Digital Marketing Specializations

Digital Marketing Specializations Flashcards

Goal of each piece of content in a content marketing campaign

To give the audience something of value and to increase audience engagement with your company.

Content marketing is _

A form of Strategic storytelling

How does content marketing differ from social media marketing

Content marketing prioritizes long-term goals, while social media marketing prioritizes short-term goals.

How does content marketing differ from SEO

Content marketing focuses on producing high-quality content, while SEO focuses on increasing the viewership of content.

____ can build stronger emotional connections with your audience because of their high accessibility

Videos

The ability to track customers across every marketing channel used in your campaign is known as ____

Multi-channel attribution

Three types of storytelling are ____

Entertainment, educational, inspirational

Which 2 stages of AIDA map to the consideration stage of the buyer cycle

Interest and desire

What sort of content would be appropriate for prospects in the Purchase stage of the buying cycle

Product rating, trial offers, testimonials

A common critique of demographic information is that it does not provide _

Information on consumer motivation

Google’s 4 micro-moments are ____

Know, go, do, buy

____ is an example of a secondary action micro-conversion

Leaving a comment on a website

Relevance describes the relationship between an influencer and a brands ____

Values and culture

What does resonance mean

How much engagement an influencer generates

Which of the following is an important quality of identifying influencers

Large and relevant audience, high brand advocacy, inexpensive content producer

Thought leadership refers to ____

A brand or company’s role in providing a valid voice for their industry

The process of convincing an influencer to team up with your brand is called what?

Pitching

What is one way to maintain an influencer relationship?

Meet in person, share the influencers content, like or comment on social media

Which of the following marketing channels is an effective way to improve search engine ranking?

Blogging

What is a benefit of using webinars as a marketing tool?

Build a larger audience and contact list, learn valuable information on industry-related topics, convey a message without asking guests to meet at a specific location

An informative video could be ____

A customer testimonial

Two downsides to producing video content are ___

The amount of time and expense needed to produce a video

Metrics that track the number of people who sign up for a newsletter are a form of ____

Lead generation metrics

Metrics that tract the number of clicks on any given content are a form of ____

Consumption metrics

Tracking the number of Facebook likes your blog posts has been best done using ____

Facebook's dashboard

Premium analytics services tend to offer ____

More data and greater personalization

According to the Content marketing institute, the three types of content that work best for recycling purposes include ____

Evergreen, popular, and outdated

What is the first step in repurposing content

Determining which pieces of content can succeed in other formats

The goal of a content audit is to ____

Evaluate the quality content

When categorizing content, you should record the ___ of a piece of content

Publishing date, length, voice and tone

As an open source, there are no standards for making web pages or applications. T or F

False

T of F: Search engine optimization is an umbrella term used for many marketing objectives, such as search engine marketing

False, SEO is a sub-component of SEM, which includes paid advertising on search sites. SEM should be a component, not a driver, of a larger marketing strategy

Which of the following is a valid reason to hire an outside SEO company?

SEO requires constant attention that may not be available in-house; SEO requires constant generation of new content and monitoring of existing content; organizations do not always have the resources to do it.

T or F: HTML is used to describe the appearance of certain text and other elements of a web page

False. HTML describes the function of certain texts on a web page. For SEO, it is important to use correct HTML, since a search engine sometimes places greater value on keywords in things like headings rather than normal paragraphs

Of the following parts of a web page, which is one of the most important locations for keywords?

The title tag

T or F: SEO often requires a compromise with creative objectives, since things like images and video are not SEO friendly

False, while images and videos are not directly indexable by search engines, the use of alt attributes for images and transcripts for video are indexable and should not discourage designers and developers from using these items on websites

What role do meta descriptions play in search engines

Often the description is displayed in search results. The descriptions are readable by spiders and bots and are stored as the text that will display to users in the search engine results.

T or F: There is no harm in putting too many keywords into site content

False, keywords should be used naturally, inserting too many keywords can diminish search engine ranking

Which of the following is not a strategy for developing SEO-friendly content?

Add tracking software to your website. While analyzing your website traffic can enhance your understanding of how your site is used, it does not contribute to SEO

T or F: Acquired links tend to be viewed as having more value than editorial links

False, search engines tend to value editorial links more than acquired links

What should be the first step in building a keyword strategy for off-page SEO

Performing a backlink analysis. Will identify which sites link to yours. It will reveal which sites link to your competitors, who may rank higher than you in search engine results.

T or F: Social media signals have no impact on search-engine ranking

False, while it is unclear if there is a direct impact of things like follower count, they can have a significant impact on things like backlinks to your sight.

Which of the following is NOT a strategy for using social media to bolster SEO

Using social media.

What is the importance of an alt attribute in SEO

Images are not able to be read by search engine spiders

What is true concerning paid text ads

They are effective when they target a well-defined audience

T or F: Search engines use content relevance, and the number of times visited, and number of times visitors have previously clicked on a site’s ads ranking criteria

True

Incoming hyperlinks to a website that come from another website are called ___, which help generate traffic

In-links

Ads being placed on third party websites and are not being viewed as particularly trustworthy are characteristics associated with ____

Search engine marketing SEM

A searcher may use a variety of ____ to gain more information about a product or service

Touchpoints

T or F: Customers always follow a predictable pattern when going through the buying process

False. Customers do not always follow a predictable buyer pattern. It can be difficult to know where exactly a searcher is in the buyer process

When the goal of a bid strategy is to increase traffic to a website, the ___ strategy is recommended

Click

T or F: to increase conversions according to what a marketer sets for the target cost- per-acquisition, a marketer can choose a target ROAS strategy

False, they will choose a target CPA strategy

T or F: Content marketing includes all the processes and methods that will cause a website to rank higher on a list of search results

False, content marketing involves creating and distributing relevant and valuable web and other content to attract, acquire, and engage a clearly defined and understood target audience, with the goal of increasing the number of visitors to a website.

Web analytics by itself is not particularly useful in uncovering information about a visitors ____ while on a website

Experience

A lead nurturing strategy can lead to an increase in the number of ____

Reconversions

How does a multi-touch campaign nurture lead?

It utilizes many channels to send the right message to a lead at the right moment

What is not used in implicit scoring?

Annual company

T or F: One of the key strengths of digital marketing is its ability to facilitate monitoring and measurement

True