Advanced Content Marketing Flashcards

Question

What is a goal in Google Analytics?

Answer 1

A conversion (contributes to the success of a business)

Answer 2

Helps you understand the contribution of user activities that lead up to the primary conversion.

Answer 3

The primary objectives of your website (e.g., lead generation conversions or e-commerce transactions).

Answer 4

In the current period (an operational expense or OPEX).

Answer 5

Operational expense

Answer 6

Money that is tied up in plants and inventories.

Answer 7

Capital Expense

Answer 8

ROMI = [Incremental Revenue Attributable to Marketing ($)*Contribution Margin (%)-Marketing Spending ($)]/Marketing Spending ($)

Answer 9

Every dollar translates into an additional $2 on the company's bottom line.

Answer 10

1.) Discover new tactics 2.) Discover new social media platforms/placements 3.) Discover new customer segments

Answer 11

15-18 months or more

Answer 12

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.

Answer 13

1.) Metrics that define success 2.)Communicate metrics to stakeholders on team 3.)Team focus on the goal

Answer 14

1.) Take a scientific approach 2.) Strengths and weakness of competitors 3.) Understand customer wants and values

Answer 15

1.) Objectives and KPIs 2.) Challenges and impact 3.) Best practices 4.) Quantifiable and intangible benefits and financial impact

Answer 16

It can help. A bigger budget can help you be more successful.

Answer 17

Cost per acquisition

Answer 18

CPA and CTR

Answer 19

CPA and CTR

Answer 20

CPA, CTR, % of New Visits

Answer 21

Bounce Rate CK Abandonment Rate Page Depth Loyalty Events per Visit

Answer 22

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

Answer 23

Metrics that are associaed with business outcomes (not marketing outputs)

Answer 24

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)

Answer 25

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.

Answer 26

Ratio of shares, retweets, repins per post/total followers or page likes

Answer 27

Ratio of comments per post, video, tweet or pin/total followers or page likes.

Answer 28

The ratio of favorites, post likes, +1s or hearts per post/total page followers or page likes.

Answer 29

Value of short-term and long-term revenue and cost savings.

Answer 30

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).

Answer 31

Goal completions/Total Users

Answer 32

Revenue * 0.30

Answer 33

Session Duration/Total Users

Answer 34

Goal 8 Completions + Goal 9 Completions

Answer 35

Product Detail Views/Total # of Transactions

Answer 36

Yes. Double your efforts in what does work within the existing budget.

Answer 37

A feature that helps you identify the 100 biggest content opportunities for your domain.

Answer 38

To measure outcomes

Answer 39

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.

Answer 40

1.) Prior experience 2.) Independent analysts 3.) Case studies of industry peers

Answer 41

1.) Choose topic 2.) Create content 3.) Set new keyword goals 4.) Track its rankings

Answer 42

24-25 different updates in the last 6 years

Answer 43

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

Answer 44

Can use to check your sales, profits, determine sources of high-converting traffic to the website, etc..

Answer 45

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.

Answer 46

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.

Answer 47

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

Answer 48

Search Engine Marketing Professional Organization (SEMPO); absorbed by the Digital Analytics Association in 2020

Answer 49

High = PPC Medium = Email and SEO Low = Display and Social Media Source: SEMPO

Answer 50

1.) Objectives and KPIs 2.) Challenges and impact 3.) Best practices 4.) Benefits and financial impact

Answer 51

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.

Answer 52

1.) Who? 2.) Seeks what in which channel? 3.) From whom? 4.) With what effect?

Answer 53

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

Answer 54

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

Answer 55

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.

Answer 56

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.

Answer 57

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.

Answer 58

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

Answer 59

1.) Google Trends 2.) Google Autocomplete 3.) Google Ads Keyword Planner 4.) Google Ads Display Planner

Answer 60

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.

Answer 61

1.) Reach 2.) Resonance 3.) Relevance (3 R's)

Answer 62

A tool to identify social media influencers based on their reach, resonance, and relevance.

Answer 63

A measure of total audience size (unique).

Answer 64

A measure of how much activity someone creates when they publish and the level of interaction with this person's content.

Answer 65

A measure of how relevant someone is to a topic and how much they talk about it.

Answer 66

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?

Answer 67

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

Answer 68

Red Bull Lego

Answer 69

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.

Answer 70

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.)

Answer 71

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.)

Answer 72

1.) Holidays 2.) Large cultural events 3.) Rallies around social causes 4.) Trending topics in popular media

Answer 73

Yes. Users are more likely to share, comment and like online videos vs text articles

Answer 74

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.

Answer 75

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.

Answer 76

Yes, video is more engaging for some types of products and text for others.

Answer 77

Yes. Some will be goal-oriented and some will be in browse-mode.

Answer 78

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

Answer 79

1.) Social media 2.) Blogs 3.) Email newsletters 4.) Pre-produced video 5.) In-Person Events

Answer 80

1.) Join conversations 2.) Build relationships before start to share content

Answer 81

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

Answer 82

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

Answer 83

1.) Repurpose conference presentations into videos, e-books and social media posts 2.) Engage prospective attendees online before and after the event

Answer 84

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

Answer 85

1.) Highly detailed 2.) Fact-focused 3.) Offers deep insights and analysis 4.) Can highlight your unique expertise

Answer 86

Facebook, YouTube and Twitter (Tip: Get these right before expanding.)

Answer 87

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.

Answer 88

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

Answer 89

2 (no restrictions, but this is Twitter's recommendation)

Answer 90

It is used before a relevant keyword or phrase to categorize those Tweets and help them show up more easily in Twitter search.

Answer 91

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

Answer 92

45% of readers are in the upper ranks of their industries: managers, VPs, and CEOs

Answer 93

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

Answer 94

Yes. This will help you maintain your Twitter presence.

Answer 95

About 50% (Note: More than 50% of YouTube views come from mobile devices)

Answer 96

Yes because both are the largest search engines in the world. Doing so will help customers find the information they seek.

Answer 97

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

Answer 98

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)

Answer 99

Purpose is to identify what is needed to have successful content marketing. Key stages: journey, transformation, the return.

Answer 100

Use SEO measures to create discoverable content that is relevant to the users’ interest.

Answer 101

Hashtags, blogs, search engine

Answer 102

Targeting based on intent versus demographics.

Answer 103

Keywords, topics (subject matter), placements, remarketing lists, demographic groups

Answer 104

Intent-based targeting is more effective than demographic-based targeting to reach a broader range of audience.

Answer 105

Mobile. Smartphones have made it easier for people to research and purchase.

Answer 106

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.

Answer 107

4 paid ads above the organic snippets and 3 paid ads below

Answer 108

Expertise, Authority, Trustworthiness

Answer 109

Both influencers and end users will be completing searches for your content.

Answer 110

Have them create and share content

Answer 111

Facebook, YouTube, blog, Twitter. Pinterest is a major channel used by influencers.

Answer 112

Brand mentions is one, but there others

Answer 113

(Revenue from Marketing * Contribution Margin - Marketing Spend)/ Marketing Spend

Answer 114

Demographics. Nielsen ratings provided audience metrics that could be used for segmentation.

Answer 115

Intent and Interest signals

Answer 116

Increased customer use of mobile devices. Mobile has fractured the customer journey into real-time, intent-filled micro-moments.

Answer 117

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.

Answer 118

No. You may miss other demographics that also have an interest in your product. Best to target potential customers by intent.

Answer 119

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.

Answer 120

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)

Answer 121

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)

Answer 122

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.

Answer 123

Multiple software components that are on multiple computers, but run as a single system. Facebook, YouTube and Baidu are examples of distributed platforms.

Answer 124

4X more likely to watch a video. Focus on video content.

Answer 125

1.) Customer testimonials 2.) Explainer/tutorial videos 3.) Demonstration videos 4.) Thought leadership interviews 5.) Project reviews 6.) Case studies

Answer 126

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)

Answer 127

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.)

Answer 128

1.) Extend reach 2.) Increase brand awareness 3.) Increase leads, traffic and customers

Answer 129

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.)

Answer 130

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.

Answer 131

1.) Drive traffic to your content 2.) Create new, compelling content 3.) Increase brand awareness and credibility 4.) Break into new markets

Answer 132

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.

Answer 133

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"

Answer 134

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

Answer 135

Yes. You should measure which influencers are having the biggest impact on helping you achieve your business goals.

Answer 136

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

Answer 137

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)

Answer 138

Your brand total advertising spend/Industry or competitive set total advertising spend (a proxy to assess brand exposure)

Answer 139

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

Answer 140

Editorial calendar (Note: Existence of an editorial calendar does not mean that content is quality, can still be spam.)

Answer 141

YouTube Creator Playbook for Brands >>Helps with tentpole events >>Programming strategy for producing help, hub, hero content

Answer 142

1.) Audience search term behavior 2.) Keywords competitors are using Note: Can use this intelligence to craft content strategy and prioritize content development

Answer 143

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)

Answer 144

1.) YouTube Search 2.) YouTube Suggested Videos 3.) YouTube video embedded on a website

Answer 145

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

Answer 146

Viewers are notified when new content is available

Answer 147

Weekly (Note: Make sure to notify viewers of the cadence/schedule so that they can be on the lookout for it.)

Answer 148

Your brand logo or other identifiable mark associated with your brand

Answer 149

The images/graphics used on your channel page (e.g., YouTube channel, Facebook page, etc.). Helps to show your brand personality

Answer 150

Small image used alongside a message (can help to package your video content and maintain a consistent look and feel with channel art)

Answer 151

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

Answer 152

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

Answer 153

1.) Holidays 2.) Large cultural events (e.g., sporting events, award shows, etc.) 3.) Social causes 4.) Trending popular media topics

Answer 154

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

Answer 155

Lego (followed by Red Bull and Facebook)

Answer 156

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

Answer 157

1.) Relevant 2.) Consistent

Answer 158

Emotionally relevant content that triggers sharing Note: Is a top challenge for content marketers

Answer 159

Brands speaking directly to consumers (one-way dialogue)

Answer 160

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

Answer 161

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.

Answer 162

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.

Answer 163

Up to about 8,000 words

Answer 164

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.

Answer 165

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)

Answer 166

1.) Goal-oriented mode 2.) Browsing mode

Answer 167

1.) Compelling headlines 2.) Compelling sub-headings 3.) Callouts, photos, videos 4.) Write content for all segments of the audience

Answer 168

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

Answer 169

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

Answer 170

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.)

Answer 171

1.) Foster belonging 2.) Use progressive profiling 3.) Offer exclusive content or benefits

Answer 172

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

Answer 173

1.) Discounts 2.) Downloads 3.) Insider-only information 4.) Other special offers

Answer 174

Collecting additional data about your subscribers and then using this information to customize the email experience to better meet their needs and interests

Answer 175

B2B (75% of B2B content marketers rated as effective vs 67% of B2C content marketers)

Answer 176

1.) Engage attendees 2.) Keep the conversation going 3.) Repurpose conference presentations

Answer 177

1.) Offer e-newsletter 2.) Publish photos from your event 3.) Offer on-demand recordings of popular sessions

Answer 178

1.) Convert presentations into videos, e-books, social media posts 2.) Share presentations with other relevant content

Answer 179

B2C (66% of marketers say this) vs 55% of B2B marketers. Use pictures in conjunction with text.

Answer 180

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

Answer 181

Yes (B2C marketers find it more effective - 66% vs 50%)

Answer 182

1.) Evaluate platforms to determine where your audience is 2.) Engage in conversations and start building relationships 3.) Try creative things

Answer 183

1.) Social media 2.) Slideshare 3.) Press releases 4.) Infographic directories Note: More effective with B2C based on marketer ratings.

Answer 184

Tells a story

Answer 185

1.) Infographic with video 2.) Infographics with illustrations/photos (Infographics with multimedia)

Answer 186

The use of a variety of communicative media.

Answer 187

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

Answer 188

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)

Answer 189

1.) Compelling headline 2.) Creative call to actions 3.) Lead forms are short 4.) Include click triggers (product ratings, testimonials)

Answer 190

1.) Not updated regularly 2.) Content is self-centered

Answer 191

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

Answer 192

Q&A session

Answer 193

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

Answer 194

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

Answer 195

Yes. Use vanity URLs to encourage readers to get more information on your digital asset.

Answer 196

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.)

Answer 197

No, create a text transcript.

Answer 198

1.) Twitter feed 2.) Post on Podcast Directories (iTunes, Stitcher, Libsyn, SoundCloud, etc.) 3.) Publish consistently 4.) Long-term committment

Answer 199

1.) Case study profiles a company 2.) White paper covers industry issues/trends

Answer 200

1.) Co-create with customer 2.) Select the right topic 3.) Create derivative/associated content that aligns with the white paper subject matter

Answer 201

Yes (e.g., Wordstream's keyword tool). Then can invite user into more premium tools.

Answer 202

Engage with attendees before and after the event

Answer 203

Facebook, YouTube, Twitter

Answer 204

YouTube, LinkedIn, Twitter

Answer 205

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.)

Answer 206

Content that drives engagement - likes, shares, comments

Answer 207

Help people connect to content that matters most to them

Answer 208

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

Answer 209

Yes, when they are actually live

Answer 210

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

Answer 211

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

Answer 212

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)

Answer 213

One is recommended

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Use for popular events

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Use to resolve complex issue (e.g., don't do so via a response to a post).

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Can include a deep link that displays a 'Send a private message' CTA button

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Yes. (Use SEO with an emphasis on quality of content - information rich, addresses user queries, high-quality, use keywords)

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Google Keyword planner; YouTube or Google Auto-complete, Google Trends, KeywordTool.io, Spyfu, Wordstream

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1.) Search volume - how frequently people actual search for the term 2.) Competition - likelihood to successfully rank 3.) Relevance - relevant to your prospects

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Each page should be optimized for a keyword and related search terms.

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-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)

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The format (i.e., parameters used) of the URL address shown in the snippet and URL field. Should be simple.

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Expertise Authoritativeness Trustworthiness - Use this mnemonic to help develop quality body content

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A tag that is used to describe an image and offers a caption (text describing the content of the image).

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Unique description of the webpage. Up to 160 characters. Appears on the SERP.

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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.

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Visually enhanced search results that provide supplemental information to the title, URL, and meta description of a web page

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Title tag Meta description URL structure [optional rich results from structured data schema (AKA schema markup)]

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Paid ads Organic results Local results Related results

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Yes. It only indexes natural links and ranks accordingly.

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-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

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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)

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Focused on combating low quality links (e.g., link schemes and unnatural links which negatively impact rankings)

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1.) PR 2.) High-quality content that over time will gain popularity

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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.

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Most people watch videos in portrait mode (90%). Landscape mode is 10%.

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Mobile. Hence the development of micro-moments

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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)

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1.) Anticipate customer questions 2.) Make it easy for customers to find answers 3.) Help customers along the buying process stages

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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

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1.) Don't take customers for granted 2.) Deliver relevant messages (product reviews and descriptions) 3.) Provide useful information

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1.) Local search 2.) Relevant local messaging 3.) Provide useful local information on your site or app

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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

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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

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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).

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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.

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Yes. This can be a great source to find influencers with large subscribers in your area of focus who do video content.

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sales lead quality sales

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>>Metrics with real business objectives >>Attribute value across the journey >>Focus on Customers (not transactions) >>Show the incremental impact of your marketing investment

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A metric that helps you understand actual performance against preset business objectives.

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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)

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By segments (your best customers). Aggregate data is not as useful.

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1.) Purchasers 2.) Demographics/Geo 3.) Devices 4.) Behavior - pages visited on the site, traffic source

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All sessions

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UTM parameters

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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)

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Bit.ly Google URL shortener

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Campaign URL Builder

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1.) Acquisition - new users 2.) Behavior - pages per session and average session duration 3.) Conversions - goals and goal value

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Associate a dollar value to webpages on your site. Goals are focused on conversions

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Track how many users reach a specific landing page on your site. Assign values to goals.

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Duration goals to track sessions that last a specific amount of time or longer. Assign values to goals.

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1.) Content is engaging 2.) Poor navigation

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Track number of pages consumed during a session. Assigns a value to this behavior.

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Events are unique actions that user completes on a website (e.g., downloads, video plays). Helps you assess effectiveness.

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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

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1,) Duration Goal 2.) Destination Goal 3.) Event Goal (requires category, action, label, value) 4.) Pages/Visit Other: Smart Goal Think: PEDD

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Causal - show impact of content marketing to the bottom line

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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)

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Yes. OPEX, like marketing expenses, are not amortized over several years like CAPEX (capital expenditures - buildings/inventory)

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[(Revenue - cost of goods)/revenue] * 100

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Percentage of leads that convert to sales

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[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

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Baseline = compare current performance to historical performance (self-comparison) Benchmark = compare your performance to a competitor, best practice or industry-standard

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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.

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Google Analytics Cookies tracking behavior from the same browser (IP) and machine

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Track the conversion path (the sequence of touchpoints) that lead to a conversion/transaction.

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Tracking user click path on your website via Google Analytics (downloads, clicks on links, video views, etc.)

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1.) Engagement - Which content is most engaging and which is not 2.) Effectiveness - Which content is most effective and which is not

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1.) Video 2.) Short-form 3.) Long-form 4.) Textual

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1.) Triggers emotion (happiness, surprise, inspiration, warmth) 2.) Triggers sharing (need to understand the social motivations for sharing)

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1.) Brand favorability (preference) 2.) Brand promoters 3.) Purchase intent

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Humor (Mitigation: Pretest content to ensure that it lands well)

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Includes: 1.) Headline (links to website) 2.) CTA button (links to website) 3.) Image (links to website) 4.) Body Copy 5.) Sub-head

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Includes: 1.) Body copy (need to include a link in body copy) 2.) Image Great for engaging followers

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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.

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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.

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>>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)

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1.) Link post 2.) Video post 3.) Image/photo post 4.) Photo post with link

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>>A platform that can provide analytical data

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Occam’s Razor by Avinash Kaushik

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First Steps Young Adolescent Mature Sophisticated - able to scale and having success

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1.) Experience (can take 18 months to become an effective content marketer) 2.) Effectiveness

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1.) Look at market trends 2.) Listen to influencers

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Yes, because 16% of Google Searches are new

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Integration across the organization

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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.

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Blog or website

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Putting your best content in front of your audience

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Yes- YouTube, Facebook, Twitter, Instagram (audiences that watch videos are segmented, not fragmented)

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Males who went to college or grad school and are browsing from home

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Females, browsing from school

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People who went to grad school and browsing from work

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-Browsing location -Gender -Education

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-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)

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When 3 seconds or more of the video display in the newsfeed (user doesn't need to click on the video)

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YouTube (8.2X bigger than Facebook in global watch time and 11.2X bigger in US watch time)

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15 minutes

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Less than 1.5 minutes

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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?

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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

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Watch time (no longer views) Note: Now harder for people who buy fake views to rank on YouTube

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>>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

Answer 314

Traackr Tubular Labs BuzzSumo

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Launched by Twitter in 2013. 6 second videos.

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15 and 60 seconds

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Twitter in 2015

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30-140 seconds

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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.

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1.) Live 2.) Virtual reality

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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)

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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)

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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

Answer 324

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.

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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

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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.

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Bounce rate

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Page value shows the influence of the page on conversion.

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Unique page views show the popularity of the content.

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NPS score can be captured or rating on satisfaction/usefulness via Hotjar or Feedbackify

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Io Visible Thread They use the common readability indexes: Flesch-Kincaid, Gunning Fog and the SMOG Index

Answer 332

Lifetime Customer Value (LCV/CLV) = [Average value of purchase (sales amount) x Average number of transactions X average length of time retain a customer]