Thẻ ghi nhớ: CSP201m | Quizlet

What is content strategy?

Unless an organization can reach those people with content that matters to them — where, when, and how they want it — those individuals won't give their time and attention to engage with the content that is critical to the organization's success.

Content strategists must have a far deeper understanding about their audiences — what they care about and are willing to pay attention to.

Content strategy uses credible, trustworthy, transparent media to communicate stories and information to enhance an organization's strategic goals.

Around the world, for-profit, non-profit, volunteer and government organizations know that the people they want to reach have less and less time.

Content strategy uses credible, trustworthy, transparent media to communicate stories and information to enhance an organization's strategic goals.

What is the difference between content and content marketing?

Making a person stop, read, think, and behave differently.

Content is compelling content that informs, engages, or amuses. Content marketing must do something for the business. It must inform, engage, or amuse with the objective of driving profitable customer action. In contrast, the center of gravity for content marketing is a brand website.

In social media marketing, content is built to fit the context of the chosen social platform: short messages in the 140 characters range for Twitter; contests, quizzes, and games for Facebook; and so on. On the other hand, in content marketing, the context of websites permits much longer forms of content.

Content is compelling content that informs, engages, or amuses. Content marketing must do something for the business. It must inform, engage, or amuse with the objective of driving profitable customer action.

Content is compelling content that informs, engages, or amuses. Content marketing must do something for the business. It must inform, engage, or amuse with the objective of driving profitable customer action. In contrast, the center of gravity for content marketing is a brand website.

What is content marketing?

(Check all that apply)

Is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action.

Marketers believe that our products and services are so special-so amazing and we think that if more people knew about them, all of our sales problems would be solved.

Is about delivering the content your audience is seeking in all the places they are searching for it.

Is about creating interesting information your customers are passionate about so they actually pay attention to you.

Is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience with the objective of driving profitable customer action.

Is about delivering the content your audience is seeking in all the places they are searching for it.

Is about creating interesting information your customers are passionate about so they actually pay attention to you.

Why brands should pay more attention to owned media?

(Check all that apply)

No technology barriers. Anyone can publish for free online in five minutes (seconds?) or less.

Content acceptance. Consumers are making a decision on the spot as to what (content) is credible and what is not.

Journalists. They still play a very important role and work for nonmedia companies.

Google. Brands simply put their content in social media without worrying about if it is good or not.

No technology barriers. Anyone can publish for free online in five minutes (seconds?) or less.

Content acceptance. Consumers are making a decision on the spot as to what (content) is credible and what is not.

Publishers have two audiences. All publishers will say that if you satisfy the reader, ultimately the will be happy.

(Choose the best match to fill the gaps.)

...

Reader; advertiser

Advertiser; journalist

Reader; journalist

Customer; Reader

Reader; advertiser

Publishers have two audiences: the advertiser and the reader. All publishers will say that if you satisfy the reader, ultimately the advertiser will be happy. The brand, on the other hand, doesn't have to deal with two audiences.

(Choose 1 answer)

TRUE

FALSE

TRUE

Which elements are needed to create personas?

(Check all that apply)

Psychographic information (values and motivations)

Demographic information (age and location)

How audience spends their time

Focus on a common set of experiences

Psychographic information (values and motivations)

Demographic information (age and location)

How audience spends their time

Your audience can only attend to a certain number of topics deeply at a time and they will only pay attention to your topics when motivated to do so.

(Choose 1 answer)

TRUE

FALSE

TRUE

Why are audience personas important?

(Check all that apply)

An audience persona is a helpful tool to use as part of your content marketing plan.

Most of the time, marketers think that their content audiences are the same as their buying audiences.

If one person goes through a different buying process than another, you need a different persona for each one.

The persona keeps everyone on the same page with who is being talked to and why the communication matters for the business.

An audience persona is a helpful tool to use as part of your content marketing plan.

The persona keeps everyone on the same page with who is being talked to and why the communication matters for the business.

Marketing is relevant to content strategy in TWO ways. What are they?

(Check all the apply)

Write a positioning statement that specifies who the target segment is.

Any content you produce is a product that you should market. To engage the people you want to reach, you must understand them.

The content strategy needs to benefit the services or product that your organization creates.

Organizations focus on branding, consumer psychology, and media.

Any content you produce is a product that you should market. To engage the people you want to reach, you must understand them.

The content strategy needs to benefit the services or product that your organization creates.

What is engagement?

Key tool for attracting, serving, and gaining loyalty.

Engagement is how often people read or view.

The collective set of experiences that audiences have with the media brand.

Engagement is about 'liking' or recommending.

The collective set of experiences that audiences have with the media brand.

Experiences apply to content at three levels. What are they? (Choose 3 answers)

Message level

Understanding level

Distribution level

Strategic level

Communicating level

Message level

Understanding level

Strategic level

Today, the buying process has changed. The consumers now do NOT control the engagement with you; they do NOT control when and if they want to receive your message. It's up to you to have a relevant conversation with them from the very first time you meet.

TRUE

FALSE

FALSE

This figure is an example of ......

A. The buying process orbit

B. The content segmentation grid

C. The engagement cycle

D. The sales and marketing process

A. The buying process orbit

The buying cycle is represented as an orbit because it's usually not a linear process.

As consumers move closer to the center of gravity, they focus on what they want becomes more pronounced and what they're looking at becomes more limited as they go through each phase.

TRUE

FALSE

TRUE

Rule no.9 of 12 principles for professional writing says "Write for Scannability".

What does it mean?

Don't adopt a different vocabulary or tone or voice when you write. Don't overwrite. Just tell me what you want to say. Tell the story the way you would tell it to your friend or a colleague. You always know how to tell a story to someone you know.

The active voice sweeps up the reader and takes her along for the ride. The passive voice just buries the momentum under a rock

In internal documents, keep recommendations crisp and to the point. On the web, provide searchable data, links to useful information, social media links.

Headlines, captions, pull quotes, every word on the page or screen should enhance the reader's experience. Whether the content is in a newspaper, a magazine, on the website, a tablet or a

Headlines, captions, pull quotes, every word on the page or screen should enhance the reader's experience. Whether the content is in a newspaper, a magazine, on the website, a tablet or a

Your audience uses many information devices during the day. You need to make sure to leverage this information to truly engage your audience with your important stories and content.

TRUE

FALSE

TRUE

Rule no.5 of 12 principles for professional writing says "Use active sentences". What does it mean?

Don't adopt a different vocabulary or tone or voice when you write. Don't overwrite. Just tell me what you want to say. Tell the story the way you would tell it to your friend or a colleague. You always know how to tell a story to someone you know.

The active voice sweeps up the reader and takes her along for the ride. The passive voice just buries the momentum under a rock.

In internal documents, keep recommendations crisp and to the point. On the web, provide searchable data, links to useful information, social media links.

Headlines, captions, pull quotes, every word on the page or screen should enhance the reader's experience. Whether the content is in a newspaper, a magazine, on the website, a tablet or a

The active voice sweeps up the reader and takes her along for the ride. The passive voice just buries the momentum under a rock.

Inc. magazine put this in the first line of its About Us page:

"Welcome to Inc.com, the place where entrepreneurs and business owners can find useful information, advice, insights, resources, and inspiration for running and growing their businesses." This is an example of ......

Keynote speaker's quote

Core strategy behind the content they develop

Content programs

Content marketing mission statement

Content marketing mission statement

Your "sweet spot" is the intersection between your customers' pain points and where you have the most authority with your stories.

TRUE

FALSE

TRUE

A content marketing mission statement includes 3 parts. What are they?

(Check all that apply)

The core audience target

What will be delivered to the audience

The outcome for the audience

The story idea

Useful information and advice

The core audience target

What will be delivered to the audience

The outcome for the audience

What are THREE key play points of e-books? (Check all that apply)

Develop your distribution strategy early: how will you get your e-book into readers' hands?

Think visually: make liberal use of bullets, callouts, sidebars, graphs, and so on.

Conclude with a solid call to action: what should readers do next? For that matter, include some call to action or link on every page. Why not?

Share case studies online, in direct mail, in press kits, as sales hand-outs, and so on.

Include a button that says "subscribe" or "sign up" (not "submit")

Develop your distribution strategy early: how will you get your e-book into readers' hands?

Think visually: make liberal use of bullets, callouts, sidebars, graphs, and so on.

Conclude with a solid call to action: what should readers do next? For that matter, include some call to action or link on every page. Why not?

What does a managing editor do?

Must ensure excellence in every content marketing tactic, including content/editorial, design, web resources for content, project budget.

Helps internal employees develop and write content, and they assist external people in aligning their writing with the company's organizational goals. Works with the employees on content production, content scheduling, SEO, style corrections.

Produces the content that will ultimately help to tell the story. This role typically overlaps with the managing editors. This person does not need to be a writer. In general, this person is there to be the "face" or "voice" of the authentic organization.

This role is to function like an air-traffic controller for social media and your other content channels. So often today companies have this position for social media response purposes but don't leverage these roles for purposes of content marketing feedback.

Helps internal employees develop and write content, and they assist external people in aligning their writing with the company's organizational goals. Works with the employees on content production, content scheduling, SEO, style corrections.

What does a chief content officer (CCO) do?

Must ensure excellence in every content marketing tactic, including content/editorial, design, web resources for content, project budget.

Helps internal employees develop and write content, and they assist external people in aligning their writing with the company's organizational goals. Works with the employees on content production, content scheduling, SEO, style corrections.

Produces the content that will ultimately help to tell the story. This role typically overlaps with the managing editors. This person does not need to be a writer. In general, this person is there to be the "face" or "voice" of the authentic organization.

This role is to function like an air-traffic controller for social media and your other content channels. So often today companies have this position for social media response purposes but don't leverage these roles for purposes of content mk fd.

Must ensure excellence in every content marketing tactic, including content/editorial, design, web resources for content, project budget.

How many levels of members of virtual communities?

A. 2

B. 3

C. 4

D. 5

C. 4

Differentiated messaging means your content should really be structured around Maslow's hierarchy of needs. Essentially, we respond differently to different messages.

TRUE

FALSE

TRUE

People who gate their content are:

- Limiting the people who will get access to our content

- Cutting off those customers who will actively share it with their audiences

TRUE

FALSE

TRUE

Brands want to use content because 70% of consumers prefer getting to know a company via articles, rather than advertisements. Sponsored content has begun to appear in traditional media in new ways. It has spawned a new name.

Custom publishing

Host content

Native advertising

Credible journalistic methodology

Native advertising

According to 5D strategy, the step "Discover" means you have to discover

Purpose

Research

Management and technology

All of the above

All of the above

In Intellectual Property (IP), Words, slogans, designs, pictures are parts of ..... and can be protected.

Trade Secrets

Trademarks

Copyrights

Trade Dress

Trademarks

Online and in print, they will, in fact, increase their audience's engagement with them in both online and through the catalog.

A. TRUE

B. FALSE

A. TRUE

In the new world, we are moving from the desktop to the small screen and mobile. Which means..

A. It's allowing advertisers to put content that they know the reader or the viewer will be interested in right next to the content that journalists have provided from the media organization.

B. People have to think about content they create, the short form, the writing, everything happening on a small screen because now literally, around the world more people use mobile than any other way.

C. Something to its readers by creating material that looks like it might come from the original media source but is indeed from the brand.

D. One of the best things people can do to make their content seem valuable to the audience is to put a number in the headline.

B. People have to think about content they create, the short form, the writing, everything happening on a small screen because now literally, around the world more people use mobile than any other way.

In Three Act Structure, what is the main function of Act II in a story, according to the

A. To introduce the main characters and their goals

B. To develop the conflict, raise the stakes, and present challenges to the characters.

C. To resolve the main conflict and lead to a happy ending.

D. To provide backstory and exposition about the world of the story

B. To develop the conflict, raise the stakes, and present challenges to the characters.

What is the main purpose of a big idea in screenwriting?

A. To provide a detailed summary of the plot

B. To introduce the main characters

C. To serve as a central concept that guides the story

D. To entertain the audience

C. To serve as a central concept that guides the story

What is the main purpose of building sympathy in storytelling?

A. To establish a clear hierarchy between the characters.

B. To entertain the audience with humorous situations.

C. To create suspense and keep the audience guessing.

D. To drive the plot forward and create conflict.

C. To create suspense and keep the audience guessing.

What is the main function of villains in literature?

A. To provide comic relief and humor.

B. To represent the forces of good and promote morality.

C. To remain static and unchanging throughout the story.

D. To drive the plot forward and create conflict.

D. To drive the plot forward and create conflict.

What are THREE questions you need to answer as you're developing your content strategy? (Check all that apply)

A. How will we create value?

B. How will we deliver value?

C. How will we capture value?

D. How will we measure value?

E. How will we do social monitoring?

A. How will we create value?

B. How will we deliver value?

C. How will we capture value?

Choose correct definition of Trending Topic:

A. All over the world have the ability to receive our content and to have it impact them.

B. That means there's more video out there, there's more content, written content out there, more audio content.

C. Through deep understanding of the audience, we have our best chance of cutting through the clutter, and getting them relevant and timely and high impact content in today's world.

D. A trending topic is a subject that experiences a surge in popularity on one or more social media platforms for a limited duration of time.

D. A trending topic is a subject that experiences a surge in popularity on one or more social media platforms for a limited duration of time.

Choose a correct answer to fill the gap:

...allow us to understand the social communities we want to be part of by listening to what these communities are most passionate about. We can use their feedback to adapt out content strategies to create more value for our audience.

A. Qualitative measure

B. Advanced social monitoring tools

C. Deep insights

D. Specific topics

B. Advanced social monitoring tools

This type of experience is going to be a little more passive. It doesn't mean that they're not engaged with your content. But it means that they want you to be in the driver seat. They want you to guide the experience. They want to hit play and watch a video or have that experience sort of unroll in front of them. This is an explanation of.

A. Lean forward experience

B. Lean back experience

C. Immersive experience

D. Interactivity

B. Lean back experience

What is interactivity? (Choose 2 answers)

It's much easier to start with mobile and then scale up, or backward to the desktop than it is to work the other way around.

An exchange between two things that influence each other.

Which means they are so engaged and involved with the content that their fingers almost never leave the device.

It happens between you and a device, person, or brand.

An exchange between two things that influence each other.

Which means they are so engaged and involved with the content that their fingers almost never leave the device.

As you are deploying interactivity, and you have got essential information that you know people are going to be interested in. You should hide it so that you make the audience curious and read more to find the hidden information.

TRUE

FALSE

FALSE

According to Gestalt Principles, this figure is an illustration of .....

Similarity

Closure

Continuation

Symmetry

Closure

According to Gestalt Principles, this figure is an illustration of .....

Similarity

Closure

Continuation

Common fate

Similarity

For your first community content, use experts to help you establish your expertise by finding 2 articles by experts, summarizing for the reader, and developing 3 action items for articles.

TRUE

FALSE

TRUE

What does AIDA (model) stand for?

Awareness, Interest, Discover, Action.

Awareness, Incredibility, Desire, Affection.

Attention, Interest, Desire, Action.

Attention, Incredibility, Discover, Affection.

Attention, Interest, Desire, Action.

What are challenges of measuring your content? (Check all that apply)

Different tools produce different numbers.

You'd think that audience attention would be dispersed more widely but it's not.

Different organizations may care about different things.

Analytics service compiles information and makes it available online to authorized users.

Each metrics tool gives you a snapshot of certain metrics at a certain time - a day, a week, a month.

Different tools produce different numbers.

Different organizations may care about different things.

Each metrics tool gives you a snapshot of certain metrics at a certain time - a day, a week, a month.

Why it's important to measure your content? (Check all that apply)

Every organization is now a publisher - media companies, but also businesses, non-profit organizations, and government agencies.

Only way to tell if content is working is to measure engagement.

Social media is the most measurable medium.

Engagement has many meanings; different organizations may care about different things.

There's just so much data available so that you can use to measure.

Every organization is now a publisher - media companies, but also businesses, non-profit organizations, and government agencies.

Only way to tell if content is working is to measure engagement.

There's just so much data available so that you can use to measure.

How does a brand create more content?

A brand most likely has enough content. First, look at stopping some things that aren't working and reallocating those resources to quality content initiatives.

Hire or contract out a journalist, editor, or natural storyteller to help get those assets into shape.

Make sure every one of your content creators has a copy of your content marketing mission statement.

Develop your content marketing mission statement. There you can have impact as an authoritative voice.

A brand most likely has enough content. First, look at stopping some things that aren't working and reallocating those resources to quality content initiatives.

..... is a phrase used to define the key activities online consumers take before making a decision to purchase. Google developed ..... as multiple c-books, research reports, and videos about the changing nature of consumer purchase patterns.

Authoritative voice

Content marketing mission statement

ZMOT (the "Zero Moment of Truth")

Horizontal news sources

ZMOT (the "Zero Moment of Truth")

Even though you want to think big with your goals, your actual content niche needs to be small.

TRUE

FALSE

TRUE

Testing is so important. There is a term called In this test, audiences are split. The first person into A, and the second person into B. The third person into A and the fourth person into B. So that you can make a comparison and find out A or B is better.

Beta testing

A/B Testing

Usability testing

Preference test

A/B Testing

LEGO is a content giant, at times more closely resembling a media company than a toy company. It has created wonderful integrated content marketing programs such as Microsites, LEGO Miniseries, LEGO Click,LEGO Magazine, etc.

Which following statement well explains how LEGO Click supports the business?

LEGO Club magazine is customized by local market and by age.

Each LEGO storyline has a dedicated microsite with plot and character explanations, online games, movies, polls and quizzes, and of course retail links.

For each storyline release, LEGO produces a serial-style movie that runs both on cable and then eventually through the LEGO website.

A community platform that encourages fans and fanatics alike to share their LEGO creation photos and videos, download apps,and explore LEGO themes through online games and storylines.

A community platform that encourages fans and fanatics alike to share their LEGO creation photos and videos, download apps,and explore LEGO themes through online games and storylines.

Experiences apply to content at three levels. The strategic level is the level at which you work to ensure that every audience contact maximize the experiences you are trying to create.

TRUE

FALSE

TRUE

What is brandscaping?

Is a collection of brands that work together to produce great content. This is critical to the evolution of content marketing, as more brands struggle to manage the content marketing process.

One piece of content marketing from a brand "go viral" and massively spread that was gated.

Engaging customer advocacy around a brand is a long-term initiative, so this has to be stated up front.

The brand has become a true publisher by offering sponsored content that's produced and distributed by the company.

Is a collection of brands that work together to produce great content. This is critical to the evolution of content marketing, as more brands struggle to manage the content marketing process.

Circle of Moms is a massive site of moms getting together to talk about things that are impacting and it's called circle of moms but certainly dads are, whoever the home person is are welcome.

So, Circle of Moms is an example of ....

Passion community

Trigger event community

Forum

Peer to peer engagement

Passion community

Internal conflicts are always negative emotions or experiences for a character.

TRUE

FALSE

TRUE

In order to hold the attention and interest of an audience, the writer needs to speak in a voice the audience will recognize as someone like them.

TRUE

FALSE

TRUE

For every content you develop, you should think multi-use. For example, when you create a blog post, you should think how to turn this post into a Facebook post, or develop it as a video Youtube.

TRUE

FALSE

TRUE

Which Gestalt Principles was applied in this navigation?

Closure

Similarity

Common fate

Figure/Ground

Similarity

Facebook Insights Dashboard helps

Publisher sees which posts are getting the most engagement: clicks, shares, retweets.

Installing monitoring software on their computer.

Easier to share links on social networks like Twitter where characters are limited.

The rating agency extrapolates the behavior of the total internet audience from the panel.

Publisher sees which posts are getting the most engagement: clicks, shares, retweets.

Narrative elements like point of view can help create a connection between you and a character to achieve narrative transport.

TRUE

FALSE

TRUE

A writing might be created with positive or uplifting tone, or sometimes its tone might feel sad or tense. So,what is tone?

The mood of writer's voice. It gives a writing voice nuance, depth and color.

Your relationship to the content and to the target audience who will read it

Professional writing doesn't have to be dry

The importance of speaking in a natural way to readers.

The mood of writer's voice. It gives a writing voice nuance, depth and color.

What does a content creator do?

Must ensure excellence in every content marketing tactic, including content/editorial, design, web resources for content, project budget.

Helps internal employees develop and write content, and they assist external people in aligning their writing with the company's organizational goals. Works with the employees on content production, content scheduling, SEO, style corrections.

Produces the content that will ultimately help to tell the story. This role typically overlaps with the managing editors. This person does not need to be a writer. In general, this person is there to be the "face" or "voice" of the authentic organization.

This role is to function like an air-traffic controller for social media and your other content channels. So often today companies have this position for social media response purposes but don't leverage these roles for purposes of content marketing feedback.

Produces the content that will ultimately help to tell the story. This role typically overlaps with the managing editors. This person does not need to be a writer. In general, this person is there to be the "face" or "voice" of the authentic organization.

A tagline is meant to enhance brand recognition and memorability.

TRUE

FALSE

TRUE

What are the two last Ds of 5D strategy in managing content in organizations?

1.Discover

2.Define

3. Design

4...5....

Develop and Deploy

Develop and Display

Display and Diffuse

Deploy and Diffuse

Develop and Deploy

There are 50 questions, and yo your progress of answering is (Choose 1 answer)

Which one below is NOT step to develop personas?

Interviewing people in the target market.

Believing that content audiences are the same as buying audiences.

Learning about the target market from secondary that's been done.

Following them and seeing what their daytime experiences are.

Believing that content audiences are the same as buying audiences.

How does a brand get its content creators develop content with the same style, voice, tone, etc.?

You most likely have enough content. First look at stopping some things that aren't working and reallocating those resources to quality content initiatives.

Hire or contract out a journalist, editor, or natural storyteller to help get those assets into shape.

Make sure every one of your content creators has a copy of your content marketing mission statement.

Develop your content marketing mission statement. There can you have impact as an authoritative voice.Do this before you develop any more content without strategy.

Make sure every one of your content creators has a copy of your content marketing mission statement.

Progressive elements are pieces of game-play, such as recording your progress or rewarding behavior. This can include a social tie-in or a connection to a community.

TRUE

FALSE

TRUE

What is engagement cycle? (Check all that apply)

Determining what you want to say to a persona is a combination of two things: content and context.

A combination of your internal sales process and how you have defined the customer's buying cycle.

A defined process that your audiences go through as you help them increasingly engage with your brand.

The consumers now control the engagement with you; they control when and if they want to receive your message.

A combination of your internal sales process and how you have defined the customer's buying cycle.

A defined process that your audiences go through as you help them increasingly engage with your brand.

Which of the following is NOT the reason why character development important?

Audience Connection: Viewers relate to well-developed characters.

Driving the Plot: Characters' actions and decisions move the story forward.

Promote Business: It provides a clear and concise overview of the business goals and objectives.

Narrative Meaning: Characters add depth and purpose to the story.

Promote Business: It provides a clear and concise overview of the business goals and objectives.

Which book emphasizes the importance of creating compelling content that resonates with your audience?

Epic Content Marketing

The Screenwriter's Bible

Both

None

Epic Content Marketing

What aspects of screenplay composition are highlighted in "The Screenwriter's Bible"?

a/ The necessity of using a lot of jargon and technical phrases:

b/ writing dialogue that sounds genuine; include every detail in the screenplay; and

c/ The need for extensive use of jaraon and technical terms

d/ The importance of accurately formatting and organizing the script

d/ The importance of accurately formatting and organizing the script

How does the content suggest organizations should adapt to the changing communications landscape?

By maintaining traditional communication methods

By reducing engagement with content

By embracing the role of content creators and influencers

By ignoring social media platforms entirely

By embracing the role of content creators and influencers

What is the essence of content marketing in the "elevator pitch" definition provided?

Content marketing allows businesses to showcase their expertise.

Content marketing focuses on traditional advertising methods.

Content marketing emphasizes the importance of owning media platforms.

Content marketing aims to entertain audiences with compelling stories.

Content marketing emphasizes the importance of owning media platforms.

In the realm of marketing, which of the following are often considered as differentiating factors between content marketing and social media?

The color scheme used in promotional materials

The number of emojis included in the posts

The center of gravity, types of content, and objectives

The frequency of using hashtags in captions

The center of gravity, types of content, and objectives

Which of the following revenue streams is NOT utilized by the Content Marketing

Institute (CMI) as part of its media business model?

Daily web content

Monthly webinars

In-person events

Social media marketing

Social media marketing

How does a media company primaruy make money Irom its content creation process?

Through government grants

By selling products related to the content

Through paid content sales or advertising sales

By charging subscription fees for access to the content

Through paid content sales or advertising sales

Content is the primary focus of a non-media company's business model, rather than serving as a means to support the business by attracting and retaining customers.

True

False

True

What is the primary difference between content developed by a media company and content developed by brands?

The quality of the content

The target audience

How revenue is generated from the content

The frequency of content production

How revenue is generated from the content

Advertisers pay most of the bills, and publishers often prioritize actions that they believe will generate revenue.

True

False

True

What are some of the best methods for marketers to gain buy-in for new content marketing projects?

Presenting data-driven insights and case studies showcasing successful content marketing campaigns.

Hosting brainstorming sessions with stakeholders to generate ideas for content.

Sending out mass emails to potential customers about the new content marketing projects.

Ignoring stakeholders' concerns and proceeding with the project regardless

Aligning the content strategy with buyer personas and the sales funnel.

Presenting data-driven insights and case studies showcasing successful content marketing campaigns.

Aligning the content strategy with buyer personas and the sales funnel.

What is one of the key reasons why audience personas are important in content marketing?

They facilitate the creation of diverse content topics.

They ensure consistency in brand messaging.

They help in identifying the most effective marketing channels.

They keep everyone aligned on the target audience and the relevance of communication for the business.

They keep everyone aligned on the target audience and the relevance of communication for the business

What is a common mistake when creating personas according to the theory?

Over-relying on factual information

Making up information about buyers

Conducting unstructured interviews with buyers

Avoiding scripted question-and-answer interviews

Making up information about buyers

What method of interviewing buyers is cautioned against in persona development?

Open-ended discussions

Unstructured conversations

Scripted question-and-answer interviews

Observational studies

Scripted question-and-answer interviews

What role do content creators play in shaping experiences, as per the theory?

They have no influence over user experiences.

They can only observe experiences but cannot shape them.

They play a crucial role in shaping user experiences.

Their influence on experiences is limited to certain contexts.

They play a crucial role in shaping user experiences.

Which level of content creation involves creating the entire publication, website, podcast, or video to drive the selected experiences?

Message level

Content distribution level

Strategic level

Tactical level

Strategic level

What does tone refer to in writing according to the given theory?

The font style used by the writer.

The mood of the writer's voice.

The length of the writing piece.

The complexity of the vocabulary.

The mood of the writer's voice.

How does the internal sales process relate to the external buying process, as mentioned in the text?

They are unrelated and have no influence on each other.

They are identical and should be treated as such.

They are different and must be aligned for effective content segmentation.

They have minimal impact on content segmentation.

They are different and must be aligned for effective content segmentation.

What potential advantage does targeting a smaller content niche offer?

Increased audience reach.

Decreased relevance of the content.

Enhanced audience loyalty and engagement.

Limited audience diversity.

Enhanced audience loyalty and engagement.

What is emphasized as the purpose of a mission statement according to the provided theory?

To complicate the company's goals and objectives.

To define the company's reason for existence.

To confuse employees and stakeholders.

To list all the products and services offered by the company

To define the company's reason for existence.

According to the provided information, what elements are included in Inc.'s mission statement?

A list of company achievements and accolades.

Detailed financial projections for the future.

The core audience target, delivered material, and outcome for the audience.

A comprehensive history of the company

The core audience target, delivered material, and outcome for the audience.

What three actions are highlighted as essential for utilizing a content marketing mission statement effectively?

Print it, store it, revise it.

Post it, spread it, analyze it.

Write it, hide it, forget it.

Develop it, hide it, ignore it

Post it, spread it, analyze it.

Why is it important to keep the storytelling experience appropriate to the platform?

To limit audience engagement.

To ensure consistency across platforms.

To create confusion among the audience.

To effectively engage the audience within each platform's capabilities.

To effectively engage the audience within each platform's capabilities.

How is usability testing described in terms of its application?

It is only applicable at high levels of fidelity.

It is irrelevant to the design process.

It works at all levels of fidelity.

It is solely applicable to low-fidelity prototypes

It works at all levels of fidelity.

What is one of the responsibilities of managing editors) in content production?

Project budgeting

Contract negotiation with freelancers

Content scheduling

Keyword selection for search engine optimization (SEO)

Content scheduling

What is the role of content producers in the content creation process?

Formatting or creating the ultimate content package

Ensuring excellence in every content marketing tactic

Writing content aligned with organizational goals

Scheduling content production

Formatting or creating the ultimate content package

What happens when organizations view content marketing as a product?

They disregard the importance of content initiatives.

They create initiatives and processes around content marketing.

They prioritize other business activities over content marketing.

They reduce investment in content creation

They create initiatives and processes around content marketing.

How should content packages be viewed according to the provided theory?

As standalone entities

As unrelated to each other

As part of a series, similar to a television show

As independent of any media format

As part of a series, similar to a television show

What is suggested as a step in establishing and maintaining a content marketing culture?

Outsourcing content creation

Developing individual content pieces

Establishing a pilot team

Ignoring the basics of content marketing

Establishing a pilot team