Digital Marketing Final Exam
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 just want to go to the store to buy groceries in order 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?
"No, we should make a list of as many supporting topics as we can."
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)
You can use weekly content activities to grow into which type of long-form content offer?
-Case study -Ebook -Webinar (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)
How can you uncover your buyer personas' reading habits?
-Include a question on a form -Interview some of your best customers (Both A and B)
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)
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)
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 (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)
Optimizing your content helps improve -.
-reach -engagement -conversions
Why are hashtags helpful?
-to aid search -track campaigns -influence the creation of user-generated content (all of the above)
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.
Fill in the blank: When creating a headline for your content, you should come up with - different headlines.
5-10
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
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?
Analyze Facebook further to see which posts are working for future content ideas.
Posting curated content on social shows your audience you're committed to:
Creating value for them.
How can social media monitoring inform your sales and product teams?
Customer feedback, whether positive or negative, can help sales people and product teams better solve for the customer's needs.
"Real-time marketing" refers to:
Developing content on the fly for local, national, or global events happening online or offline.
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.
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? You should only include a call-to-action on a blog post once the offer is launched.
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.
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.
False, extensive vocabulary makes you appear less credible and confident.
True or false? Never use acronyms in your writing.
False, use acronyms sparingly.
True or false? You should post the same message across all of your social channels.
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.
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.
Golden Circle
You can measure brand awareness by all of the following, EXCEPT?
How many press releases exist on your website.
All of the following are attributes of a content creation workflow EXCEPT:
How much money it will cost to complete initiative
Why should you be careful about monitoring competitors?
It's easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer.
What should you do if your competitor has a big public blunder?
Maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empathetically to posts where appropriate.
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?
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?
Only websites that you have partnerships with as you won't have to pay for it.
Which network has the longest life for a piece of content?
How can social media listening increase customer advocacy?
Responding to social posts—whether they're positive or negative— shows that you're listening, and your customers are being heard.
Fill in the blank: When you tell a story and the character is your audience, you should tell the story with a -.
Second-person point of view
Which of these KPIs demonstrate engagement? Choose all that apply.
Sharing and retweets; likes or favorites
All of the following are examples of a SMART goal EXCEPT:
Significantly reduce the amount of time the team spends on creating content.
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.
Why do stakeholders matter as you begin to develop your team structure?
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.
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?
Test out live video on different channels, and see how your audience responds.
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.
Voice refers to:
The distinct and steady personality or style of your brand.
Why are UTM parameters so valuable to your social listening and monitoring program?
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 demonstrate complex concepts quickly and easily.
Why do you need to develop a business case for a new social monitoring technology?
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 identify inidivuals who have the biggest following and high social clout
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
True or false? A buyer persona is as important as business objectives when developing a social media strategy.
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
True or false? Social listening can help you find leads.
True
True or false? You should make sure experimentation is ingrained in your strategic plan.
True
True or false? You need conflict to tell an impactful story.
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.
On which social network should you share content most frequently?
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 updated SMART goals better aligned with your projected SQLs for the campaign's remaining two months, based off the first month's data.
Fill in the blank: To effectively tell your business' story, you need -.
a mission with supporting values
Every content brainstorm needs the following EXCEPT:
at least five people
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
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 -.
autocomplete
Every story has these three storytelling elements. What are they?
characters, conflict, and resolution
What do senior leaders care about when it comes to your social media plan? Choose all that apply.
competitive advantage and customer satisfaction
Which of the following is NOT a category you should organize your content audit by?
content length
When developing your brand's tone, _______ is key.
context
What's the best way to have your business' story remembered and shared?
create emotional alignment between your business and your prospects and customers
Which of the below is not one of the five types of social media models?
distributed
Fill in the blank: Instagram stories are a great way to _____________
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 -.
email send rate
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? Curating content means publishing someone else's content as if it were your own
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? 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? 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? The longer your social posts, the more likely that content will be seen and re-shared.
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? You should use a consistent naming system to store and easily identify hosted files.
false
Fill in the blank: This blog post is written from a -.
first-person point of view
Fill in the blank: A great way to create a comfortable atmosphere for a company brainstorm is to start off with -.
icebreakers
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 or negative angle format
What can you do to make a headline more compelling?
make a promise to the reader
Which of the following is NOT an example of active language you should use on a call-to-action?
more here
Fill in the blank: The following sentence is an example of - voice? "The grocery shopping was done by your father."
passive
Which of the following is NOT a benefit of having a social media strategy?
social media helps you send better emails
Fill in the blank: To keep your content calendar agile, it shouldn't extend more than -.
three months
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? The Holistic model is the most common social team structure used by organizations today
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? 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? It's best to determine a few key metrics and stick to them.
true
True or false? Jumping onto an unrelated hashtag to promote your material is spammy.
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
True or false? The conflict in this blog article is preventing team burnout.
true
How long should you wait before republishing a piece of content to a new website?
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
Which of the following is NOT a storytelling best practice?
use the third-person point of view
When is the most effective time to boost content on social media?
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?
why are you doing what you are doing?