Developing a Content Strategy (1) Flashcards

Flashcards covering definitions, frameworks, and strategic steps for developing a content strategy within the CIM L6 Diploma in Professional Marketing.

What is the definition of content marketing according to the Content Marketing Institute?

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately to drive profitable customer action.

How do Content Marketing and Traditional Marketing Content differ in their main focus?

Content Marketing focuses on building authority and trust, while Traditional Marketing Content focuses on selling products or services.

List three specific ways content marketing impacts the bottom line.

1. Increased Sales; 2. Cost Savings; 3. Better Customers & Loyalty.

How does content marketing support Search Engine Optimisation (SEO)?

Quality content using relevant keywords helps attract visitors and earn links from other sites, boosting search engine visibility and traffic.

In the context of the marketing mix ($7Ps$), how does content marketing support 'Physical Evidence'?

It showcases expertise through case studies, testimonials, portfolios, and reviews, providing social proof to help customers make informed decisions.

What are the three main reasons for undertaking a content audit before building a strategy?

To identify gaps where audience needs are not met, fix outdated or low-performing content, and highlight top-performing content that can guide the new strategy.

According to the Content Marketing Institute (2016) framework, what are the five building blocks for operations?

1. Purpose & Goals; 2. Audience; 3. Story; 4. Process; 5. Measurement.

What are the components of a SMART objective?

Specific, Measurable, Achievable, Realistic, and Time-related.

What are the three levels of subscription at the Audience stage of the Content Marketing Framework?

Engage, Inspire, and Reach.

Define the term 'content tilt' as used in generating a brand story.

A unique voice or perspective that the audience cannot find elsewhere, which distinguishes the brand's content from competitors.

What is the length and duration criteria for short-form versus long-form content?

Short-form is under ~$1,000$ words or <$1$ minute; long-form is over ~$1,000$ words or >$1$ minute.

What is the difference between Evergreen and Topical content regarding lifespan?

Evergreen content remains relevant and useful over a long period, while Topical content is based on current trends or news and has a very short lifespan.

What does the COPE principle stand for in the content management process?

Create Once, Publish Everywhere.

What are the four components of the RACI model in content governance?

Responsible, Accountable, Consulted, and Informed.

What are the five types of content strategy resources?

Reputation Resources, Know-How Resources, Human Resources, Financial Resources, and Physical Resources.

What is the difference between Tactical and Brand performance measurement?

Tactical measurement focuses on content effectiveness and channel performance (e.g., views, clicks, shares), while Brand measurement focuses on impact on perception and presence (e.g., share of voice, sentiment, brand mentions).

What are the five characteristics of valuable content according to Leibtag (2023)?

Findable, Readable, Understandable, Actionable, and Shareable.

In the 'Hero, Hub, Hygiene' framework, what does 'Hub' content represent?

Regular, timely, and expert-led content.

What does the B.E.S.T. framework represent as a pre-production strategy checklist?

Behavioural, Essential, Strategic, and Targeted.

What are the top and bottom levels of the Content Marketing Pyramid?

The top level consists of primary/secondary research and thought leadership (High effort & Rare); the bottom level consists of social media posts and curated content (Low effort & Often).