SMM Test #2

What does content strategy start with/

1. starts with the big picture and then drills down to a granular level that can be implemented and measured 2. it encompasses everything that impacts content, including workflow and governance

Describe metrics

1. KPI's are goals that align with your plan a. goal is to get 1000 FB subscribers from the contest 2. Metrics are the results a. how many subscribers did we get from the FB contest?

What are the basic attributes to create a solid presence for your website?

1. Content management system 2. SEO Basics 3. Contact form 4. Analytics

Curation vs. Duplication

1. Duplication a. copy/paste = repeat b. deprives original content owners from traffic c. unethical to content creators d. infringes copyright e. adds no value to readers 2. Curation a. link to = quote b. drives traffic to original content owners c. beneficial to content creators d. fair use legal doctrine e. adds value to readers f. valued by Google

Describe the 2009 Like Button's affect

1. FB become a fan button to let people initiate a connection with their favorite businesses by liking their page 2. increasing opt-in campaigns and brand resonance

Describe the 2012 Ads in news feed on FB

1. FB included the ability to place ads in news feeds for people who were already connected to businesses through FB pages 2. these ads were less formal and more personal, and designed to be a natural part of the News Feed experience

Describe 2006 FB ads

1. FB revolutionzed advertising by allowing people to engage with businesses 2. advertisers' ads could now appear in FB's right hand column when viewed on desktop 3. FB believed that the future of advertising should not be about interrupting what people are doing 4. by getting the right info about the purchases they make when they want it, FB paved the way for marketers to advertise differently online

Describe the Heinz Case

1. Heinz wanted to rule the industry, so they launched a campaign that focused around school lunches healthier 2. Heinz creates content to help school lunch administrators create healthier, faster and generally more appealing lunch options for schools across America

Describe managing the process with the team and tools

1. Team: a. content marketing team b. critical positions and salary info c. essential skills for the team d. personality types for the digital communications teams 2. Tools: a. planning calendar b. content questionnaire c. buyer persona d. editorial calendar

Define SEO basics

1. a website needs to be built with search in mind or it may never rank well 2. basic keyword research must be conducted and page content should be aligned with the highest ranking phrases 3. the site should have search friendly tags, headers, and internal linking

Define social promotion

1. as your network and influence grows, tweets and posts begin to drive real traffic 2. gradually, you're learning which networks give you the best results, with focus comes efficiency

How do you set content strategy before social media strategy?

1. at the heart of social media is the desire that every consumer has to talk about something interesting, compelling, and relevant and to share that information with his or her friends 2. what makes my brand so interesting that people will want to talk about it and share it with their friends?

What are the best influencer marketing strategies?

1. authenticity- the reason why influencer marketing works is because it's authentic and relatable; never ask an influencer to do something that is not organic to their personal brand 2. micro-influencers work- influencers with under 150K have high engagement rates and are less expensive than celebrities and macro-influencers making them incredibly valuable 3. test and reinvest- reinvest in influencers, content , or markets that complement your initial objectives, and produce the best results 4. find the best influencers- take the time to research the best influencers for your brand; they should be targeted, have an audience that matches your target consumers, and should produce content that matches your aesthetic 5. invest in the right tools- without the right tools, influencer marketing can be time consuming and producing few results

What are the essential skills?

1. be able to write and speak in a way that makes people feel welcomed and informed 2. having the desire to create and share in your blood, means you will do well 3. be well-versed in what makes for good content 4. be able to manage an editorial calendar and contribute to content strategy

What are the business goals of content marketing?

1. brand awareness or reinforcement 2. lead conversion and nurturing 3. customer conversion 4. customer service 5. customer loyalty/retention 6. customer upsell 7. passionate subscribers

What are the influencer marketing objectives?

1. brand awareness- less expensive than traditional awareness campaigns, builds trust 2. follower growth- consumers are more likely to follow a brand 3. web traffic- it's really hard to get people to click through with branded traffic, influencer help through authentic content; often just for later consideration 4. content- authentic influencer content generates up to 8x branded content engagement 5. direct sales- according to twitter, 40% of people admit to buying a product after seeing an influencer use it on social media

What are the objectives for CM?

1. brands model their behavior after that of media publishers 2. more about demand generation 3. quality content brings prospects to a brand's website where a relationship can begin to develop

What are the critical steps you need to take before you get to tactics?

1. build your content marketing house on a strong set of pillars 2. compare and contrast your products or services against the competition 3. write articles about the goings-on in your industry sub-niche with humor and snark 4. create videos that show off your customers, giving their stories the spotlight 5. offer nothing but coupons, offers or discounts

What are the tools?

1. building personas 2. planning calendar- spreadsheet to help you prioritize 3.consumer decision journey 4. channel strategy 5. editorial calendar

Describe the factors that affect price

1. buy engagement not followers- look for at least 3% engagement rate over the past couple of months (at least 15 posts) 2. remove viral content as it will skew your numbers 3. formula: a. A = (# of likes and comments) / # of followers E = (A+B+C...) / # of images 4. 16 cents per video of engagement a. 14 cents per IG post of engagement b. 6 cents per IG story of engagement

Celebrities or Micro-Niche?

1. celebrities- very expensive, but greater reach a. probably memorable for negative reasons 2. micro-niche- tend to favor because less expensive and aren't usually known for something negative

Describe the content marketing team

1. chief content officer/VP of marketing- this person is the chief story teller in your organization with the vision 2. managing editor- this person is the day-day storyteller who is responsible for managing the daily details and schedules; works with others to create content 3. content creators- these are the sources you mine for content as well as the writers who bring the stories to life 4. content producers- these are the designers who make the content pretty 5. chief listening officer- this person is the air traffic control for your social media and other content channels; they are there to listen to the groups of customers, prospects, influencers, and competitors

What does content strategy define?

1. content strategy defines the channel strategy not the other way around

Describe semantic search

1. contextual search 2. context + user intent = better results

Curation vs. Creation

1. curation pros: a. efficient b. can be delegated cons: a. lots of competitors b. topics often overlap c. limited personalization d. no back-end products 2. fresh content pros: a. challenge b. improves writing c. thoughtful leadership d. more personality e. books, info products cons: a. more time b. deadlines c. relearn habits

Describe content marketing math

1. decide what's important and keep those few numbers in your stakeholder's head 2. spend your time and effort creating content, less time publishing and measuring it 3. don't chase the wrong metrics and then believe them 4. measure what you can and later back it up to your objectives

How do you decide what type of content you should create?

1. define the purpose of your content 2. identify content presentation methods 3. you want your content to strike the right balance between being informative and entertaining while also making sure it supports a larger company strategy

What are the factors that affect price?

1. engagement and reach 2. content type 3. industry a. food the greatest b. beauty the least 4. celebrity status 5. influencer demographics like age a. the older you are the more you get paid 6. quality of content 7. value of free product or other brand incentives by the brand a. may only be able to work with influencers who has less than 50K followers b. works better with paid influencers c. influencers are willing to work for free or at a discounted price for brands they love d. the higher the value of product that you are offering, the more room you have to negotiate price

Why didn't applying the tribes concept to brand communities work?

1. fans and likers usually didn't just like a page based on common interests or other community defining characteristics 2. the vast majority of fans never participated on FB pages 3. it was a one-sided conversation 4. size matters to the boss 5. gimmicks, expensive apps and game drive a lot of action 6. most brands didn't have a strategy in place to drive business value, they were just making noise

Describe adding content marketing to the marketing mix

1. focus on producing high-quality (not high quantity) content that engages audiences and motivates them to take action. Content should be strategic, brand-centric, buyer-persona focused, optimized for search engines, technically sound, creative, and results-driven 2. start small and be focused 3. zero in on a target market segment and truly understand the personas within that target 4. once that foundation is there, you can begin to create content that addresses these challenges and opportunities

Describe story telling

1. focus on the big idea; this is not a selling tool- it is the foundation for all future content development

What makes a good content marketing channel plan?

1. frees you from the constraints of any one content channel 2. as your blog efforts wane or as social media channels come and go or as your success on any one of them ebbs and wanes you won't be trapped into a singular platform

Describe the value of content marketing

1. gather all marketing content, print and electronic, and place them on a conference table 2. is this content more about customers' pain points or more about how great the products or services are? 3. will people share and spread this information in social media? Will they talk to their colleagues about it? Will they search for it?

What are the best influencers for your brand?

1. generally a fan of your products 2. create content that is already on brand 3. micro-influencers already expert in your category 4. within your target audience demographics 5. may have worked with competing brands

What is the strategy for follower growth?

1. giveaways- 2-3 week long giveaways with a theme works better than simple freebies 2. clear calls to action- influencers should explain why they partnered with you, why they support your brand and what the want the consumer to do 3. quality over quantity- work with 10-15 high high quality on brand influencers

How do you make great content?

1. great content strategy is about taking the guesswork out of execution, so creativity content can flourish 2. making content valuable a. finadable b. readable c. understandable d. actionable e. shareable

Describe Facebook's brand pages vs. communities

1. in the beginning the holy grail of social marketing was to get consumers to interact with other consumers in the context of the brand 2. FB seemed to be the natural place for this to take place online since the audience was already there and interacting with others 3. however, most FB brand pages were never just glorified marketing channels

Describe the fifth stage of marketing automation

1. in the final stage of evolution, you are connecting your marketing systems with your sales systems; marketing is being integrated into all parts of the business 2. marketing automation- the tools are in place to help you manage leads from their first visit through the end of the sales process; integrated systems like HubSpot and Marketo show detailed information for each contact 3. E-commerce integration- for product companies, e-commerce integration syncs your website with inventory, ERP, and accounting systems in real time

Describe content marketing; what is the strategy?

1. instead of pitching your products, or services you deliver information that makes your buyer more intelligent 2. the essence of the strategy is the belief that if we deliver consistent ongoing valuable information to buyers, they ultimately reward us with their business and loyalty

What is the strategy for sourcing content?

1. invest in high quality influencers- content should be well lit and engaging; professional equipment -more expensive but worth it 2. gain usage rights- legal but make sure you can repurpose their work 3. ask for additional content- get all images from the shoot, not just the ones they use

Why is follower count not as useful?

1. it is secondary data 2. engagement rate is a much better indicator of audience quality and an influencer's ability to drive conversions

Why is it important to under how our audience consumes content?

1. knowing who your buyers are is great, but understanding how and why they consume content will help you truly and effectively engage them from an unknown prospect to an evangelist for your brand

What is the strategy for brand awareness?

1. use as many micro-influencers as you can afford 2. consider a small network of celebrities 3. clear messaging and dedicated posts

What are the disadvantages of the pillar system?

1. lack of prioritization- which pillars and tactics should you focus on/invest in first? 2. lack of granularity- each of your personas will want/need content from your pillars in different volumes and degrees 3. lack of flexibility- some of your content ideas are inherently going to be "cross pillar"

Describe determining campaign ROI

1. last year the average influencer marketing campaign received $6.85 in earned media for every $1 spent 2. brand awareness- track impressions, engagement, increase in brand mentions 3. follower growth- track increase in follower count 4. web traffic- unique trackable links so you can monitor performance 5. content- figure out how much you would have spent on professional photo shoots and determine if you are better off 6. direct sales- coupons and trackable links to measure

What is the strategy for driving web traffic?

1. link in bio- trackable sources for measurement 2. instagram stories- stories get higher engagement even though they disappear in 24 hours 3. incentives- remember they are asking users to stop scrolling and go to your website so there should be some special IG only incentives

Describe channel objectives

1. map objectives of the marketing plan (goals to the engagement cycle) 2. a channel's primary objective may be to "drive to" another channel 3. channels may have multiple objectives- campaign level vs. overall reason for being on the platform 4. usually you are trying to balance campaign goals with audience building goals

Describe the content plan

1. map the channel to the story a. Facebook content plan: i. contest ii. media buy b. Twitter content plan: i. drive to FB contest ii. buy trending topics 2. consider context a. short form content for mobile audience (platform)

Describe the editorial plan

1. maps to global editorial calendar 2. cadence- three posts per day 3. tone- friendly, funny and with a tongue in cheek attitude 4. call to action- click through the blog 5. structure- 10-20 word post plus pictures and a conversion link

Describe the third stage of email marketing

1. once you're publishing, move into the promotion area immediately; it's time to use tools beyond your website 2. email marketing templates- the template matches the overall look of the website; send using an email service provider such as mail chimp or constant contact 3. Google URL builder- tag links from emails to the site; this segments traffic from email campaigns inside the analytics; now you can see how visitors who click through your emails are engaging with the site 4. newsletter sign-up- as you evolve, you need to keep extending your reach by growing your list; you may need to adapt your site by upgrading the sign up form to capture audience interests

What should you do for the personas adressed and management process?

1. personas: a. map objectives to personas b. map channels to personas 2. management process: a. methods and processes for listening/monitoring and responding

What are the components of the CMI content marketing framework?

1. plan 2. audience 3. story 4. channels 5. process 6. conversations 7. measurement

Define content strategy

1. planning for the creation, delivery, and governance of useful, usable content 2. content strategy activities are scalable and can be modified to fit any budget 3. you don't necessarily need a large formal content strategy 4. you just need to take time to think things through: a. goals b. workflow c. resourcing d. success metrics

Describe 2009 target ad delivery by language, geo, and connections on FB

1. powerful, new targeting features allowed businesses to select the users who received their ads based on language, gender, workplace, geo location, education level, age, relationship status, and even profile keywords 2. targeted ads could be shown to all users who were connected with a business's page or ads on FB 3. this expansion allowed advertisers to stretch their advertising budget while still making ads meaningful

Describe what the brand L'Oreal did

1. rather than speaking to customers' needs and issues, they created world class content about customers' aspirations and interests in fashion and beauty and are driving sales growth as a result

How do you connect and negotiate with influencers?

1. reach out- like, follow, and comment on their stuff 2. make a proposal a. explain why you want to work with them b. outline your campaign objectives c. clearly describe what you want them to do d. tell them what you will pay or give them: i. exposure- offer to feature them on your branded channels ii. free product- let them try it but your going to have to pay too iii. long term relationships- the most valuable thing you can offer

Describe the second stage of blogs

1. ready to move into content marketing 2. blog- the site is now more than an online brochure; it's platform for publishing, your organization is committed to posting on it constantly 3. keyword research- you learn to align topics with keywords; you focus on topics and phrases that people are searching for and that aren't overly competitive 4. commenting- your blog is a social space; the posts spark conversation, readers comment, and you respond

Describe Evergreen content

1. reformatting a blog post about the ALS ice bucket challenge into an infographic or podcast about the viral event won't do much because it is outdated and no loner relevant 2. only repurpose content that is evergreen in nature, content that continues to be valuable and relevant over the months (ideally over the years)

Describe repurpose content

1. repurposing content (finding new ways to recycle your existing content) has a number of benefits: a. reaching a new audience b. dusting off forgotten tales c. making the most of your efforts

What is the 7 step channel plan?

1. situational analysis 2. channel objectives 3. content/conversational plan 4. metrics 5. personas addressed 6. content management process 7. editorial calendar

What type of influencers are more effective?

1. smaller more targeted influencers (50K-500K) are more likely to drive web traffic, sales, and attention to your brand

Social math vs. content math

1. social- about strength, sentiment, passion, and reach 2. content- conversion

What are the objectives for SMM?

1. used for brand awareness 2. generating activity and discussion around a brand 3. used for customer retention and/or satisfaction

Describe the steps to building strong strategic pillars

1. step one- business objectives and marketing tasks a. decide the marketing task you have at hand: direct sales, lead generation, public service announcement, loyalty retention 2. step two- seek the sage: a. find the person in your organization who knows the most about your customers-what they want, needs, and issues are 3. step three- back it up: a. support the sage's intuition with independent research and actual data 4. step four- plotting and diagramming fun: a. you should start to see commonalities b. summarize the group in a statement like "they need to know that we're the best option for them", "they need reinforcement from their peers before they buy'

How do you develop a content strategy?

1. step one- identify what you already have (INV/audit) a. give every piece of content you can put your hands on a specific inventory number in a spreadsheet and categorize it 2. step two- who are you trying to reach? (audience definition/personas) a. remember what you or your team find personally motivating/interesting/persuasive is not likely to be the same as what drives your customers and prospects

Define social listening tools

1. thanks to tools like Sprout Social and Buffer, you fully aware of the conversations around you 2. you are hyper aware of how you and your competitors are perceived

Define EdgeRink

1. the algorithm used by FB to determine where and what posts appear on each individual user's newsfeed 2. the three variable are affinity, weight, and time decay

Describe the cost of content marketing compared to other lead generation activities

1. the cost of content marketing compared to paid search a. 31% less expensive than paid search for mid-size organizations b. 41% less expensive than paid search for large organizations

Define the gap analysis

1. the difference between the content you have and the content your audience needs

Define visits to purchase rate

1. the number of sessions your visitors require to move from first interaction to a completed action

Define content curation

1. the process of collecting, organizing, and displaying information relevant to a particular topic or area of interest 2. services or people that implement content curation are called curators

Describe setting content strategy before social strategy

1. the purpose of content strategy is to facilitate the consistent delivery of interesting stories; the end result is that you will attract and retain the attention of the targeted audience that you want to reach 2. it is possible to achieve business objectives through content strategy without social media marketing, however social media marketing can help distribute content much faster and reach more people than the website alone

Define contact form

1. the site has a form- not just an email link- for visitors to fill out for more information

Define content management system

1. the site is easy to update, thanks to tools like wordpress

Define content marketing

1. the strategic marketing approach of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience- with the objective of driving profitable customer action 2. everyone is a content marketer now

Describe the different personality types

1. the user advocate- the person who circles the conversation back to the unique needs of each user 2. the cheerleader- the person who provides encouragement even in the face of what seems like an insurmountable problem or even failure 3. the cynic- always asks questions, presses the point, useful, because you would mistakes without the cynic 4. the risk-taker- believes more is more, and isn't always thinking about the consequences of major decisions; pushes the team forward; lets you see what is possible and is not afraid of making mistakes 5. the analyzer- different from the cynic, believes in data, stats, and demonstrated facts; they'' consistently bring you back to your strategy by looking at proof that you're doing the right thing

Describe understanding your purpose

1. the why must come before the what 2. you must have clear marketing objectives 3. it is not what you sell, it is what you stand for 4. to work, your mission statement has to be all about the pain points of your readers and followers or it simply won't work 5. mission must communicate: who the core audience target is, what will be delivered, and the outcome for the audience

Describe creating an influencer campaign; what does the most successful influencer campaigns have?

1. themes: a. product launch b. upcoming sales c. events d. seasons e. holidays f. target audience

Describe content marketing vs. social marketing

1. there's a lot of overlap however they are two distinct entities, with different focal points, goals, and processes 2. social media marketing is the focus of the activity is located within the networks or platforms themselves; campaigns run on facebook, twitter, etc. 3. content marketing's focus is actually on a brand's proprietary domains, website, blog, forum., etc. 4. typically the social networks are used to drive traffic back to the brand's site- not as containers of the content itself

Define buyer persona

1. to help people relate to your personas, add images and give names to buyer profiles 2. assigning a name to the persona helps everyone on the team think of this buyer as a real person, but just a piece of business

Describe the 2008 engagement FB ads

1. to keep ads feeling like a natural extension of the user experience, FB let people engage with ads 2. People could make comments, share gifts from the ads with friends, or become a fan of the product or company 3. this generated a notification in their News Feed and continued the tradition of keeping advertising personal and unobtrusive

Define analytics

1. traffic and conversions are being tracked; goals are set up and traffic from computers at the office are being filtered out

Describe listening

1. two parts to every conversation: talking (your content) and listening 2. need to set up listening posts, but also need to know how to respond to the conversation

What are examples of channel objectives?

1. use LinkedIn to drive traffic to our White Papers on our website 2. Use Youtube channel to drive traffic in the store with our DIY series

Describe the components of the semantic search

1. user intent- two people searching for the exact same term could have completely different results; results could be impacted by user location, search history, social media network, and likes, also dependent on search engine's algorithm 2. context- moving even further away from simple keyword driven search and into a more holistic view such as incorporating synonyms into search, and taking into account what other information appears on an entire site or page- to determine how relevant a result may be to the user's intended search 3. better results- means more useful and relevant results; search engines are hoping to anticipate user needs and provide answers, not just results

Describe the key to compelling content

1. utility is key- is it making your audiences' lives better? 2. armed with this info, you're ready to construct a strategy for the acquisition/creation, production, maintenance, governance, for your content marketing initiative

What is the most basic measuring stick for website traffic traffic?

1. web referrals- indicates where your website traffic is coming from and at what rate

What are the 5 most popular blog content curation formats?

1. weekly compilation 2. listicles 3. expert roundups 4. best of posts 5. show and tell

Describe situational analysis

1. what channels do we already have in place? a. do not create new channels to maintain for every piece of content or campaign you create 2. is our audience on those platforms? 3. where else might we want to be? 4. what must change? 5. what must stop?

Describe FB as an ad platform

1. when FB went public they become an advertising channel 2. EdgeRank got smarter and brand reach got smaller 3. you have to pay to reach your audience 4. FB and IG have developed a very sophisticated as platform

Describe the effectiveness of influencers

1. when respondents saw celebrity influencers, the memory encoding was 74% higher than it was during their general browsing state 2. however, their approach was down 54% compared with their reactions to general ad content, indicating that celebrity influencer ads were memorable for negative reasons

Define the priming effect

1. when respondents viewed brand influencer content prior to seeing a non-influencer ad for the same company, their reaction was often more positive compared with those who had not seen an influencer as beforehand

What are the questions you should ask when identifying the target audience?

1. who is our content meant to reach? 2. how can we provide value to them beyond our products and services? 3. how can we use our content to support them through their buyer's journey?

Describe the questions to ask when building personas

1. who is the persona, what traits characterize her? 2. what roles does she play? What does her typical day look like? 3. Where is there a gap in her needs/wants (beyond our products/services)? 4. When does she need to close this gap? (where is she int he purchase funnel?) 5. why would she care about us as a company? (aside from our product)

Define online networking

1. you are finding relevant people on Twitter and LinkedIn and developing researching skills 2. when possible, you move the conversation to email, phone, and face-face meetings to strengthen these connections

Describe the complexity of content strategy

1. you can have several goals that make up your content strategy 2. the complexity is in the layers 3. each goal has it's own products and tactics and each tactic may need it's own strategy 4. the content strategy process is not so much circular as it is spiral, starting at the big vision and then repeating at each stage as you drill down to more details

Describe the fourth stage of social media

1. you're now standing tall, moving faster, seeing farther; in this stage your business is actively making useful connections through social media 2. online networking 3. social promotion 4. scheduling 5. social listening tools

Describe the early stages of websites

1. you're online; your site includes all the detail about what you do and why you do it

Define scheduling

1. you're using a tools such as Hootsuite or TweetDeck to schedule posts in advance, helping you to do more with less effort

What is the difference between social media marketing and content marketing?

SMM: 1. content is built to fit the context of the chosen social platform: a. 140 characters for twitter 2. brings model their behaviors after that of the individuals using the network CM: 1. the context of the website permits much longer forms of the content: a. blog posts b. videos c. infographics d. eBooks 2. brands model their behavior after that of media publishers