Mapping the Journey: Crafting a Content Marketing Strategy >> The Strategy Of Content Marketing
1. What is the key to effective content marketing with regards to the buyer’s journey?
- To make buyer’s laugh before they commit to buying
- To use your content to tell the customer why you are better than the competition
- Using content to sell a potential buyer at the first step in the buyer’s journey
- Showing up early enough in that journey and then stepping into a role of value and helpfulness, as opposed to straight out sales pitches.
2. Most marketing fails because companies are too consumed with telling customers to look at them and pitch a sale while not providing enough value to the prospective buyer first.
- True
- False
3. Content today has shifted from promising the buyer an experience to actually using the content to create an experience for the buyer before they even buy.
- False
- True
4. Which two maps are tools used in effective mapping for content marketing?
- Experience and Journey Maps
- Experience and Apathy Maps
- Empathy and Experience Maps
- Empathy and Apathy Maps
5. Which of the following are quadrants of an empathy map? (Select all that apply.)
- Thinking
- Doing
- Dreaming
- Feeling
- Seeing
6. What is the purpose of an empathy map?
- To develop a visual map of your customer to show your boss
- To put yourself in your customer’s shoes to understand their pains and desires
- To create a calendar for when your content should be published
- To decide which online channels your content should be published
7. Which of the following is the best definition of experience mapping?
- Identifying both the highs and the lows people feel while interacting with your product or service
- Identifying the experience you and your company take to reach buyers
- A visually appealing illustration demonstrating your customer’s first engagement to their point of purchase
8. Which are the 3 key tips to creating a usable experience map? (Select all that apply.)
- Keep it colorful
- Generate a list of actions to take
- Keep it self-contained
- Keep it simple
9. What are the two key elements to creating irresistible content?
- Meaning and Imagination
- Fascination and Motivation
- Motivation and Meaning
- Meaning and Fascination
10. What is one strategy for making a “how-to” article irresistible?
- Make it as specific as possible
- Make it as long as possible
- Make it as generic as possible
- Make it as short as possible
11. Making a promise in your headline and fulfilling the promise in your content can make your content irresistible.
- False
- True