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.
