Chapter 3: Written Content

Question 1

TOFU

Answer 1

top of funnel
-awareness

Question 2

MOFU

Answer 2

middle of funnel
-engagement

Question 3

BOFU

Answer 3

bottom of funnel
-sales and loyalty

Question 4

Content Marketing Pyramid

Answer 4

shows how often and how rare content is on a scale of 1-5 (refer to drawing in book)

Question 5

gated content

Answer 5

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

Question 6

whitepaper

Answer 6

a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution
-goal: inform and persuade

Question 7

ebook

Answer 7

electronic book

Question 8

core content

Answer 8

Core content is an interconnected system that unites your brand’s entire messaging structure to communicate business value and support business goals
ex. website

Question 9

lead magnet

Answer 9

pieces of exclusive content offered as an incentive for an action
-ex. signing up for a newsletter

Question 10

anchor content

Answer 10

piece of content that drives huge amounts of traffic

Question 11

website

Answer 11

collection of web pages and related content that is identified by a common domain name and published on at least one web server

Question 12

subdirectory

Answer 12

type of website hierarchy under a root domain that uses folders to organize content on a website. A subdirectory is the same as a subfolder and the names can be used interchangeably.

Question 13

subdomain

Answer 13

also a type of website hierarchy under a root directory, but instead of using folders to organize content on a website, it kind of gets a website of its own.

Question 14

microsites

Answer 14

branded content site the company homepage and/or brand URL

Question 15

content hub

Answer 15

a centralized online destination that contains curated content around a specific topic

Question 16

web page

Answer 16

A document which can be displayed in a web browser such as Firefox, Google Chrome, Opera, Microsoft Internet Explorer or Edge, or Apple’s Safari. These are also often called just “pages.”

Question 17

landing pages

Answer 17

a standalone web page, created specifically for a marketing or advertising campaign

Question 18

conversion

Answer 18

simply getting someone to respond to your call-to-action

Question 19

lead capture/generation landing page

Answer 19

a specially-designed landing page whose sole purpose is to capture information about your leads: name, email, phone number, etc.

Question 20

click-through landing page or jump page

Answer 20

webpage your visitors first land on while trying to access your site

Question 21

CTR

Answer 21

click-through-rate
-number of clicks that your ad receives divided by the number of times your ad is shown

Question 22

CTA

Answer 22

call-to-action
-the next step a marketer wants its audience or reader to take.