Question 1

Two measures of content effectiveness in generating awareness for a website content asset are:&#10;A)Number of backlinks&#10;B)Cost per acquisition (CPA)&#10;C)Number of social shares&#10;D)Cost per click (CPC)&#10;E)Quality Score

Accepted Answer

Number of backlinks and number of social shares are direct indicators of how widely content is being shared and referenced, thus measuring its effectiveness in generating awareness.

Question 2

Which two factors are most important in shaping customer brand perceptions through website content?&#10;A)Brand colour palette&#10;B)Brand tone-of-voice guidelines&#10;C)Brand ident (logo)&#10;D)Editorial calendar themes&#10;E)None of the above

Accepted Answer

B

Question 3

An example of the implementation of a content hub on a website are&#10;A)A website home page&#10;B)A website landing page&#10;C)A prospect and customer resource centre&#10;D)A product page&#10;E)None of the above

Accepted Answer

A content hub is essentially a centralized digital library for a brand's content, designed to provide value to its audience. It can include various types of content such as articles, videos, e-books, and more. A prospect and customer resource center is an example of a content hub because it serves as a centralized place where prospects and customers can find helpful resources, information, and tools.

Question 4

An example of top of funnel content is an online calculator

Accepted Answer

An online calculator is typically considered middle or bottom of funnel content as it is used by potential customers who are already engaged and evaluating options. Top of funnel content is usually more general and aimed at attracting a wide audience, such as blog posts or social media content.

Question 5

Micro-influencers are typically celebrities

Accepted Answer

Micro-influencers are usually not celebrities but rather individuals with smaller, more engaged followings on social media, often specializing in a particular niche.

Deck 4: Digital Customers