DMI Digital Marketing Certification v.9

The first five steps in the seven-step framework for managing projects take place before the project even commences. Put these first five steps in order, beginning with the first step.

1. Identify the project or campaign 2.Write a project brief 3.develop goals and objectives 4. get input from the team 5.map out timelines and tasks

What skill sets and abilities does an effective project manager need to possess?

Ability to allocate resources Ability to plan and manage timelines

Content promotion is the strategic approach to getting your content seen by a wider audience than your immediate owned channels in both the earned and paid space. Suppose you are looking to promote your content and have decided to team up with a company who sells a similar product to create a sales-focused campaign together. What is this method of content promotion known as?

Affiliate Marketing

Understanding a business's marketing goals is vital if you want to create an effective content marketing strategy. Match each content marketing goal with the most appropriate method of measurement.

Affinity - ranked according positive or negative sentiment advocacy - user generated content and reccommendations consideration - comments likes shares and replies Awareness - impressions of frequency of reach conversion - clicks to sales from content

Audience research and social listening tools can both provide important insights for marketers on a target audience. Drag and drop each audience research or social listening tool to the correct column.

Audience Research: Marketing research company, Survey tool, Behavior Analytics, Social media platform Social Listening:Hashtags, TweetDeck,Influencers Hootsuite

A content marketing strategy is a key component of a digital marketing campaign. What is the purpose of a content marketing strategy?

Communicate your brand messaging consistently across channels

Identify the best practices to consider when creating video content.

Consider the tone and accent of the voiceover used Quickly inform the viewer of the video subject Understand the importance of location

Your prospect is aware they have a problem and have identified potential solutions for it. They are now at the stage in the Buyer's Journey where they are evaluating their options. What stage is your prospect at?

Consideration

Understanding the relationship between key digital channels and the potential business opportunities they can help unlock is central to any digital strategy. Drag and drop each online business goal to the digital channel that can best support it.

Content Marketing - Improves brand personality and likability SEO- Increases the visibility and searchability of online assets Social Media - Creates visibility and interactivity with an audience PPC - Drives interested audiences to a site4

It is important to effectively align content to different stages of the Buyer's Journey. Match the stages of the Buyer's Journey with the most suitable type of content.

Conversion -Retargeting Interest - Blog Awareness -GIF Consideration -webinar

Repurposing content means to adapt it or break it up to use for another purpose. Identify the examples of repurposing content.

Converting an infographic into individual images Using the audio from a video recording as a podcast

Understanding the relationship between different types of audience research data is key to developing audience insights. Match each set of examples to the type of audience research data they represent.

Demographics - Social, geographical, and financial Psychographics - Lifestyle, ideas, and beliefs Behavioral - Retail experience, product use, and adoption

The creative brief is the final output before production of any content commences. Identify the steps to consider when writing a creative brief.

Describe audience personas Identify campaign objectives Identify budget and deadline Consider brand personality and story

A creative brief allows you to identify the most important insights and understandings that will inform your creative outputs. What are the benefits of writing a creative brief?

Develop consistent engaging messaging across all channels and formats Efficiently use time with designers and your budget by minimizing amendments and rebriefs Develop a better understanding of your audience, goals, and campaign idea

Once persona research is complete, it is then possible to incorporate buyer personas into your content strategy. Identify the best practices when using buyer personas in a content strategy.

Develop creative messaging and assets that align to persona needs Prioritize your personas in terms of reach and value Create content that personas need at key stages of their purchase journey

Traditional marketing activities include direct marketing, broadcast advertising, and referrals. Drag and drop each example of traditional marketing to the marketing strategy it represents.

Direct: Mailings and brochures, flyers, coupons Broadcast: product placement, program sponsorship, cinema advert Referral: Fidelity cards, discounts for sponsorships, WOM

Suppose a manager has asked you to calculate the return on investment (ROI) for a content marketing campaign you are managing. You have already determined two benchmark metrics for your campaign - new site visitors and workable leads. Next, you subtracted these figures from your campaign metrics. What is the next step to enable you to calculate the ROI?

Divide campaign spend by the difference between the benchmark and campaign metrics

It is important to critique content before it is created. What questions should be asked when critiquing content?

Does it provide utility to the audience? Can its effectiveness be measured? Is it fit for the platform it will be published on?

When we take a step back from how we perceive the internet, we can see that it is simply a means to navigate content, words, text, opinions, images, and videos; content is what the internet is about. How does content marketing add value to a business?

Drives search traffic Builds familiarity and trust

There are three categories of content that can shape or influence a company's brand personality. Which category taps into the human experience and shows a personality that allows consumers to relate to the business?

Emotional

It's important that there is room for a creative spark when developing content. Identify the steps involved in the creative process.

Gain credibility through influencer distribution Increase relevance to targeted audience Reach a wider audience

What are some common tasks that a project manager carries out?

Guides the project from start to finish Ensures team members have the resources they need

Social listening involves tracking online conversations in relation to keywords, topics, or phrases to drive key insights about your personas, target audience, competitors, and industry. What are the potential benefits from including social listening in a content strategy?

Identify customer sentiment in relation to your brand Spot risks such as emerging competitors

The concepts of inbound and outbound marketing are fundamental to understanding digital marketing. Drag and drop the characteristics most closely associated with inbound and outbound marketing to the correct column.

Inbound: Attracts leads by providing helpful content , pull strategy, closely aligned with digital marketing. Outbound: Push strategy, associated with traditional and digital marketing, uses volume and repetition to spread word of existence

Content marketing can be extremely beneficial when used as part of a digital strategy. Why use content marketing in a digital strategy?

Increase search engine (SEO) rankings Recruit brand advocates Grow brand or business awareness

ontent personalization involves using different content at different stages of the buying process to be hyper relevant to the right user at the right time. What are the benefits of content personalization?

Increases brand affinity Increases conversion rates

Which DMI 3i principle is illustrated by applying your customer engagement learnings to your digital marketing strategy? Choose ONE of the following:

Iterate

Measuring the success of your content marketing efforts shows the value of your work in terms of how it achieved the KPIs you set for the activity. What are the benefits of content marketing measurement?

Justify spend and resource allocation Inform roadmap for an effective content strategy Clarify topics and themes that resonate with an audience Unearth unexpected insights

It is important to align platform choice to your audience and content. Match each content platform with the most suitable type of content.

LinkedIn: White paper1 Instagram: Images2 Website :Blog3 Facebook360 video

Brand storytelling is a way of connecting with people that share your values and beliefs to build a 'personality' for your company. It invites others into your community and embraces them in an authentic way. Suppose you have already defined your personality, brand, and goals, and identified your audience. What is the next step involved in creating your brand business story?

Map story to personas

Content curation is the use of third-party content as part of a content strategy. Match each curated content type with the correct description.

Mashups: Merge different content about a topic to create an original point of view1 Aggregation: Curate the most relevant content about a topic into a single piece or viewpoint2 Chronology Use historiographical content curation3 Distillation Take the overall 'noise' about a topic and reduce it to its core concept4

What elements of a SMART objective are illustrated in the following statement? In order to establish myself as a digital marketing expert, I will complete a diploma in digital marketing. Choose TWO of the following:

Measureable & Specific

Identify the best practices to consider when creating written content, according to George Orwell's Guide to Writing.

Never use a commonly used metaphor, simile, or other figure of speech If it is possible to cut a word out, always cut it out

Analyzing and monitoring competitor content can help to inform a content strategy. What needs to be analyzed when conducting a competitor content audit?

New format adoption Social following

Using the full circle of marketing tactics is called a 360 or integrated marketing strategy.What are the main benefits of a 360 marketing campaign?

Optimizes for scale and relevance / covers the entire buying cycle

Owned, paid, and earned media constitute three distinct media channels for digital marketers. Drag and drop each example of digital media to the media channel it represents.

Owned: website, social media account, blog Earned: WOM Promo, mentions, reviews Paid: Display Ads, Social Media Ads, Retargeting

Effective content resonates with its target audience. What are the qualities of effective content? Choose TWO of the following:

Relevant Personalized

What benefits can effective project management offer a project?

Resources can be planned ahead of time The project has a central, accountable point of contact

Determining key metrics enables you to derive insights from your content activity. Suppose a manager has asked you to assess how well your audience is engaging with your new website. What engagement metrics enable you to measure this?

Scroll depth Pages viewed per session

You are researching your competitor's target market to find out how active their community is and what their audience is saying about their brand. What tool or source of information is best suited to provide this competitive insight? Choose ONE of the following:

Social Media

Once a content marketing campaign has commenced, it is important to present key campaign information in a content marketing report. Suppose you have been tasked with creating a content marketing report. What information needs to be included in the report?

Summary of insights Overall performance in relation to KPIs Details of all content produced

Distinguishing between the types of insights that social listening and audience research tools can provide is key to choosing the best research approach. Match each audience insight to the research tools or strategy it best represents.

Surveys - Collects specific or statistical data on products and services Behavior analytics - Gathers data around online user activity Social listening -Identifies audience interests Market research - Provides third-party analysis of specific topics

A content calendar is a centralized document that is used to plan content across multiple platforms and themes. Suppose you are developing a content calendar for the second half of the year. You have included the copy and format you are going to use, the theme, the date, and the time the post is to be published. What elements are you missing?

The creative The platform

Content marketers often divide content into two categories - topical and evergreen. Drag and drop the characteristics of topical or evergreen content to the correct column.

Topical content - Time-sensitive Limited repurposing Evergreen content - Timeless Has a wider relevancy

Traditional and digital marketing often work most effectively together but there are distinct differences. Drag and drop each characteristic to the form of marketing it best represents.

Traditional: outbound, mass, passive audience, one-to-many Digital: individua;, active audience, inbound, one-to-one

Community management involves engaging with feedback to drive better customer relationships. Why is active community management so important in the context of content marketing?

Turn negative experiences into positive solutions Gain insights about your business in real time

You are conducting research on your product and the factors that affect its performance. What type of industry trend tools can provide you with access to trending topics online? Choose TWO of the following:

TweetDeck, eMarketer Reports

Conducting cultural research before entering a new market can offer valuable insights. Match the cultural research strategy to the type of insights it can provide.

Understand how a brand in a case study performed in cross-cultural campaigns - Acquiring audience research Learn what values are most important to a cultural group - Follow the consumer journey through all dedicated platforms and sites Understand how a specific community interacts - Monitoring social media conversations

Identify the best practices to consider when creating image content.

Use clear and simple images Consider the rule of thirds Use text that develops the story or helps drive action

Keyword research can guide content development as it enables marketers to view the keywords people are searching for and the questions they are asking online. Suppose you have been tasked with carrying out keyword research. In this scenario, you have picked a topic and have brainstormed ideas around it. What step should you perform next?

Use research tools to find related keywords that people are searching for

Different content formats can be utilized to create different content marketing assets. Match each content type with the correct description.

Webinar - Platform for presentation and Q&A1 Podcast Audio recording based on a specific topic2 White paper In-depth report on a specific topic3 Infographic - A creative way to show large volumes of data or statistics5 Blog- Combination of text and images providing updates on business and related activities4

Identify the steps to consider when developing a blog that drives traffic.

Write and publish on your blog regularly and consistently Use SEO keyword research as a guide to identify topics

It's important that there is room for a creative spark when developing content. Identify the steps involved in the creative process.

brainstorm, prototypes ,leave idea alone

There are a number of key factors to consider when aligning content marketing goals to overall business goals. What should be focused on when considering the language, appearance, and message of the marketing content?

consistency

Content curation involves using or sharing third-party content as part of a content strategy. Drag and drop the characteristics of content creation or curation to the correct column.

content creation: origional 100% ownership high investment content curation: limited ownership, third-party, low resources investment

Distinguishing between engagement metrics and conversion metrics is important when measuring the success of your marketing campaigns. Drag and drop the engagement or conversion metrics to the appropriate column.

engagement: higher avg time on site, reduced bounce rate,increased number of returning visitors, more pages viewed per session conversion: increased conversion rate, higher number of goals achieved, reduced cost per sale, shorter path to purchase

Starting with your customer and working backwards towards your goals is a proven technique to help shape an effective content strategy. What factors do you need to consider when developing a target persona?

job details & device usage

Content scheduling is the method by which content is uploaded for future publishing. Uploading content to Facebook to be posted at a future date is an example of which type of content scheduling?

native

creative process

prepare, incubate, illuminate, verify pracitce