MKTG 4500 Final Exam
How can a third-party website avoid duplicate content issues with republishing your content? Add a NoIndex tag Add a tracking URL Update the content to make it different Have the third-party publish it at the same time as the original piece
Add a NoIndex tag
Fill in the blank: This blog post is written from a _____________. First-person point of view Second-person point of view Third-person point of view None of the above
Third-person point of view
True or false? A benefit of organic content promotion is that it allows you to show your content to a highly specific audience.
False
True or false? Content marketing is a relatively new practice that became popular in the 1950's with the boom of advertising firms.
False
True or false? If you want to produce great content, then you need to hire an in-house content creator.
False
True or false? One-to-one engagement doesn't result in customers spending more.
False
True or false? Simon Sinek says that people want to buy what you have. They don't care about what you believe.
False
True or false? The goal of a braindump is to have everyone structure ideas they've put together.
False
True or false? To make sure you're appropriately communicating the value of your content, you should define as many benefits as possible when promoting it. The more the better.
False
True or false? When identifying raw material for generating ideas, it's best to stick with a specific area of focus. This way you can become an expert in generating ideas in this field.
False
True or false? When instilling a growth mindset within your organization, it's more important to receive buy-in from the customer support team than the products and services team.
False
True or false? You should initially spend less time promoting your content than you did creating it, so you can increase your content output.
False
Why are hashtags helpful? To aid search, track campaigns, and to influence the creation of user-generated content To keep track of ephemeral content that disappears To demonstrate to executives the power of organic reach on a piece of content All of the above
To aid search, track campaigns, and to influence the creation of user-generated content
True or false: Ephemeral stories are quick bits of content, both video and photo, often with fun filters and "stickers" that disappear after a short period of time (1-24 hours).
True
True or false? A buyer persona is as important as business objectives when developing a social media strategy.
True
True or false? A buyer's journey is ever-evolving. You should make updates as you learn more about your buyer persona.
True
True or false? If prospects can get the answers to their questions and see themselves as characters in your story, they'll be more likely to purchase from you.
True
What is NOT an example of a social media crisis? Employees going rogue on social media A celebrity posting an update that sparks outrage A hack into a Twitter account for a major brand These are all examples of a social media crisis.
These are all examples of a social media crisis.
True or false? It's best to determine a few key metrics and stick to them.
True
True or false? It's not a good policy to delete all negative comments.
True
True or false? Selling to prospects by messaging them on Facebook could be seen as invading their private space.
True
True or false? SnapChat and Pinterest are examples of platforms that a growth marketer might want to test for their business.
True
True or false? Social listening can help you find leads.
True
True or false? The conflict in this blog article is preventing team burnout.
True
True or false? The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.
True
True or false? When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action and multiplying it by 100.
True
True or false? You should make sure experimentation is ingrained in your strategic plan.
True
True or false? You should use a consistent naming system to store and easily identify hosted files.
True
True or false? Your campaign should also help the influencer build authority and further their own content or reach.
True
True or false? You need conflict to tell an impactful story. True, conflict helps build developmental and emotional connections. True, people care more about the conflict than the resolution. False, your story is strong enough to explain the value of your products and services. False, conflict only reduces the connection of what you're trying to communicate.
True, conflict helps build developmental and emotional connections.
True or false? Effective writers start by filling in the main points of their content and save writing the introduction and conclusion for after they've written their piece. True, it can be overwhelming to write an introduction first without knowing where the content is headed. True, the introduction is always the easiest part to write. False, writing an introduction first will help align the rest of the article. False, you should write your conclusion before your introduction.
True, it can be overwhelming to write an introduction first without knowing where the content is headed.
On which social network should you share content most frequently? Facebook LinkedIn Twitter Pinterest
How long should you wait before republishing a piece of content to a new website? You shouldn't wait. Republish it immediately. One week Two weeks It depends, wait until you have at least 5 inbound links.
Two weeks
When republishing your content, how can you make sure the republished post stands out in contrast to your original post in search engine result listings? Update the headline Use a new author Add sub-headings to each section All of the above
Update the headline
The _________ stage focuses on creating message maps and listening protocols on social media. preparation recovery response crisis
preparation
Which of the following is NOT an example of active language you should use on a call-to-action? "Subscribe here" "Donate" "More here" "Watch"
"More here"
You bid $5.00 on a click on your Facebook ad. The next highest bidder only pays $3.00 to target an ad at the exact same audience. How much will Facebook make you pay to win the bid? $2.99 $3.00 $3.01 $5.00
$3.01
What do we mean when we say you should post an "80/20 mix" on social media? 20% of your social content should promote your own brand, and 80% of your social content should be anything that truly interests your audience and engages them in conversations. 80% of your social content should promote your brand, and 20% of your social content should be anything that truly interests your audience and engages them in conversations. 20% of your social content should be video that interests your audience, and 80% should be content that promotes your brand.
20% of your social content should promote your own brand, and 80% of your social content should be anything that truly interests your audience and engages them in conversations.
How much of the buyer's journey is digital? 20% 52% 90% 67%
67%
What is a social media audit? A hard look at the data from all your social accounts and the social conversations about your brand and your competitors A method to direct your audience in all channels to the best way they can have a conversation with you A way to reach your customers and prospects in unprecedented ways, with greater reach and more specific targeting than ever before A tool to look for unhappy customers of a competitor and reach out with an offer to help, thus generating leads
A hard look at the data from all your social accounts and the social conversations about your brand and your competitors
When should a salesperson put forth the sales pitch in social media? After sufficient rapport has been built and the customer is looking for what you have to sell After a prospect follows them back on a social channel After the first casual conversation you have with the person in social media A month after you follow the prospect on social media
After sufficient rapport has been built and the customer is looking for what you have to sell
Visual images are usually things like ________. Choose all that apply. photos infographics animated GIFs illustrations
All of the above
Which of the following social media expense do you want to track so you can calculate ROI on your marketing campaigns? Work hours Agency or freelance costs Social media software and services Content development expenses All the above
All of the above
Which of the following social media expenses do you want to track so you can calculate ROI on your marketing campaigns? Choose all that apply. Work hours Agency or freelance costs Social media software and services Content development expenses Advertising costs
All of the above
Why is user-generated content (UGC) so important? Choose all that apply. UGC helps brands understand their target audience. UGC improves site engagement and time spent on the website. UGC provides means for other users to connect, which then builds a stronger community. UGC is inherently peer reviewed, making it more trustworthy.
All of the above
Posting curated content on social shows your audience you're committed to: Creating value for them. Posting only your own content. Re-posting all the content that they share with you.
Creating value for them.
How can social media monitoring inform your sales and product teams? Your competitors' marketing material can be copied and used for your own product or service. Your product team can explain to customers exactly why they built that feature a certain way. Your sales team can listen to their closed/won deals and find great upsell opportunities via social listening. Customer feedback, whether positive or negative, can help sales people and product teams better solve for the customer's needs.
Customer feedback, whether positive or negative, can help sales people and product teams better solve for the customer's needs.
In what stage of the buyer's journey would an advertisement for a free trial of your product be most appropriate? Consideration stage Decision stage Awareness stage Evaluation stage
Decision stage
"Real-time marketing" refers to: Developing content on the fly for local, national, or global events happening online or offline. Developing content on the fly for local, national, or global events happening online only. Developing content on the fly for local, national, or global events happening offline only. Developing content and publishing it in the time zone where the majority of your target audience resides.
Developing content on the fly for local, national, or global events happening online or offline.
Which of the below is not one of the five types of social media models? Distributed Dandelion Holistic Hub and Spoke
Distributed
What's the first step organizations and brands need to take when establishing a social media policy? Educate employees on the importance of having a social media policy for all team members within the organization. Reward the employees who are shining stars and are doing the right things on social media. Research best case studies for brands that are using social media policies effectively. Determine what not to do for social media policies for employees.
Educate employees on the importance of having a social media policy for all team members within the organization.
True or False? The Holistic model is the most common social team structure used by organizations today.
False
True or False? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.
False
True or False? You should revisit your KPIs every 18 months.
False
True or false? "Earned" media is exposure your brand has paid for, e.g., advertising or promotions.
False
True or false? 12% of people generate 70% of the impact online.
False
True or false? Asking for reviews is something you should never do in social media.
False
True or false? Canned messages are a quick and easy way to reach a wide audience in social media to find the right prospects.
False
True or false? Commissions for celebrity influencers are generally 5% of the sale.
False
True or false? Curating content means publishing someone else's content as if it were your own.
False
True or false? Evaluating the team dynamics and how each member did in the crisis along with analyzing the reactions, KPIs, and overall response to the crisis happens during the response stage.
False
True or false? If you're posting the same content across different channels, make sure you post them simultaneously—on the same days and at the same times.
False
True or false? It's always better to target your ads towards as broad a group of people as possible.
False
True or false? It's necessary to conduct a social media audit every 2-3 years.
False
True or false? Social Content is only used during the attract and delight stages of the inbound methodology.
False
True or false? The longer your social posts, the more likely that content will be seen and re-shared.
False
True or false? When you use language in your social responses that is too casual, you lose the respect of your audience.
False
What is the biggest challenge that most social media practitioners have? Hiring the right number of people Developing the right amount of content Getting executive buy-in for social ideas Retaining customers
Getting executive buy-in for social ideas
What did fashion brand Burberry do to revolutionize how marketers use social media? Ran a massive Facebook campaign to advertise their brand to fans Developed a highly successful public relations campaign that used social media to share their messages Invited their fans to share photos of their trench coat Began working with a famous influencer to take over their Instagram feed
Invited their fans to share photos of their trench coat
Why do you need to use leading indicators of revenue success when calculating ROI on your social media strategy? It's difficult to know how much revenue is generated from a sale that originates from a social media campaign. It can be months before you've closed new customers from a social media campaign. Understanding how you stack up to your competition can help you pivot and make better business decisions. Calculating ROI on social media is super hard to prove.
It can be months before you've closed new customers from a social media campaign.
Why should you be careful about monitoring competitors? Your competitors can tell when you're monitoring them, and they may get offended and retaliate. It's easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer. Competitors aren't the only reason people don't buy your product or service. Competitive intelligence is best used for highly competitive markets only.
It's easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer.
Consider the following blog post title: "6 Questions To Ask Before You Plan Your #GivingTuesday Campaign." This is an example of which type of headline format? List format How-to format Secret of format Negative angle format
List format
The following question pertains to the blog post shown below: The below blog post is an example of which type of headline format? List format How-to format Secret of format Negative angle format
List format
What should you do if your competitor has a big public blunder? Send my sales team to follow up with every negative post about the incident so that we can take this opportunity to win their business. Amplify the competitor's blunder, telling your followers "See this? We would never do this." Maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empathetically to posts where appropriate. Stay completely silent and make sure your company never experiences the same thing.
Maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empathetically to posts where appropriate.
Do brands have legal ownership over content that users generate about their brand? Yes No
No
What should you do to secure executive buy-in if you're starting a social media project and don't have a past campaign to use as a benchmark? Research the costs of agencies that can do the work. Consider industry research to back up your plan. Position your program as an experiment or pilot. Create a robust PowerPoint with statistics to back up your plan
Position your program as an experiment or pilot.
You're starting a project and don't have a past campaign to use as a benchmark. How can you secure executive buy-in? Research the costs of agencies that can do the work. Consider industry research to back up your plan. Position your program as an experiment or pilot. Create a robust PowerPoint with statistics to back up your plan.
Position your program as an experiment or pilot.
Which one of the following is NOT a way that UGC can help marketers? Provide social proof and amp up your credibility Boost SEO Enable you to get past ad blockers because the content doesn't come through like a typical ad Extend your budget Provide deep insight into the effectiveness of your content mix
Provide deep insight into the effectiveness of your content mix
Which KPI is most likely to be a vanity metric? Reach Engagement Return on Investment (ROI) Retention and loyalty
Reach
Which of the below is NOT one of the three factors determining how an influencer can impact behavior? Relevance Reach Resonance Recognition
Recognition
How can social media listening increase customer advocacy? Responding only to positive social posts and re-sharing them tells the rest of your followers how great you are. Responding only to negative social posts with helpful, knowledgeable responses shows that you care. Responding to social posts—whether they're positive or negative— shows that you're listening, and your customers are being heard. Responding to a social post within one hour shows that your company is full of social- savvy whipper snappers.
Responding to social posts—whether they're positive or negative— shows that you're listening, and your customers are being heard.
There are certain actions that need to be taken into consideration for a social media crisis. What's an action you should avoid? Pausing marketing emails Sending out promotional sponsored posts and tweets during a crisis Assessing the planned blogging and campaign schedule for appropriateness Creating a blog post to address the situation as needed
Sending out promotional sponsored posts and tweets during a crisis
Which of these KPIs demonstrate engagement? Choose all that apply. Direct sales revenue from social media Mentions Sharing and retweets Likes or Favorites Customer satisfaction
Sharing and retweets & Likes or Favorites
Which one of the below choices is NOT a reason you should be measuring your social media ROI? Prove the value of social media within your organization. Show how social media can impact all departments, ranging beyond Marketing and Sales to HR to Engineering to PR. Show influencers how enticing it would be to work with your company. Understand and measure brand reputation and gain control of that conversation.
Show influencers how enticing it would be to work with your company.
What's the difference between social listening and social monitoring? Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher- level perspective. Social listening involves answering and responding to specifically support questions, while social monitoring is for the purpose of marketing intelligence and research. Social listening can only be done natively within each social media site, whereas social monitoring requires technology to aggregate sentiment from various places. Social listening is done by your sales team to find new opportunities, while social monitoring is done by your marketing team to learn what competitors are doing.
Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher- level perspective.
Which of the following is NOT a benefit of having a social media strategy? Social media helps you expand your other marketing efforts. Social media helps you attract buyers. Social media helps you send better emails. Social media is a key driver for word-of-mouth marketing.
Social media helps you send better emails
There are many benefits to having a social media strategy. Which answer is NOT one of them? Social media helps you expand your other marketing efforts. Social media helps you attract buyers. Social media helps you send better emails. Social media is a key driver for word-of-mouth marketing.
Social media helps you send better emails.
Why do stakeholders matter as you begin to develop your team structure? Stakeholders help you plan for the future. Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders. Stakeholders help you decide if you need to develop a team to help you do social advertising. Stakeholders help you determine how social media for your company will change in the next year, three years, or five years.
Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders.
When it comes to social listening, how do you know which social networks to start with? Start with the social networks your buyer personas use to learn about and interact with brands. Facebook has over two billion monthly active users, so start there. Create an account on all of them, and see which ones your audience gravitates towards. If you haven't started your social presence by now, unfortunately it's too late.
Start with the social networks your buyer personas use to learn about and interact with brands.
Let's say you conduct a content audit on your competitors and see that they're having success with live video, but you haven't really tried live video yet. What might you do? Give up - they've already won the space, and it's doubtful you can catch up at this point. Immediately start doing live video on every channel to take back your audience. Test out live video on different channels, and see how your audience responds.
Test out live video on different channels, and see how your audience responds.
What is a Social Media Service Level Agreement (SLA)? A contract between a service provider and a customer regarding the scope of the in- person or over-the-phone service to be provided The agreement a company makes to commit to answering social media responses in a specific amount of time A confidentiality agreement that creates a legal obligation to privacy and compels those who agree to keep any specified information obtained in social media secure An agreement designed to regulate the relationship between a provider of social media marketing services and a client for those services
The agreement a company makes to commit to answering social media responses in a specific amount of time
Voice refers to: The distinct and steady personality or style of your brand. A particular identity or image that's regarded as an asset to a company. The moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience. The set of human characteristics that are attributed to a brand name.
The distinct and steady personality or style of your brand.
What is one of the major benefits of Facebook Lead Ads? Facebook will serve these ads on Pinterest in addition to Facebook. They only serve your ads to a small group of highly qualified people. The pre-filled form in Facebook makes it super easy for your audience to convert on—especially on mobile. They're optimized for a desktop audience, which is proven to convert better than mobile users.
The pre-filled form in Facebook makes it super easy for your audience to convert on—especially on mobile.
Why are UTM parameters so valuable to your social listening and monitoring program? They help my pages load faster via social networks. They track who initially shared my company's content out on social media. They allow me to track where traffic is coming from on social media. They're really just a nice-to-have for big marketing campaigns.
They allow me to track where traffic is coming from on social media.
What is the main benefit of using animated GIFs in social content? They help you make light of what would otherwise feel like serious content. They help you demonstrate complex concepts quickly and easily. They help you show how culturally in-touch you are.
They help you demonstrate complex concepts quickly and easily.
Why should you trust the influencer and give them creative license? They're famous. They understand their audience and what they want. They might sabotage your brand if you don't let them do things their way. They might enlist their famous friends to help your brand.
They understand their audience and what they want.
Why do you need to develop a business case for a new social monitoring technology? It's an important skill for professionals to be able to analyze and communicate the return on investment expected from their requested budget. So that after the investment is made, you can go back and see whether it has lived up to expectations. To clearly outline the expected value gained from a software investment and set the expectation with your manager of how you'll realize that value. Social monitoring technology is particularly expensive and difficult to determine a return on investment.
To clearly outline the expected value gained from a software investment and set the expectation with your manager of how you'll realize that value.
Why would you want a service to help you manage and discover influence? To help you discover what hashtags are working the best To determine which channels are the most important To know what type of customer information to regularly monitor To identify individuals who have the biggest following and high social clout
To identify individuals who have the biggest following and high social clout
True or False? In social media, a service level agreement (SLA) refers to how much time passes between when a customer reaches out and when the company responds.
True
True or false? A channel takeover, such as letting an influencer run your Instagram or Twitter handle for a day, is a good idea for brands.
True
True or false? Humanizing your brand gives you a competitive edge because people like making connections, and they like to invest their time and money in people they can relate to.
True
True or false? Jumping onto an unrelated hashtag to promote your material is spammy.
True
True or false? Social media helps people feel INFORMED by helping them learn new things, stay up to date on topics that matter to them, and discover new ideas and trends.
True
True or false? The best way to choose the right social media tool is to think about your business goals, then narrow down your choices based on that goal criteria.
True
Which of the following would not contribute to ad fatigue? Using the same image on your ad for over a month Using only Facebook for your advertising strategy Offering the same ebook in your ad for two months straight All of these would contribute to ad fatigue
Using the same image on your ad for over a month
What is social selling the inbound way? When a salesperson sends a direct message to a new follower with an offer or request to go to the company's website When a salesperson provides value by offering thoughtful content and answering questions for prospects When a salesperson follows all a prospect's social media channels and tags them with regular product offers When a salesperson supplements their social posts with digital advertising
When a salesperson provides value by offering thoughtful content and answering questions for prospects
An ad for your upcoming webinar on network security should lead people directly to ___________. a blog post on network security your home page a landing page where they can quickly sign up for the webinar your About Us page
a landing page where they can quickly sign up for the webinar
The number of leads you generate that actually become paying customers is known as your ________. average conversion rate average lead-to-customer rate average revenue average lifetime value of a customer
average lead-to-customer rate
How could this sentence be corrected to cut out fluffy words? "I really just want to go to the store to buy groceries in order to be be prepared for the week." "I really want to go to the store to buy groceries in order to be prepared." "I just want to go to the store to buy groceries in order to be prepared for the week." "I want to go buy groceries at the store to be prepared for the week." "I really want to go to the store to buy groceries in order to be prepared for the week."
"I want to go buy groceries at the store to be prepared for the week."
You're in a brainstorming session with your co-workers. You come up with five topics for your ebook, your colleague says that's all you need. How should you respond? "Yes, there's no reason to keep going if we have enough topics for our ebook." "Yes, we can always identify more later if we need them." "No, we should have at least ten supporting topics for every ebook we want to create." "No, we should make a list of as many supporting topics as we can."
"No, we should make a list of as many supporting topics as we can."
How many rounds of edits should content undergo before being finished? 1 2-4 Post your content once it's finished and edit as you receive feedback. As many times as you possibly can
2-4
Fill in the blank: When creating a headline for your content, you should come up with ___________ different headlines. 1 5-10 At least 10 aMore than 10
5-10
How can you uncover your buyer personas' reading habits? a. Include a question on a form b. Interview some of your best customers c. Make a list of publications you read d. A and B e. All of the above
A and B
You are trying to turn an ebook into a checklist, which method should you keep in mind when repurposing content? BASE ARC ACE DART
ACE
Fill in the blank: A content compass helps organize monthly initiatives by ____________. SMART goals sales campaigns inbound marketing campaigns All of the above
All of the above
Fill in the blank: The conflict in your content's story should focus on the ____________. prospects' needs prospects' stage of the buyer's journey prospects' problems All of the above
All of the above
Fill in the blank: When conducting a test, it should work to uncover _______________. the cost to attain a customer through this channel the amount of customers available through this channel whether or not you should be acquiring these customers All of the above
All of the above
Fill in the blank: When identifying buyer's journey content for a long-term content strategy, it's important to focus on content for the ___________ stage(s). Awareness Consideration Decision All of the above
All of the above
To help increase awareness for an upcoming product launch, your manager increases paid promotion funds by 300%. Which channels could you disperse these funds to? Twitter LinkedIn Google A and B All of the above
All of the above
When it comes to a long-term content strategy, what is an important buyer persona trait? Demographics Challenges Identifiers All of the above
All of the above
Which departments does growth marketing support? a. Marketing b. Sales c. Customer Service d. A and B e. All of the above
All of the above
Which is true about content and its relationship with the Inbound Methodology? a. Content is needed to attract people to your site. b. Content is needed to attract visitors and convert them into leads. c. Content is needed to close leads into customers and turn customers into promoters. d. All of the above
All of the above
Why should you talk directly with your social followers and prospects? Build your brand Increase customer loyalty Improve reputation All of the above
All of the above
You can use weekly content activities to grow into which type of long-form content offer? Case study Ebook Webinar All of the above
All of the above
You just landed your dream job as a content creator at a local startup. It's your first week and your boss asks you to perform a content audit to get acquainted with the company's collateral as well as organize it. Where might you start looking for content that already exists? Talk with the sales team Check with more tenured employees Look through the company's CRM and CMS All of the above
All of the above
You're a content creator for an automobile dealership. You're looking for some inspiration to help generate new content ideas for an upcoming holiday promotion. What source might you find valuable and be inspired by? Motor Trend Magazine Wall Street Journal TIME Magazine All of the above
All of the above
Which best explains the bullseye framework? An organized three-step approach to gaining traction Identifying a top-performing blog post and reposting every few months A system that notifies you when your competitors produce a piece of high-performing content None of the above
An organized three-step approach to gaining traction
You're analyzing the performance of your social channels and you notice that Facebook consistently outperforms your Twitter and LinkedIn page. What should you do next? Post the same message on all channels as Facebook since it is working well. Analyze Facebook further to see which posts are working for future content ideas. Transition all social ad budget to Facebook in support of boosting each post moving forward. All of the above
Analyze Facebook further to see which posts are working for future content ideas.
Every content brainstorm needs the following EXCEPT: A moderator A clear agenda At least five people Visual aids
At least five people
Which of the following is NOT a type of influencer? Industry Content creator Attorney Local Celebrity
Attorney
What are the four stages of the Inbound Methodology? Attract, Convert, Close, and Delight Awareness, Consideration, Decision, and Delight Find, Engage, Convert, and Nurture Identify, Connect, Explore, and Advise
Attract, Convert, Close, and Delight
Which of the following do you need to include in a republished piece of content to maintain SEO authority and attribute value to the appropriate website or author? a. UTM tracking code b. Canonical tag c. Anchor text d. All of the above
Canonical tag
Every story has these three storytelling elements. What are they? Characters, conflict, and resolution Conflict, idea, and resolution Characters, conflict, and interest Conflict, spark, and conclusion
Characters, conflict, and resolution
What do senior leaders care about when it comes to your social media plan? Choose all that apply. Sentiment Competitive advantage Click-through rates Customer satisfaction Number of social followers
Competitive Advantage & Customer Satisfaction
Fill in the blank: __________ is when you help guide your prospects through purchasing your products or services. Value-add guidance Concierge on-boarding Success channeling Premier showcasing
Concierge on-boarding
Which type of influencer might be primarily behind the scenes in your marketing campaign? Micro-influencers Celebrity Local Content creators Industry influencers
Content creators
Which of the following is NOT a category you should organize your content audit by? Buyer's journey stage Content length Marketing funnel stage Content title
Content length
What's the best way to have your business' story remembered and shared? Explain your history in detail. Show the ROI you can bring your customers. Create emotional alignment between your business and your prospects and customers. Explain the value of your products and services and how you're the best at what you do.
Create emotional alignment between your business and your prospects and customers.
When examining your attribution report, you notice 85% of your leads that have closed into customers have downloaded your introductory ebook, but your sales team is only closing 1% of leads from social sources. How do you support your Sales team to close more leads from social into customers? Ensure all leads from social sources are nurtured with the introductory ebook before speaking to sales. Devote more time to posting blogs on Facebook. Direct further resources for paid advertising on Twitter to spread your influence to additional channels. Connect with your sales team to coach them on their disconnect in closing the leads.
Ensure all leads from social sources are nurtured with the introductory ebook before speaking to sales.
True or false? You should only include a call-to-action on a blog post once the offer is launched. True, if you don't have a relevant call-to-action, then leave blank. True, once you publish a blog post, it's not a best practice to update calls-to-action over time. False, always provide a next step, even if it's to sign up for email updates. False, adding a relevant call-to-action to a blog post will improve your SEO efforts.
False, always provide a next step, even if it's to sign up for email updates.
True or false? Your content creation framework should stay consistent over time. True, the best way to remain efficient is to stick with a process. True, the investment to update a process can be very expensive and time intensive. False, as business goals and content change, so should your process to support them. False, your process should be updated every time a new team member joins.
False, as business goals and content change, so should your process to support them.
True or false? When possible, you should try and use extensive vocabulary in your writing. True, extensive vocabulary makes you appear more credible and confident. True, people make purchasing decisions based on if you look smarter than your competitors. False, extensive vocabulary makes you appear less credible and confident. False, extensive vocabulary takes up too much space on a page.
False, extensive vocabulary makes you appear less credible and confident.
True or false? If your marketing tests have over a 50% failure rate, then you've done something wrong. True, the majority of your tests should be successful. True, you should never have over a 50% failure rate with your tests. False, the purpose of a test is to prove or disprove your hypothesis. False, you need to perform enough tests that more than 50% fail.
False, the purpose of a test is to prove or disprove your hypothesis.
True or false? Never use acronyms in your writing. True, this helps avoid confusion. True, deleting acronyms makes your content more welcoming. False, use acronyms sparingly. False, your audience will know what the acronyms mean.
False, use acronyms sparingly.
True or false? You should post the same message across all of your social channels. True, redundant messages ensure that your audience will see it and you get the highest reach. True, posting the same message will help you save time that you can use on more important initiatives. False, you should customize the message based on the platform. False, post the same message to Twitter and Facebook, but update LinkedIn as it's more of a B2B social platform.
False, you should customize the message based on the platform
True or false? After you digest material it's best to try and put ideas together immediately. True, because the material is fresh in your mind. True, because the best ideas come in the first 30 seconds of consuming content. False, you want to give your mind a break to process the information. False, you first need to write concepts down to organize everything.
False, you want to give your mind a break to process the information.
Fill in the blank: The _________ can help you develop a mission statement that connects with your audience. persona creation process Golden Circle Inbound Methodology buyer's journey
Golden Circle
You can measure brand awareness by all of the following, except? How many press releases exist on your website. Level of engagement on your social channels. Inbound links coming to your website. How high you rank in search engine results.
How many press releases exist on your website.
All of the following are attributes of a content creation workflow EXCEPT: Identifies outside influencers who will be contributing Identifies and organizes who is in charge of specific tasks How much money it will cost to complete initiative Breaks down all of the work needed to complete a specific initiative
How much money it will cost to complete initiative
What can you do to make a headline more compelling? Broaden the topic Make a promise to the reader Over five words Use special characters to help it stand out
Make a promise to the reader
The following question pertains to the blog post shown below: The above blog post is an example of which type of headline format? List format How-to format Secret of format Negative angle format
Negative angle format
You're the Marketing Director for a global financial company. The holidays are approaching and your boss wants to improve the company's bottom line by 7%. You host a team meeting where the goal is to identify opportunities to test, then assign tasks to team members to start implementing right away. Is this approach correct? Yes, the entire team is present and participating. Yes, but make sure to assign the test to the appropriate team members. No, ideation and implementation should be done in separate meetings. No, you need approval from your boss before running a series of tests.
No, ideation and implementation should be done in separate meetings.
You asked your colleague to provide feedback on a blog post you recently wrote. When they sent you their feedback, they made edits directly in the doc. Is this a best practice for a content editing process? Yes, because having an editor complete your content ensures it will read well to others. Yes, a content editor's role is to make updates the way they see fit. No, the editor should have tracked changes which would have shown you where they would apply recommended edits. No, they should have set up a meeting to discuss each edit so you could apply them together.
No, the editor should have tracked changes which would have shown you where they would apply recommended edits.
You have a top-performing blog post that you want to republish. Which platforms should you republish it to? As many websites as possible; the more sites the more impressions the content will receive. Only websites that you have partnerships with as you won't have to pay for it. Only sites that are relevant to your business and industry. You shouldn't republish content because you'll have duplicate content issues.
Only sites that are relevant to your business and industry.
Fill in the blank: ______________ is used to achieve the best possible content promotion outcome. Optimization Saturation Experimentation Consistency
Optimization
Fill in the blank: The following sentence is an example of ____________ voice? "The grocery shopping was done by your father." Active Passive Reactive Subtle
Passive
Which network has the longest life for a piece of content? Facebook LinkedIn Snapchat Pinterest
Fill in the blank: _______________ helps you group an audience together based on specific criteria from a large list of people. Ideal matching Segmentation Buyer personas Demographics
Segmentation
All of the following are examples of a SMART goal EXCEPT: Increase year over year traffic by 30%. Significantly reduce the amount of time the team spends on creating content. Add five new content formats to the website by end of year. All of the above are SMART goals.
Significantly reduce the amount of time the team spends on creating content.
Once you're able to quantify your metrics, what is the next step in developing a growth mindset? Start looking for strengths in your funnel Start looking for weaknesses in your funnel Select a marketing channel to focus on Create a facebook audience
Start looking for weaknesses in your funnel
Which best describes the content marketing and inbound marketing relationship? A great content marketer doesn't need to do inbound marketing. Both are valuable and take a lot of time and work. It's best to focus your time on one or the other. Success relies on both as each serves a different function. If you do both then you'll be competing with yourself.
Success relies on both as each serves a different function.
All of the following are content marketing practices EXCEPT: Email copy Technical SEO Social media posts Blogging
Technical SEO
What results can you yield by establishing reporting expectations prior to campaign launch? The campaign's written SMART goals will free stakeholders from being directly involved. The campaign's planned content will insulate your team from developing unexpected material outside of the written SMART goals. The campaign's written SMART goals better align your work with the stakeholders' key metrics. The campaign's planned content better aligns your work with the CEO's quarterly expectations.
The campaign's written SMART goals better align your work with the stakeholders' key metrics.
Fill in the blank: __________ is when you think of an idea out of nowhere. Spontaneous ideation Thought spawning The eureka moment Aha moment
The eureka moment
Why is content moderation important for user-generated campaigns? To copy the content for use on the company website and in other advertising To engage the community and reward those who go above and beyond To police any incorrect usage of brand logos and assets None of the above
To engage the community and reward those who go above and beyond
Your boss asks you to report on how your content campaign has contributed to his lead generation goals. What metric do you report on to demonstrate its contribution? Total leads generated from your campaign Increase of brand awareness Returning blog subscribers generated from your campaign Social engagements
Total leads generated from your campaign
Which of the following is NOT a storytelling best practice? Create emotional appeal through your content Be consistent and authentic Use the third-person point of view Your story should be clear and concise
Use the third-person point of view
What is NOT a way that a brand can see financial gain from doing social customer service? Increased sales Less returns as individuals do more self-service via social media Saving money on call center interactions Using a social media agency to deliver content to customers
Using a social media agency to deliver content to customers
When is the most effective time to boost content on social media? When it's performing well When it has a link to a website When it showcases one of your products or services You should boost every social media post no matter the context
When it's performing well
Your boss has tasked you with writing a company story that will help make them stand out from their competitors. Keeping this in mind, what's the most effective question you should start with? What are you offering? How will this help your audience? Why are you doing what you are doing? None of the above
Why are you doing what you are doing?
One month into a three-month lead generation campaign, it becomes clear your current plan to reach your goal of ten sales qualified leads (SQLs) goal does not look feasible. What option will you present during next week's meeting with your CEO? You present an updated campaign content plan to reach your set SMART goals, based off of the first month's data. You present updated SMART goals better aligned with your projected SQLs for the campaign's remaining two months, based off the first month's data. You hold back on reporting the progress on that particular SMART goal for the campaign, in hopes of things picking up. You propose staying the course on the current SMART goals and planned content marketing activities, noting that one month of data is not enough to justify changing your SMART goal.
You present updated SMART goals better aligned with your projected SQLs for the campaign's remaining two months, based off the first month's data.
What does the center ring of the bullseye framework represent? Your top-performing channels Your possibility channels Your long-shot channels The channels you haven't tested yet
Your top-performing channels
Fill in the blank: To effectively tell your business' story, you need ________________. a mission with supporting values great products and services a testimonial from a happy customer an interesting history
a mission with supporting values
Fill in the blank: You had a successful team meeting where you were able to prove the ROI of your content marketing efforts. However, your boss wants more details on the content path that helped close leads into customers. You could do this by creating a(n) ______________. attribution report referrals report sales report None of the above
attribution report
Joan owns a dog walking business and read a blog post that explained search engines are a great place to generate ideas on what people are searching for. Joan starts off her research by typing in 'dog walking tip' to see what insight she can find. Fill in the blank: Joan notices that when she types in 'dog walking tip' the search engine offers some helpful suggestions on popular searches, like 'dog walking tips and tricks.' This is known as _________. related searches autocomplete suggestion finder Google search queries
autocomplete
If you don't have your _____________ in mind as you're developing content and social campaigns, then you probably aren't using social as effectively as you could be. competitors revenue targets business goals and buyer personas budget
business goals and buyer personas
When developing your brand's tone, _______ is key. timing budget context personality
context
Fill in the blank: The goal of a marketing test is to _____________. continuously optimize your channels find a system that works and stick with it show your competitors that you know what you're doing All of the above
continuously optimize your channels
Fill in the blank: Instagram stories are a great way to demonstrate complex concepts quickly and easily directly message a customer to answer a question deliver video podcasts drive traffic and engagement
drive traffic and engagement
Fill in the blank: All of the following are engagement signals that help you understand your content's effectiveness, except for _______________. comments on a recent blog post likes and shares on a Facebook post email send rate sharing the thank you page to an offer someone just downloaded
email send rate
Fill in the blank: A shortcut to improving your SEO is to ____________. continuously optimize your pages based on updated keyword research get referenced on sites that already rank well add more keywords to a page you want to rank for use more images than text
get referenced on sites that already rank well
Fill in the blank: A great way to create a comfortable atmosphere for a company brainstorm is to start off with _________. role call icebreakers team goals breaking into groups
icebreakers
Fill in the blank: "Facebook Ads is great for targeting based on _______, while Google Ads targets based on your audience's ________. buyer stage; interests problems; ideas interests; intent
interests; intent
Fill in the blank: Understanding your ____________ is the first step to instilling a growth mindset within your organization. marketing funnel buyer's journey buyer personas ad budget
marketing funnel
Fill in the blank: The above graphic uses a ___________ to help organize hosted files. nomenclature system linear word formula Word association connector acronym-based system
nomenclature system
Fill in the blank: When you tell a story and the character is your audience, you should tell the story with a ___________. first-person point of view second-person point of view third-person point of view None of the above
second-person point of view
A(n) ________ outlines guidelines and best practices for employees to follow on social media. crisis plan advocacy plan social media policy
social media policy
Fill in the blank: To keep your content calendar agile, it shouldn't extend more than ___________. two weeks one month three months six months
three months
