Podcast
Questions and Answers
Is content marketing a relatively new practice that became popular in the 1950s with the boom of advertising firms?
Is content marketing a relatively new practice that became popular in the 1950s with the boom of advertising firms?
False (B)
To effectively tell your business' story, you need _______________.
To effectively tell your business' story, you need _______________.
a mission with supporting values
What's the best way to have your business' story remembered and shared?
What's the best way to have your business' story remembered and shared?
Create emotional alignment between your business and your prospects and customers.
What's the most effective question to start with when writing a company story to stand out from competitors?
What's the most effective question to start with when writing a company story to stand out from competitors?
The _________ can help you develop a mission statement that connects with your audience.
The _________ can help you develop a mission statement that connects with your audience.
What are the three storytelling elements that every story has?
What are the three storytelling elements that every story has?
If prospects can get the answers to their questions and see themselves as characters in your story, they'll be more likely to purchase from you.
If prospects can get the answers to their questions and see themselves as characters in your story, they'll be more likely to purchase from you.
You need conflict to tell an impactful story.
You need conflict to tell an impactful story.
The conflict in your content's story should focus on the ____________.
The conflict in your content's story should focus on the ____________.
When you tell a story and the character is your audience, you should tell the story with a ___________.
When you tell a story and the character is your audience, you should tell the story with a ___________.
Which of the following is NOT a storytelling best practice?
Which of the following is NOT a storytelling best practice?
The conflict in this blog article is preventing team burnout.
The conflict in this blog article is preventing team burnout.
This blog post is written from a _____________.
This blog post is written from a _____________.
When identifying raw material for generating ideas, it's best to stick with a specific area of focus.
When identifying raw material for generating ideas, it's best to stick with a specific area of focus.
You're a content creator for an automobile dealership. What source might you find valuable and be inspired by?
You're a content creator for an automobile dealership. What source might you find valuable and be inspired by?
After you digest material, it's best to try and put ideas together immediately.
After you digest material, it's best to try and put ideas together immediately.
How can you uncover your buyer personas' reading habits?
How can you uncover your buyer personas' reading habits?
When Joan types in 'dog walking tip', the search engine offers helpful suggestions on popular searches. This is known as _________.
When Joan types in 'dog walking tip', the search engine offers helpful suggestions on popular searches. This is known as _________.
Every content brainstorm needs the following EXCEPT:
Every content brainstorm needs the following EXCEPT:
A great way to create a comfortable atmosphere for a company brainstorm is to start off with _________.
A great way to create a comfortable atmosphere for a company brainstorm is to start off with _________.
The goal of a braindump is to have everyone structure ideas they've put together.
The goal of a braindump is to have everyone structure ideas they've put together.
All of the following are examples of a SMART goal EXCEPT:
All of the following are examples of a SMART goal EXCEPT:
Which of the following is NOT a category you should organize your content audit by?
Which of the following is NOT a category you should organize your content audit by?
Where might you start looking for content that already exists?
Where might you start looking for content that already exists?
When it comes to a long-term content strategy, what is an important buyer persona trait?
When it comes to a long-term content strategy, what is an important buyer persona trait?
When identifying buyer's journey content for a long-term content strategy, it's important to focus on content for the ___________ stage(s).
When identifying buyer's journey content for a long-term content strategy, it's important to focus on content for the ___________ stage(s).
A buyer's journey is ever-evolving. You should make updates as you learn more about your buyer persona.
A buyer's journey is ever-evolving. You should make updates as you learn more about your buyer persona.
To keep your content calendar agile, it shouldn't extend more than ___________.
To keep your content calendar agile, it shouldn't extend more than ___________.
All of the following are attributes of a content creation workflow EXCEPT:
All of the following are attributes of a content creation workflow EXCEPT:
Is it a best practice for an editor to make edits directly in the document when providing feedback?
Is it a best practice for an editor to make edits directly in the document when providing feedback?
You should use a consistent naming system to store and easily identify hosted files.
You should use a consistent naming system to store and easily identify hosted files.
Your content creation framework should stay consistent over time.
Your content creation framework should stay consistent over time.
If you want to produce great content, then you need to hire an in-house content creator.
If you want to produce great content, then you need to hire an in-house content creator.
What can you do to make a headline more compelling?
What can you do to make a headline more compelling?
When creating a headline for your content, you should come up with ___________ different headlines.
When creating a headline for your content, you should come up with ___________ different headlines.
The below blog post is an example of which type of headline format?
The below blog post is an example of which type of headline format?
Effective writers start by filling in the main points of their content and save writing the introduction and conclusion for after they've written their piece.
Effective writers start by filling in the main points of their content and save writing the introduction and conclusion for after they've written their piece.
When possible, you should try and use extensive vocabulary in your writing.
When possible, you should try and use extensive vocabulary in your writing.
The following sentence is an example of ____________ voice? 'The grocery shopping was done by your father.'
The following sentence is an example of ____________ voice? 'The grocery shopping was done by your father.'
How could the sentence 'I really just want to go to the store to buy groceries in order to be prepared for the week' be corrected to cut out fluffy words?
How could the sentence 'I really just want to go to the store to buy groceries in order to be prepared for the week' be corrected to cut out fluffy words?
Never use acronyms in your writing.
Never use acronyms in your writing.
How long should you wait before republishing a piece of content to a new website?
How long should you wait before republishing a piece of content to a new website?
You have a top-performing blog post that you want to republish. Which platforms should you republish it to?
You have a top-performing blog post that you want to republish. Which platforms should you republish it to?
When republishing your content, how can you make sure the republished post stands out in contrast to your original post in search engine result listings?
When republishing your content, how can you make sure the republished post stands out in contrast to your original post in search engine result listings?
You're in a brainstorming session with your co-workers. Your colleague says that's all you need after five topics for your ebook. How should you respond?
You're in a brainstorming session with your co-workers. Your colleague says that's all you need after five topics for your ebook. How should you respond?
You should only include a call-to-action on a blog post once the offer is launched.
You should only include a call-to-action on a blog post once the offer is launched.
You can use weekly content activities to grow into which type of long-form content offer?
You can use weekly content activities to grow into which type of long-form content offer?
To help increase awareness for an upcoming product launch, where could you disperse increased paid promotion funds?
To help increase awareness for an upcoming product launch, where could you disperse increased paid promotion funds?
When is the most effective time to boost content on social media?
When is the most effective time to boost content on social media?
You should post the same message across all of your social channels.
You should post the same message across all of your social channels.
You're analyzing the performance of your social channels. What should you do next after noticing that Facebook consistently outperforms your Twitter and LinkedIn page?
You're analyzing the performance of your social channels. What should you do next after noticing that Facebook consistently outperforms your Twitter and LinkedIn page?
Optimizing your content helps improve __________.
Optimizing your content helps improve __________.
You can measure brand awareness by all of the following, EXCEPT?
You can measure brand awareness by all of the following, EXCEPT?
It's best to determine a few key metrics and stick to them.
It's best to determine a few key metrics and stick to them.
All of the following are engagement signals that help you understand your content's effectiveness, except for _______________.
All of the following are engagement signals that help you understand your content's effectiveness, except for _______________.
What metric do you report on to demonstrate how your content campaign has contributed to lead generation goals?
What metric do you report on to demonstrate how your content campaign has contributed to lead generation goals?
You had a successful team meeting where you were able to prove the ROI of your content marketing efforts. However, your boss wants more details on the content path that helped close leads into customers. You could do this by creating a(n) ______________.
You had a successful team meeting where you were able to prove the ROI of your content marketing efforts. However, your boss wants more details on the content path that helped close leads into customers. You could do this by creating a(n) ______________.
When examining your attribution report, you notice 85% of your leads that have closed into customers have downloaded your introductory ebook. How do you support your sales team to close more leads from social into customers?
When examining your attribution report, you notice 85% of your leads that have closed into customers have downloaded your introductory ebook. How do you support your sales team to close more leads from social into customers?
What results can you yield by establishing reporting expectations prior to campaign launch?
What results can you yield by establishing reporting expectations prior to campaign launch?
One month into a three-month lead generation campaign, it becomes clear your current plan to reach your goal of ten sales qualified leads (SQLs) is not feasible. What option will you present during next week's meeting with your CEO?
One month into a three-month lead generation campaign, it becomes clear your current plan to reach your goal of ten sales qualified leads (SQLs) is not feasible. What option will you present during next week's meeting with your CEO?
Study Notes
Content Marketing Fundamentals
- Content marketing predates the 1950s and is not a new practice.
- Developing a strong mission with supporting values is crucial for effectively telling a business story.
- Emotional alignment with prospects enhances the memorability and shareability of your business story.
Crafting a Compelling Company Story
- Start with "Why are you doing what you are doing?" to create a distinctive narrative.
- Use the Golden Circle model to form a mission statement that resonates with the audience.
Storytelling Techniques
- Every impactful story contains essential storytelling elements: Characters, Conflict, Resolution.
- Prospects are more likely to buy when they see themselves in the story and have their questions addressed.
Conflict in Storytelling
- Conflict is essential; it fosters emotional connections and developmental progress.
- Focus the conflict around the main issue that your content addresses.
Perspective in Storytelling
- Use a second-person point of view when narrating a story featuring your audience as characters.
- Avoid using third-person point of view, as it's not recommended in storytelling best practices.
Content Idea Generation
- Diverse sources are valuable for content creation; restricting focus can limit creativity.
- Autocomplete features in search engines provide popular search suggestions, aiding idea generation.
Brainstorming Strategies
- Icebreakers can create a comfortable atmosphere for brainstorming sessions.
- Content brainstorming does not require a minimum number of participants.
SMART Goals and Content Audit
- SMART goals should be specific and measurable; vague objectives are less effective.
- Start a content audit by reviewing existing materials across different relevant categories.
Buyer Personas and Content Strategy
- Understanding buyer personas’ traits is vital for developing a long-term content strategy.
- Keep content calendars flexible, ideally not extending beyond three months.
Content Creation and Editing
- Maintain a consistent naming system for files to improve organizational efficiency.
- Utilize tracked changes in documents for feedback during the content editing process.
Effective Writing Principles
- Avoid extensive vocabulary to retain credibility; clarity is more important.
- Craft headlines that promise value to engage readers effectively.
Content Repurposing and Promotion
- Republish only to relevant platforms to ensure alignment with your business goals.
- Customize messages for each social media platform rather than using identical messaging.
Measuring Content Effectiveness
- Track brand awareness through metrics like engagement signals, excluding press release counts.
- Demonstrate content contribution to lead generation by reporting total leads generated from campaigns.
Reporting and Campaign Adjustments
- Set clear reporting expectations before campaigns to align with key metrics.
- If campaign goals become unrealistic, adjust SMART goals based on previous month's performance data.
Studying That Suits You
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Description
Test your knowledge on content marketing and business storytelling with these HubSpot flashcards from the 2021 exam. Challenge yourself on key concepts and definitions to enhance your understanding of effective marketing strategies.
