campaigns

With the Question Bank, your interactive content stays fresh and relevant – without requiring ongoing input from your team.

Step 3: Smarter workflows with AI + API

Once your team is producing more interactive content, it makes sense to take the next step – connecting Riddle to your publishing systems for semi-automated workflows.

Here’s how this looks in practice:

Editorial teams create articles -> Riddle auto-generates matching interactive content

You can set up a workflow where:

1. Editors publish articles as usual
2. Riddle, using our flexible API Builder, automatically generates related interactive content that seamlessly match your site and branding.
3. Editors receive this content in a queue or CMS preview panel for review.
4. Once approved, the content is published or scheduled.

This helps larger teams:

• Increase speed while maintaining editorial oversight
• Save time on ideation and production
• Ensure every article is paired with interactive content that enhances the reader experience
• Monetize quiz traffic – automatically add lead generation or interstitial ads from your ad server (Swiss publisher 20minuten.ch saw a 20% lift in ad revenue using quizzes).

Automate placement with embed placeholders

Manually embedding content into articles can slow your team’s workflow down. Plus, there is the risk of interactive content becoming out of date.

Riddle offers an automation solution with our embed placeholders – designed for automationto systematically show the right quiz, mini-game, or other content at the right time.

Simply add a simple placeholder tag to your CMS template, and Riddle will dynamically insert the right interactive content into the article based on:

• Tags (e.g. ‘Home page’, ‘Quiz contest’, ‘Guess the score’)
• Date
• Pre-configured logic (e.g. ‘last published’)
• Or randomly

Example use case: A news publisher wants to show users a new quiz every day on their home page – without their editors having to manually schedule and remove past quizzes. Each day their team could have AI programmatically create news quizzes with the tag ‘Daily news quiz’. The embed placeholder show could then show the day’s quiz (learn how).

This keeps your site dynamic and engaging, while removing manual steps for your editorial team.

Step 4: Full automation with APIs, data layer, and reporting

For brands and publishers looking to fully automate their content workflows, Riddle offers deep integration tools that work across content creation, audience data, lead generation, and analytics.

Set global project defaults

With Riddle’s global project settings, you can set up standardized configurations for:

• Tracking and analytics
• Data layer integration
• Lead form behavior
• Consent and privacy settings
• Embed behavior

Once configured, every interactive element in that project inherits the defaults. Editors don’t need to worry about settings (e.g. ‘What tracking code should I use?’) – they’re taken care of automatically.

This is especially valuable for multi-team or multi-brand publishers who need to ensure consistency across large volumes of content.

Identify known users via the data layer

If your audience is already logged in or known (via cookie, session, or user ID), Riddle’s data layer can automatically:

• Match quiz responses to individual users
• Use branching logic to pre-fill or hide lead forms based on logged in status on your site
• Feed back results to your CRM or CDP

Use case: A user logs in to your site and takes a product recommendation quiz. Riddle hides the lead form – as they are already a user. Then, Riddle maps the user’s results and answers to their email address, and pushes the data to your CRM – all without asking the user to re-enter their details.

This creates a seamless user experience while ensuring your data stays organized and actionable.

Automate lead capture with CRM integrations

Riddle integrates with your CRM or marketing tools using:

• Riddle’s Leads API
• Webhooks
• Zapier (for thousands of third-party tools)

This allows you to:

• Automatically send leads and quiz responses to your CRM
• Trigger personalized follow-up campaigns
• Enrich user profiles with quiz data

Example use case: A user completes a quiz on your site about electric vehicles and selects “I’m considering buying one in the next 3 months.” That data is immediately sent to your CRM and triggers a targeted email series – based on their timeframe and car preferences (e.g. ‘I am looking for a SUV.’) revealed by the quiz.

This moves users smoothly from engagement to conversion – all without manual handoffs.

Automate reporting with Riddle’s Stats API and Looker Studio integration

Creating interactive content is just half of the story – knowing how that content performs is just as important.

With Riddle, you can automatically track engagement, completions, form conversions, and more across all your interactive formats – quizzes, polls, personality tests, mini-games, and score predictors.

No more downloading CSVs or manually compiling spreadsheets. Instead, Riddle makes it easy to stream real-time performance data directly into your existing analytics setup:

• Looker Studio — via Riddle’s Looker integration or our Stats API
• In-house analytics tools — by connecting the Stats API to your data pipeline
• Business intelligence dashboards — powered by the same API for deeper insights

Track:

• Engagement (views, completions)
• Conversion rates (form submissions)
• Time on content
• Performance by team, brand, or project

This content automation means your stakeholders, sponsors, or internal teams can get up-to-date reports – weekly, monthly, or in real time – without lifting a finger.

Example use case: Your marketing team runs monthly sponsorship reports – for every native content advertising campaign. Riddle feeds quiz engagement data into Looker Studio, which auto-generates and emails a report to each advertiser’s inbox each month – avoiding painful copy/pasting data to make manual presentations or PDFs.

A fully automated workflow in action

Here’s what a complete content automation setup might look like:

1. Editor publishes an article.
2. Riddle (via API and AI) generates a related quiz.
3. The quiz is auto-embedded into the article using a CMS placeholder.
4. The user takes the quiz — their identity is matched via the data layer.
5. Responses and personal data are sent to your CRM through a webhook.
6. Analytics data is streamed to Looker Studio or in-house analytics tools through the Stats API.
7. (For sponsored content) Report is sent automatically to the client each month.

All of this content automation happens in the background — the editorial team maintains control but saves hours each week.

Why content automation matters

Interactive content works – but scaling it takes time. Riddle’s automation tools help you:

Save time and increase output
Get more quizzes, polls, and interactive formats published without adding more staff.

Standardize quality and branding
Use global settings to keep everything consistent – look/feel (colors, fonts, CSS) tracking, lead forms, branding, and more.

Improve your audience data
Collect zero-party data tied to real users and send it directly to your existing systems.

Streamline your workflow
From quiz generation to CRM sync to reporting, everything runs in the background.

Start light, scale when you’re ready

One of the best parts of Riddle’s content automation features is that you don’t have to use them all at once.

You can start with:

• Quick AI-powered quiz creation
• Article-based content generation
• Manual embeds

Then scale to:

• CMS placeholders
• API-powered workflows
• CRM and BI integrations

Whether you’re a small publisher looking to boost engagement, or a global brand managing multiple teams and regions, Riddle grows with you.

You can also try Riddle’s quiz maker free for 14 days – no credit card need and with all features unlocked, especially content automation ones like AI and our API.

Want a call with our interactive content experts? Always happy to have a chat – you can book a convenient time for your schedules here.

Ready to automate your content workflow?

Let’s make interactive content automation a seamless part of your publishing or marketing process.

• Start your free trial with Riddle
• Explore Riddle’s API and developer tools
• Learn how to connect Riddle to Looker Studio
• Contact our team if you want help setting up your content automation stack

Riddle handles the heavy automation lifting behind the scenes – so your team can stay focused on content, audience, and results.