DM Notes Module 2 - Content Marketing Flashcards
Digital Marketing
Why is it important to align content creation with business objectives and audience expectations?
Aligning content with business objectives and audience expectations helps determine the value of the content and its likely outcomes.
What are some questions you should ask yourself when creating content?
Why am I creating this? What business outcome is it likely to deliver? Why would my audience engage with this content? What are they likely to do after engaging?
Why is personalized content important?
Personalized content helps create a bond and build trust with intended customers.
What makes content valuable to the audience?
Content that is useful, educational, or entertaining is valuable to the audience.
Why is it important to address the buyer’s needs or interests in content creation?
Addressing the buyer’s needs or interests helps them make decisions and choose your offering.
What should effective content always include?
Effective content always includes a call-to-action (CTA).
How does content that presents a solution impact a brand?
Content that presents a solution builds a brand’s reputation as reliable and trustworthy.
What should content be aligned with?
Content should be aligned with different stages of the buyer’s journey.
Name some content formats suitable for the awareness phase.
Imagery, short-form video, social ads, GIFs, advertorials, templates, and banner ads.
What type of content is appropriate for the interest phase?
Blogs, long-form videos, white papers, podcasts, e-books, and infographics.
How can engagement be encouraged in the consideration phase?
Engagement can be encouraged through mechanics like community management and social engagement.
What are some formats suitable for the consideration phase?
Carousels, case studies, webinars, FAQs, testimonials, newsletters, Facebook Messenger, and social display advertising.
What happens in the conversion phase?
The goal is to convert customers, and a clear call-to-action should be provided.
What are some examples of similar problems?
Case studies, advertising tag lines, or campaigns.
What should you try to learn and understand about the audience, product, or problem?
As much as you can.
What should you observe about a product or problem you are trying to solve?
How and why it is used or might be used.
What questions should you ask to find out more about the people who might use a product?
Who are the people, what are their motivations, and why is it useful to them?
What is the second stage of the five-stage process?
Incubate.
What should you do with the findings of your research in the incubate stage?
Write them down and let them simmer.
What should you do after writing down your research findings?
Leave them for a while and then try writing them another way.
What should you do in the incubate stage to let your mind wander?
Take a walk, take a bath, read, daydream, or do something else.
What is the third stage of the five-stage process?
Illuminate.
What happens in the ‘eureka’ stage of the process?
All the elements connect in your subconscious and an idea forms in your conscious mind.
What mantra should you remember in the illuminate stage?
‘Write it straight, then write it great’.
What should you do once you’ve written down your idea?
Leave it alone.
What is the fourth stage of the five-stage process?
Verify.
What should you do in the verify stage?
Sense check your idea against the original problem and critically assess whether it satisfies all elements of the problem.
What questions should you ask yourself in the verify stage?
Will it solve the problem? Will it drive awareness? Is the tone right? Will team operations work more efficiently?
What should you do if your idea doesn’t solve the original problem?
Put it aside and work on your next idea.
What should you do once you’ve settled on an idea?
Craft and refine the idea.
What is the fifth stage of the five-stage process?
Practice.
What does practicing generating ideas using the five-stage process help with?
Coming up with better solutions and discounting poor ideas early on.
What does familiarity with the process help to naturalize?
Creativity in your thinking.
What is one of the most common barriers to creativity?
Fear of failure.
What is the benefit of adapting your idea to the objector’s viewpoint?
To ease the strain on your relationship and potentially win them over.
How can you verify the expertise of the objector?
By inquiring about their assumptions.
What should you use when responding to objections?
Facts and hard data.
What did Jim Barksdale, CEO of Netscape, say about using opinions?
“If we have data, let’s look at data. If all we have are opinions, let’s go with mine.”
How can you explain your reasoning to someone who doesn’t see the full picture?
Use the word ‘because’ to provide valid reasons and sound arguments.
How should you wrap up a discussion after receiving objections?
With a motivated response to find a solution and a positive note.
What can you ask to get input on improving your idea?
“How do you think this idea could be improved?”
How can you maintain working relationships when your idea is rejected?
By refining your original idea or coming up with a new solution that is acceptable to all.
What should you do if your idea is rejected?
Make small tweaks or start over with a new solution.
What is the purpose of the DMI PRO practice exam?
To help students prepare for the DMI PRO certification exam.
What is the pass mark for the DMI PRO practice exam and certification exam?
60%
How likely are students to pass the certification exam after passing the practice exam?
5 times more likely.
What percentage of students who pass the practice exam also pass the certification exam?
95%
How many questions are included in the DMI PRO practice exam?
100
What is the time limit for completing the DMI PRO practice exam?
1.5 hours (90 minutes)
Can the DMI PRO practice exam be retaken?
Yes, it can be retaken any number of times.
What can content marketing include?
Content marketing can include all content types associated with brand building and driving positive affinity and connections to attract or retain customers.
How can affinity content be measured?
Affinity content can be measured by ranking social media engagement through reactions, comments, and feedback signals in terms of positive or negative sentiment towards the brand or organization.
What are advocacy goals in content marketing?
Advocacy goals are a continuation of affinity goals and involve retaining existing customers and turning them into brand advocates or champions who recommend the brand to others.
How is advocacy determined in content marketing?
Advocacy is determined by measuring ongoing positive engagement, user-generated content, reviews, ratings, and recommendations.
What are some key considerations when aligning content marketing goals with overall business goals?
Some key considerations include consistency in language and messaging, timing to support other campaigns, input and ideas from the wider business, and assessing the impact on website content, SEO goals, and ecommerce conversions.
What are buyer personas and why are they important in content marketing?
Buyer personas are imaginary characters based on research and data that represent the ideal buyers or target audience. They are important for understanding customers and shaping content, messaging, and product development to meet their needs.
How can audience insights help in developing buyer personas?
Audience insights such as social media platform usage, device usage, content consumption behavior, and access to high-speed internet can help shape buyer personas and inform content strategy.
What is the purpose of targeting in content marketing?
The purpose of targeting is to position products as relevant and convey messages effectively, through market research, advertising, website design, usability testing, and SEO.
How does understanding individual creative and digital formats help in content marketing?
Understanding the formats your target audience consumes helps in crafting brand messages and creating compelling content, as well as determining the platforms and media to use.
What is the importance of discovering the channels your audience inhabits in content marketing?
Discovering the channels your audience uses allows you to understand their behavior and have conversations where they are, which helps in reaching and engaging with them effectively.
What is the purpose of retargeting in digital marketing?
To remind people who have shown interest in your business and encourage them to become customers.
What are some formats used for retargeting?
Retargeting can utilize formats like imagery, carousels, social display, canvas, and cards.
How can you create content to retain customers?
Create content that reminds consumers of why they engaged with you, highlight user-generated content, and offer exclusive incentives.
What are some formats used for content retention?
Formats like imagery, rewards, reviews, value additions, and discounts can be used for content retention.
What are the two broad categories of content?
The two broad categories of content are topical content and evergreen content.
What is topical content?
Topical content is newsworthy, time-sensitive content linked to a particular moment in time.
What are some examples of formats used for topical content?
Short written pieces, tweets, social media posts, memes, videos, and images can be used for topical content.
Give an example of a brand that created topical content.
Specsavers created topical content around ‘The Dress’ phenomenon, sparking online debates.
What is evergreen content?
Evergreen content is content that can be used at different stages of the buyer’s journey and has a longer lifespan.
What are some examples of formats used for evergreen content?
‘How-to’ articles, video tutorials, beginner’s guides, FAQs, case studies, list articles, and checklists can be used for evergreen content.
What is a content marketing strategy?
A content marketing strategy is an ever-evolving plan that outlines goals, target audience, content needs, user journey, formats, and aligns with business objectives.
Why is a content marketing strategy essential?
A content marketing strategy sets objectives for quality content marketing and provides a roadmap for execution and adaptation to market changes.
What is content curation?
Content curation is using or sharing other people’s or third-party content as part of your content strategy.
What are the benefits of content curation for content producers?
The benefits of content curation for content producers include appearing less promotional, generating goodwill, developing relationships with similar audiences, positioning as an industry leader, and connecting with the original creator.
What are the four main types of curated content?
The four main types of curated content are aggregation, distillation, mashups, and chronology.
Where can you start looking for shareable content?
You can start looking for shareable content on your own social channels, follow brands related to your products or services, search on Google, or use tools like Buzzsumo.
What is the difference between content curation and content creation?
Content curation involves using third-party content, requires lower resource investment, limited ownership, and has great potential for community engagement. Content creation involves producing original content, requires higher resource investment, full ownership, and has greater credibility with online audiences.
How can you use LinkedIn’s content curation feature?
You can use LinkedIn’s content curation feature by navigating to the Content section on your company page, selecting the industry, location, and job function, reviewing the content topics, and sharing topics by clicking the Share button.
What are the benefits of engaging with other people’s blogs?
Engaging with other people’s blogs generates awareness of your blog, goodwill from other bloggers and their communities, and may lead to increased blog visits and social post shares.
What should you do to create the best piece of content?
To create the best piece of content, identify a question in the mind of your target audience and answer it in a way that surpasses any existing content.
How can content curation help in content marketing?
Content curation in content marketing can help appear less promotional, generate goodwill, develop relationships, position as an industry leader, and connect with the original creator.
What should you consider when curating content?
When curating content, consider the relevance, quality, and permission to share the content, and ensure proper credit is given to the original content creator.
How can you identify ways to reproduce compelling headlines or images?
Examine the content that was particularly effective.
What should you note to help with future content scheduling?
Note the best performing times and days when content performs best.
How can you determine the return on investment (ROI) from your content marketing efforts?
Divide the most important metric improvements by the cost of the campaign.
How can you calculate the actual increase in metrics?
Subtract the benchmark metrics from the campaign metrics.
What metrics can you calculate by dividing the campaign spend by the increased metrics?
Cost per new engagement, cost per new conversion, and cost per increased brand search.
How can you determine the value of your activity?
Divide the spend by the increased metrics to create your own metrics.
