Content Marketing and turning Your Audience Into Customers

Question 1

What is content marketing?

Answer 1

The process of planning creating distributing sharing and publishing content by channels, such as social media, blogs and websites
Content that does not explicitly promote a brand, but is intended to stimulate interest in its products or services
An alternative to pitching your products you’re providing truly relevant and useful content
It is important to keep your brand distinctive amongst competition

Question 2

What are the types of content content formats?

Answer 2

Interactive e.g. quizzes
Visual e.g. slide presentations and infographics
Video, e.g. podcast live event
PDF e.g. tutorials, e-book, templates
Text e.g. interviews, educational articles and news

Question 3

Who is John Deere

Answer 3

Created and published magazine called the furrow designed for useful and relevant information for American farmers
Form of content, marketing

Question 4

What is the difference between a gated and ungated content?

Answer 4

Gated content requires the user to provide information before provision, e.g. signing up for a newsletter
Gated content allows visitors to access without providing information e.g. blogs

Question 5

What are pillar pages?

Answer 5

Is a comprehensive research page that covers a core topic in depth and links to high quality content created for the subtopics e.g. Wikipedia contents page

Question 6

What considerations are required in a content strategy canvas

Answer 6

Conversion: promotion (where to distribute) and analysis (metrics to measure progress)
Discovery: current situation (which point company is at), objectives (where does Company want to be?
Planning : audience, strategies(what needs doing)
Execution : tactics (action is needed to be taken), content(what will I create?)

Question 7

Why do we have to create different content for each race stage?

Answer 7

Because consumers, search queries are different
At the top of the funnel, information is needed about the problem or awareness
In the middle of the funnel, evaluation or solution information is needed
At the bottom of the funnel, the purchase/product information is needed

Question 8

What is hero, hub and hygiene content?

Answer 8

Hero: large-scale events designed to raise mass awareness, a product launch,big event
Hub: purpose to engage the community, episodic push, content design to keep consumers coming back. E.g. a weekly podcast
Hygiene : Paul content designed to grow the community, informing consumers by creating content around topics are seeking out, e.g. how to shave by Juliet

Question 9

What is a lead?

Answer 9

Qualified potential buyer, who shows some level of interest in purchasing a product or service

Question 10

What is a lead generation and the lead generation opportunity

Answer 10

Lead generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales
Any marketing activity that leads consumers to give a piece of information

Question 11

What is a lead magnet?

Answer 11

A free item or service that is given away for the purpose of gathering contact details. E.g. trial subscriptions and signing up for newsletters.

Question 12

What are the stages in the lead funnel from top to bottom

Answer 12

Visits
Leeds
Marketing qualified leads
Sales accepted Leeds
Opportunities
Customers

Question 13

What is the purpose of the act stage?

Answer 13

About prompting interaction, turning a visitor into a potential customer

Question 14

What are lead forms and how does the number of form fields correlate with the conversion rate, e.g. filling in the form?

Answer 14

Lead forms or set of fields, used to capture and collect the contact information and other data of website visitors, with the ultimate goal of turning them into potential customers
The Moorfields in the lead form the lower the conversion rate

Question 15

What is lead scoring?

Answer 15

Ranking Leeds, based on the volume to a firm, helps to qualify Leeds, and decide whether efforts should be devoted to market the lead

Question 16

What are the two types of data to score leads?

Answer 16

Observable characteristics: data collected by asking or observing customers, e.g. job titles
Behavioural characteristics : data acquired through traffic of online activities, e.g. viewing a product page

Question 17

What does BANT for in Lead scoring framework?

Answer 17

Budget
Authority
Need
Timing

Question 18

What is lead nurturing?

Answer 18

The purposeful process of engaging defined target group by providing relevant information at each stage of the buyers journey

Question 19

What are the four activities involved in lead nurturing?

Answer 19

Getting permission to market
Educating and entertaining Leeds with a relevant info
Monitoring the progress via Lead scoring
Promoting your products in the purchase stage

Question 20

What is an example of lead nurturing

Answer 20

Automated email drip campaigns

Question 21

What KPIs of the convert stage?

Answer 21

Sales
Percentage of conversion of lead to sale
Average order value
Average conversion time
Percentage abandoned cart

Question 22

How do you calculate conversion rate?

Answer 22

Conversions over number of visitors times 100

Question 23

What is the lead to won conversion rate?

Answer 23

0.7%

Question 24

What are the stages of the conversion funnel considering conversion rate of Leeds

Answer 24

Enquiries in web visits
Leeds
Marketing qualified leads
Sales qualified leads
Opportunities

Question 25

What is a/b testing?

Answer 25

Comparing two versions of a webpage to figure out the better performing variation Using AB testing leads to marginal gains

Question 26

What are cialdinis principles of influence and persuasion? The psychology of persuasion

Answer 26

Consistency-desire to be consistent with what we said Consensus -desire to follow the lead of similar others Authority -desire to follow the expert Reciprocity-to give back if someone gave you something Similarity -tendency to like similar others Scarcity -desire to have things that are rare

Question 27

How to create focus to increase conversion rates

Answer 27

Design pages for single goal and minimise attention ratio e.g. reduce number of links on the page

Question 28

What is the average number of links on a page?

Answer 28

4. 39

Question 29

How can you draw attention and keep uses engaged on the web page to increase conversion rates?

Answer 29

Use design tips, such as colour, directional, cues, and white spaces to direct visitors attention Heat mapping In capsulation Directional cues Remove facial destruction Gaze queueing

Question 30

How can you build structure for clarity to increase conversion rates?

Answer 30

Use visual/information hierarchy to facilitate rapid reading

Question 31

How can you stay consistent to increase conversion rate?

Answer 31

Match your ads with your landing page through design and message matches

Question 32

How can you build trust to increase conversion rates?

Answer 32

Use testimonials and social proofing to create trustworthy pages Testimonials and reviews Client logos Awards Medium mansions 

Question 33

How can you achieve congruence to increase conversion rate?

Answer 33

Align all elements of a webpage towards achieving its goal

Question 34

What is the principle of continuously for continuance when considering conversion rates?

Answer 34

Open version centred design technique that uses the momentum of long versions to drive a secondary conversion request Confirmation pages, and thank you, emails of prime channels for continuance

Question 35

What is the difference between retargeting and remarketing?

Answer 35

Retargeting focuses on using paid ads through search engines, social media and other channels to re-engage customers who visited your site Remarketing focuses on using mostly email to engage uses have visited your site or social media channels

Question 36

What awesome KPIs of the engage stage

Answer 36

Number of shares Number of referrals Number of repurchases Ratio of comments and posts Number of reviews

Question 37

Why is evidence by Harvard business review, that’s loyalty is important

Answer 37

Loyalty leaders grow revenues two. Five times as fast as their industry peers. And deliver 2 to 5 times the shareholder returns over the next 10 years Harvard business review.

Question 38

Why should a company prioritise loyalty?

Answer 38

Acquiring customers is more costly than retaining and selling to existing ones Repeat customers tend to spend more than new ones Engaged customers or more willing to interrupt you facilitating marketing research Engaged customers help to create content

Question 39

What are the benefits of customer loyalty programs?

Answer 39

Encourage repeat business Attract and retain business of a company

Question 40

What are the types of loyalty programs?

Answer 40

Points program Teir program Paid program e.g. prime Value program- charity related

Question 41

What is customer lifetime value?

Answer 41

Represents the customers profitability over the entire relationship with the business

Question 42

How could you calculate customer lifetime value?

Answer 42

Average profit sale AP x number of repeat transactions in a period RTP x retention time RT CLV= AP x RTP x RT

Question 43

What does RFM stand for?

Answer 43

Recency of the last purchase Frequency of purchases Monetary value of purchases

Question 44

What is the net promoter score

Answer 44

Based How likely is it that a customer will recommend your company/product to a friend or colleague % promoters - % detractors =NPS

Question 45

What are the net promoter score of detractors, passive and promoters

Answer 45

Detractors 1 to 6 Passive 7 to 8 Promoters 9 to 10

Question 46

What is a good NPS score

Answer 46

-100 -0 needs improvement 0-30 good 30-70 great 70-100 excellent

Question 47

What industries have the highest NPS scores?

Answer 47

Architecture Manufacturing Commercial Design services

Question 48

What is co-creation?

Answer 48

An active, creative and social process based on collaboration between producers and uses that is initiated by the firm to generate value for customers (Ramaswamy) Convergence of the roles of production and consumption or the convergence of roles of the company and consumer

Question 49

Example of brand co-creation with users

Answer 49

Spotify wrapped, the users are brand advocates

Question 50

What is an open source brand?

Answer 50

A brand that is largely controlled by customers or users

Question 51

What is open source marketing/ branding?

Answer 51

Giving consumers access to the brand and inviting them to co-create on branded projects

Question 52

What can lead to brand co-destruction

Answer 52

Online criticism Open source branding Occurs in consumer to consumer conversations in brand communities where negative comments about a brand/ service are shared

Question 53

What is brand co destruction

Answer 53

Consumers become brand arbiters and commentators, providing authoratative judgment and critique of companies and brands (Fournier S & Avery)

Question 54

Examples of brand co destruction platforms

Answer 54

Trust pilots Social media comments