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Digital Marketing Pro > Content Marketing > Flashcards

Content Marketing Flashcards

1
Q

What is Content Marketing?

A

A powerful tool that allows you to bring your customers along the journey of what it is that you do and hopefully, convert them.

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2
Q

What are the benefits of Content Marketing?

A

Grow - grow a community and audience around what it is you trying to sell
Recruit - Recruit people to believe in what you trying to achieve
Increase - improve SEO
Generate - lead generation
Enhance - understanding of your business, your proposition ion the market and affinity with potential customers

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3
Q

What are the qualities of highly effective content?

A
  • Relevant
  • Personalised (content that serves a personal purpose and speaks to your audience at that moment in time)
  • Educational
  • Addresses needs and interests (What problems your content can help solve)
  • CTA’s - lets them understand what you trying to sell and starts them on the buyers journey
    Demonstrates solution (you have a USP)
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4
Q

What are the 2 content groups?

A

Topical and Evergreen

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5
Q

What are the 3 steps to creating topical content?

A

1 - Choose general themes or events relevant to your audience
2 - consider what you are trying to achieve
3 - adequate resources

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6
Q

What are 4 benefits of Evergreen content?

A
  • Is relevant and valuable over a long period of time
  • Can drive more traffic and leads over the lifespan
  • Can be repurposed into different formats
  • Yield greater ROI
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7
Q

How do you create evergreen content?

A
  • Choose timeless topic
  • Promote on Social media
  • Repurpose at a later date
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8
Q

What are the 5 stages of the buyers journey?

A 
Awareness
Interest
Consideration
Conversion
Retention
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9
Q

What content aligns to Awareness stage?

A

Exciting imagery, short form video, Social ads and gifs, adverts, templates and banner ads

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10
Q

What content aligns to Interest phase?

A 
Blogs
Long form video
white papers
podcasts
ebooks
infographics
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11
Q

What content aligns to Consideration phase?

A 
Carousels
Case Studies
Webinars
FAQ
Testimonials
Newsletters
Facebook Messenger
Social Display Advertsising
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12
Q

What content aligns to Conversion phase?

A 
Retargeting
Imagery
Carousels
Social Dispaly
Canvas
Cards
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13
Q

What content aligns to Retention phase?

A 
Remind people why they bought using
Imagery
Rewards
Reviews
Discounts
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14
Q

What is Community management in context of Content Marketing?

A

Stage that comes after content is published

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15
Q

How can Community Management help you?

A
  • Manage customer, product or service issues
  • Gain valuable insight and feedback
  • Turn customers into loyal fans
  • Network with others
  • Drive repeat sales
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16
Q

What is a content marketing strategy?

A

An ever evolving plan that detrmines the type of content you pushing out and how they aligned to your business goals, who content is for and what formats you will use

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17
Q

What are the 6 phases of a content marketing strategy?

A
  1. Research
  2. Plan
  3. Create and Curate
  4. Publish
  5. Measure
  6. Strategise
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18
Q

In reserach phase of content marketing, you are looking at intended audience and finding out as much about them as possible, where they live, what they react to. What activities are used to gain these insights?

A

Social listening
Competitor audits
Audience segmentation
platform research

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19
Q

What do you do in planning phase of a Content marketing strategy?

A

Align your busines objectives and targets with your content needs and what resources will be reuired

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20
Q

What are the three benefits of Social listening?

A

1 Identify opportunities
2 Spot potential risks
3 Understand brand position

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21
Q

Why is Content Marketing competitor analysis important?

A

A beneficial way to understand what audiences are interacting with

22
Q

What are benefits of Competitor analysis?

A
  • Spot content gaps (Gaps your competitors aren’t filling)
  • Identify innovations
  • Define content
    Avoid content clashes
23
Q

When compiling competitor analysis, what are the key things to look for?

A
  • What platforms they using
  • What feedback they’re getting
  • Has it helped boost SEO rankings
24
Q

How do you assess performance and spot opportunities with your content marketing efforts?

A

Conduct Audits by:

  • Review content performance
  • Set rolling objectives
  • Implement key learnings
  • Improve & optimise
25
Q

How should you conduct a content audit?

A
  • KPI and objectives review
  • Benchmarks
  • Current audience segments
  • Content inventory, forms and types
  • Website performance and UX
  • Social platform review
  • Language or tone evolvement
  • Social listening
26
Q

It is recommended to conduct monthly content reports to keep track of your content marketing efforts. What are some details to include in your reports?

A
  • Key metrics
  • Most successful content
  • Least successful content
  • Learnings
  • Aligning business activities
27
Q

Content Goals

What are the 5 Content Marketing Goals

A

Awareness - visibility of your brand
Engagement - Positive & negative likes, comments, shares etc
Affinity - Allow you to determine if an engagement can be grouped as positive or negative
Conversion - tracking of sales and goals
Advocacy - assess whether your audience are amplifying your cause and become brand avocates

28
Q

What are the three main purposes of Buyer personas in Content Marketing?

A
  1. Targeting
    Create relevancy in your content and to the right audience
  2. Format
    How audience os consuming content
  3. Discovery
    discover channels audience are inhabiting
29
Q

What do you need to consider when developing buyer personas?

A 
Objectives
Location
Job Details
Platforms
Devices
Purchase behaviours
Interests
30
Q

What 3 areas of research should you conduct before doing content topics?

A
  1. Keyword establishment
    How they finding you and what search terms are they using
  2. Search trends
    Aligning the timing of your content to identify peaks and troughs
  3. Audience insights
    Survey audiences to find out what you can learn from them
31
Q

What are 5 elements of a good content calendar?

A 
Copy
Creative
Theme
Date and Time
Platform
32
Q

Name the 10 content types?

A
  1. Whitepapers
  2. Infographics
  3. Ebooks
  4. Blogs
  5. Interactive content
  6. Video
  7. Articles
  8. Webinars
  9. Podcasts
  10. Templates & checklists
33
Q

What is content curation?

A

Utilise 3rd party content relevant to your business or industry that helps grow thought leadership and credibility in the field.

34
Q

What are the characteristics of content curation?

A

Addition of commentary
Lower resource investment
Limited ownership
Community input

35
Q

What are characteristics of content creation?

A

Original content
Higher resource investment
100% ownership
Credibility

36
Q

What are 4 benefits of curated content?

A
  • Makes you appear less promotional
  • more likeable
  • Generates goodwill
  • positions you as an industry leader
37
Q

Whats are the 5 types of curated content?

A
  1. Aggregation (Brings multiple topics into one article)
  2. Distillation (Simoplfying a topic or concept)
  3. Elevation (form a hypothesis or theory)
  4. Mashups something new created like the idea
  5. Chronology (mapped into a timeline)
38
Q

How do you define your brand personality?

A

How you speak to customers, tone of voice and imagery & style

39
Q

Why is it important to have a brand personality?

A

Point of difference with the competition
Unique vantage point
Resonance with consumer

40
Q

Brand personality can be themed into 3 overall categories. Name them?

A 
1. Functional
What your service offering is
2. Emotional
What makes you relatable
3. Essential
Call to action piece. Location price etc
41
Q

What are 4 benefits of content personalisation?

A

Targeted and relevant
Higher conversions
Increased brand infinity
Drives efficiency

42
Q

What is content seeding?

A

What you do with your content and how you get it to your audience is content seeding

43
Q

What are the benefits of content seeding?

A

Reach, Relevancy, Increase web and seo, Build credibility. generate leads and Improvebrand mentions and SEO

44
Q

Name owned channels for content seeding?

A 
Facebook
Twitter
Instagram
YouTube
Snapchat
Pinterest
Blog
Website
45
Q

Name collaborative platforms for content seeding?

A 
Reddit
Pinterest
Forums
Tagging
Linking
46
Q

Name paid space channels for content seeding?

A 
3rd party social channels
Online news sites
Influencer channels
Blogs
Vogs
Journalists
47
Q

What are some challenges to consider when content seeding?

A 
Reach- being cost effective and relevant
Relevancy
Transparency - label paid promos as such
Content - high quality content
Measurement - roi
Budget and resource
Tight collaboration with teams
48
Q

What is content promotion?

A

Strategy to get to much wider audience

49
Q

Name the 5 content promo methods

A 
Influencer marketing
Guest blogging
Tagging
Affiliate marketing
Media partnerships
50
Q

What is content repurposing?

A

Reuse content in different formats and still make it fit for purpose but don’t tire out audience

Digital Marketing Pro (2 decks)

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