Chapter 1: Intro to Owned Media

Question 1

Owned media

Answer 1

-Channel a brand owns
-Ex. website, blog, Twitter account
-build for longer relationships with existing potential customers and earn media

Question 2

content marketing

Answer 2

strategic marketing and business process focused on creating and distributing valuable, relevant, adn consistent content to attract and retiain a clearly defind audeince
-drive protifable customer action

Question 3

content strategy

Answer 3

about bringing the right content to the right person at the right time, in the right context, and making sure it’s accurate, up-to-date, and appropriate through ongoing engagement

Question 4

marketing stack

Answer 4

grouping of technologies that marketers leverage to conduct and improve their marketing activities

Question 5

MarTech

Answer 5

-Marketing technologies
-make difficult processes easier and to measure the impact of marketing activities and drive more efficent spending

Question 6

B2B

Answer 6

-business-to-business marketing

Question 7

lead

Answer 7

-unqualified contact

Question 8

prospect

Answer 8

qualified contact who has been moved into the sales process

Question 9

lead gen

Answer 9

process of gaining the interest of potential customrs in order to increase future sales

Question 10

demand gen

Answer 10

data driven marketing progeam levergaing the inbound methdology to drive awarness and interest throughout the entire buyer and customer lifecycle

Question 11

ABM (account-based marketing)

Answer 11

digital marketing strategy used to create marketing that’s tailored to one or a number of prospects or client accounts

Question 12

inbound marketing

Answer 12

business methodology that attracts customers by creating valuable content and experiences tailored to them

Question 13

content inventory

Answer 13

gathering and listing all current digtial content you have including URL, title, meta description, format etc.

Question 14

content audit

Answer 14

determines the quality of the contect & analyzing it and determines if it needs updating or removal

Question 15

MarTech stack

Answer 15

cluster of technology-based tools that digital marketers use to efficently perform marketing activities, across various digital channels

Question 16

channels

Question 17

funnel

Answer 17

Awareness
interest
consideration
intent
evaluation
purchase

Question 18

customer journey maps

Answer 18

needs recognition
information search
evaluation of alternatives
purchase decision
post-purchase

Question 19

pipeline

Answer 19

evolution of lead gen that focuses on the entire sales funnel as it relates to revenue

Question 20

content

Answer 20

content is an asset

Question 21

meta content

Answer 21

-content about content
-behind the scenes content
-tells browsers how to interpret content

Question 22

gated content

Answer 22

-online materials such as whitepapers, articles and videos, that require that users fill out a form before they can access them

Question 23

POEM

Answer 23

paid, owned, earned media

Question 24

CRM

Answer 24

customer relationship management
-technology for managing all your company’s relationships and interactions with customers and potential customers