Chapter 9: 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

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.

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

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

5. Lacee 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 audience to determine which assets that 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.

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.

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

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

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

10. What does a content calendar do?

A. helps plan out content around key dates

B. keeps everything organized in a single place

C. sets out expectations for when certain content will be launched

D. all of these

11. Burger King has launched a sponsored Instagram story 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. none of these

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

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

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

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

A. written

B. audio

C. video

D. graphic

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

17. What would be some questions you would want to ask about content marketing before deciding which content to focus on?

A. What content was linked and referenced by others?

B. What content drove the most views and traffic?

C. What content got the highest engagement?

D. all of these

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

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

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

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

2. Outline the four areas of the PESO model.

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

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

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

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.

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.

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.

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.

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.