Key Concepts in Digital Marketing and Content Strategy

Rotating themes in podcasts

Podcast content often rotates between instructional, informative, and entertaining themes to appeal to different listener interests and maintain engagement over time.

What is a story (in terms of reading)

A story in content marketing reinforces the brand image and is designed to resonate emotionally with the audience. It's not just about facts—it's about relating problems and solutions in a meaningful, human way.

What are synchronous webinars and what are they used for?

Synchronous webinars are live online presentations where participants can interact in real-time. They're used for education, training, and engaging audiences directly.

Relationship between objectives and metrics

Objectives define what you aim to achieve, while metrics measure how well you're achieving it. Metrics must align with objectives to track success effectively.

What is ROI?

ROI (Return on Investment) is a measurement of how much return or value a campaign generates relative to the cost invested.

Relationship between ROI and KPI

KPIs (Key Performance Indicators) are specific metrics used to assess progress toward objectives, which in turn affect overall ROI.

What a post does for a brand (textbook)

A social media post enhances brand visibility, engagement, and can contribute to content strategy by reinforcing the brand's message or image.

Best practices for social media marketing tools

Align tools with objectives, use analytics for continuous improvement, select platforms based on audience personas, and monitor metrics and conversations regularly.

State of video marketing in 2021

Video content is dominant—over 50% of videos are watched with sound off, 85% on Facebook. Video content needs to be engaging and understandable without audio.

What is a social media platform?

A digital space that enables users to create, share, and interact with content (e.g., Facebook, TikTok, Instagram) often used in marketing to reach target audiences.

Critical KPIs for influencers (Digital Marketing Institute)

Engagement rate, reach, impressions, follower growth, conversions or purchases attributed to influencer campaigns.

Best practices for blog posts

Focus on a niche audience, use relevant keywords, be consistent and engaging, include visuals and video when possible, and end with a clear call-to-action.

Different types of content sharing

Owned media (blog, website), earned media (shares, reposts), paid media (ads, sponsored posts), syndicated content across multiple platforms.

What content creators focus on

Content creators prioritize producing engaging, authentic material—often visual or audio—that aligns with audience interests and brand messaging.

What is social listening?

Monitoring social media channels for mentions, feedback, and trends related to a brand to guide content and engagement strategy.

What makes a blog different from other platforms?

Blogs are publishable, findable, social, viral, syndicatable, and linkable, allowing for deeper engagement and long-form storytelling.

Facebook's recommendations for text-based content performance

Keep text short, clear, and engaging, and include a strong CTA. Use boosted posts to improve visibility and separate metrics for organic vs. paid reach.

What is the VMF (Valid Metrics Framework)?

A model linking goals, objectives, KPIs, and metrics to evaluate the effectiveness of SMM efforts.

Model linking goals, objectives, KPIs, and metrics

A model linking goals, objectives, KPIs, and metrics to evaluate the effectiveness of SMM efforts. It ensures that metrics are meaningful and goal-driven.

Co-hosting in podcasts

Co-hosting adds a dynamic, talk-show style format. Requires coordination to avoid overlap and maintain a smooth, engaging flow.

Best practices for producing podcasts

Use clear audio and music, choose articulate speakers, stay consistent in format and length, avoid over-editing, tailor content to a specific audience or theme.

Legally reproducing original artwork

Use content under Creative Commons or podsafe licenses. Always get permission or ensure the content is royalty-free to avoid copyright infringement.

Client goal

a broad desired outcome a brand wants to achieve (e.g., brand awareness, lead generation).

Strategy

Strategy is the overall plan or approach to achieve a goal using selected channels and methods.

Objective

a specific, measurable action derived from the strategy to reach the client's goal (e.g., increase engagement by 20% in 3 months).

Engagement rate

Measures audience interest (tied to brand awareness objective).

Click-through rate (CTR)

Indicates ad effectiveness (tied to conversion strategy).

Video completion rate

Evaluates content engagement (tied to storytelling strategy).

Common advice for successful blogging, podcasting and hosting webinars

They should be updated weekly.

Metric for increasing sharing of blog content on Twitter

Number of retweets.

KPIs

To address the issue of ROI, social media marketers turn to KPIs.

Monetary payment

According to the Digital Marketing Institute, which of these is NOT one of the five most critical KPIs for influencers?

Static images

The basics of design principles for using images and photos include all BUT which of these?

Everyone is a publisher

Users can create and interact with the content they see.

Advantages of marketing with online videos

Engaging viewers, reaching large audiences, and showcasing products.

FB/Meta uses three broad categories of objectives in its ad manager

awareness, conversion, and consideration.

High production values

Online viewers that see high production values as a sign of slick marketing supports the need for authenticity.

2021 Deloitte study on AR products

A 2021 Deloitte study found that interacting with AR products led to a 94% increase in conversion.

What is NOT something SM platforms need to maintain security against to hold their value to business customers?

Pattern recognition.

Carousel ad video/image limit

Each platform varies in the number of videos or images that can be added for a carousel ad, BUT the range is limited to 6 to 10.

Klear Influencer Analysis

Which of these helps match influencers with small- and medium-sized businesses?

Brandwatch

Which purchased service platform is considered by many to be a leader in social listening?

Production techniques

Match the production techniques to the intent of the video.

Overview of Exposure > Engagement -> Influence -> Impact -> Advocacy

The Valid Metrics Framework.

Objective as a step

An objective is a step you take to achieve a strategy.

Strategy to reach a client's goal

A strategy is something you use to reach a client's goal: True.

ROIs and KPIs

ROIs and KPIs are synonymous: False.

R in ROI

What does the R in ROI stand for? Return.