Content marketing

is a slip on shoe company that focuses on spreading social good.

TOMS

Think of your long-term content plan like a

savings account

According to Simon, people most care about ____________ your business does what it does

why your business does what is does

4 step ideation process

1. Gathering raw material 2. Digesting the material 3. Unconscious processing 4. The "eureka" moment

Using this type of language in storytelling is more confessional.

1st person

You can use this to build authority

1st person

The average adult spends over _____ hours per week with digital media.

20

Tell the story in a way that shows empathy.

2nd person

Stories for this point of view can be both fictional or nonfictional.

3rd person

All of the following are examples of video in the delight stage of the inbound methodology EXCEPT: A. Landing page promotional videos. B. A thank you video included in an email after purchasing a product or service. C. An onboarding video to get set up for success.

A. Landing page promotional videos.

Which of the following can help you optimize your organic promotion on social media? A. Write custom messaging for each post B. Share all of your content on every social media network C. Post only at the same time every day D. Promote types of content that historically have not performed well

A. Write custom messaging for each post

At a minimum, to create an effective topic cluster, you need to link __________. A. all relevant subtopics to your pillar page B. your pillar page to all relevant subtopics C. your pillar page to all relevant subtopics, and link all relevant subtopics to your pillar page D. all relevant subtopics to corresponding product or service pillar pages

A. all relevant subtopics to your pillar page

Fill in the blank: The following sentence is an example of ____________ voice. "Your father did the grocery shopping."

Active

Which of the following are areas to include CTAs on a blog post? A. At the top B. At the bottom C. Next to relevant content on the page D. A and B D. All of the above

All

Which of the following is a helpful way to generate ideas for content using Google's search engine results page? A. Autocomplete functionality B. "Related searches" section C. "People also search for" box D. B and C E. All of the above

All

Fill in the blank: A content creation framework should be

All of the above: repeatable, organized, and agile

All of the following are examples of videos in the engage stage of the inbound A. methodology EXCEPT: B. Product demos sent via email. C. An onboarding video. D. Landing page promotional videos.

An onboarding video.

You read through a blog post from a co-worker that's about two different topics. Is this good or bad? A. Good — the more topics that one post can cover, the better for SEO. B. Bad — pick just one topic per post to make it clear for readers and search engines.

B. Bad — pick just one topic per post to make it clear for readers and search engines.

Which of the following is an example of a helpful platform where you can see which content has the best social media performance? A. TweetCheck B. BuzzSumo C. Creative Commons D. Wikimedia

B. BuzzSumo

What's an example of a specific topic? A. Content marketing B. Marketing automation strategies C. Paid media D. A and B

B. Marketing automation strategies

When do effective writers write the introduction and conclusion for their blog posts? A. They write both the introduction and conclusion before they write the piece. B. They write both the introduction and conclusion after they've written the piece. C. They write both the introduction and conclusion while they're writing the piece. D. They write the introduction before they write the piece and the conclusion after they've written the piece.

B. They write both the introduction and conclusion after they've written the piece.

Which of the following is MOST impactful to effectively tell your business' story? A. an interesting history B. a mission with supporting values C. knowing what your business is best at D. a and b

B. a mission with supporting values

What is the head term in the title "Official guide to creating a mobile marketing strategy in 2019"? A. Strategy in 2019 B. Official guide C. Mobile marketing D. Mobile marketing strategy in 2019

C. Mobile marketing

All of the following are examples of videos in the attract stage of the inbound methodology EXCEPT: A. Educational how-to videos that provide relevant tips. B .Thought leadership videos that establish you as an industry resource. C. Product demos sent via email. D. All of the above

C. Product demos sent via email.

Which of the following is NOT needed to create an effective story that resonates with your audience? A. Use content to create emotional appeal. B. Be consistent and authentic. C. Use charts and graphs to prove your results. D. Keep the story clear and concise.

C. Use charts and graphs to prove your results.

How can you make your writing more conversational? A. Make sure your copy is less than 500 characters. B. Use industry words as much as you can. C. Use contractions. D. Use fluffy words.

C. Use contractions.

is a tool for creating, editing, and publishing digital content.

CMS

Five steps to building a content creation framework: 1. C___________________ content 2. P_____________ a timeline 3. C_____________ a workflow 4. R______________ and e___________ content 5. O_______________ and storing content

Conceptualizing Planning Creating Reviewing and Editing Organizing

is key when it comes to content and storytelling.

Consistency

Fill in the blank: When creating content you should ___________. A. keep your audience front of mind B. keep search engines front of mind C. never create content on other websites because you're missing a chance to feature it on your website D. A and B E. All of the above

D. A and B

"Tell the truth, but make it fascinating."

David Ogilvy

True or false? Have your content reviewers make edits directly to your content as opposed to tracking changes because it makes the editing process quicker and more efficient.

False

True or false? If you take the time to do a comprehensive content audit, there's no need to perform an event-based audit.

False

True or false? Including a video at the top of a website page increases bounce rate.

False

True or false? To get the most value out of your content, republish it immediately.

False

True or false? You should bold all variations of the keyword you're trying to rank for on your blog post, as this helps the reader understand what's most important on the page.

False

All of the following are true about inbound links EXCEPT: Inbound links help increase your domain authority. Inbound links send referral traffic from one site to another. Inbound links don't help your search engine optimization.

Inbound links don't help your search engine optimization.

Why is a naming system useful in content creation?

It's an easy way to organize content

"An idea is nothing more nor less than a new combination of old elements."

James Webb Young

offers advice and resources backed by 30 years of experience.

Maren Schmidt

Which of the following can you do with paid advertising? Drive organic traffic to your content. Improve your email open rate. Repurpose your content. Remarket to previous website visitors.

Remarket to previous website visitors.

"People don't buy what you do, they buy WHY you do it"

Simon Sinek

If you're going to repurpose content from the ground up, then you first need to determine your _________.

Topic

If you're looking for a place to start, consider using

Trello.

True or false? Effective content marketers consume content from a wide variety of places as opposed to sticking to content specific to their industry.

True

provides professional video hosting with amazing viewer analytics, HD video delivery, and marketing tools to help understand website visitors.

WISTIA

The resolution should wrap up the story but should also clearly call your audience to

action

tools to understand the impact of your content on your business and identify opportunities for improvement.

analytics

Storytelling can't happen without valuing and understanding your

audience

A prospect is experiencing and expressing symptoms of a problem or opportunity. They're doing research to more clearly understand, frame, and give a name to their problem.

awareness stage

They're looking for educational content to help them answer some of their questions and concerns—think blog posts, ebooks, social content, and how-to webinars.

awareness stage

3 stages A______________ stage C______________ stage D_____________ stage

awareness, consideration, and decision

The 3 to 5 seconds an average site visitor spends scanning a website visually and then deciding if they want to spend time looking through it

blink test

It's about creating alignment between your business and your prospects and customers.

business storytelling

Fill in the blank: Before you can identify the buyer's journey, you need to first know your ___________.

buyer persona

Start with your

buyer persona

This semi-fictional representation of your ideal buyer can help guide you to understanding the goals and challenges that your character will face.

buyer persona

The active research process someone goes through leading up to making a purchase

buyer's journey

Essential elements of storytelling: C________________ C____________ R___________________

characters, conflict, and resolution

Have a ____________ and ____________ system spread amongst multiple teammates.

checks and balances

A prospect has clearly defined and given a name to their problem or opportunity. They're committed to researching and understanding all available approaches and methods to solving their problem or opportunity.

consideration stage

Most importantly, when it comes to point of view, decide on one and keep it

consistent

A structure of processes for publishing content, from the beginning stages to post-publication

content creation framework

also known as a social media coordinator or specialist, is responsible for bringing the content to market through a strategic promotion plan.

content distributor

Something you create and publish in exchange for personal information like a name and email address

content offer

long-term content planning audit types: C__________ audit E_______-based audit

content, event

A framework strikes that perfect balance between autonomous ______________ and long-term ____________ sustainability.

creativity; content

Fill in the blank: In the _____________ attribution model, the first touch point receives less credit and the last touchpoint receives the most credit.

decay

A prospect has now decided on their solution strategy, method, or approach. They're compiling a long list of all available vendors and products in their given solution strategy. They're researching to trim down this long list into a short list and ultimately make a final purchase decision—and that final purchase decision could be YOU.

decision stage

is what will give your story power.

emotion

Your content creation framework should always be

evolving

True or false? You should only use industry benchmarks to set SMART goals.

false

You need to keep audience and tone in mind, but to really help nail your branding story, you need to understand the

golden circle

A story is not just your

history

Your goal is to make a ___________ connection

human

How can you best lead your audience through their buyer's journey?

include your call-to-action

Setting marketing goals provides your long-term vision and short-term _______________

motivation

1. Conceptualizing content the first step is coming up with appropriate ideas for your content offers.

n/a

2. Planning a timeline Maintain agility while still having time to execute on your initiatives.

n/a

3. Creating a workflow In the context of content creation, a workflow is an intuitive breakdown of the content creation work. It consists of the sequence of steps a piece of content moves through from its initial creation to publication.

n/a

4. Reviewing and editing content You need a reviewal system in place so that your content is accurate, well written, and aligned with your brand.

n/a

5 primary types of responsibilities in content creation: 1. Content management and strategy 2. Writing 3. Editing 4. Designing 5. Distributing

n/a

5. Organizing and storing content Once your content is done, store it in a centralized location where your team can access it—like Google Drive or Dropbox.

n/a

In the review process, follow these seven best practices: 1. Set clear expectations. 2. Define roles in the reviewal process. 3. Determine a timeline. 4. Use a style guide. 5. Track edits. 6. Manage progress. 7. Optimize for search engines.

n/a

Storytelling best practices: - Use conflict to create emotional appeal. - Be consistent and authentic. - Keep the story clear and concise.

n/a

To build your content framework, you'll need 3 main tools: 1. CMS 2. Analytics tools 3. Planning and internal communication tools

n/a

clear naming system Content format Buyer's journey stage campaign year

n/a

organize your content audit by these categories: Content title Buyer's journey stage Lifecycle stage Content format Targeted buyer persona Topic Any additional notes that provide value or context

n/a

A long-term content plan helps you stay

organized

provides a roadmap for your content.

planning

A content generation process allows you to come up with a __________________ flow of original, high-quality, and relevant content ideas.

predictable

Make sure the conflict fits your prospect's: P_____________ N_________ S___________ of the buyer's journey

problems, needs, stage

Fill in the blank: Setting a __________ goal and a __________ goal will help you set expectations when communicating content performance.

realistic; stretch

Stories are how audiences _________________

remember

Your story needs emotional ___________________

resonance

Storytelling is about

standing out

Which content should you republish?

top-performing content

Consider adding _____________ links to all your promotional activities.

tracking

True or false? Experimenting with new promotional channels can help you improve and scale your content promotion.

true

True or false? The more relevant your website is to the site you want to write for, the better from an SEO perspective.

true