Deck 11: Content Marketing: Publishing Articles, White Papers, and E-Books

Question 1

What content is important to include in a white paper?

A) All the technical details of a product or technology.
B) Industry specific acronyms and marketing phrases.
C) Information on a product's functionality and its benefits.
D) Visual aids in the form of charts and graphs.
E) A strong sales message.

Answer 1

B

Question 2

Using marketing jargon in a white paper helps it appear more educational and credible.

Answer 2

False

Question 3

The primary difference between articles found in directories and those in newspapers and magazines is that :

A) newspapers and magazines pay more for an article.
B) newspapers and magazines provide editorial oversight.
C) a byline is more prominent in a directory article.
D) directory articles are better optimized for search engines.
E) d irectory articles carry more prestige and influence.

Answer 3

B

Question 4

An article differs from a blog in what way?

A) There is more keyword research needed for a blog post.
B) An article is longer and goes into more detail.
C) Articles have a more prominent sales message.
D) They are the same, only a blog post is posted only on your own website.
E) A blog cannot be formatted as a PDF.

Question 5

An overt goal is one that is not directly mentioned in a white paper or e-book.

Question 6

Why should a white paper include visual aids, short paragraphs, and informative titles?

A) Many readers choose white papers based on how they look.
B) To ensure it is easy for readers to scan.
C) Readers like to see text in big blocks.
D) Because it is usually not printed.
E) A catchy title can help snare a reader.

Question 7

A white paper is defined as :

A) a  government publication.
B) an article that does not pitch a particular product or company.
C) a technical document that describes how a product solves a particular problem.
D) an article written for a business audience.
E) a technical and marketing focused article.

Question 8

Which of the following is a true statement?

A) Articles are better lead generation tools than either e-books or white papers.
B) E-books are typically distributed offline.
C) E-books are primarily used in B2B marketing.
D) E-books and white papers have a high perceived value.
E) Successful white papers include a sales message.

Question 9

How does an e-book differ from a white paper?

A) An e-book is written in a lighter tone.
B) An e-book is longer than a white paper.
C) White papers focus on the technical aspects of a product.
D) E-books require a prominent call to action.
E) White papers are always distributed in PDF format.

Question 10

The primary goal for creating white papers, e-books or articles is to build a company's thought leadership and expertise in an area, ultimately generating sales leads.

Question 11

The "look and feel" of an article, white paper or e-book is not a concern, only the content.

Question 12

What is the first step when publishing and distributing an article as part of a marketing strategy?

A) Hire a writer.
B) Identify a catchy title.
C) Find industry experts to interview.
D) Determine what font and layout to use.
E) Identify the content that will interest the target audience.

Question 13

The term "No Follow" means that an article has been penalized by search engines and is omitted from search engine results.

Question 14

White papers typically have at least 10 pages of text, are double spaced, and include sources.

Question 15

An article title needs to create some incentive to read the article.

Question 16

In public policy, white papers are delivered to policy makers to inform them on important issues.

Question 17

The text identifies what mistake companies make with white paper and e-book marketing?

A) Treating them as a pure marketing platform.
B) Identifying and explaining all acronyms.
C) Including too many images and visual aids.
D) Writing about topics that are not part of their core competency.
E) Not properly considering their target audience.

Question 18

What is an article directory?

A) A website where users submit articles for syndication.
B) A search engine for articles.
C) The steps required to prepare and write an article.
D) An online publication that accepts user-submitted articles.
E) An important element of a marketing strategy.

Question 19

White papers are generally intended to:

A) provide post-purchase technical support.
B) survey a target audience.
C) help consumers before they make a purchase.
D) position a brand.
E) be shared in order to go viral.

Question 20

Why are interviews important when writing a white paper?

A) They keep the white paper interesting.
B) They may provide new information that is not widely known.
C) They provide third party credibility.
D) They help tell a better story.
E) They help support the premise of the white paper.

Question 21

What are the five factors to consider when determining how many white papers or e-books to publish as part of a social media marketing campaign?

Question 22

Identify the 9 steps to writing white papers.