AMA PCM Digital Marketing Exam
B2B marketers who blog receive _________ more leads than those who do not
A. 97% B. 50% C. 81% D. 67% E. 30% Answer - D. (67%)
What HTML tag can be set to display description text under the title of a page listed in search engine results?
A. <meta> B. <doctype> C. <content> D. <desc> Answer - A. (<meta>)
Which of the following elements can help you build the best mobile e-mail feature?
A. A single column layout B. A single call to action C. An integrated inverted pyramid feature D. Both A and CE. A, B, & C Answer - E. (A, B, & C)
For many brands, Twitter serves as a(n)...
A. Additional social media tool B. Communication tool for all C. Customer service platform D. Idea-processing tool E. None of the above Answer - B. (Communication tool for all)
_________ is a series of modifiers, such as the plus sign, quotation marks, OR, and AND, that helps you hone your search.
A. Advance search B. Boolean search C. Saved search D. General search E. Character search Answer - B. (Boolean search)
Facebook business profiles are
A. An additional social media outlet B. Expensive C. Not useful D. An extension of the brandE. B and C, but not A or D Answer - D. (An extension of the brand)
If you are using a Boolean search to find profiles on 'L'Oreal,' 'Mac,' and 'Sephora,' you should place ________ between the words
A. And also B. And C. Or D. Plus E. & Answer - B. (And)
When a person is at the TOFU (top of funnel), at which stage of the journey is her or she?
A. At the end of the sales funnel B. Aware of the brand but not ready to buy C. Ready to buy D. The buying lead Answer - B. (Aware of the brand but not ready to buy)
Which country is the leading user of LinkedIn
A. Brazil B. India C. Great Britain D. United States E. Canada Answer - D. (United States)
Buyer personas are useful in __________
A. Choosing what kind of content to create B. Targeting the right topics that your buyers care about C. Creating content that is irrelevant to the individual personalities of your buyers D. All of the above E. A and B only Answer - E. (A and B only)
For the following basic advertising terminology definitions, which option is NOT appropriately defined?
A. Click-Through Rate - The total number of clicks received divided by the number of impressions B. Cost per 1,000 impressions - The average cost paid to have 1,000 impressions of an ad C. Frequency - The average number of times an ad was shown to each person D. Cost-per-Click - The amount charged when someone clicks on an adE. Reach - The number of people to whom the ad was shown Answer - D. (Cost-per-Click)
Which of the following steps is NOT included when reviewing a keyword list?
A. Collecting the keywords that peoples search most or all of the time. B. Clarifying the target audiences C. Identifying demographic Characteristics D. Removing untargeted keywords Answer - C. (Identifying demographic characteristics)
What are long-tail keywords?
A. Competitive keywords that show a long list of search results B. General search phrases that will attract a large amount of visitors to your site C. Descriptive keywords used in less-common variations that help attract targeted customers to your site D. None of the above Answer - C. (Descriptive keywords used in less-common variations that help attract targeted customers to your site)
Understanding how a search engine works is critical for developing a keyword strategy. Which of the following steps does NOT correctly describe how a search engine works?
A. Consumers visit your website and download the available content B. Consumers find your website through a link on another website C. Consumers find a page through a link on another website D. Consumers download that page and find links to other pages on your website Answer - A. (Consumers visit your website and download the available content)
Which of the following is true about using visual media in content? A. Content with images drives more engagement than content without B. Images are critical for B2B companies C. Images are expensive to procure or produce D. Images must be created by a marketer to be effective E. Images require expensive licensing fees
A. Content with images drives more engagement than content without
Which of the following does the cost of goods sold entail?
A. Cost of manufacturing the product B. Cost of advertising C. Cost of manufacturing and advertising D. None of the above Answer - A. (Cost of Manufacturing the product)
What is the LAST step in the sequence of writing a blog post?
A. Create your outline B. Come up with ideas C. Create your post title D. Add a conclusion E. Edit Answer - E. (Edit)
To build excitement through e-mail messages, which of the following is NOT an appropriate tactic for marketers?
A. Creating a close group of e-mail readers B. Including regular calls to action to involve the reader C. Offering sneak peeks and early access D. Rewarding e-mail readers with free products Answer - B. (Including regular calls to action to involve the reader)
For which of the following options is a managing editor responsible?
A. Creation of brand voice, look, feel, and quality B. Writing and editing C. Vendor vetting and coordination D. All of the above Answer - A. (Creation of brand voice, look, feel, and quality)
Customers' demographic data can help marketers create more customized e-mails. Which of the following can help marketers access customers' address, state, and postal code?
A. Data-Mapping solutions B. Customer credit card information C. Customer surveys D. All of the above Answer - D. (All of the above)
Buyer Personas do not help with which of the following options:
A. Defining type of content to create B. Targeting the right topics C. Helping set tone and voice of content D. Creating content for each buying stage Answer - D. (Creating content for each buying stage)
Placement on Facebook refers to the location where the ads appear on Facebook. Which of the following options is NOT part of Facebook's ad placement?
A. Desktop News Feed B. Mobile News Feed C. Instagram D. Audience Network E. Desktop Left Column Answer - E. (Desktop left column)
_____ is the trickiest of all copywriting because a marketer must deliver value from the first sentence to the last. A. Direct marketing B. A poster C. The product description D. A brochure
A. Direct marketing
Showcase pages are useful for all of the following EXCEPT:
A. Displaying every product and service you offer B. Featuring brands C. Sharing ongoing events D. Creating a personal brand reflecting a public figure E. reaching a unique audience for each page Answer - A. (Displaying every product and service you offer)
Which of the following factors affects the bids of AdWords
A. Expected click-through rate B. Relevance of the advertisement C. Use of ad extensions D. All of the above Answer - D. (All of the above)
Contractors, agency writing services, and freelancers are examples of ________. A. External team B. Internal team C. Thought leadership creators D. CMI recommended resources E. Agency services
A. External team
Which of the following options correctly describes the components of the keyword life cycle?
A. Find Keywords - match searcher to your business B. Evaluate Keywords - determine which are important C. Prioritize Keywords - determine which to deliver to the right customer D. Measure Keywords - ensure the right words go to the right searcher E. All of the above Answer - E. (All of the above)
The best time of day to send out a newsletter is _______
A. First thing in the morning B. Midday C. In the evening D. During commuting hours E. It depends on your organization Answer - E. (It depends on your organization)
On Twitter, you'll be gaining ______. Whereas on Facebook you will be gaining _______
A. Friends, Fans B. Fans, Followers C. Followers, Likes D. Brand Awareness, Sales E None of the above Answer - C. (Followers, Likes)
Which of the following is the best definition of relevant content?
A. Generalized content for a large demographic of people, not for individuals B. Content that shares information about current events happening in your geographic region C. Personalized content that speaks to your audience's specific needs, pains, goals, and desires D. Personalized content that exposes your audience to topics that they are not interested in E. Similar to "noise," relevant content is an interruption for your audience as they're doing their own research Answer - C. (Personalized content that speaks to your audience's specific needs)
Pay-per-click ads help marketers do which of the following?
A. Generate leads B. Drive traffic to educational content C. Manage content marketing costs effectively D. All of the above Answer - D. (All of the above)
The thumbnail image on your YouTube channel is set using which Google service? A. Google+ B. YouTube C. Google Settings D. Youtube Partner Program
A. Google+
In terms of the navigation for keywords, which of the following options should navigation NOT do?
A. Group terms and words according to categories B. Provide context for the search engines C. Categorize according to research D. Develop concise and clear category names Answer - B. (Provide context for the search engines)
Gating all content is a good strategy for which of the following options?
A. Growing thought leadership B. Scoring leads C. Generating Leads D. All of the above Answer - C. (Generating Leads)
What does it mean to "think like a publisher" when it comes to content marketing? A. Have a detailed plan for the content you're going to create. Don't just wait till the last minute. B. You don't need to consider traffic to your content until after the content has been published. C. Avoid the use of social media to communicate about your products. D. Churn out as much content as possible, regardless of where it ends up.
A. Have a detailed plan for the content you're going to create. Don't just wait till the last minute.
Which kind of filter does the dimensions tab allow you to create?
A. Hour of the day B. Geographic location C. User location D. All of the above Answer - D. (All of the above)
Which of the following options is an example of consumer moments?
A. I want to go B. I want to do C. I want to buy D. All of the above Answer - D. (All of the above)
To make Marketing campaigns more compatible with mobile users, which of the following mobile browsing considerations should marketers take into account?
A. Including 'click here' in e-mails to make it easier for mobile users to take actions B. Including text links in e-mails to help mobile users gain access to more information and details C. Including 'tap here' or 'swipe here' to take action D. None of the above Answer - C. (Include 'tap here' or 'swipe here' to take action)
Why is CoSchedule an attractive option for use in building an editorial calendar? A. It is specially designed for that purpose and contains many advanced features. B. It is free to use. C. It is open-source and readily expandable by users. D. It very simple to install and use.
A. It is specially designed for that purpose and contains many advanced features.
Copy such as "keep reading to learn why the HH1 is the best bicycle helmet in the world" is an example of which tip for selling the page? A. Just ask B. Entice with a fun summary C. Being clever D. Clear Table of Contents
A. Just ask
When Designing an email, what is the most important element to increase the chance of the receiver opening the e-mail.
A. Length of the subject line B. Sender Name C. Subject Text D. Text in the preview Answer - B. (Sender Name)
Which is the correct sequence to designing an effective blog?
A. Make it visual, have clear conversion goals, and make sure you have multiple paths to social B. Determine how many employees need access, choose which platform to use, and create blog content C. Make it visual, make it interactive, and update it regularly D. Choose an appropriate domain name, determine a color scheme, and include strong visuals E. Ensure multiple paths to social media, include strong visuals, and include music Answer - A. (Make it visual, have clear conversion goals, and make sure you have....)
Which of the following is an effective way to help shape a brands e-mail personality?
A. Matching the tone of the e-mail with the message being conveyed B. Visually demonstrating product features in the e-mail C. Ensuring that the tone and imagery convey how the product satisfies a need or addresses a pain point D. All of above Answer - D. (All of the above)
If you want to use a simple formatting language that saves files in .txt text format you would choose _____. A. MultiMarkdown B. Google Docs C. Open Office D. Microsoft Word
A. MultiMarkdown
Which topic might call for a playful headline? A. Music B. Religion C. Disaster D. Race
A. Music
Which of the following options is NOT part of Facebook's ad policy?
A. Newsfeed ads cannot contain images with more the 20% text B. The landing page must be relevant to your ad C. Ability to have someone else review your ad D. Being honest and respectful Answer - C. (Ability to have someone else review your ad)
Conversion rate optimization tools include:
A. Optimizely B. Visual Website C. Optimizer D. Adobe Test & Target
Facebook is showing a decline in a page post's ability to have...
A. Organic reach B. Many fans C. Cheap business pages D. Ad-free zones E. Authentic followers Answer - A. (Organic Reach)
Which of the following Facebook ads and their specific goals are matched correctly?
A. Page Post Engagement Ads - Drive awareness and engagement B. Offer Claim Ads - Offer special discounts or promotions C. Page Likes Ads - Show people a list of likes and engage with their social networks D. App Install and Engagement Ads - Drive people directly to your mobile app for installs or re-engagement. Answer - B. (Offer Claim Ads)
Which of these is NOT a reason the listicle is so popular? A. People like numbers better than words. B. It's promises a scannable narrative structure. C. Readers know what they're getting into from the get-go.
A. People like numbers better than words.
In terms of different tools for keyword research, which of the following can help you rank specific keywords, show what your competition is doing, and outline available opportunities?
A. Raven Tools B. Moz C. SEMrush D. Keyword Discovery Answer - B. (Moz)
Search networks help firms carry out which of the following actions?
A. Reaching a wide range of customers B. Conducting specific placement targeting C. Increasing engagement with customers D. Reaching customers searching for their specific service or product Answer - D. (Reaching customers searching for their specific service or product)
Which of the following methods can improve an e-mail marketing program?
A. Researching B. Projecting Results C. Validating D. Evaluating E. All of the aboveAnswer - E. (All of the above)
Which of the following options is NOT helpful in increasing the scanability of your web page?
A. Rewriting content to gain more conciseness B. Formatting for better scanning C. Adding "promotional" language D. Planning for fixation points (keywords) Answer - C. (Adding "promotional" language)
_______ provide a way to change AdWords through Javascripts while _____ is very different, although powerful as well but difficult to obtain access to.
A. Scripts, AdWords API B. AdWords API, Scripts C. Filters, My Client Center D. None of the above E. A or B, depending on the business Answer - A. (Scripts, AdWords API)
Which of the following options is a campaign type
A. Search network only B. Display network only C. Search with Display select D. All of the above Answer - D. (All of the above)
SWAM stands for.....
A. Send Web Algorithmic Messages B. System-Wide Adaptable Monitors C. Site-Wide Active Missions D. Site-Wide Auto Moderation E. Sync with Automatic Machines Answer - D. (Site-Wide Auto Moderation)
People look for more singular phrases when they engage in which option?
A. Shopping B. Gathering Information C. Getting ready to buy D. Asking Questions Answer - C. (Getting ready to buy)
Fill in the blank: When selecting keywords, they should not be
A. Specific B. Associated with multiple product categories C. Used by customers D. Grouped by themes Answer - B. (associated with multiple product categories)
Which of the following methods is effective for creating an appropriate e-mail subject line?
A. Stay away from clickbait subject lines B. Use customers' name (sparingly) C. Be creative D. Be direct, get to the point E. All of the aboveAnswer - E. (All of the above)
All of the following are characteristics of thought leaders and leadership, except: A. Talking about your own products and services as a sales pitch B. Educational motivation, focused on helping customers doing their jobs better C. Looking to existing best practices to come up with better practices D. Looking to the future and setting a course that others will follow
A. Talking about your own products and services as a sales pitch
Which of the following customer behaviors is NOT essential for marketers to include when creating an e-mail list?
A. The customer has previously made a purchase B. The customer is about to start the purchase process C. The customer has previously opened an e-mail D. the customer has previously clicked on an e-mail. Answer - B. (The customer is about to start the purchase process)
Which of the following can have an impact of SEO?
A. The format of a page's URL B. The structure of a website's pages C. The quality of content contained on a page D. Only B&CE. All of the above Answer - E. (All of the above)
What kind of information CANNOT be obtained from a keyword context?
A. The type of competition an the words other sites are favoring B. The words search engines are automatically putting together in terms of synonyms C. Searchers' specific types of preferences D. The order in which people use search terms and the order reflected in the results. Answer - A. (The type of competition and the words other sites are favoring)
What is one advantage of Trello over Google Sheets when dealing with documenting work? A. There is no advantage. B. In Trello one can upload attachments to a card. C. Google Sheets can accept attachments, but there is a fee. D. Trello provides a central folder for all uploaded documents associated with the calendar.
A. There is no advantage.
What makes Wordpress.org the number one blog platform
A. They create your blog's look and feel for you B. They make a domain name for you that you cannot change C. There are no extra plugins for you to explore, keeping the blog setup simple and user friendly D. You have access to many developers to help customize your blog. E. It's tailored for a more advanced user Answer - D. ( You have access to many developers to help customize your blog)
*A Customer Data Platform uses personally identifiable information and customer analytics based on conversion, retention, and CRM-based customer experiences. A. True B. False
A. True
*True or False: The combination of segmentation and personalization is the single most important element to increase open rates. A. True B. False
A. True
Before any staff members begin creating content, you should have training and organized guidelines in place. A. True B. False
A. True
Buyer journeys help you know where your buyers consume your content at each buying stage. A. True B. False
A. True
Content analysis and the creation of a map of the content has to be built around the core of people, motivations, and goals. A. True B. False
A. True
Content strategy is about bringing the right content to the right audience by understanding what the audience needs. A. True B. False
A. True
Customers' attention is divided among many channels, and their attention for you is scarce. Content marketing helps you break through that noise because you're providing thought leadership and differentiating your brand. A. True B. False
A. True
Emotional content is 20% more likely to be shared than non-emotional content. A. True B. False
A. True
Encouraging content production and contribution throughout the company will lead to a sense of belonging and ownership amongst employees. A. True B. False
A. True
Firmographics, used mostly by B2B companies, are organizational characteristics that help you find your ideal customer organization. A. True B. False
A. True
Good marketing copy can be considered a "handshake" A. True B. False
A. True
Guides, templates, and workflows make the implementation of a content strategy a streamlined one. A. True B. False
A. True
Influencer marketing can be several fold more effective than banner advertising. A. True B. False
A. True
It's best practice to use a third-party video editing program when publishing on YouTube. A. True B. False
A. True
One of the primary purposes of a blog is to generate leads A. True B. False
A. True
Pay-per-click (PPC) ads are highly targeted paid ads that drive traffic to a custom landing page where you can generate leads. A. True B. False
A. True
Social engagement is a very important early stage metric that you should be tracking. A. True B. False
A. True
The purpose of creating an editorial calendar is to lay out what you're going to talk about and when you're going to be talking about it. A. True B. False
A. True
To create a business account on YouTube you must use Google+ A. True B. False
A. True
True or False: A tactic to inspire action from your readers is to get them to vote on a post. A. True B. False
A. True
True or False: If you create a new analytics view to visitors to your company blog only, that view will only show data from the creation date onward. A. True B. False
A. True
Word-of-mouth advertising is ten times more effective than traditional advertising. A. True B. False
A. True
You can use curated content (content written by others which you then organize and share) for your content strategy. A. True B. False
A. True
You should try to use one calendar tool for your whole organization. A. True B. False
A. True
YouTube allows you to customize the format of ads being shown on your videos. A. True B. False
A. True
Your content calendar should first be based on your mix of content, and then on your different teams, ongoing campaigns, and strategic initiatives. A. True B. False
A. True
True of False: A page's scanability is crucial for maintaining the attention of and connection with searchers
A. True B. False Answer - A. (True)
True of False: Keywords represent how people engage in short-format thinking as a means to summarize their needs when typing into a search engine.
A. True B. False Answer - A. (True)
True or False: All sender e-mails should include name and company instead of using a catch-all "from" name and e-mail address
A. True B. False Answer - A. (True)
True or False: Campaigns allow you to select the specific devices for a campaign
A. True B. False Answer - A. (True)
True or False: Click-through rate means the percentage of people visiting a web page who access a link to an ad
A. True B. False Answer - A. (True)
True or False: Demographics are quantifiable identifiers that characterize your buyer population, consisting of, for example, industry, years of experience, gender, age, location, or income
A. True B. False Answer - A. (True)
True or False: Facebook organizes advertisements into three levels: campaigns, ad sets, and ads themselves. This structure makes it easier to organize, optimize and measure the performance of ads
A. True B. False Answer - A. (True)
True or False: SEMRush is a tool that gives all the different combinations of keywords and phrases, thus providing as much data as possible on the words and phrases people use.
A. True B. False Answer - A. (True)
True or False: The key to a successful newsletter is a call to action
A. True B. False Answer - A. (True)
True or False: To create a successful mobile campaign, marketers should use short subject lines, include pre-header text, avoid placing links too close together and user larger fonts
A. True B. False Answer - A. (True)
True or False: When you tag someone, LinkedIn will notify that person of the tag.
A. True B. False Answer - A. (True)
True or False: Promotional Channels do not play a role in choosing the content type
A. True B. False Answer - B. ( False)
True or False: A good way to encourage new people to have access to your newsletter is to manually add them to your mailing list
A. True B. False Answer - B. (False)
True or False: During keyword planning, using plural terms tends to result in a great deal of conversion and using singular terms tends to attract many visitors
A. True B. False Answer - B. (False)
True or False: Keywords are the foundational building blocks of any online marketing strategy that provide market intelligence and information; however, they have no impact on offline marketing
A. True B. False Answer - B. (False)
True or False: Marketers can use Google Ads when developing an e-mail strategy in order to determine the layout and formatting of an e-mail
A. True B. False Answer - B. (False)
True or False: Naming a piece "Newsletter" in an e-mail message can help customers learn more about the company and it's campaign
A. True B. False Answer - B. (False)
True or False: Only for small accounts can the AdWords Editor save time
A. True B. False Answer - B. (False)
True or False: To create ads, the only targeting option Facebook requires is country
A. True B. False Answer - B. (False)
True or False: When selecting an appropriate e-mail service provider, only large organizations need providers that offer features such as template builders and ability tools
A. True B. False Answer - B. (False)
True or False: You should have a company page first before creating a personal profile
A. True B. False Answer - B. (False)
True or False: Thought leaders rely on existing best practices to develop new best practices
A. True B. False Answer - B. (True)
True or False: When the intention of an email ad is to delight customers, marketers should include only .gifs and never video links
A. True B. False Answer -term-34 A. (True)
True or False: Micro goals are those that a company has identified as having a direct correlation to revenue
A. True B. False. Answer - B. (False)
Which of the following is NOT one of the "Four U's" of great headlines? A. Ultra-conversational B. Useful C. Unique D. Urgent
A. Ultra-conversational
Which of the following is the most effective way to measure SEO performance?
A. Using web analytics tools to understand the search keywords that led visitors to your site B. Measuring the increase in cost for competitive paid search keywords C. Measuring the number of mentions you are receiving on social media through the use of search engines D. Calculating the number of pages that have been indexed by search engines. Answer - A. (Using web analytics tools to understand the search keywords that led visitors to your site)
*After you have built a mobile website, how do you measure your website performance? A. Visitor behavior B. Site capabilities and loads C. Content quality D. Competitiveness E. All of the above
A. Visitor behavior
Which of the following e-mail notifications should be sent immediately after a customer abandons his/her purchase action?
A. Welcome e-mail B. Personal welcome e-mail C. Activation e-mail D. Upsell e-mail E. Getting started e-mailAnswer - C. (Activation e-mail)
Connected HQ is.....
A. What the LinkedIn corporate office is called B. A tool that let's you view connections within a 10-mile radius of you C. A CRM tool that lets you sync your social connections and tag them with keywords D. An algorithm that show you alumni groups E. A program to find connections with similar interests as you Answer - C. (A CRM tool that let's you sync your social connections....)
When working in the Detailed Targeting section, which of the following should be considered when creating ads?
A. When you add two behaviors in your behavior targeting, the two behaviors have an and/or relationship B. Connection targeting, which helps control whether ads appear to people who already have a connection with you on Facebook C. Connection targeting, which can help show ads to people who already have a connection with your page or exclude people who already have a connection with you from seeing the ad D. A & C E. A, B, & C Answer - D. (A & C)
In order to receive payments for revenue gained by your YouTube videos you must first link your _____ and your _____. A. YouTube Account; AdSense Account B. address; bank account C. bank account; tax information D. YouTube Account; AdWords Account
A. YouTube Account; AdSense Account
In general, how long should you plan in advance on your editorial calendar? A. a few months B. a few years C. a few weeks D. a few days
A. a few months
How much of your headline will show up in Google search results? A. about 50 characters B. the whole headline, but none of the subhead C. the first 4 words D. whatever is before the colon
A. about 50 characters
One advantage of using playlists on YouTube is content _____. A. accessibility B. privacy C. creation D. creativity
A. accessibility
To require paid subscriptions you first must _____. A. acquire 1,000 subscribers B. upload 100 videos C. be approved D. provide tax information
A. acquire 1,000 subscribers
You see an article titled, "The Millennial's Guide to Surviving Corporate America." This is an example of using _____ as a demographic component to create relevant content. A. age B. gender C. company name D. all of these answers
A. age
You can automatically filter out some YouTube comments by adjusting your _____ settings. A. blacklist B. interaction C. community D. spam
A. blacklist
What's the problem with clickbait headlines? A. both of these answers B. neither of these answers C. The articles can't live up to the drama they promised. D. An untrustworthy headline signals unreliable content.
A. both of these answers
The frequency with which you post to your blog is called _____. A. cadence B. counter C. blog management D. mix
A. cadence
The outreach score in Kred reflects the _____ of the influencer. A. cost B. experience C. credibility D. generosity
A. cost
When working in lean content creation, you are able to do all of the following after creating a "big rock content asset", except: A. create multiple definitive guides from the same big rock content asset. B. create eBooks from the chapters. C. create visuals like infographics, a visual slide deck, or a workbook. D. pull out items to create cheat sheets.
A. create multiple definitive guides from the same big rock content asset.
Which two pieces of information are most helpful in finding an email address for a contact? A. domain name and social media account B. telephone number and physical address C. city and full name D. full name and date of birth
A. domain name and social media account
Users that interact the most with your content are known as _____. A. fans B. stars C. subscribers D. regulars
A. fans
Buyer personas help you do all of the following, except: _____. A. ignore your customers' concerns or pain points B. target the right topics that your buyers care about C. set the tone and voice for your content assets D. choose what kind of content to create
A. ignore your customers' concerns or pain points
The main benefit of leveraging influencers is _____. A. increased blog subscribers B. more blog writers C. access to better visuals D. none of these answers
A. increased blog subscribers
At a larger company, content marketing is best when _____. A. it's integrated across different departments B. departments act in silos C. it's unclear who is leading the content marketing efforts D. none of these answers
A. it's integrated across different departments
The Auto Fix feature will try to correct any _____ and _____ issues. A. lighting; color B. spelling; grammar C. title; description D. audio; visual
A. lighting; color
What are potential advantages of using micro-influencers? A. lower costs, long-term benefit, and lower commitment B. lower costs, minimal engagement, and aloofness C. lower costs, deeper engagement, and long-term benefit D. lower costs, short-term benefit, and lower commitment
A. lower costs, long-term benefit, and lower commitment
Lists of the top 10 diet tips, or the healthiest foods, or the best ways to get a deal on your next auto purchase, receive a lot of shares on social media because of their _____. A. practical value B. social influence C. verifiability D. social proof
A. practical value
How would you tailor a calendar to meet the needs of a senior manager for multiple product lines and campaigns? A. provide a high-level summary of important events, publishing dates, themes, and campaigns B. just list contact people for each important date C. reference other calendars as much as possible D. include as much detail as possible for all pertinent products and campaigns
A. provide a high-level summary of important events, publishing dates, themes, and campaigns
What is Gating? A. putting a form in front of your content for the purposes of gathering lead contact information B. brainstorming and creating content arcs C. mapping content to your sales funnel by understanding buyer journeys D. all of these answers
A. putting a form in front of your content for the purposes of gathering lead contact information
What is NOT a visibility option for playlists on YouTube? A. shared B. unlisted C. public D. private
A. shared
We make things bigger than they used to be or make things that may be private more visible in order to achieve _____. A. social influence B. social triggering C. social proof D. social relevance
A. social influence
What is an additional monetization option in addition to the YouTube Partner Program? A. sponsorships B. Google AdWords C. direct selling D. membership
A. sponsorships
If you invest more time in creating proper _____ your content will be easier to create, manage, and update. A. templates B. tone C. guides D. scenarios
A. templates
The first step in rewriting your own copy for a webpage is _____. A. to clarify the call to action B. to liven up the language and have fun with it C. to find instances where one word can be used instead of two or more words D. to change from passive voice to active voice
A. to clarify the call to action
When looking at YouTube analytics, what does "audience retention" show? A. what percentage of your videos viewers are watching B. how many videos each subscriber watches on average C. how many subscribers you've gained D. how many viewers are viewing multiple videos on your channel
A. what percentage of your videos viewers are watching
When composing a Trojan Horse story about your product or service, what are the two most important components of the story? A. your brand and your core idea B. your location and price C. your brand and location D. your core idea and price
A. your brand and your core idea
If your headline is a question, make sure that _____. A. your readers can't just answer "no" and move on B. you use a question mark C. you're following Betteridge's Law D. the answer is yes
A. your readers can't just answer "no" and move on
For the most effective marketing copywriting, your call to action should appeal to _____. A. your target niche audience B. readers who are not concerned with value C. customers who generally do not finish what they start to read D. the maximum number of readers on the internet
A. your target niche audience
Which of the following statements is correct when creating new ads on Facebook?
All of the "interests" that you want to include means you are targeting all of the people who like all one or more of the "interests"
An example of active voice is _____. A. "your head will be better protected by the HH1" B. "with the HH1 your head will be better protected" C. "the HH1 will protect your head" D. "your head will be protected by the HH1"
B. "with the HH1 your head will be better protected"
Successful copywriting uses _____ and is _____. A. "one" or "they" rather than "you"; is subtle and abstract B. "you" rather than "one", or "they"; is not subtle abstract C. "you" rather than "one" or "they"; is subtle and abstract D. "one" or "they" rather than "you"; is subtle and abstrace
B. "you" rather than "one", or "they"; is not subtle abstract
According to the rule of 100, if you have a $1000 item and you offer a discount, which one are people most likely to take advantage of? A. 20% off B. $250.00 off C. 25% off D. $25.00 off
B. $250.00 off
Repeat visits to your website by one person will all be counted by Google Analytics as a single session if they are made within __________ minutes. A. 20 B. 30 C. 60 D. 90
B. 30
What percent of all word-of-mouth advertising is online? A. 70% B. 7% C. 25% D. 50%
B. 7%
A large piece of content (60 or more pages) that can be broken into smaller content over time is called _________. A. A meta-blog B. A definitive guide C. An online brochure D. A landing page E. A robust wiki
B. A definitive guide
_____ is a reminder in the environment that causes you to think about something. A. Being an insider B. A trigger C. Social currency D. Remarkability
B. A trigger
Matching content with the stage of a prospect in the sales funnel __________. A. Is nice but not necessary B. Allows for the right message at the right time C. Is rarely possible because of mass communication strategies D. Is not necessary because consumers adapt content in their information processing to the right context E. None of the above
B. Allows for the right message at the right time
To show readers your piece is worth reading, try all of these headline-writing tips except: A. Use alliteration. B. Be common and predictable. C. Play on a familiar phrase. D. Choose surprising words over obvious ones.
B. Be common and predictable.
Which choice is the strongest verb you could use in a headline? A. Are B. Cuts C. Gets D. Does
B. Cuts
A(n) _____ is a very large content piece, often over 60 pages, that you can then break into smaller supplemental content items. These are often in conjunction with a large promotional plan. A. Blog post B. Definitive guide C. Cheat sheet D. Ebook
B. Definitive guide
To make sure your content is consistent, you should create a style guide, which _____. A. Should include every possible response that your company could offer, so all employees have to do is copy and past B. Details your persona, language, and tone so that your content team and external writers can determine same style in which you write C. Details the dress code of your on-site employees D. All of these answers
B. Details your persona, language, and tone so that your content team and external writers can determine same style in which you write
Meeting with key stakeholders, getting a product/service roadmap, and asking sales/customer teams are primarily ways to _____. A. Take stock on what your competitors are writing about B. Dig within your organization to determine what other teams want you to write about C. Optimize your content for SEO D. Determine what your market is talking about
B. Dig within your organization to determine what other teams want you to write about
Choose the best description of email as a content delivery system. A. Social media sites are more effective, making email a secondary strategy B. Email is more effective than social media sites and should be core to the distribution strategy C. Email is no longer effective and is a last-ditch effort D. Social media and email are equally effective E. Mobile is more effective than social media or email
B. Email is more effective than social media sites and should be core to the distribution strategy
Content syndication is the tactic of placing your low-value content assets on a third-party website without gating it. A. TRUE B. FALSE
B. FALSE
Who regulates influencer marketing in the United States? A. CMA B. FTC C. FDA D. CCB
B. FTC
"Mobile" and "website" are examples of a medium in the context of marketing copywriting. A. True B. False
B. False
Community managers generally don't respond to negative customer comments. A. True B. False
B. False
Disabling comments won't have any effect on how users perceive your videos. A. True B. False
B. False
If taking photographs is not one of your strengths, then it's fine to not use them in your posts. A. True B. False
B. False
If you want to be successful, people in the "C-suite" (CEOs, CMOs, etc.) should generally be the only ones to create content. A. True B. False
B. False
If you're just setting your videos to be rented, you don't need to enable paid content on your channel. A. True B. False
B. False
If your video is of good quality, the title and description won't matter. A. True B. False
B. False
It is always a good idea to use more general keywords when trying to get your YouTube videos to rank in search engines. A. True B. False
B. False
It is not important to establish a sense of ownership in the audience of a product. A. True B. False
B. False
Keywords are a good place to showcase your playful writing. A. True B. False
B. False
One needs only one editorial calendar per project. A. True B. False
B. False
One of the best strategies for developing a content marketing strategy is to mimic what large, successful companies are doing. A. True B. False
B. False
The "Golden Ratio" of typography, 1.6:1, is the ratio of call to action text to informational text in a piece of copy A. True B. False
B. False
The only way to view comments on your YouTube videos is to access each video directly. A. True B. False
B. False
The use of influencer marketing has stabilized and flattened over the last few years. A. True B. False
B. False
To drive people to your blog and encourage them to stay there, you should minimize visuals, such as photos. A. True B. False
B. False
When structuring copy for print you should limit your paragraphs to no more than two or three lines per paragraph. A. True B. False
B. False
When you write a first draft you should write the introduction before you write anything else A. True B. False
B. False
With content strategy there is always a clear path to follow, list of steps, and perfect method to reach the goal. A. True B. False
B. False
You can use activity flow as a starting point to craft many scenarios an audience may follow. A. True B. False
B. False
You cannot move on to writing marketing copy until you have prepared a plan. A. True B. False
B. False
You must review all comments on your videos before other users can view them. A. True B. False
B. False
You should include lots of product information In content geared toward your top-of-funnel, or TOFU, buyers. A. True B. False
B. False
YouTube does not allow creators to like or dislike their own videos. A. True B. False
B. False
Which is the parent company of YouTube? A. Facebook B. Google C. Microsoft D. Apple
B. Google
To view more detailed reports regarding traffic to your YouTube videos, you can link your _____ account. A. Insights B. Google Analytics C. Google AdSense D. Google+
B. Google Analytics
What kind of links should you avoid adding to the Links section on your YouTube channel About page? A. Facebook B. Google+ C. your website URL D. Twitter
B. Google+
_____ is/are useful for your blog because it helps create reciprocal relationships that help to promote your blog. A. Social media B. Influencer marketing C. Categories D. all of these answers
B. Influencer marketing
_____ is the structural design of shared information environments. A. Analysis Architecture B. Information Architecture C. Labeling Architecture D. Wireframing Architecture
B. Information Architecture
In a well-written piece, what can be said of the information you need to write your headline? A. It's six words or less. B. It's near the top. C. It's on your marquis. D. It tells us "how" and "when".
B. It's near the top.
Content that is created by you and that is hosted on your own website and social channels is referred to as what type of media? A. Paid B. Owned C. Earned D. Rented E. Shared
B. Owned
What option is the only one that provides true backup? A. Google Docs B. Packrat C. Google Drive D. Dropbox
B. Packrat
Understanding how people consume content, leveraging buyer personas, and journey mapping, all facilitate a strong ___________ strategy. A. CLV B. Personalization C. Gating D. Thought leadership E. Evergreen content
B. Personalization
Blog content should be __________. A. Long and very detailed B. Shorter content that is 300-700 words C. Typically 1,000 words or more across several pages D. For bottom of the funnel prospects E. Edited into three languages at minimum
B. Shorter content that is 300-700 words
When writing a headline, what should you NOT do? A. Tell readers how you're relevant to them. B. Try to be all things to all people. C. Consider who your ideal audience is. D. Show readers how they'll benefit from the story.
B. Try to be all things to all people.
Analytics can tell you information about all of the following, EXCEPT: A. Which websites visitors used to get to your website and content B. Which websites visitors went to after leaving your website and content C. Which other types of websites your website visitors generally spend time on D. Which pages of your content visitors start at when they come to your website
B. Which websites visitors went to after leaving your website and content
The number-one blog platform that is scalable for out-of-the-box use or large-scale customization is ________. A. Tumblr B. WordPress C. Facebook D. Geocities E. RebelMouse
B. WordPress
Why is it not recommended to automate sharing to social platforms? A. Social media platforms will then rewrite your content. B. You should make your content unique for each platform's capabilities and constraints. C. You end up sharing too much content. D. none of these answers
B. You should make your content unique for each platform's capabilities and constraints.
What is the largest video hosting platform that allows user generated content? A. Vimeo B. YouTube C. Dailymotion D. Netflix
B. YouTube
What service allows you to receive revenue from ads being shown on your YouTube videos? A. YouTube Red B. YouTube Partner Program C. Google AdSense D. Google AdWords
B. YouTube Partner Program
A great way to let users know what your channel is all about is to use _____. A. the YouTube Partner Program B. a channel trailer C. playlists D. descriptive titles
B. a channel trailer
To increase your success when using playlists on YouTube for marketing or monetization, you should add _____ and _____ A. visibility; accessibility B. a title; a description C. a first; a second video D. a user; a manager
B. a title; a description
When it comes to influencer marketing, A. focus on emphasizing how much their influence will help you and your business. B. always know what's in the pipeline already and who you've asked favors of. C. make sure you're resilient in your asks. If they don't say yes the first time, ask over and over again. D. all of these answers
B. always know what's in the pipeline already and who you've asked favors of.
Advertisers will _____ in order to advertise on your YouTube videos. A. be randomly selected B. automatically bid C. submit an application D. contact you
B. automatically bid
The challenge with writing a headline for someone else's story is _____. A. stepping back far enough to get the big picture view B. becoming familiar enough with the material C. being too close to the material
B. becoming familiar enough with the material
How can you make the work required for a campaign understandable by all team members? A. ask for input from all team members daily B. break up the campaign into small tasks and assign ownership of each task C. start an email discussion of the goals of the campaign D. ask for input and control from senior management
B. break up the campaign into small tasks and assign ownership of each task
To limit items from being edited, one should _____. A. select the items, right-click, and select "Owner only" B. choose the items, right-click, select "Protect range," and then assign privileges to individuals C. choose the items, right-click, and select "Do not change" D. select the items, and double-click
B. choose the items, right-click, select "Protect range," and then assign privileges to individuals
What is a more effective way of getting your marketing message out than developing a sales pitch? A. showing more of your advertising during sports events on TV B. developing a story or narrative about your product, service or brand C. planting secret sales messengers at parties and events who share product information with other attendees
B. developing a story or narrative about your product, service or brand
How long is evergreen content intended to last? A. until the end of the season B. forever C. 5 years D. 1 year
B. forever
Which of the following is/are high arousal emotion(s)? A. sadness B. humor C. contentment
B. humor
The rule you should follow regarding links when writing online copy is _____. A. use as many links as possible in your copy B. if users click the link will they find it useful C. there is always an ideal number of links you should use D. avoid using links when writing online copy
B. if users click the link will they find it useful
Headline punctuation can accomplish a lot of things—except this: A. add style and voice B. improve your story C. say more with less D. make content clearer
B. improve your story
The content _____ breaks large views of content down into their individual parts and maps out the types of content collected for each part. A. guide B. model C. template D. workflow
B. model
How would you keep up with lead generation produced by a specific campaign. A. monitor page views B. monitor such interactions as subscriptions, technical queries, registrations, email address submissions and the like C. monitor advertisement engagement D. monitor such interactions as mentions in social media, product reviews, and comments by senior management
B. monitor such interactions as subscriptions, technical queries, registrations, email address submissions and the like
Which would be an example of a consideration performance indicator? A. number of new customers versus number of returning customers B. number of searches within a website C. number of new followers D. number of likes
B. number of searches within a website
How would you best motivate a micro-influencer? A. focus on the promise of fame and future material compensation B. provide intangible motivators but provide adequate material compensation C. outbid all competitors with material compensation D. escalate monetary compensation at regular intervals
B. provide intangible motivators but provide adequate material compensation
When you proofread your copy you should read forward for _____ and then backward for _____. A. spelling errors; punctuation and grammar B. punctuation and grammar; spelling errors C. punctuation and spelling errors; grammar D. grammar; punctuation and spelling errors
B. punctuation and grammar; spelling errors
How can you encourage and enable collaboration with your calendar? A. require a minimum number of comments and allow all team members to edit the calendar B. require member profiles, set privileges appropriately, offer training regularly C. test user knowledge, encourage partnerships, and do not allow team members to edit the calendar D. edit the calendar regularly, set privileges appropriately, and provide manuals
B. require member profiles, set privileges appropriately, offer training regularly
When deciding on which restaurant to choose, we usually select the one that has the most customers in it. This is an example of using _____. A. verifiability B. social proof C. triggering D. remarkability
B. social proof
In order to standardize calendar features across an organization, it is most useful to create a(n) _____. A. local user manual B. standard blank template C. accessible link to the tool documentation D. workshop series
B. standard blank template
How would you go about flinging a brand advocate? A. hire a micro-influencer first B. study social media, contact repeat customers, and conduct surveys C. use traditional advertising D. look for major distributors of your product
B. study social media, contact repeat customers, and conduct surveys
A _____ guide should include text, image, audio and video samples that provide a detailed blueprint for how content should be written and presented. A. color B. style C. workflow D. template
B. style
When it comes to creating loyalty on YouTube, the best strategy is gaining more _____. A. views B. subscribers C. likes D. content
B. subscribers
Your channel art photo may not always look the same for every user due to _____. A. distortion B. the different devices users are viewing from C. the program you used to create the image D. constant YouTube updates
B. the different devices users are viewing from
How do customers view macro-influencers' comments on a new brand? A. existing customers usually respond with comments of their own B. they are viewed similarly to traditional advertising C. the comments of a macro-influencer are viewed with skepticism for all types of brands D. they are viewed similarly to micro-influencers
B. they are viewed similarly to traditional advertising
One rule for writing copy for social media is _____. A. to copy the text you use on your webpage verbatim into your social media posts B. to treat the copy like you are having a conversation with a friend C. to avoid using images in your posts D. to always speak in a professional tone
B. to treat the copy like you are having a conversation with a friend
Whether a blog is humorous, formal, informal, or playful refers to blog _____. A. mix B. tone C. cadence D. brand
B. tone
A Klout score of 64 would be in the _____ of all influencers. A. bottom 25% B. top 5% C. bottom 95% D. top 0.5%
B. top 5%
When marketing a product or service, thinking about stimuli in the environment that will remind people about your product can be referred to as _____. A. remarkability B. what's your peanut butter? C. social currency
B. what's your peanut butter?
Which of the following options is NOT a measurement tool for online communities?
Basecamp
Authoritative, professional, conversational, scientific, and humanistic are types of _______ . A. Content B. Content categories C. Brand voice D. Classification of ALT tags E. Outside agency specialists
C. Brand voice
____allow(s) your readers to search content within your blog. A. Mix B. Post titles C. Categories D. Brand
C. Categories
All of the following content-related KPIs can be loosely measured by looking at an analytics report of new vs. returning visitors, EXCEPT: A. Brand recall B. Visitor loyalty C. Customer lifetime value D. Community strength
C. Customer lifetime value
Your first step when writing content should generally be to _____. A. Write a first draft B. Create an outline on your own C. Determine an appropriate subject-matter expert who can offer their insight D. Write a thesis statement
C. Determine an appropriate subject-matter expert who can offer their insight
A tool frequently used to develop infographic content is ___________. A. WordPress . Blogger C. Easelly D. Optin Skin E. Tumblr
C. Easelly
_____ allows users to post your videos on their website or blog. A. Copying B. Sharing C. Embedding D. Uploading
C. Embedding
*Which of the following rules is appropriate for creating new ad content? A. Headlines are limited to 15 characters B. Possibility of adding up to 250 character description to any link C. Facebook will shorten the description on mobile phones, and this section will not be displayed for sidebar ads D. New ad content must include the call-to-action (CTA) feature
C. Facebook will shorten the description on mobile phones, and this section will not be displayed for sidebar ads
Which of the following is not true about content strategy? A. It visualizes the cost and benefit of creating quality content. B. It provides ways to measure the efficiency of content. C. It is only about creating a message. D. It is the planning for usable content that helps you reach business goals.
C. It is only about creating a message.
Which of the following is not true about empathy maps? A. It is a great tool to deepen your understanding of your personas. B. On an empathy map, you map out what your persona thinks and feels. C. On an empathy map, you place your personas outside the context of their surrounding. D. On an empathy map, you place your personas in the context of their surrounding.
C. On an empathy map, you place your personas outside the context of their surrounding.
Word-of-mouth (WOM) is ten times as effective as traditional advertising because people trust their friends more than ads and because __________. A. Ads don't have the same viral potential as WOM B. Ads don't measurably change attitudes toward brands C. People are strategically selective about who they share information with D. Only WOM can be relied on for accurate brand claims E. All of these answers are correct
C. People are strategically selective about who they share information with
_____ is a metric that tells you how engaged readers are in your posts by whether they are commenting on them. A. Social sharing B. Inbound links C. Post engagement D. Lead generation
C. Post engagement
_____ Content Audit is an in-depth study and measurement of each piece of content against project goals and overall quality. A. Quantitate B. Template C. Qualitative D. Architecture
C. Qualitative
What's one way to make headlines shorter? A. Eliminate verbs. B. Reduce the font size. C. Replace long words with short ones. D. Be playful.
C. Replace long words with short ones.
Why do companies give away free eBooks? A. To attract attention away from competitors B. To boost paid sales of the eBook later C. To establish thought leadership D. To aid search engine rankings when people download it E. Free products guilt readers into buying from or donating money to the company
C. To establish thought leadership
____________ is the practice of dynamically changing the content that a consumer sees based on their past behavior. A. Predictive modeling B. Buyer journey mapping C. Web personalization D. Lead nurturing E. None of the above
C. Web personalization
What is the most important question to ask yourself as you view the analytics for your YouTube channel? A. When? B. What's next? C. Why? D. How many?
C. Why?
*Should email designs be "mobile first" A. No - Mobile and desktop should be considered equally B. No - Mobile emails can't contain the brand elements necessary for effective email marketing C. Yes - Half of all users read emails on a mobile device and mobile designs work well across all reader types D. Yes - Mobile is a more cost-effective way to design
C. Yes - Half of all users read emails on a mobile device and mobile designs work well across all reader types
Which answer is the most effective way to increase user engagement on YouTube? A. a demand B. an email address C. a call to action D. a quiz
C. a call to action
A calendar should serve not only as a task organizer, but also as _____ and _____. A. a model for campaign execution; a tool for performance review B. a negotiation tool; a record of achievement C. a planner for strategy and risk mitigation; a record of past activity D. an accounting tool; record of employee activity
C. a planner for strategy and risk mitigation; a record of past activity
What tone should be used for the audience of a hospital website? A. mystical and excessively dramatic tone B. personal, and young, targeting an audience that is looking for something new and different C. a tone of calm professionalism D. serious, no-nonsense tone
C. a tone of calm professionalism
If you are asked to revise copy a colleague wrote, what should be your first step? A. read the copy for structure B. proofread the copy C. ask for the basic context D. read for unnecessary words
C. ask for the basic context
To stop a specific user from commenting on your videos, where should you add them? A. spam filter B. blocked list C. banned users list D. blacklist
C. banned users list
If you were writing a headline in title case, which of these words would you always capitalize? A. but B. the C. be D. on
C. be
Sharing buttons are located _____ each YouTube video. A. to the right of B. above C. below D. to the left of
C. below
To develop a blog with a diverse perspective, you need blog writers that are _____. A. from the marketing department of your company B. guest bloggers C. both internal and external to the company D. swap bloggers
C. both internal and external to the company
If you wanted to share a Google document with someone, what setting would you use to allow that person to see the document and provide feedback? A. can edit B. can notify C. can comment D. can view
C. can comment
Which punctuation mark can be used in place of the word "and" in a headlines A. colon B. em-dash C. comma
C. comma
Blogs are essentially _____; every piece of content, whether it's video, audio, pictures, etc. can all go on your blog. A. too casual for business B. daily journals C. content management systems D. poor places to direct your site traffic to
C. content management systems
What's the best way to improve the chances that a user will watch your video? A. marketing agency B. program C. custom thumbnail D. catchphrase
C. custom thumbnail
Your first step when developing your content marketing strategy should be to _____. A. create an editorial calendar B. set up a blog C. define what success looks like D. ask stakeholders what your budget looks like
C. define what success looks like
Fan funding allows viewers to _____ the creator of the video. A. recommend B. contact C. donate to D. see
C. donate to
If you find you are unable to start copywriting when you have prepared a writing session you should do a _____ exercise. A. brainstorming B. first draft C. free writing D. final draft
C. free writing
When thinking about the future success of your channel, it's important to look at which videos are _____. A. getting the most comments B. making the most money C. gaining the most subscribers for your channel D. getting the most views
C. gaining the most subscribers for your channel
Brand Awareness, Lead Generation, Customer Acquisition, Thought Leadership, Engagement, and Customer Retention are all examples of A. goals and data that only B2B marketers are measuring. B. goals and data that only B2C marketers are measuring. C. goals and data that both B2B and B2C marketers are currently measuring. D. none of these answers
C. goals and data that both B2B and B2C marketers are currently measuring.
As your own skills improve and your workload increases, your calendar must become able to _____. A. display more information in a single view B. be readily edited by others C. handle more sophisticated tasks D. force a simple viewpoint to avoid confusion
C. handle more sophisticated tasks
Posts that create _____ are more likely to be shared. A. no arousal B. low arousal C. high arousal
C. high arousal
When should you view your own video on YouTube? A. when you think there may be an error B. after it has gained some traction C. immediately D. never
C. immediately
One of Trello's greatest strengths is that it is _____. A. extremely well documented B. expandable C. intuitively visual D. easy to install
C. intuitively visual
One of the features of CoSchedule that sets it apart from other tools is _____. A. its incorporation of advanced statistical tracking B. its use of advanced video and audio processing features C. its integration with social media D. its integration with paid advertising
C. its integration with social media
Which of the following is an example of a person demonstrating being an insider? A. having Mexican pesos in your wallet when you go to the bar with friends B. taking a friend to McDonalds because you love the coffee there C. knowing about a great new restaurant that is hidden away in an inconspicuous location
C. knowing about a great new restaurant that is hidden away in an inconspicuous location
Which of the following is NOT a benefit of verifying your channel? A. ability to record live video B. content ID appeals C. monetization D. all of these answers
C. monetization
How can you turn an unfortunate customer experience into a positive for influencer marketing? A. compare your complaint rate with that of the competition B. compensate all complainants with free service C. monitor all complaints and react swiftly and courteously D. ban complainants from future service
C. monitor all complaints and react swiftly and courteously
What factors help one decide whether or not a custom calendar is needed for a team? A. need for instruction, number of people involved, cost, and the amount of work B. need for instruction, need for new hires, level of collaboration, degree of independence C. number of people on the team, complexity of work, level of collaboration, and the amount of (or investment in) work D. degree of independence, level of collaboration, cost, history of performance
C. number of people on the team, complexity of work, level of collaboration, and the amount of (or investment in) work
The _____ must grab the attention of readers as it is what draws them in to read the blog post. A. brand B. cadence C. post title D. tone
C. post title
Viewing _____ analytics helps you determine at which time(s) of the day certain videos are most popular. A. hourly B. dashboard C. realtime D. advanced
C. realtime
Showing customers that your blender can pulverize an iPhone or that two semi trailer trucks can drive close enough for Jean-Claude van Damme to do the splits on them are examples of which criteria for something going viral? A. triggering B. being an insider C. remarkability
C. remarkability
You should listen to customer comments, and most importantly, _____. A. ignore them and focus on your game plan B. only respond to the negative feedback C. respond to their feedback D. all of these answers
C. respond to their feedback
Looking like we are in vogue and in the know gives us _____. A. intelligence B. style C. social currency D. popularity
C. social currency
One of the recommended practices for creating content for the web is to _____. A. use internal company acronyms B. use lots of big buzzwords C. speak human D. implement company buzz words
C. speak human
In order to run a split-test of headlines you want to select from, you can send an e-mail with the headline in the subject line and determine which headline gets the most opens. To do this you _____. A. split your e-mail list into twice as many segments as you have headlines B. send all the headlines you have to your e-mail list C. split your e-mail list into as many segments as you have headlines D. split your e-mail list into two segments regardless of the number of headlines
C. split your e-mail list into as many segments as you have headlines
What cannot be customized on your YouTube channel page? A. what subscribers see B. what non-subscribers see C. the channels that show up as related D. video order
C. the channels that show up as related
Research has uncovered that there is a science and psychology behind what makes people share information. What is one of the scientifically proven characteristics that describe what causes people to share? A. the content is emotionally significant B. the content has significant others in it C. the content is socially current
C. the content is socially current
What writing tip would you violate if a headline you write names or describes a specific piece of content such as a table or an image? A. avoid fearmongering B. use a few formulas C. the headline is not a caption D. headlines shouldn't be mysterious
C. the headline is not a caption
When outlining your promotion strategy, you should create a strategy document, which includes what the content is about, the audience, different goals, and _____. A. merchandising avenues. B. all buyer personas and journeys. C. the thesis that's included in the content throughout. D. all first content drafts.
C. the thesis that's included in the content throughout.
"Ten Things You Need to Know Today" appeals to which element of an irresistible headline? A. familiarity B, prominence C. timeliness D. conflict
C. timeliness
Which of the following is not a main goal behind talking to stakeholders about the project? A. to answer the message we need to communicate through the project B. what success means for the project C. understanding the technology needed to implement the project D. how to set realistic goals for the project
C. understanding the technology needed to implement the project
What should you use if looking for a no-cost solution to integrating WordPress with the editorial calendar of a large team? A. use Trello B. use CoSchedule C. use the WordPress calendar plug-in D. write a custom integration system
C. use the WordPress calendar plug-in
If you respect your reader, your goal should be to nab their attention _____. A. with active verbs B. with style C. without lying D. any way you can
C. without lying
In addition to providing a roadmap for the day to day work of those involved in content creation, _____ play a significant role in ensuring all steps are followed and done properly. A. scenarios B. templates C. workflows D. content
C. workflows
Which of the following options is not a function of a keyword planner?
Creating an AdWord campaign
Hybrid apps and open web apps have some of the same characteristics; what are their shared factors?
Cross-platform reach, fast and inexpensive to develop, no offline integration, search engine discoverability
A Managing Editor (also referred to as Chief Content Officer, Director of Content, or Senior Content Manager) should have all of the following skills, except: A. Copyediting skills B. Project management C. Excellent writing skills D. A lack of interest in the work
D. A lack of interest in the work
What is the benefit of project management and production platforms? A. They help your prioritize and assign tasks to project manage your different pieces of content B. They help you run the business of content marketing C. They help you collaborate with multiple stakeholders D. All of these answers
D. All of these answers
Which of the following is a benefit of content marketing? A. You build brand awareness and create brand preference for your buyers B. You essentially own your own attention, rather than rent other people's thought leadership C. You reach more buyers at a lower cost D. All of these answers
D. All of these answers
Which of the following is a design guideline that you should keep in mind when creating your content? A. Use photography and image style that makes sense for your brand, and are engaging and visual B. Make sure your logo and icon usage is on-brand and correct C. Take into consideration typography, and consistently use brand colors D. All of these answers
D. All of these answers
What can you see from the YouTube Creator Studio dashboard? A. the number of subscribers you have B. statistics from your videos C. videos you've uploaded D. All the above
D. All the above
Which of the following should not be a part of an effective content strategy? A. Know what you need to communicate. B. Make sure the audience understands the message. C. Know who the audience is. D. Avoid constant evaluation of content.
D. Avoid constant evaluation of content.
____, as it relates to content strategy, is the circumstance that forms the setting for an event, statement, or idea. A. Audience B. Place C. Planning D. Context
D. Context
Which of the following is not true about a quantitative content audit? A. In a content audit each piece of content is listed along with relevant metadata. B. It is a tally of every piece of content that exists or will exist in the project. C. The content audit data goes into a spreadsheet for easy access and analysis. D. For every quantitative content audit, it is necessary to create two spreadsheets regardless of the project size.
D. For every quantitative content audit, it is necessary to create two spreadsheets regardless of the project size.
*To become a professional web designer, the different areas of web design also must be understood. Which of the following options correctly matches each type of web design? A. Generalists are strong in core skills and efficient in the entire process of creating sites; they can build an entire site from scratch usually without the help of others. B. Interactive designers focus on creating sites and applications that, through their designs, foster users' desired experience. C. Motion graphic designers focus on animation and are also responsible for the visual design of sites and interfaces. D. Front-end developers focus on user experience and work to incorporate design elements with scripts to create best experiences.
D. Front-end developers focus on user experience and work to incorporate design elements with scripts to create best experiences.
Content marketing _____. A. Has an ambiguous purpose B. Engages individuals on your terms, not theirs C. Should only tell your business story D. Is based on interactions with you buyer. You should create content that is relevant to what they want to hear and what they're searching for
D. Is based on interactions with you buyer. You should create content that is relevant to what they want to hear and what they're searching for
The primary benefit of an editorial calendar is in organization, but how can it help a team be more creative and strategic? A. It can keep the boss from interfering. B. It can remove timing constraints from projects. C. It keeps everyone on task. D. It can free up time for brainstorming.
D. It can free up time for brainstorming.
In podcasting, what does a pop filter do? A. It removes background noise B. It's a filter over your voice to make it clearer and more modulated. C. It keeps the microphone physically protected from dust and liquids D. It keeps "Ps" and other consonants from popping or hissing into the mic E. None of the above
D. It keeps "Ps" and other consonants from popping or hissing into the mic
The best analytics metric to help you evaluate whether your copywriting on a webpage is effective is ___________. A. Average time on page B. Pageviews C. Pages per session D. Landing page conversion rate
D. Landing page conversion rate
What is most accurate regarding marketing copywriting? A. Marketing copywriting is more about repetition and writing reams of copy than about editing. B. Marketing copywriting is more about writing reams of copy than repetition and editing. C. Marketing copywriting is more about editing and writing reams of copy than about repetition. D. Marketing copywriting is more about repetition and editing than about writing reams of copy.
D. Marketing copywriting is more about repetition and editing than about writing reams of copy.
What job does a subhead do? A. Stands on its own. B. Grabs the reader's' attention. C. Repeats the main headline. D. Offers more details.
D. Offers more details.
An editorial calendar is useful for _____________. A. Increasing sales B. Enabling others to schedule appointments C. Generating ad revenue D. Recording ideas for future posts E. All of these answers are correct
D. Recording ideas for future posts
Content that adapts to computer, tablet, and phone is called _________. A. Adaptive design B. Transformable design C. Digital design D. Responsive design E. HTML design
D. Responsive design
_____ is one of the first places that you will want to promote your blog. A. TV B. Radio C. Syndicator D. Social media
D. Social media
*In keyword analysis, it is difficult for marketers to obtain which of the following: A. The searchers' goals, intent, and personal information B. The keywords and concepts searchers use C. The phrase patterns indicating a specific intent D. The prefixes and suffixes of words and their meanings
D. The prefixes and suffixes of words and their meanings
Which action is crucial for advancing the relationship with a potential influencer? A. The performance of the influencer should be monitored. B. The influencer must be financially compensated. C. The influencer should receive free product. D. The relationship must be mutually beneficial.
D. The relationship must be mutually beneficial.
The best known and most suitable platform for a blog that is managed by only one person in a small company is _____. A. Movable Type B. Joomla C. Drupal D. WordPress
D. WordPress
In what order should you write marketing copy? A. Prepare layout, write, proofread, edit B. Write, Proofread, Edit, Prepare layout C. Prepare layout, write, edit proofread D. Write, Edit, Proofread, Prepare layout
D. Write, Edit, Proofread, Prepare layout
How is content marketing like a campfire? A. Content marketing should feel isolating and lonely. B. You rely on big content pieces like photo essays and blog posts. C. All you need is one big, viral piece of content will continue to last forever. D. You get it started with smaller content like Twitter and Facebook updates, and then have to keep adding content to keep it going.
D. You get it started with smaller content like Twitter and Facebook updates, and then have to keep adding content to keep it going.
In order to choose a marketing channel, what factors should be considered? A. audience demographics, video capability, and audience engagement B. overall audience size, ease of use, and audience education C. media variety, audience engagement, and immediacy D. activity of target audience on the channel, media compatibility, and special features
D. activity of target audience on the channel, media compatibility, and special features
Getting users to _____ will make them more likely to subscribe. A. thumbs up B. comment C. interact D. all of these answers
D. all of these answers
How do you monitor the success of the content strategy? A. Internally, make sure the content strategy is implemented. B. Make sure the content strategy meets the needs of the audience and the goals of the organization. C. Confirm that content strategy works to make content ideation, creation, and management effective and goal-oriented. D. all of these answers
D. all of these answers
In Content Strategy for the Web, the task of developing a content strategy revolves around a series of questions. Which of the following is one of them? A. how are we going to do it B. what are we trying to achieve C. why we need to get to this goal D. all of these answers
D. all of these answers
There is a science behind why people talk and share information about products and services. Which of the following are reasons why people are more likely to share your information? A. the information makes them feel "in the know" B. it is practical information C. a trigger in the environment D. all of these answers
D. all of these answers
What can you feature using video cards on your YouTube videos? A. links to other videos B. links to your website C. polls D. all of these answers
D. all of these answers
What is a problem with long headlines? A. They mess up your page design. B. They're hard to absorb in a single glance. C. They're hard on the eyes. D. all of these answers
D. all of these answers
What is the role of content strategist? A. to enhance the meaningful information of content by understanding the intended message B. to transfer the intended content message to the right audience C. to understand the content message and the context it's presented in D. all of these answers
D. all of these answers
What is/are the criterion/criteria for selecting the most suitable blogging platform? A. whether it is integrated with your website or just a blog B. number of users C. amount of customization needed D. all of these answers
D. all of these answers
What metrics can you use for tracking early stage content? A. referring sources (how are people getting to your content?) B. bounce time and top content assets C. increase or decrease in overall traffic D. all of these answers
D. all of these answers
Where and/or how can you listen to your audience? A. on social channels B. through customer feedback to your business C. through your marketing automation tool D. all of these answers
D. all of these answers
Which of the following are characteristics of good visuals for your blog posts? A. add visual interest to your blog B. consistent with the blog content C. grab and keep your visitors' attention D. all of these answers
D. all of these answers
Which of the following are goals that you might set for your blog? A. Brand awareness B. Search engine optimization C. Lead generation D. all of these answers
D. all of these answers
Which of the following is a reason why blogging is important for your business? A. It amplifies your marketing message. B. It makes you a trusted thought leader in your industry. C. Customers expect your content to be educational. D. all of these answers
D. all of these answers
Which of the following online tools and platforms should you use for content marketing? A. Facebook B. a website C. Twitter D. all of these answers
D. all of these answers
For every content project you work on you have to make an educated decision about who the _____ are? A. competitors B. managers C. stakeholders D. audience
D. audience
What is the key difference between a paid endorsement and a recommendation from a trusted source? A. clarity B. durability C. popularity D. authenticity
D. authenticity
What cannot be set using the "upload defaults" feature of YouTube? A. the title and description B. whether or not users can comment C. the category D. automatically applied enhancements
D. automatically applied enhancements
What is the first phase of any marketing funnel? A. affinity B. action C. attention D. awareness
D. awareness
An editorial calendar is typically called a(n) _____ document. A. recording B. planning C. exploration D. execution
D. execution
When writing online copy you should _____. A. write one long paragraph rather than many short paragraphs B. avoid using subheadings for your paragraphs C. have a subheading for every paragraph D. have no more than three or four paragraphs without a subheading
D. have no more than three or four paragraphs without a subheading
What's the recommended video type for uploading to YouTube? A. .avi B. .mpeg C. .wmv D. mp4
D. mp4
_____ is an archetypal description of people that encompass the common attributes and qualities of different groups within a target audience? A. population B. context C. spectrum D. personas
D. personas
Which field is not available by default when creating your YouTube "About "page? A. links section B. description C. email address D. phone number
D. phone number
When using YouTube for marketing, which privacy setting should you use for your videos? A. private B. visible C. unlisted D. public
D. public
All of the following are responsibilities of your content editor, except: _____. A. holding other accountable B. making sure everything is consistent, and in the company voice C. planning out the editorial calendar D. responding to customers, acting as the voice and face of the company
D. responding to customers, acting as the voice and face of the company
When doing SEO research for the titles of your YouTube videos, you should look for terms that have high _____ and low _____. A. competition; search volume B. search volume; prices C. prices; search volume D. search volume; competition
D. search volume; competition
When you rewrite copy for social media you always want to _____. A. use the passive voice B. avoid including a call to action C. be sure to consider it as a typical piece of copywriting D. talk to the reader
D. talk to the reader
The words you use in the title of your video and the words you use in the description of your video should be _____. A. in multiple languages B. exactly the same C. totally different D. the same or synonyms
D. the same or synonyms
What does NOT affect how often your videos show up on search engines results pages? A. the amount of time users watch your videos B. the tags you add when uploading a video C. the titles and descriptions of your videos D. the website your video links to
D. the website your video links to
What five elements are mandatory for any successful calendar? A. timeline, cost, ownership, product outline, and notes B. timeline, subject, destinations, outline, and notes C. subject, destinations, ownership, format, and notes D. timeline, subject, ownership, format, and notes
D. timeline, subject, ownership, format, and notes
Providing _____ is always important, whether you're using YouTube for marketing or for revenue. A. an incentive B. humor C. options D. value
D. value
When do most customers read a product description? A. when they first open the webpage B. when they are comparing products C. when they move to the checkout page D. when they are ready to buy
D. when they are ready to buy
Page Post Engagement Ads
Drive awareness and engagement
*Which are types of emails sent with an automation tool? A. Triggers and replies B. Activation/Deactivation C. Enhanced e-receipts/Upsells D. A and B only E. All of the above
E. All of the above
*Which of the following is the most important brand element on Twitter? A. Username B. Page C. Followers D. Tweets E. All of the above
E. All of the above
Short-form content that exists on a website and is meant to drive awareness is called a ___________. A. Listicle B. Sitelet C. Microsite D. Website E. Blog
E. Blog
*Which of the following is a mobile SEO best practice? A. Create a separate mobile website for users B. Ensure users can pinch and zoom to read the content C. Create blog posts significantly shorter in length D. Build your website with Flash E. Ensure Googlebot can crawl your JavaScript, CSS and image files
E. Ensure Googlebot can crawl your JavaScript, CSS and image files
The four types of social content do not include ________. A. Written content B. Visual content C. Interactive content D. Video and audio content E. Printed content
E. Printed content
The best time to post in your online community is between 8 a.m. and 8 p.m.
FALSE
True or False: Mobile app pricing strategy is not related to app store ranking, customer feedback, or customer engagement.
FALSE
What are measurement tool options for online communities?
Hootsuite, Google Analytics, Twitter Insights, Facebook Insights
What is SEO (search engine optimization)?
Improving your website so it has better rankings in organic search results
How can you optimize your mobile presence for SEO?
Index your content, create engaging content, utilize social engagements, break down page elements
A high conversion rate depends on several factors, all of which much be satisfactory to generate the desired results
Interest level of visitor, Attractiveness of offer, Ease of the process, Willingness of customer to make a purchase action
What is not an appropriate time to send customer emails?
Late weekday evenings
Content generation has which of the following measurement goals?
Lead generation, sales usage, opportunity generation
For multiple accounts, what tool on Google AdWords will help keep track of all accounts without having to log in and out of every account?
My Client Center
Hybrid apps and open web apps have some of the same characteristics; which of the following is not acommon factor among them?.
No In-app ads
SEO (search engine optimization) helps improve website rankings for which type(s) of search results?
Organic search
What is content syndication?
Placing your high-value content on a gated third-party website
What methods can improve an email marketing program?
Researching, Projecting Results, Validating, Evaluation
Determining the best time to send customer e-mails is crucial for success. Which one of the following options is NOT an appropriate time to send e-mails?
Sending e-mails on Thursdays or Fridays
Which of the following is not a way to optimize your mobile presence for search engine optimization(SEO)?
Simple and few web pages always makes your website easily found
What are the functions of a keyword planner?
Suggested keywords, display of average monthly searches for keywords, competition level for each word
What is attribution?
The process of assigning credit for sales and conversions to touch points in conversion paths
A high conversion rate depends on several factors, all of which must be satisfactory to generate the desired results, EXCEPT:
The variety of the product
How is click-through rate calculated?
number of clicks an ad receives / number of ad impressions
