Chapter 12: Creating, Managing, and Curating Content

Test Bank

Multiple Choice

1. For the purpose of content marketing, the ______ portion of strategic planning focuses on how content marketing can help achieve certain goals and objectives.

A. strategies

B. tactics

C. messages

D. situational analysis

Learning Objective: 12-1: Explore the overview of content marketing for social media.

Cognitive Domain: Knowledge

Answer Location: Overview of Content Marketing

Difficulty Level: Easy

2. What is content marketing?

A. It is the creative approach to distribute content.

B. It is a systematic collection of information to share with audiences online.

C. It is the strategic marketing approach focusing on creating and distributing content online.

D. It is the promotional approach to advertise content.

Learning Objective: 12-1: Explore the overview of content marketing for social media.

Cognitive Domain: Knowledge

Answer Location: Definition of Content Marketing and Content Strategy

Difficulty Level: Easy

3. There are many reasons why it is important to have a content marketing strategy for a social media campaign. All of these are valid reasons EXCEPT ______.

A. it helps create a strong brand awareness for the brand

B. it helps gain a reputation in the field as a great resource

C. it provides assets for the social media campaign to use

D. it is a trendy area to get into because it helps generate immediate sales

Learning Objective: 12-1: Explore the overview of content marketing for social media.

Cognitive Domain: Comprehension

Answer Location: Overview of Content Marketing

Difficulty Level: Medium

4. ______ content focuses on tying into the overall brand voice and reputation, so they are one and the same.

A. Alignment

B. Evergreen

C. Visual

D. Strategic

Learning Objective: 12-1: Explore the overview of content marketing for social media.

Cognitive Domain: Comprehension

Answer Location: Alignment of Content

Difficulty Level: Medium

5. Lace and Abbie are two interns with Cinnabon for the summer. They are asked to come up with a content marketing strategy for the brand. Before deciding on what they need to create, what is the first step Lace and Abbie need to take?

A. They need to test out the Cinnabons for research purposes.

B. They need to conduct a content audit to determine which assets have worked before.

C. They need to brainstorm more ideas that are lit for Generation Z audiences for the brand.

D. They need to research and determine what are the current trends in content marketing.

Learning Objective: 12-2: Discuss the steps necessary to conduct a content audit.

Cognitive Domain: Application

Answer Location: Alignment of Content

Difficulty Level: Medium

6. Michael is working with Papa John’s as a new social media account executive. He meets with Leah, his boss, and she says that there are some guidelines he needs to review to ensure everything that is going out on their corporate channels is consistent and in the appropriate brand style. What does Michael need to review?

A. He needs to review the content strategy for Papa John’s.

B. He needs to review the strategic plan for Papa John’s.

C. He needs to review the content calendar for Papa John’s.

D. He needs to review the creative messaging for Papa John’s.

Learning Objective: 12-1: Explore the overview of content marketing for social media.

Cognitive Domain: Application

Answer Location: Definition of Content Marketing and Content Strategy

Difficulty Level: Medium

7. ______ focuses on coming up with innovative perspectives that have not been adapted yet in a social media plan.

A. Content marketing

B. Content strategy

C. Content ideation

D. Content planning

Learning Objective: 12-2: Discuss the steps necessary to conduct a content audit.

Cognitive Domain: Comprehension

Answer Location: Alignment of Content

Difficulty Level: Medium

8. Thought leadership is one of the goals for professionals and brands to achieve in their respective industries. What are some examples of content that would fall under this category?

A. blogger relations

B. Twitter chats

C. social selling updates

D. white papers and tutorials

Learning Objective: 12-3: Identify the four types of media and which pieces of content work for each medium.

Cognitive Domain: Comprehension

Answer Location: Definition of Content Marketing and Content Strategy

Difficulty Level: Medium

9. Utilizing tools like Buzzsumo and Hootsuite can help the social media professional with their ______ efforts so they can target the right influencers and media outlets with their content

A. content marketing

B. content promotion

C. content creation

D. content ideation

Learning Objective: 12-4: Understand the array of tools that are available to create written, visual, audio and video content.

Cognitive Domain: Comprehension

Answer Location: Alignment of Content

Difficulty Level: Medium

10. What does a content calendar do?

A. shows all holidays

B. keeps everything organized in multiple documents

C. alphabetizes tasks to be completed

D. shows a decision tree for escalation in case of a crisis

Learning Objective: 12-2: Discuss the steps necessary to conduct a content audit.

Cognitive Domain: Comprehension

Answer Location: Alignment of Content

Difficulty Level: Medium

11. Burger King has launched a sponsored ad where people are able to interact with the polls to create their ideal burger within Instagram. This tactic would fall under which component of the PESO model?

A. paid

B. shared

C. owned

D. earned

Learning Objective: 12-3: Identify the four different types of media and which pieces of content work for each medium.

Cognitive Domain: Application

Answer Location: Types of Content Media

Difficulty Level: Hard

12. Humana has an employee advocacy program that showcases the work their employees are doing. They have control over what content is distributed out and are able to host the content on their designated sites and platforms. This is an example of ______.

A. paid media

B. owned media

C. earned media

D. shared media

Learning Objective: 12-3: Identify the four different types of media and which pieces of content work for each medium.

Cognitive Domain: Application

Answer Location: Types of Content Media

Difficulty Level: Medium

13. Working with influencers like Shonduras and the Utah Jazz would be examples of influencer relations, which is a component of ______ media.

A. earned

B. shared

C. paid

D. owned

Learning Objective: 12-3: Identify the four different types of media and which pieces of content work for each medium.

Cognitive Domain: Comprehension

Answer Location: Types of Content Media

Difficulty Level: Medium

14. What are the types of content that can be created on social media?

A. written

B. written and audio

C. written, audio, and visual

D. written, audio, visual, and graphic

Learning Objective: 12-3: Identify the four different types of media and which pieces of content work for each medium.

Cognitive Domain: Knowledge

Answer Location: Tools to Create Content

Difficulty Level: Easy

15. Vimeo is a tool that would be used to create which type of content?

A. written

B. audio

C. video

D. graphic

Learning Objective: 12-4: Understand the array of tools that are available to create written, visual, audio and video content.

Cognitive Domain: Knowledge

Answer Location: Tools to Create Content

Difficulty Level: Easy

16. The process of sorting through large amounts of content to present the best posts in an organized and professional manner is called ______.

A. content strategy

B. content curation

C. content promotion

D. content ideation

Learning Objective: 12-2: Discuss the steps necessary to conduct a content audit.

Cognitive Domain: Comprehension

Answer Location: Curating Content

Difficulty Level: Medium

17. What would a question you would want to ask about content marketing before deciding which content to focus on?

A. Is the content exclusive to a certain audience?

B. What are our competitors doing?

C. What content got the highest engagement?

D. Can this content be addressed with a simple GIF and sent out to all platforms?

Learning Objective: 12-1: Explore the overview of content marketing for social media.

Cognitive Domain: Comprehension

Answer Location: Definition of Content Marketing and Content Strategy

Difficulty Level: Medium

True/False

1. Content is important for social media practices but not necessarily context.

Learning Objective: 12-1: Explore the overview of content marketing for social media.

Cognitive Domain: Knowledge

Answer Location: Introduction

Difficulty Level: Easy

2. The PESO model focuses on four media types: paid, experiential, shared, and owned.

Learning Objective: 12-3: Identify the four different types of media and which pieces of content work for each medium.

Cognitive Domain: Knowledge

Answer Location: Alignment of Content

Difficulty Level: Easy

3. Every brand has to evaluate their own data to determine the frequency and posting of their content.

Learning Objective: 12-1: Explore the overview of content marketing for social media.

Cognitive Domain: Comprehension

Answer Location: Alignment of Content

Difficulty Level: Medium

Short Answer

1. What are two benefits of content marketing for social media professionals?

Learning Objective: 12-1: Explore the overview of content marketing for social media.

Cognitive Domain: Analysis

Answer Location: Definition of Content Marketing and Content Strategy

Difficulty Level: Medium

2. Outline the four areas of the PESO model.

Learning Objective: 12-3: Identify the four different types of media and which pieces of content work for each medium.

Cognitive Domain: Analysis

Answer Location: Alignment of Content

Difficulty Level: Medium

3. What are two best practices for curating the best content?

Learning Objective: 12-2: Discuss the steps necessary to conduct a content audit.

Cognitive Domain: Analysis

Answer Location: Curating Content

Difficulty Level: Hard

4. What is the difference between content creation and content curation?

Learning Objective: 12-2: Discuss the steps necessary to conduct a content audit.

Cognitive Domain: Analysis

Answer Location: Curating Content

Difficulty Level: Hard

5. What are two ways social media professionals can repurpose content through content curation?

Learning Objective: 12-2: Discuss the steps necessary to conduct a content audit.

Cognitive Domain: Analysis

Answer Location: Curating Content

Difficulty Level: Hard

Essay

1. You have an interview for a social media content intern position with LEGO. They are specifically looking at generating some content that would resonate with the parents with small kids. Outline the steps you will want to take before reaching this key audience for LEGO.

Learning Objective: 12-2: Discuss the steps necessary to conduct a content audit.

Cognitive Domain: Application

Answer Location: Curating Content

Difficulty Level: Hard

2. You are in your job, which is a content marketing executive for discusses their social media strategy for The Rock and Under Armour. UA and The Rock are exploring new ideas for content strategy, and are looking to you for what they can do for their upcoming campaign for the new line. Outline how you will use content ideation to generate these ideas.

Learning Objective: 12-3: Identify the four different types of media and which pieces of content work for each medium.

Cognitive Domain: Application

Answer Location: Alignment of Content

Difficulty Level: Hard

3. Planet Fitness is your client, and they are interested in creating content and making sure it goes out to their audiences. They are interested in creating content that resonates and aligns with their brand. Propose your recommendations on what content they should create, what you should do before generating content, and propose a suggested outline of a content calendar for them.

Learning Objective: 12-2: Discuss the steps necessary to conduct a content audit.

Cognitive Domain: Application

Answer Location: Alignment of Content

Difficulty Level: Hard

4. A local restaurant has reached out to you about bringing you on as a freelance social media professional. They have a lot of visual content but no strategy or structure for a content marketing campaign. Outline the steps you will take with them and how you will incorporate the PESO model into their content marketing strategy.

Learning Objective: 12-3: Identify the four different types of media and which pieces of content work for each medium.

Cognitive Domain: Application

Answer Location: Types of Content Media

Difficulty Level: Hard

5. HubSpot has hired you on to be a community manager and content strategist for them over the summer. They are interested in promoting their Teacher’s Lounge series, interviews with professionals in education. They have podcasts but are looking for other pieces of content to create and repurpose for this series. Outline the suggestions you would propose to them in using owned and shared media specifically.

Learning Objective: 12-4: Understand the array of tools that are available to create written, visual, audio and video content.

Cognitive Domain: Application

Answer Location: Alignment of Content

Difficulty Level: Hard