Chapter 7

Question 1

At the heart of owned social media is

Answer 1

content

Question 2

content marketing is a form of

Answer 2

non-traditional marketing communications whereby a brand produces or designs content in various forms (e.g., text, images, video, audio) and disseminates that content to targeted audiences and/or customers.

Question 3

content marketing is about

Answer 3

content design and dissemination. In other words, you have to think about what the content will say (or look like or sound like) and how to get that content out to the target segment.

Question 4

most of what marketers refer to as “content marketing” takes place on

Answer 4

social media

Question 5

Marketers have five main reasons for focusing much of their content marketing efforts on social media:

Answer 5

1. High level of control over content design
2. Low cost of content dissemination:
3. Increased opportunities for audience interactivity and engagement
4. Increased opportunities for content to be virally shared
5. Increased opportunities for real-time feedback

Question 6

Low cost of content dissemination:

Answer 6

Using social media for content marketing can be relatively inexpensive, because marketers use their own channels to disseminate information instead of “renting” access to audiences through advertising/paid media. Note, however, that costs of using social media platforms for content dissemination have substantially increased over the last few years, as Facebook, Twitter, and other platforms have implemented sophisticated pricing schemes for brands promoting their content.

Question 7

although social media is a good potential place to push out content to customers and other brand fans, posting anything is

Answer 7

not necessarily the best approach

Question 8

The problem with social media—and the big downside of social media content marketing—is that

Answer 8

it is a crowded place.

Question 9

Risks of Content Marketing

Answer 9

1. No one sees your post

2. If people see your posts, they might not pay attention to or be interested in them

Question 10

this risk. Some platforms, such as Facebook, allow you to increase the reach of a post (i.e., how many people see it) by paying. This approach is called

Answer 10

“boosting” on Facebook

Question 11

The best rule is assume no one cares about your post or photo or tweet unless

Answer 11

you do something to make them care.

Question 12

How to make your audience care about your content?

Answer 12

1. For starters, you need to know your audience and the types of content they are interested in.
2. Perform social media audits

Regular evaluations will help you learn what your audience cares about so that you can do a better job of giving them relevant content.

Question 13

An effective social media content strategy is a plan for

Answer 13

content that focuses on content design and dissemination. It needs to have goals and objectives that are in line with (i.e., consistent and compatible with) your overall social media marketing strategy. And it requires constant updating and adjusting as you see key performance numbers coming in, such as the number of times a post was liked or the number of times a tweet was retweeted.

Question 14

without good content, you have

Answer 14

nothing worth disseminating

Question 15

Research has pointed out seven important rules for branded social media content:

Answer 15

1. Research has pointed out seven important rules for branded social media content:
2. Be relevant to the brand.
3. Do not overtly sell or advertise.
4. Be useful and informative.
5. Be positive and upbeat, and keep communication fairly informal.
6. Do not ignore what the audience says.
7. Have variety in your content.