WHO's that?
A common way used by marketers to “market to many by marketing to one,” often with cute names like Molly Mom or Salesman Sam
What is a persona?
The image that should come to mind if someone says ToFu, MoFu, or BoFu
What is a (sales and marketing) funnel?
Before we can turn audience members into leads, we usually have to get them ON our website. This is a webpage where visitors ENTER a website, whether they came from digital ads, social media, SEO, or some other channel.
What is a landing page?
The use of marketing content for INBOUND purposes
What is content marketing?
This is one of two crucial pre-marketing questions, right alongside “What precisely are we trying to achieve?”
A brightly-colored button within a piece of digital content with an action-driving phrase like “Buy Now" that you want your audience to click on?
What is a CTA button?
The last of three steps in the buyer’s journey
What is Decision?
A lead deemed by marketing as qualified for additional marketing action/pursuit
What is an MQL?
When your content strategy fits the persona, product, channel, and objective – all at the same time
What is marketing alignment?
What are the RIGHT visitors and leads?
Marketing content and business communications need to conform to the expectations/needs of the audience. So, this system is used when writing press releases -- which tells the whole story in the first paragraph.
What is the inverted pyramid system?
The three elements of the digital mix, or your digital tools and assets for promoting your org
What are paid, owned, and earned?
A high-value piece of content that companies put behind a form/"gate." Visitors are then able to download/access the content, usually related to an earlier piece of content they engaged with, by providing some information like an email address. (The word "content" is in the correct answer.)
What is a content upgrade?
The three Hs of the Triple-H content framework
What are hero, hub, and help
Many times Chris has said, while this may not be everything in marketing, it IS the beginning of everything in marketing.
What is attention?
We're marketing to PEOPLE. Which means we need to use people-centric methods for writing/creating our marketing content, like the AIDA framework. AIDA stands for this.
What is attention, interest, desire, action?
The four steps is how companies often DO marketing today, that helps companies turn strangers into visitors, visitors into leads, leads into customers, and customers into promoters.
What are attract, convert, close, delight?
Case studies are a popular means of getting leads and even turning those leads into customers. These are the three parts of a case study Chris said you should always have.
What are problem, solution, results?
When you pay third-party platforms, like Outbrain or Taboola, to distribute content you created across the web.
What is content syndication?
There's A LOT of congestion in content today. Whether you're blogging, emailing, posting, etc., you must get above the congestion. Chris has emphasized two ways of doing this. One is to make truly outstanding content, the other is to make truly ________ content.
What is innovative?
This is the "tagline" (i.e., basic meaning in one memorable phrase) for the transactional bank account concept discussed in class.
What is "give something to get something"?
This is a belief held by marketing guru Seth Godin that your business should cater to a narrow (sometimes very narrow) market of potential customers -- to REALLY be something to that niche.
What is the smallest viable audience?
Lead generation is especially common among businesses with this?
What is a long sales cycle?
This tells Google (and others) what webpage is the MAIN webpage in the event of duplicate content
What is the canonical tag/link?
Ann Handley provided a formula for creating quality content, and Chris added an element to her elements. These are the four elements of quality content.
What are utility, inspiration, empathy, and achieving a business objective?