Advanced Content Marketing Flashcards
What is the Google Panda update?
Google began to rank high-quality content higher
than low-quality content
When did the Google Panda update launch?
2011
What is content marketing?
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.
What is needed to become a best-in-class content marketer?
1.) Vision of Success
2.) Business Case for More $
3.) Content Marketing Strategy
4.) Editorial Mission Statement
5.) Target Customers Based on Intent
6.) Target Key Influencers
7.) Consistent Help, Hub, Hero Content
8.)Engaging Content
9.)Effective Content Marketing Tactics
10.)Successful Social Media Platforms
11.)Help Customers Find the Info. They Seek
12.)Measurement (ROMI)
13.)Experiment with New Initiatives
14.) Become More Sophisticated/Mature
Is marketing budget aligned with content marketing effectiveness?
Yes, percentage of total marketing budget allocated to content marketing is aligned with effectiveness (there is a correlation).
What are the benefits of a documented content marketing strategy?
1.) Effectiveness in execution
2.) Less challenges with execution
3.) Able to justify higher percentage of the marketing budget to content marketing
Can documentation alone lead to a successful content strategy?
No. Need a sound content marketing strategy first and then document it.
Does creating an editorial mission statement result in a more effective content strategy?
Yes. There is a correlation.
What are the components of an editorial mission ad lib?
The content we produce helps our company accomplish (goal) and (goal) by providing (objective) and (adjective) content that makes (audience description) feel (emotion) or (emotion) so that they can (task) or (task).
What is a goal?
Goals are the outcomes you intend to achieve.
What is an objective?
Objectives are the specific actions and measurable steps that you need to take to achieve a goal (SMART Objectives). Objectives are narrower than goals and are described in terms of specific tasks.
What is the purpose of an editorial mission statement?
1.) Guiding light
2.)Measuring stick to evaluate all editorial content
What is a persona?
Models of particular customer types (profiles).
How many target audiences does the typical content marketer have?
4
What is the best targeting approach?
Targeting based on interests instead of demographics.
Are influencers important in content marketing?
Yes
What is the role of intent in content marketing?
Marketers who consider intent from the beginning are positioned to win customer hearts, minds and dollars.
What frequency of blog post publishing generates high traffic and leads?
Companies that published 16 or more blog posts per month saw 3.5x more traffic and 4.5x leads than those that published 4 or fewer monthly posts. (Source: HubSpot)
What does Google’s Panda update favor?
Quality content vs quantity
(Tip: Remember the image of the panada with a microscope evaluating the content for quality)
How long has content marketing been around?
Over 100 years
Is it effective to use more tactics to market your content?
Yes, there is a correlation between effectiveness and the number of tactics used
(Note: Average = 12 for B2C and 13 for B2B; under 12 was least effective; 15 was most effective for both B2B and B2C)
What is a micro-moment?
When people turn to a device to know, do, buy, go. They are intent-rich moments when decisions are made and preferences shaped. (Immediacy, Context, Intent - Overlap with Micro-moments)
What do customers expect during a micro-moment?
Immediacy
How many degrees of separation are there between two people?
3 degrees of separation (Note: Used to be 6 degrees. World is now more connected); Source: Facebook
What is a goal in Google Analytics?
A conversion (contributes to the success of a business)
What is a micro-goal?
Helps you understand the contribution of user activities that lead up to the primary conversion.
What is a macro-goal?
The primary objectives of your website (e.g., lead generation conversions or e-commerce transactions).
How is marketing typically expensed?
In the current period (an operational expense or OPEX).
What is OPEX?
Operational expense
What is a capital expenditure?
Money that is tied up in plants and inventories.
What is CAPEX?
Capital Expense
What is the formula for ROMI?
ROMI = [Incremental Revenue Attributable to Marketing ($)*Contribution Margin (%)-Marketing Spending ($)]/Marketing Spending ($)
For every dollar spent on content marketing how much is contributed to an organization’s bottom line?
Every dollar translates into an additional $2 on the company’s bottom line.
Why is experimentation important?
1.) Discover new tactics
2.) Discover new social media platforms/placements
3.) Discover new customer segments
How long can it take to become an effective content marketer?
15-18 months or more
What percentage of B2C and B2B marketers consider their organization’s current approach to content marketing to be very or extremely successful?
22% of B2B marketers and 25% of B2C marketers consider their organizations’ current approach to Content Marketing
to be very or extremely successful, according to “2017 Benchmarks, Budgets, and Trends—North America” by the
Content Marketing Institute and MarketingProfs.
What needs to happen to turn a good content marketing strategy into a great one?
1.) Metrics that define success
2.)Communicate metrics to stakeholders on team
3.)Team focus on the goal
What are several key attributes to a content marketing?
1.) Take a scientific approach
2.) Strengths and weakness of competitors
3.) Understand customer wants and values
What are key attributes to a content marketing business case?
1.) Objectives and KPIs
2.) Challenges and impact
3.) Best practices
4.) Quantifiable and intangible benefits and financial impact
Does a big budget correlate to content marketing success?
It can help. A bigger budget can help you be more successful.
Are KPIs and Metrics the same?
No
What metrics should small businesses look at to measure acquisition for content marketing?
Cost per acquisition
What metrics should medium businesses look at to measure acquisition for content marketing?
CPA and CTR
What metrics should medium businesses look at to measure acquisition for content marketing?
CPA and CTR
What metrics should large businesses look at to measure acquisition for content marketing?
CPA, CTR, % of New Visits
What 5 metrics should you look at to measure behaviors related to content marketing?
Bounce Rate
CK Abandonment Rate
Page Depth
Loyalty
Events per Visit
What 5 metrics should you look at to measure outcomes related to content marketing?
1.) Macro-Conversion Rate (primary conversion)
2.) Micro-Conversion Rate (smaller conversions that lead to primary conversion)
3.) Per Visit Goal Value
4.) Days to Conversion
5.) % Assisted Conversions
What are KPIs?
Metrics that are associaed with business outcomes (not marketing outputs)
Are the best KPIs for SEO provided by Google Analytics?
No
What is SpyFu?
A tool that helps you know the keywords that are generating traffic to your website and your competitors. (Note: Provides top 50 organic ranking on Google; every keyword bought on Google Ads in last 9 years)
Are the best KPIs for social media provided by the social media platform?
No
What is TrueSocialMetrics?
1.) A tool that takes the raw data from each social media platform and looks at some of the common denominators.
2.) Helps you find the most effective social networks for your business.
3.) Measures conversion rate (based on engagement/comments), amplification rate, applause rate, economic value.
What is amplification rate for social media?
Ratio of shares, retweets, repins per post/total followers or page likes
What is an engagement conversion rate for social media?
Ratio of comments per post, video, tweet or pin/total followers or page likes.
What is an applause rate in social media?
The ratio of favorites, post likes, +1s or hearts per post/total page followers or page likes.
What is economic value in social media?
Value of short-term and long-term revenue and cost savings.
What is a calculated metric in Google Analytics?
A new feature that allows you to customize Google Analytics. (E.g., real conversion rate per user, gross calculated profit, average time per user, combine results/metrics performance, product views per transaction).
What is the calculation for real conversion rate per user?
Goal completions/Total Users
What is the calculation for “Gross” Calculated Profit?
Revenue * 0.30
What is the calculation for Average Time Per User?
Session Duration/Total Users
What is the calculation for Combine Results/Metrics Performance?
Goal 8 Completions + Goal 9 Completions
What is the calculation for Product Views Per Transaction?
Product Detail Views/Total # of Transactions
On average, how much content goes completely unused?
60-70%
Should you eliminate content that doesn’t work? Why?
Yes. Double your efforts in what does work within the existing budget.
What is SpyFu Recon Files?
A feature that helps you identify the 100 biggest content opportunities for your domain.
When should Google Analytics calculated metrics be used?
To measure outcomes
What is the difference between Goal Conversion Rate and Conversion Rate Per User (calculated metric)?
Goal Conversion Rate looks at total goal completions/total sessions.
Conversion Rate Per User looks at total goal completions per user.
Difference = Conversion Rate Per User measures business outcomes by user vs sessions.
Where can you acquire content marketing best practices?
1.) Prior experience
2.) Independent analysts
3.) Case studies of industry peers
What are the high-level steps to creating new content?
1.) Choose topic
2.) Create content
3.) Set new keyword goals
4.) Track its rankings
How many updates were included as part of Google’s Panda update?
24-25 different updates in the last 6 years
How does Google evaluate good content?
1.) Trusted info
2.) Written by an expert
3.) Original content or analysis
4.) Describes both sides of a story
5.) Well edited
6.) Comprehensive
7.) Insightful analysis/not obvious
8.) Could content be in a print magazine, book or encyclopedia
What are Google Analytics Intelligence Alerts?
Can use to check your sales, profits, determine sources of high-converting traffic to the website, etc..
Why is it important to demonstrate consistent improvements in content marketing?
Demonstrating improvements in KPIs can help showcase the benefits and financial impact of Content Marketing in terms of potential increase in revenue or cost optimization.
Can SpyFu tell you the value of your organic clicks?
Yes. It can tell you how much all those organic clicks would cost via Google ads (can use to show ROMI) AND how many organic clicks receiving per month.
What is key to a good business case?
1.) Build your case on quantifiable business results (e.g., sales, qualified sales leads).
(i.e., brand awareness, loyalty, impressions, etc WIL NOT cut it)
2.) Compare the value of content marketing to other marketing tactics
What is the largest nonprofit in the world serving the search and digital marketing industry?
Search Engine Marketing Professional Organization (SEMPO); absorbed by the Digital Analytics Association in 2020
Which channels are easier to measure ROI?
High = PPC
Medium = Email and SEO
Low = Display and Social Media
Source: SEMPO
What must you present in a business case for Content Marketing?
1.) Objectives and KPIs
2.) Challenges and impact
3.) Best practices
4.) Benefits and financial impact
Is there a two-step flow model that helps create successful Content Marketing strategies?
Yes. YouTube is both the second largest search engine and the second largest social media site, so this two-step
flow model also explains how a successful Content Marketing strategy works across search and social.
What is needed to create the first part of a successful Content Marketing strategy (which is mainly a search for information)?
1.) Who?
2.) Seeks what in which channel?
3.) From whom?
4.) With what effect?
Why is an editorial mission statement important to the creation of content?
Helps guide:
1.) Branded content for each of your target audiences.
2.) Relevant content to attract a clearly defined audience.
3.) Consistent content throughout the customer journey.
4.) Valuable content to drive profitable customer action
Why is an editorial mission statement important to the creation of content?
Helps guide:
1.) Branded content for each of your target audiences.
2.) Relevant content to attract a clearly defined audience.
3.) Consistent content throughout the customer journey.
4.) Valuable content to drive profitable customer action
Can you create a remarkbale editorial mission statement using a fill-in-the-blank template?
No. It can help, but the end result will not be remarkable. A good mission statement is a guiding light, keeps everyone in check (prevents team from developing promotional content), inspires team.
Has mobile fractured the customer journey?
Yes. Users are constantly checking their phones multiple times a day resulting in a fractured customer journey comprised of hundreds of real-time, intent-filled micro-moments.
Is it important to understand your customer’s intent when creating content for the moments that matter?
Yes. People are more loyal to their need at a given moment than to a particular brand. Today, you need to earn the customer’s consideration and action, moment after moment.
What type of content resonates most with users?
1.) Inspirational content
2.) Feel good content
3.) Entertaining content
4.) Find
5.) Update socially
Source: AOL, applies to Brazil, Canada, Italy, Japan, the US and the UK
Which tools can you use to put customer intent at the center of your Content Marketing strategy?
1.) Google Trends
2.) Google Autocomplete
3.) Google Ads Keyword Planner
4.) Google Ads Display Planner
Is content marketing effective without influencer marketing?
No. Without influence, the content you produce stays hidden and won’t generate any impact. Without content, you don’t have a way to participate and you won’t have a voice to, in turn, become influential.
What factors should you consider to identify a good influencer?
1.) Reach
2.) Resonance
3.) Relevance
(3 R’s)
What is Traackr?
A tool to identify social media influencers based on their reach, resonance, and relevance.
What is Reach?
A measure of total audience size (unique).
What is Resonance?
A measure of how much activity someone creates when they publish and the level of interaction with this person’s content.
What is Relevance?
A measure of how relevant someone is to a topic and how much they talk about it.
Once you understand customers’ needs, goals and aspirations, what factors must you consider to identify the right influencer?
1.) Who triggers them to think about your category?
2.) Who is answering their questions or teaching them?
3.) Who provides information and content that helps them make a decision?
4.) Who influences what they buy?
What methods can be used to contact an influencer?
1.) Email
2.) Call
3.) Tweet
4.) LinkedIn InMail
5.) Look at their “About” or “Contact” page to determine if they have a preferred way of being reached
Review their digital footprint (blog, social media pages, etc.) to put together an effective outreach strategy
Which two brands are the most-watched across the major video platforms?
Red Bull
Lego
What is Help content?
Content that answers queries. Help content is there to help you attract as many people as possible (new users). Generally, how-to, tutorials, guides, and similar is the type of content that attracts the most potential customers, followers, subscribers, and is also very good for organic reach. Produce more frequently to attract new audiences.
What is Hub content?
Hub content is all about providing content to people who are already interested in your brand and want more. Can be developed less frequently, but focuses on engagement (vlogs, video series, emails, etc.)
What is Hero content?
Content (splashy) designed to appeal to a large audience and generate awareness about your brand. Hero content is an idea for a brand that’s created to appeal to a mass audience. This content should be data-driven and researched thoroughly. Hero content is designed to expose as many potential customers as possible to a brand or business (e.g., larger or mini-campaigns that use multiple channels across owned, paid, earned, shared, etc.)
What are tent-pole events?
1.) Holidays
2.) Large cultural events
3.) Rallies around social causes
4.) Trending topics in popular media
Do online videos have higher engagement rates?
Yes. Users are more likely to share, comment and like online videos vs text articles
What is the benefit of text vs video?
Text can offer more detail and control than a video. Text is more effective for topics that require a high level of knowledge and concentration.
Do different segments visit your website at different times?
Yes. For example, people want to be updated on the latest events and buzz in the early morning when they are commuting to work. They look for information during business hours. And they catch up on personal errands during their lunch break at around noon. But, people want to relax and be entertained at the end of the day or on weekends.
Do different people have different needs for control when engaging with content?
Yes
Is video more engaging for certain types of products over text?
Yes, video is more engaging for some types of products and text for others.
Are traffic referral source a factor when choosing video vs text?
Yes
Can visitors have different goals when visiting your website?
Yes. Some will be goal-oriented and some will be in browse-mode.
What factors should you consider to determine if video should be used for your content?
1.) Many website visitors arrive via content discovery platforms or social networks
2.) Content is highly visual
3.) You want visitors to stay entertained while on your website
4.) You want to evoke strong emotions in your visitors
Which 5 Content Marketing tactics were rated effective by a majority of B2C marketers?
1.) Social media
2.) Blogs
3.) Email newsletters
4.) Pre-produced video
5.) In-Person Events
How can you make your social media content more effective as a B2C marketing tactic?
1.) Join conversations
2.) Build relationships before start to share content
What are best practices to make your email newsletter a successful B2C Content Marketing tactic?
1.) Publish fav reader comments and give shout-outs to top customers
2.) Highlight ways subscribers can get involved in the community your brand serves
3.) Give discounts, downloads, insider-only information or special offers
4.) Use information on subscribers to customize your email content to better suit their needs and interests
What factors should you consider to make your pre-recorded video a successful Content Marketing tactic?
1.) Offer a demo to help customers overcome challenges
2.) Offer a video tutorial that educates viewers on issues relevant to your business
3.) Include a video on the About Us page to give visitors a glimpse into what makes you special
4.) Record responses to sensitive issues that convey the right emotional tone
What should you do to make in-person events a successful Content Marketing strategy?
1.) Repurpose conference presentations into videos, e-books and social media posts
2.) Engage prospective attendees online before and after the event
What should you do to make e-books a successful Content Marketing strategy?
1.) Post the first chapter on SlideShare as a teaser for the full version
2.) Record someone from your team reading selected chapters and launch the recording as a podcast or audiobook
3.) Compile some of the e-books useful tips and tricks into an infographic
4.) Turn your best quotes into tweets, with a link to your landing page
What is the benefit of a white paper?
1.) Highly detailed
2.) Fact-focused
3.) Offers deep insights and analysis
4.) Can highlight your unique expertise
What are the most effective social media platforms for B2C marketers?
Facebook, YouTube and Twitter (Tip: Get these right before expanding.)
What is audience optimization on Facebook?
Audience Optimization is an organic targeting tool that consists of three features to help publishers reach and engage their audience on Facebook: Preferred
Audience, which lets you add tags to describe the interests of people who are most likely to enjoy your post; Audience Restrictions, which limit the visibility of
your content to specific demographics; and Audience Insights, which show you how each interest tag you set contributed to a post’s reach, clicks, shares, and
likes.
Do Facebook Live videos appear higher in the News Feed when those videos are live?
Yes
How do you build a successful B2C social media platform on Facebook?
1.) Write compelling headlines that provide context on what they will see
2.) Avoid posts that push to enter promotions and sweepstakes without context
3.) Experiment with long-form, short-form, video, live video and different tones
4.) Test publisher tools like interest targeting, post end date, smart publishing and then measure with Insights
What is the recommended number of Hashtags to use in a Tweet?
2 (no restrictions, but this is Twitter’s recommendation)
What is a Hashtag on Twitter?
It is used before a relevant keyword or phrase to categorize those Tweets and help them show up more easily in Twitter search.
How do you build a successful B2C social media platform on YouTube?
1.) Use influencers to help with content discoverability
2.) Optimize your video content for YouTube (world’s 2nd largest search engine)
3.) Develop a programming strategy and then schedule your help (formally hygiene), hub, hero content)
4.) Create great content using 10 fundamental principles that have emerged as key guides
What is the profile of LinkedIn users?
45% of readers are in the upper ranks of their industries: managers, VPs, and CEOs
How do you build a successful B2B social platform on LinkedIn?
1.) Start with a single piece of substantial content (aka “Big Rock content - coined by LinkedIn)
2.) Deliver content via LinkedIn Company and Showcase pages
3.) Use SlideShare (largest professional content-sharing community)
4.) Use LinkedIn Groups to join or build engaged communities of key professionals
Should you connect with Retweets and Replies to your content?
Yes. This will help you maintain your Twitter presence.
What percentage of searchs on Google and YouTube are conducted on a smartphone?
About 50% (Note: More than 50% of YouTube views come from mobile devices)
Is it best to optimize your content for Google and YouTube?
Yes because both are the largest search engines in the world. Doing so will help customers find the information they seek.
What is needed to create a Google-friendly website?
1.) Use the words and phrases people are searching for on the website
2.) Write pages that are clear, accurate and high-quality
3.) Write useful, unique content
4.) Create helpful, information-rich site
5.) Create content that offers a good user experience
What questions are in the counter-intuitive content marketing model (aka two-step flow model)?
1.) Who seeks what in which channel from whom with what effect? (This is about the end user)
2.) Who shares what in which channel with whom with what effect? (This about influencers)
What is CMI’s Content Marketing Brand Hero’s Journey (aka Two-Step Flow Model)?
Purpose is to identify what is needed to have successful content marketing. Key stages: journey, transformation, the return.
How can you use SEO for content marketing?
Use SEO measures to create discoverable content that is relevant to the users’ interest.
What measures are used by readers to discover content?
Hashtags, blogs, search engine
What is the best form of targeting?
Targeting based on intent versus demographics.
What are the five key targeting techniques available to advertisers?
Keywords, topics (subject matter), placements, remarketing lists, demographic groups
What ratio of your potential customers can you reach with demographic targeting?
One-third
Which targeting is best - demographic or intent-based?
Intent-based targeting is more effective than demographic-based targeting to reach a broader range of audience.
What device type is most used for Google searches?
Mobile. Smartphones have made it easier for people to research and purchase.
Do travelers complete their booking on mobile?
No. Most will complete research on mobile, but move to another device to book their trip because they aren’t finding what they need from brands on mobile.
How many paid ads show above and below the organic search results on a SERP?
4 paid ads above the organic snippets and 3 paid ads below
What does Google’s EAT stand for?
Expertise, Authority, Trustworthiness
Who will be searching for your content?
Both influencers and end users will be completing searches for your content.
How should you work with influencers?
Have them create and share content
What channels do most influencers use?
Facebook, YouTube, blog, Twitter. Pinterest is a major channel used by influencers.
What metric can be used to measure influencer impact?
Brand mentions is one, but there others
Is ROMI an operational expenditure (OPEX) or capital expenditure (CAPEX)
OPEX
What is the formula for ROMI?
(Revenue from Marketing * Contribution Margin - Marketing Spend)/ Marketing Spend
How did marketers segment audiences for TV network advertising (mass-market advertising)?
Demographics. Nielsen ratings provided audience metrics that could be used for segmentation.
What is the best way to segment audiences?
Intent and Interest signals
What triggered the move away from demographic-based targeting by marketers?
Increased customer use of mobile devices. Mobile has fractured the customer journey into real-time, intent-filled micro-moments.
What percent of Google searches are from mobile devices?
Over 50%
What percent of watch time on YouTube is from mobile devices?
Over 50%
What percent of Facebook viewers use mobile devices?
85%
Who came up with the term micro-moments?
What are micro-moments?
Moments that matter. They are intent-rich moments that help the customer start shaping their preferences. When the user turns to a device (usually mobile - smartphone, tablet, etc.) to search for information that will help them know, go, do, buy.
What is one good source of market research data?
Ipsos
Should you target audiences by intent on YouTube?
Yes
Will you capture all of your audiences if you target by demographics only?
No. You may miss other demographics that also have an interest in your product. Best to target potential customers by intent.
What was the objective of AOLs research on content engagement?
They were trying to determine ‘why’ people engage with a specific form of content. They looked at the emotions that drive content moments (e.g., be in the know, comfort, connect, entertain, feel good, find, inspire, update socially). Different countries have different top emotions that drive content engagement. Their work introduced the concept of segmentation by emotions.
How do you determine potential customer intent?
Understand what they are looking for online.
1.) Google Trends - explore search trends and queries in your category to understand what customers are looking for.
2.) Google Autocomplete - see what other people are searching for and related searches
3.) Google Ads Keyword Planner (find relevant search terms)
4.) Google Ads Display Planner (find relevant search terms)
What information does Google Keyword Planner provide?
1.) Related search terms
2.) Suggested bid (CPC)
3.) Average monthly search volume (est.)
4.) Ad impression share
5.) Level of competition (High, Medium, Low)
What information does Google Ads Display Planner provide?
1.) Target segment suggestions (placements, campaigns, in-market audiences).
Note: It gives a bird’s eye view on how your ideas may perform based on past results.
What is a distributed platform?
Multiple software components that are on multiple computers, but run as a single system. Facebook, YouTube and Baidu are examples of distributed platforms.
What is the likelihood that consumers will watch video content vs read text-based content?
4X more likely to watch a video. Focus on video content.
What type of video content are customers looking for?
1.) Customer testimonials
2.) Explainer/tutorial videos
3.) Demonstration videos
4.) Thought leadership interviews
5.) Project reviews
6.) Case studies
Is content marketing effective without influencer marketing?
No
What are influencers?
Topic experts, thought leaders or brand advocates who have strong credibility and following (reach) with your target audience (EAT applies here for the definition - expertise, authority, trustworthiness from the Google Search Quality Rater guidelines used to evaluate overall quality of a web page)
What is influencer marketing?
1.) Leveraging topic experts/thought leaders to amplify brand content messages
2.) Brand outreach to indirect targets that can influence purchase decisions (i.e., brand advocates) (e.g., caregivers, colleagues, etc.)
What are the benefits of influencer marketing?
1.) Extend reach
2.) Increase brand awareness
3.) Increase leads, traffic and customers
What are the steps to creating an influencer strategy?
1.) Identify the right influencers (need to understand your target customers and find someone who can influence them)
2.) Set up goals with the influencer
3.) Determine the right outreach strategy
4.) Incentivize influencer to share your content
5.) Nurture your relationship with influencers
6.) Measure the effectiveness of influencers (e.g. brand mentions, traffic/leads generated, recall, etc.)
What tool can help you identify influencers?
Traackr
Looks at:
- Reach (total audience size),
- Resonance (level of interaction they are able to generate - shares, retweets, comments, etc.)
- Relevance (how relevant they are to a topic by how much they talk about it; measured by keyword usage )
Tip: 3Rs.
How it works: Input search terms and identify the top 50 influencers for those search terms. Gives a 360-degree view of everywhere that the influencer publishes and shares content so you can build relationships with individuals who can help build relationships with you.
What are some goals of influencer marketing?
1.) Drive traffic to your content
2.) Create new, compelling content
3.) Increase brand awareness and credibility
4.) Break into new markets
How can you reach influencers?
1.) Email
2.) Send a link to unlisted YouTube video
3.) Use LinkedIn InMail
4.) Tweet them
5.) Phone call
6.) Look at their About or Content web page to see their preferred method(s) of being reached.
What are 8 ways to get influencers to share your content?
1.) Mention them in your blog post
2.) Include them in a curated list
3.) Ask them to contribute to your blog
4.) ‘Ask Me Anything’ on your social channels
5.) Include their commentary or quotes on your social channels or elsewhere
6.) Get their testimonials
7.) “Schmooze optimization”
8.) Give them new content or information under a “new embargo”
What should you do to nurture influencer relationships?
1.) Block time to engage with them
2.) Receive notifications of anything that they are publishing so that you can respond (can use IFTT to do this - is an applet that connects different apps together; for example can create an Instagram post and have it shared on Twitter as a native image)
3.) Add them to a Twitter list
Should you measure your influencer strategy?
Yes. You should measure which influencers are having the biggest impact on helping you achieve your business goals.
How should you measure influencer-developed content?
1.) UTM parameters (trackable URLs)
2.) Shortened trackable URL (e.g., bit.ly, owl.ly)
3.) Use filters to analyze the data of the campaign
4.) Track conversions
What is social share of voice?
Social share of voice measures brand exposure based on social media conversation. It’s usually measured as a percentage of total mentions within an industry or among a defined group of competitors. (ie. your brand mentions/total industry/competitor brand mentions)
What is advertising share of voice?
Your brand total advertising spend/Industry or competitive set total advertising spend (a proxy to assess brand exposure)
What are the three types of content in the content creation strategy?
1.) Help - ‘pull’ content that is ‘always on’ to help answer user queries (smaller audience size); e.g., gated content; GOAL: Show relevance (produce relevant content frequently)
2.) Hub - regularly scheduled series of ‘push’ content; helps to prime your prospect; gives the audience a reason to come back or subscribe; ensure consistent brand voice/personality/visual style rings through (medium potential audience size) (e.g., social posts, episodic video series, newsletter); GOAL: Deliver value (produce valubale content frequently)
3.) Hero - big, remarkable “tent-pole” events/campaigns used to generate brand awareness and produce audience growth (large potential audience size) GOAL: Increase audience size (produce remarkable content frequently)
Help, Hero, Hub content creation process developed by Google
What tool is used by content marketers to help produce consistent content?
Editorial calendar
(Note: Existence of an editorial calendar does not mean that content is quality, can still be spam.)
What tool does YouTube offer to help marketers create Help, Hub, Hero content?
YouTube Creator Playbook for Brands
> > Helps with tentpole events
Programming strategy for producing help, hub, hero content
What is SpyFu?
1.) Audience search term behavior
2.) Keywords competitors are using
Note: Can use this intelligence to craft content strategy and prioritize content development
How can you create valuable help content?
1.) Use YouTube or Google Trends to determine specific high-volume search queries/key terms to ensure that your content (incl. videos) is answering top customer questions
2.) Make the content informative and fun/engaging
3.) Leverage search-driven keyword terms in the content
4.) Use branding to let viewers/readers know that the content is yours
Benefits:
1.) Answer questions viewers are searching for
2.) Create content likely to be discoverable on YouTube
3.) Can have a longer shelf-life on the internet
4.) Can be relevant year-round, despite other marketing iniatives going on in the moment (evergreen)
How can consumers find YouTube video content?
1.) YouTube Search
2.) YouTube Suggested Videos
3.) YouTube video embedded on a website
What feature is available on YouTube to encourage viewers to subscribe for more content?
1.) Cards - pre-formatted notifications that appear on desktop and mobile devices to help promote your channel and brand (appear as a small, rectangular box on the right corner of a video to give viewers a preview or teaser message).
»Work best when you place them to appear at the same time as scripted call to action in your video (e.g., video mentions a specific piece of merchandise and then card appears at that time with a preview/teaser message)
»Viewer can click on card and if don’t, card disappears
Types of cards: video, playlist, channel, associated website, merchandise, crowdfunding, fan funding, donation, polls
What is the benefit of subscribing to a YouTube channel?
Viewers are notified when new content is available
What is the best practice cadence for video series publication?
Weekly
(Note: Make sure to notify viewers of the cadence/schedule so that they can be on the lookout for it.)
What is a channel icon?
Your brand logo or other identifiable mark associated with your brand
What is channel art?
The images/graphics used on your channel page (e.g., YouTube channel, Facebook page, etc.). Helps to show your brand personality
What are custom thumbnails?
Small image used alongside a message (can help to package your video content and maintain a consistent look and feel with channel art)
What can you do to increase reach of your hub content on one platform?
1.) Cross-promotion strategy (determine where your audience is across platforms and prioritize placement on those channels to grow your audience)
2.) Work to have paid and earned media support
What are examples of hero content?
1.) Live-streamed event
2.) Viral video
3.) Google+ Hangout with a top expert
4.) Cross-promotion with a YouTube influencer
5) Campaigns around holiday/cultural events/social causes/trending topics in popular media
What are tent-pole events?
1.) Holidays
2.) Large cultural events (e.g., sporting events, award shows, etc.)
3.) Social causes
4.) Trending popular media topics
What things are important to do for tent-pole events?
1.) Video content
2.) Check Google Trends to determine interest
3.) Memorable name to the campaign/event (can be critical)
4.) Standout content (competitors will be creating similar content)
5.) Programming calendar to plan ahead for video content
6.) Secure earned media coverage (reach out to relevant parties)
7.) Share your content with sites, blogs, influencers and niche communities that will share your content (they are getting an inside scoop)
8.) Promote content so is more discoverable
Which brand is the most watched on YouTube?
Lego (followed by Red Bull and Facebook)
What three media types does YouTube link together?
YouTube links owned media (your video content), Earned Media (free views get when content is shared); Paid Media (ads that receive dollars to promote to key targets) together
What are the key attributes of successful content marketing?
1.) Relevant
2.) Consistent
What is engaging content?
Emotionally relevant content that triggers sharing
Note: Is a top challenge for content marketers
What is the exposure model?
Brands speaking directly to consumers (one-way dialogue)
What is the engagement model?
Brands having a two-way dialogue (best done when use influencers to drive brand’s message to prospects)
Note: Content is important here to trigger emotional response to share
Is video content an active or passive consumption process?
Passive process. The brain does not need to work as much to consume video content (visuals are processed 60,000 times faster than text); cognitively easier to consumer). Video is about feeling.
Are text articles/content an active or passive consumption process?
Active process. Reading articles is a more active brain process than watching a video (requires more interaction, ‘inner voice’ used by reader to process text, not an automatic process). Reading is about creating thoughts.
How many words can you write in your YouTube video description?
Up to about 8,000 words
Should you create a multimedia experience for your content?
Yes, no matter the platform create a multimedia experience. Use text, images, video/animation, interactivity, etc. Leverage customer intent to determine which approach is right for which message.
Why is it important to look at the time of day when visitors are most likely engaging with your content?
Because the type and depth of content that the visitor is looking for may vary based on time of day (e.g., early morning = quick updates/latest events; noon = something to do; evening/weekends = entertainment, business hours = information they can use)
What two modes do people use when visiting a website?
1.) Goal-oriented mode
2.) Browsing mode
What are best practices to create engaging text content?
1.) Compelling headlines
2.) Compelling sub-headings
3.) Callouts, photos, videos
4.) Write content for all segments of the audience
What are key factors that indicate when video should be used on your website?
1.) Most visitors arrive via a content delivery platform or social (traffic referral source)
2.) Highly visual product/content
3.) Want to create an emotional or entertainment response
4.) Most visitors look at your content in the evenings or weekends
5,) Offer product/services that aren’t too hard to explain
6.) Visitors come to the website to be entertained
What are key factors that indicate when text should be used on your website?
1.) Traffic referral from search or direct
2.) Product/service requires complex decision-making
3.) More visitors are coming during the early morning/business hours
4.) Visitors come with a goal in mind
5.) Website offers a clear conversion funnel (completing form, subscribing for service, purchase product, etc.)
6.) Need to inform/educate visitors
Is there a correlation between content marketing effectiveness and number of tactics used?
Yes (Note: Not all tactics are effective. Effective content marketers use about 15 tactics. For example, e-newsletters, in-person events, illustrations, photos, infographics, mobile apps, videos, online presentations, microsites, webinars/webcasts, blogs, case studies, etc.)
What are three keys for successful e-newsletter campaign?
1.) Foster belonging
2.) Use progressive profiling
3.) Offer exclusive content or benefits
What 4 things can you do to create a sense of belonging through e-newsletter campaigns?
1.) Compelling content with insights, tips and trends
2.) Include reader commments
3.) Give shout-outs to top customers
4.) Highlight ways customers can get involved in your brand the community it serves
What are 4 things you can do to create a sense of exclusvity with enewsletter campaigns?
1.) Discounts
2.) Downloads
3.) Insider-only information
4.) Other special offers
What is progressive profiling for email?
Collecting additional data about your subscribers and then using this information to customize the email experience to better meet their needs and interests
Are in-person events more effective for B2B or B2C based on marketer ratings?
B2B (75% of B2B content marketers rated as effective vs 67% of B2C content marketers)
What are 3 keys for successful in-person events?
1.) Engage attendees
2.) Keep the conversation going
3.) Repurpose conference presentations
What 3 things can you do to keep the conversation going after you host an in-person event?
1.) Offer e-newsletter
2.) Publish photos from your event
3.) Offer on-demand recordings of popular sessions
How can you repurpose conference presentations?
1.) Convert presentations into videos, e-books, social media posts
2.) Share presentations with other relevant content
Are illustrations/photos a more effective tactic in B2B or B2C based on content marketer ratings?
B2C (66% of marketers say this) vs 55% of B2B marketers. Use pictures in conjunction with text.
What 5 tips should you keep in mind for using illustrations/photos on your website?
1.) Use alt tags for images
2.) Use a featured image at the top of the page
3.) Break up large blocks of text
4.) Create a signature style for your visuals
5.) Add a logo or link to custom images and illustrations
Is social media an integral part of content marketing?
Yes (B2C marketers find it more effective - 66% vs 50%)
What steps should you take before posting social media content?
1.) Evaluate platforms to determine where your audience is
2.) Engage in conversations and start building relationships
3.) Try creative things
Name 4 places where you can share infographics.
1.) Social media
2.) Slideshare
3.) Press releases
4.) Infographic directories
Note: More effective with B2C based on marketer ratings.
What is the key to a good infographic?
Tells a story
What type of infographics perform best?
1.) Infographic with video
2.) Infographics with illustrations/photos
(Infographics with multimedia)
What is multimedia?
The use of a variety of communicative media.
What are 4 examples of effective video uses?
1.) Video press releases (can convey tone when speaking about sensitive topics)
2.) Tutorials
3.) Demos
4.) About Us - help customers understand what makes your team special and place on About Us landing page
What 4 things do you need to do to create a successful microsite?
1.) Focus on your key buyer persona (target)
2.) Enable visitors to contribute (ideas, images, inspiration)
3.) Build to address customer needs/interests
4.) Create a consistent publishing schedule (new content)
Does Google look at content freshness as a ranking factor?
Yes
What 4 things should you do to optimize web articles?
1.) Compelling headline
2.) Creative call to actions
3.) Lead forms are short
4.) Include click triggers (product ratings, testimonials)
What can cause your blog to fail?
1.) Not updated regularly
2.) Content is self-centered
What are 6 tips for a successful blog?
1.) Strong, interesting headline
2.) Summarize the main point at the beginning
3.) Reinforce your message with accompanying images
4.) Restate your points in bulleted or numbered lists (Key take-aways)
5.) Use subheadings to emphasize supporting points
6.) Summarize main point at conclusion
What key element is needed for a successful webinar?
Q&A session
Can you repurpose webinar content?
1.) Yes, make video webinars into short clips
2.) Post presentation from webinar on SlideShare
3.) Audio track can be turned into a podcast
4.) Archive past webinars on your sie and offer on-demand access
What are three tips to keep in mind for a successful case study?
1.) Discuss challenge and solutions
2.) Give ‘how tos’ on how reader can do something similar
3.) Use multimedia (photos or videos) to engage all different types of learners
Should you try to connect your print magazines back to digital assets?
Yes. Use vanity URLs to encourage readers to get more information on your digital asset.
Should your digital or print magazine offer only original content?
Should offer compelling original content, but can also curate content on need-to-know topics of interest (add interactive components for digital mags - gifs, sound, video, etc.)
Does audio only content get indexed on search engines?
No, create a text transcript.
How can you build your podcast audience?
1.) Twitter feed
2.) Post on Podcast Directories (iTunes, Stitcher, Libsyn, SoundCloud, etc.)
3.) Publish consistently
4.) Long-term committment
What is the difference between a white paper and a case study?
1.) Case study profiles a company
2.) White paper covers industry issues/trends
What 3 things should you do to create a successful white paper?
1.) Co-create with customer
2.) Select the right topic
3.) Create derivative/associated content that aligns with the white paper subject matter
Can freemium branded content help generate leads?
Yes (e.g., Wordstream’s keyword tool). Then can invite user into more premium tools.
How do you get the most from event marketing?
Engage with attendees before and after the event
Is Facebook best for B2B or B2C?
B2C
Is Twitter best for B2B or B2C?
Both
Is YouTube best for B2B or B2C?
Both
Is LinkedIn best for B2B or B2C?
B2B
On which social media platform are hashtags really important?
On which social media platform should you focus on big rock content?
On which social media platform should you focus on audience optimization to reach and engage customers?
Do successful content marketers use a wide variety of social media platforms?
Yes
What is the average number of social media platforms used by B2C marketers?
7
What is the average number of social media platforms used by B2B marketers?
6
What are the 3 most effective B2C social media platforms?
Facebook, YouTube, Twitter
What are the 3 most effective B2B social media platforms?
YouTube, LinkedIn, Twitter
What did Facebook do to its algorithm to help drive engagement?
Prioritized the posts that consumers will see (prioritized top 300 out of 1,500 that could be in their newsfeed from friends, family, pages, etc.)
What type of content do you need to create for Facebook?
Content that drives engagement - likes, shares, comments
What is the goal of the Facebook Newsfeed?
Help people connect to content that matters most to them
What 6 things does Facebook consider for News Feed rankings?
Uses customer’s past behavior
1.) How often the person engages with content from the person or organization that posted it
2.) When it was posted (looks at trending topics and when you like/comment)
3.) Type of content (looks at what type of content that you have interacted with before)
4.) # of likes, shares and comments that the post is receiving from the world at large
5.) How likely user is to click on the post
6.) Also limits the amount of posts in the newsfeed from the same source
Do Facebook Live videos appear higher in the news feed?
Yes, when they are actually live
Can users control the type of content that appears in their newsfeed?
Yes
1.) Unfollow the page/people
2.) Facebook makes recommendations based on pages/people user has liked
3.) Can select which pages/people want to see at the top of the news feed
How can you optimize your audience for organic posts?
1.) Assign tags (indicate which interests the post speaks to)
2.) Exclusions (limit visibility by demographics)
3.) Measure post’s reach, clicks, shares and likes using audience insights
What 5 things must you do to create successful YouTube videos?
1.) Targeting
2.) Authenticity (collaborate with established YouTube content creators)
3.) Discoverable topics
4.) Accessibility (comprehensible for a first-time viewer)
5.) Converse with viewers (two-way dialogue; feedback loop established)
6.) Shareable content
7.) Consistency
8.) Interactive content (cards can take viewers to playlist, website, download for a coupon)
6.) Promote your channel in your videos and ask them to subscribe
7.) Metadata - title, tags, descriptions
8.) Visually compelling thumbnails
9.) Feature channels that your brand supports
10.) Use playlists to group themed video content
11.) Optimize your channel for discoverability (icons, channel description)
How many hashtags should you have in a Twitter post?
One is recommended
What is a good way to incorporate hashtags?
Use for popular events
What is a best practice for Direct Messages on Twitter?
Use to resolve complex issue (e.g., don’t do so via a response to a post).
How can you encourage customers to DM you?
Can include a deep link that displays a ‘Send a private message’ CTA button
Does optimizing content for YouTube also optimize content for Google?
Yes
Should you optimize your content for micro-moments?
Yes.
(Use SEO with an emphasis on quality of content - information rich, addresses user queries, high-quality, use keywords)
What tools can you use for keyword research?
Google Keyword planner; YouTube or Google Auto-complete, Google Trends, KeywordTool.io, Spyfu, Wordstream
What 3 factors do you need to consider when completing keyword research?
1.) Search volume - how frequently people actual search for the term
2.) Competition - likelihood to successfully rank
3.) Relevance - relevant to your prospects
How should you optimize your page for keywords?
Each page should be optimized for a keyword and related search terms.
What are title tags?
-Describes each page in a short phrase of 70 characters (appear as the clickable headline in the SERP snippet)
-Is HTML code that appears in the head section of the webpage
-Appears in the browser’s title bar (page tab)
What is the URL structure?
The format (i.e., parameters used) of the URL address shown in the snippet and URL field. Should be simple.
What is Google’s EAT?
Expertise
Authoritativeness
Trustworthiness
- Use this mnemonic to help develop quality body content
What are Alt Attributes?
A tag that is used to describe an image and offers a caption (text describing the content of the image).
What are meta descriptions?
Unique description of the webpage. Up to 160 characters. Appears on the SERP.
What is schema markup?
Offers additional context about your webpage content. Provides more real estate on the SERP (e.g., rating schema, person, organization, local business). Helps search engines better understand your content in order to serve rich results.
What are rich results?
Visually enhanced search results that provide supplemental information to the title, URL, and meta description of a web page
What are the three components of a SERP snippet?
Title tag
Meta description
URL structure
[optional rich results from structured data schema (AKA schema markup)]
What are the 4 types of content available on a SERP?
Paid ads
Organic results
Local results
Related results
Are structured data and schema markup the same?
Yes
Can Google’s algorithm distinguish between natural and unnatural links?
Yes. It only indexes natural links and ranks accordingly.
What are unnatural links (backlinks)?
-Purchased backlinks OR
-Backlinks created by scrapers and spammers that attach themselves to your site under the radar and potentially link your site to another in a bad neighborhood of the internet
They are used to artificially inflate rankings
What are natural links (backlinks)?
A natural link is one that occurs organically (not easily seen as being placed by your company). Have tracking parameters. (i.e., when people link to your website naturally over time)
What is Google’s Penguin update?
Focused on combating low quality links (e.g., link schemes and unnatural links which negatively impact rankings)
What are two key ways to get natural backlinks?
1.) PR
2.) High-quality content that over time will gain popularity
What percent of Google search results also return a video result (blended results)?
About 55% of search results return a video.
> > About 82% of those videos belonged to YouTube.
> > This is why it is important to optimize your videos for search on YouTube, which will also optimize it for Google.
When did mobile-friendly become a ranking factor for Google?
2015
Do people watch videos in portrait or landscape?
Most people watch videos in portrait mode (90%). Landscape mode is 10%.
What has fractured the customer journey?
Mobile. Hence the development of micro-moments
What are the 4 micro-moments?
I want to…
1.) Know (looking for information)
2.) Go (looking for local businesses or places to buy)
3.) Do (looking for something to do or help to complete a task)
4.) Buy (ready to make a purchase and need info on what or how to buy)
How can you optimize the ‘I want to know’ micro-moments?
1.) Anticipate customer questions
2.) Make it easy for customers to find answers
3.) Help customers along the buying process stages
How can you optimize for ‘I want to do moments’?
1.) Identify their needs in the moment (91% of users look for information in the middle of a task)
2.) Develop ‘how to’ videos (these are growing)
3.) Mobile-friendly content
How can you optimize for ‘I want to buy moments’?
1.) Don’t take customers for granted
2.) Deliver relevant messages (product reviews and descriptions)
3.) Provide useful information
How can you optimize for ‘I want to go’ micro-moments?
1.) Local search
2.) Relevant local messaging
3.) Provide useful local information on your site or app
What are key factors for on-page optimization?
1.) Alt tags for images
2.) Title tags (headline of SERP and browser title tab)
3.) Header tags
4.) Keyword (those with relevance, search volume, and low competitiveness)
High-quality content
What is schmooze optimization?
Used to establish rapport with influencers; casual conversation; send content to influencers to get them to promote
1.) Trending content
2.) Real-time listening (id important influencers)
3.) Engagement - engage them at the right time on relevant content
4.) Email alerts - get brand mentions delivered to your inbox
What is an unlisted YouTube video?
Second most restrictive type of video (is a privacy setting). Only people who know the link to the video can view it. They can share the link and others would be able to see it. Is a mix of public and private privacy settings.
An unlisted video will not appear in any of YouTube’s public spaces (such as search results, subscriber feeds, suggestions, your channel, or the Browse page).
What is a private YouTube video?
Need an invitation (up to 50 can be distributed) to be able to see it. Doesn’t appear on search results, playlist, channel page.
They are only visible to people (up to 50 in total) that you invite. Private videos don’t appear in video recommendations, search results, and video tab sections for uploading.
Plus, invitees can’t share the video with other people. Also, even if someone has the link, they still can’t see your video unless they have the invite.
Should look for influencers on YouTube?
Yes. This can be a great source to find influencers with large subscribers in your area of focus who do video content.
What are two important metrics for content marketing?
sales lead quality
sales
What are 4 key ways to turn touchpoints into quality leads and sales?
> > Metrics with real business objectives
Attribute value across the journey
Focus on Customers (not transactions)
Show the incremental impact of your marketing investment
What is a KPI?
A metric that helps you understand actual
performance against preset business objectives.
What are the four intent-based audience clusters?
See - awareness (largest addressable audience)
Think - consideration of options (displaying commercial intent)
Do - purchase (customers with high commercial intent)
Care - loyalty (current customers with 2+ transactions)
What is the best way to look at data in Google Analytics?
By segments (your best customers). Aggregate data is not as useful.
What kind of segments can you create in Google Analytics?
1.) Purchasers
2.) Demographics/Geo
3.) Devices
4.) Behavior - pages visited on the site, traffic source
How many segments can you apply and compare in Google Analytics at one time?
4
What is the default segment applied by Google Analytics?
All sessions
How can you track custom campaigns in Google Analytics?
UTM parameters
What are common segments to create in Google Analytics?
1.) Converter vs. Non-converters
2.) Cohort segment (users who visited or completed certain behaviors together on a specific date or date range)
3.) High-value segments (i.e., bought recently, bought frequently, engage in high value conversions - think: recency, frequency, monetary value)
What can be used to create short URLs?
Bit.ly
Google URL shortener
What is the name of the tool that creates UTM parameters?
Campaign URL Builder
What are the ABC KPIs of content marketing
1.) Acquisition - new users
2.) Behavior - pages per session and average session duration
3.) Conversions - goals and goal value
What are goals?
Associate a dollar value to webpages on your site. Goals are focused on conversions
What are Destination Goals?
Track how many users reach a specific landing page on your site. Assign values to goals.
What are Duration Goals?
Duration goals to track sessions that last a specific amount of time or longer. Assign values to goals.
What does it mean if the session duration on your site is long?
1.) Content is engaging
2.) Poor navigation
What are Pages Per Session Goals?
Track number of pages consumed during a session. Assigns a value to this behavior.
What is an Event Goal?
Events are unique actions that user completes on a website (e.g., downloads, video plays). Helps you assess effectiveness.
What are Smart Goals?
Uses machine learning to examine dozens
of signals about your website visits to determine which
of those are most likely to result in a conversion.
Smart Goals helps people get started with setting goals
in Google Analytics
What are the 4 types of goals in Google Analytics?
1,) Duration Goal
2.) Destination Goal
3.) Event Goal (requires category, action, label, value)
4.) Pages/Visit
Other:
Smart Goal
Think: PEDD
What type of measurement will show Content Marketing impact (causal or correlative)?
Causal - show impact of content marketing to the bottom line
What does the assisted conversions report in Google Analytics tell you?
The role and contributions of channels to your campaign (can see how many and how much value that channel contributed to sales directly and indirectly)
Are OPEX (operational expenses) paid in the current period?
Yes. OPEX, like marketing expenses, are not amortized over several years like CAPEX (capital expenditures - buildings/inventory)
What is calculation for profit margin or contribution margin?
[(Revenue - cost of goods)/revenue] * 100
How is the value of the sales/leads pipeline calculated?
Percentage of leads that convert to sales
How is ROMI calculated?
[Incremental revenue attributed to marketing * contribution margin - total marketing spend] / [total marketing spend]
> > Result tells you that for every dollar spent on marketing received a return (profit) of $X
What is the difference between a baseline and a benchmark?
Baseline = compare current performance to historical performance (self-comparison)
Benchmark = compare your performance to a competitor, best practice or industry-standard
What is the difference between ROMI and ROI?
Return on marketing investment isn’t like return-on-investment because ROMI
measures operational expenditures or OPEX, which are typically expensed in the
current period.
> > ROI measures capital expenditures or CAPEX, which are “tied” up in plants and inventories for a longer-term.
Is ROMI crucial for demonstrating Content Marketing success?
Yes
How are conversion paths tracked via Google Analytics?
Google Analytics Cookies tracking behavior from the same browser (IP) and machine
What are Multi-Channel Funnel Reports in Google Analytics?
Track the conversion path (the sequence of touchpoints) that lead to a conversion/transaction.
What is event tracking?
Tracking user click path on your website via Google Analytics (downloads, clicks on links, video views, etc.)
What 2 priorities should you base content marketing test practices on?
1.) Engagement - Which content is most engaging and which is not
2.) Effectiveness - Which content is most effective and which is not
What are the 4 different types of content?
1.) Video
2.) Short-form
3.) Long-form
4.) Textual
What are the 2 keys to creating engaging content?
1.) Triggers emotion (happiness, surprise, inspiration, warmth)
2.) Triggers sharing (need to understand the social motivations for sharing)
What 3 brand attributes can engaging content, especially videos, help to increase?
1.) Brand favorability (preference)
2.) Brand promoters
3.) Purchase intent
What emotion is the most commonly sought after globally?
Happiness
Which emotion is the hardest to get right?
Humor (Mitigation: Pretest content to ensure that it lands well)
What is a link post on Facebook?
Includes:
1.) Headline (links to website)
2.) CTA button (links to website)
3.) Image (links to website)
4.) Body Copy
5.) Sub-head
What is a boosted post on Facebook?
Includes:
1.) Body copy (need to include a link in body copy)
2.) Image
Great for engaging followers
What is a link preview?
Shows you what a link that you include in the body copy of your Facebook post will look like (includes image of the webpage, URL and description). Tags on the website inform this.
Clickable box that contains an image from your link, the title of the link, and a short description of the content. You can publish a Facebook post with a link preview, with an attached image or video, or as text only.
What is the Facebook Link Debugger?
Allows you to see what the link preview content wil look like when you publish the post. One of the Facebook Developer tools. Will let you know if any isues with the open graph tags on your website.
What is TrueSocialMetrics?
> > A platform that provides a dashboard and reporting on your and competitor social platform performance to help you prioritize/determine content effectivesness and level of engagement by topic, posting time and post type.
> > Link your social media pages to TrueSocialMetrics, Looks at more granular engagement metrics:
1.) Conversation rate (comments per post),
2.) Amplification rate (sharing per post),
3.) Applause rate (likes/favorites per post)
4.) Economic value (value per visitor)
> > Can link to Google Analytics to bring in economic value
> > Compare posting density effectiveness to competitors (axises = engagement and # of posts)
> > Compare number of ‘dead posts’ - posts people are not taking any action on (unused)
What are the 4 post types?
1.) Link post
2.) Video post
3.) Image/photo post
4.) Photo post with link
What is Unruly Video Lab?
> > A platform that can provide analytical data
What is a good book for analytics tips?
Occam’s Razor by Avinash Kaushik
What are the steps in the content marketing maturity model from Content Marketing Institute?
First Steps
Young
Adolescent
Mature
Sophisticated - able to scale and having success
What is content marketing sophistication and maturity correlated with?
1.) Experience (can take 18 months to become an effective content marketer)
2.) Effectiveness
How should you start your content marketing meetings?
Metrics
How can you add more value to your content?
1.) Look at market trends
2.) Listen to influencers
What percentage of searches on Google are new?
16%
Is it okay to have some of your editorial content assigments be TBD?
Yes, because 16% of Google Searches are new
What is the biggest challenge for mature content marketers?
Integration across the organization
What groups should Content Marketing overlap?
1.) SEO (search)
2.) Social Media
Why? Because together they can help customers find the information and inspiration that they seek in hundreds of micro-moments. These moments are huge opportunities for content marketers to win people over and influence their purchases/preferences.
What is typically the hub for content marketing?
Blog or website
What is the benefit of paid media in content marketing?
Putting your best content in front of your audience
What is the hottest trend in content marketing?
Video
Should you have a multiplatform video strategy to engage different segments?
Yes- YouTube, Facebook, Twitter, Instagram (audiences that watch videos are segmented, not fragmented)
Which free digital marketing tool helps you determine which platform is attracting which segment of audience?
Alexa
What audience segment does YouTube over-index for?
Males who went to college or grad school and are browsing from home
What audience segment does Facebook over-index for?
Females, browsing from school
What audience segment does Twitter over-index for?
People who went to grad school and browsing from work
How do audiences differ by platform?
-Browsing location
-Gender
-Education
How do you pay for video views on YouTube?
-Watch 30 secs of your video
-Watch a video that is shorter than 30 sec for the entire duration
-Engages with the video
(Which ever is first is how you pay)
How do you pay for video views on Facebook?
When 3 seconds or more of the video display in the newsfeed (user doesn’t need to click on the video)
Which platform, YouTube or Facebook, is bigger in global watch time?
YouTube (8.2X bigger than Facebook in global watch time and 11.2X bigger in US watch time)
What is the average length of videos on YouTube?
15 minutes
What is the average length of videos on Facebook?
Less than 1.5 minutes
What two factors do you need to consider as a best practices before placing videos on YouTube?
1.) What people are searching for, to/from whom and to what effect?
2.) What people share on the platform, with whom and to what effect?
How should you optimize your videos for YouTube?
1.) Metadata (titles, tags, video descriptions)
2.) Visually compelling thumbnails
3.) Include annotations and links in the description
4.) Cards
5.) Link to your website (not others)
6.) Encourage engagement - comments,
7.) Create playlists to increase watch times
8.) Create a regular release schedule to encourage viewers to watch sets of videos
Goal: Entertain - curated, lean-back watching experience
What metric is the measure of popularity on YouTube?
Watch time (no longer views)
Note: Now harder for people who buy fake views to rank on YouTube
How can you encourage interaction with your YouTube videos?
> > Pin comments to the top of your feed
Give hearts to favorite comments
Use colorful creator usernames
Use moderators
Blacklist words or phrases
Hold inappropriate comments for review
Engage with your fans on the community tab between video uploads
Use influencers to get people to engage with your content more frequently
What tools can you use to identify influencers?
Traackr
Tubular Labs
BuzzSumo
What is Vine?
Launched by Twitter in 2013. 6 second videos.
How long do Instagram and Snapchat Stories last?
24 hours
What length videos can you play on Instagram?
15 and 60 seconds
Who launched Periscope?
Twitter in 2015
What length of videos can you run on Twitter?
30-140 seconds
What is IP video traffic?
IP video is transmitted as a stream of data that contains the image, audio, and control data of the camera.
Bandwidth = The amount of data that has to be transmitted per second is called bandwidth.
What video types are good opportunities for experimentation?
1.) Live
2.) Virtual reality
What is SOSTAC?
Framework for building a content marketing plan
S-Situation - Define current state of content marketing across customer lifecycle (RACE - reach, act, convert, engage)
O-Objectives - Define goals and SMART objectives, forecast results
S-Strategy - Define content types, distribution, how will align against personas
T - Tactics - Describe marketing tactics (influencer marketing, editorial calendar)
A - Action - Define budget, brand tone, agency support)
C- Control - Measurement scorecard (using Google Analytics or other software)
What is TOWS
The reverse of SWOT. A SWOT looks backwards. A TOWS will identify the strengths, weaknesses, opportunities and threats and also summarize potential future strategic initiatives which form the strategy. Examples below:
Strategy for Strengths: Leverage strengths to maximize opportunities (attacking strategy)
Strategy for Weaknesses: Counter weaknesses through exploiting opportunities (build strengths for attacking opportunities)
Strategy for Threats - Leverage strengths to minimize threats (defensive strategy)
Strategy for Weaknesses - Counter weaknesses and threats (Build strengths for defensive strategy)
What are 5 benefits of social listening?
Tools: Tracker, Social Mention, TalkWalker, Sysmos, Twitter lists, Hootsuite, Rival IQ (benchmarking social activity), etc. (can set up alerts when brand mentioned)
1.) Id profiles of brands or individuals talking about you or your topic
2.) Id FAQs
3.) Determine how people are engaging with your brand
4.) Brand sentiment (positive or negative based on comments and tone)
5.) Common complaints/issues
What is VQVC?
Memory Tip: Vick’s quality, valuable content
A way to measure and assess the volume, quality, value and cost of your content.
Volume - total visits, unique visits
Quality (engagement) - pages/session, bounce rate, avg. time on page, conversion rate to lead or sale
Value - goal value/visit; revenue/visit
Cost - cost of content production
Volume-Quality-Value-Cost measures you can check you have a balanced set of measures for auditing content. There is a tendency to focus on Volume, but it’s Quality, Value and Cost that really matter. You should also segment these KPIs by referral channel.
What should your website content audit include?
1.) Each page, ensure page aligns with customer lifecycle, page value (to see how well that page contributes to conversion; need goal-tracking and value setup for this); target keyword, avg keyword ranking, VQVC metrics, persona targeting, metadata, status (200), readability
What is content grouping in Google Analytics?
Under behavior, site content, content drill down, can select content grouping as a secondary dimension to look at performance by content buckets instead of individual pages.
What is the best indicator of content quality?
Bounce rate
What does page value convey about your website content?
Page value shows the influence of the page on conversion.
What does unique pageviews tell you about your website content?
Unique page views show the popularity of the content.
Are Regular Expressions (RegEx) in Google Analytics useful for content analysis?
Yes
What tools can be used to get qualitative feedback on your content?
NPS score can be captured or rating on satisfaction/usefulness via Hotjar or Feedbackify
What tools can be used to access readbility?
Io
Visible Thread
They use the common readability indexes: Flesch-Kincaid, Gunning Fog and the SMOG Index
How is Lifetime Customer Value calculated?
Lifetime Customer Value (LCV/CLV) = [Average value of purchase (sales amount) x Average
number of transactions X average length of time retain a customer]
