IMS392 Final Exam Study Guide

for ims392 content marketing

define content marketing

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

what is its role today

drive brand trust and profitable customer action

what is the aida funnel

stands for attention, interest, desire (demand), and action

what are buyer personas

a fictional example of the ideal person in a target audience

what are blogs (written content)

dynamic content that are regularly updated through new posts

what are calls to action (CTA)

a prompt that leads to an immediate user response

what is genAI

a type of AI that creates new content based on user inputs

what are infographics

a designed image used to represent information or data

what is owned media

the foundation of content marketing, any media that the creator organically controls

what is earned media

any media the the subject does not directly control (online reviews, social media mentions, etc)

what is paid media

any media for which the creator pays (digital ads, billboards, etc)

what are podcasts

a digital audio file available on the internet for downloading or streaming; typically made available as a series

what is search intent

how is content marketing similar for B2B and B2C companies and their audiences

how is content marketing different for B2B and B2C companies and their audiences

what are the 4 main content forms

written, audio, visual, and video

what is SEO

the process of maximizing web visitors by ensuring a webpage ranks high on a SERP

what is native advertising

material in a publication that resembles editorial content but is actually purchased by an advertiser and intended to promote the product

define microsecond buyers

people who make unplanned decisions in the heat of the moment to purchase a product or service

how to segment audiences

how to build ideal target personas

how do people consume content today?

through a variety of channels both online and offline

what is a touchpoint

any instance a customer or future customer comes into contact with your brand

what is the most common form of content

written content, while visual is the most common type for accompanying text

what is the second main type of written content

static pages, mostly remain the same over time

what are the two main types of video

pre-recorded edited content and live videos

what is the STP marketing model

segmentation, targeting, and positioning

what is segmentation in the STP model

the process of arranging an audience into groups based on characteristics or other shared patterns of behavior

what is targeting in the STP model

the division of a large audience into smaller, defined segments

what is positioning in the STP model

a strategy for portraying brnads or products so their ideal customers perceive them as the best solution for their needs

what are ardath albee’s nine essentials for persona development

create a day in the life scenario, state their specific objectives, state their main problems, develop their burning questions, state their relevant obstacles, state their feelings towards their job, determine their preferred channels, develop the keywords and phrases they would use, sketch out engagement scenarios

what is the attention stage in the AIDA funnel

where a lead (potential customer) to business is first exposed to the brand

what is the interest phase in the AIDA funnel

when a buyer is interested in compelling content

what is the desire phase in the AIDA funnel

when the lead is ready to make a purchase

what is the action phase of the AIDA funnel

any goal conversion such as making the purchase

t or f: the aida model is only for prospective first time buyers

false

what is evergreen content

content that will keep its relevance almost indefinitely

what are the 3 main components of successful blog writing

readability, simplicity, and shareability

what is included in the user experience honeycomb

useful, usable, valuable*, desirable, findable, credible, and accessible

what are the four factors of a quality blog layout

consistent branding, diversity of media, headlines, and white space

why might it be a good idea to use video as a marketing tool in your content marketing strategy

because video can significantly increase landing page conversion rates and boost product purchases