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AMA PCM CONTENT MARKETING EXAM PRACTICE QUESTIONS
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AMA PCM CONTENT MARKETING EXAM PRACTICE QUESTIONS
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AMA PCM CONTENT MARKETING EXAM PRACTICEQUESTIONS
Contractors, agency writing services, and freelancers are examples of ________.
A. External team
B. Internal team
C. Thought leadership creators
D. CMI recommended resources
E. Agency services - Answers-A. External team
Matching content with the stage of a prospect in the sales funnel __________.
A. Is nice but not necessary
B. Allows for the right message at the right time
C. Is rarely possible because of mass communication strategies
D. Is not necessary because consumers adapt content in their information processing to
the right context
E. None of the above - Answers-B. Allows for the right message at the right time
Authoritative, professional, conversational, scientific, and humanistic are types of
_______ .
A. Content
B. Content categories
C. Brand voice
D. Classification of ALT tags
E. Outside agency specialists - Answers-C. Brand voice
A large piece of content (60 or more pages) that can be broken into smaller content over
time is called _________.
A. A meta-blog
B. A definitive guide
C. An online brochure
D. A landing page
E. A robust wiki - Answers-B. A definitive guide
Blog content should be __________.
A. Long and very detailed
B. Shorter content that is 300-700 words
C. Typically 1,000 words or more across several pages
D. For bottom of the funnel prospects
E. Edited into three languages at minimum - Answers-B. Shorter content that is 300-700
words
,____________ is the practice of dynamically changing the content that a consumer
sees based on their past behavior.
A. Predictive modeling
B. Buyer journey mapping
C. Web personalization
D. Lead nurturing
E. None of the above - Answers-C. Web personalization
Understanding how people consume content, leveraging buyer personas, and journey
mapping, all facilitate a strong ___________ strategy.
A. CLV
B. Personalization
C. Gating
D. Thought leadership
E. Evergreen content - Answers-B. Personalization
Choose the best description of email as a content delivery system.
A. Social media sites are more effective, making email a secondary strategy
B. Email is more effective than social media sites and should be core to the distribution
strategy
C. Email is no longer effective and is a last-ditch effort
D. Social media and email are equally effective
E. Mobile is more effective than social media or email - Answers-B. Email is more
effective than social media sites and should be core to the distribution strategy
Content that is created by you and that is hosted on your own website and social
channels is referred to as what type of media?
A. Paid
B. Owned
C. Earned
D. Rented
E. Shared - Answers-B. Owned
The best analytics metric to help you evaluate whether your copywriting on a webpage
is effective is ___________.
A. Average time on page
B. Pageviews
C. Pages per session
D. Landing page conversion rate - Answers-D. Landing page conversion rate
All of the following content-related KPIs can be loosely measured by looking at an
analytics report of new vs. returning visitors, EXCEPT:
A. Brand recall
B. Visitor loyalty
C. Customer lifetime value
D. Community strength - Answers-C. Customer lifetime value
,Repeat visits to your website by one person will all be counted by Google Analytics as a
single session if they are made within __________ minutes.
A. 20
B. 30
C. 60
D. 90 - Answers-B. 30
True or False: If you create a new analytics view to visitors to your company blog only,
that view will only show data from the creation date onward.
A. True
B. False - Answers-A. True
Analytics can tell you information about all of the following, EXCEPT:
A. Which websites visitors used to get to your website and content
B. Which websites visitors went to after leaving your website and content
C. Which other types of websites your website visitors generally spend time on
D. Which pages of your content visitors start at when they come to your website -
Answers-B. Which websites visitors went to after leaving your website and content
Customers' attention is divided among many channels, and their attention for you is
scarce. Content marketing helps you break through that noise because you're providing
thought leadership and differentiating your brand.
A. True
B. False - Answers-A. True
Content marketing _____.
A. Has an ambiguous purpose
B. Engages individuals on your terms, not theirs
C. Should only tell your business story
D. Is based on interactions with you buyer. You should create content that is relevant to
what they want to hear and what they're searching for - Answers-D. Is based on
interactions with you buyer. You should create content that is relevant to what they want
to hear and what they're searching for
Which of the following is a benefit of content marketing?
A. You build brand awareness and create brand preference for your buyers
B. You essentially own your own attention, rather than rent other people's thought
leadership
C. You reach more buyers at a lower cost
D. All of these answers - Answers-D. All of these answers
All of the following are characteristics of thought leaders and leadership, except:
A. Talking about your own products and services as a sales pitch
B. Educational motivation, focused on helping customers doing their jobs better
C. Looking to existing best practices to come up with better practices
, D. Looking to the future and setting a course that others will follow - Answers-A. Talking
about your own products and services as a sales pitch
Buyer journeys help you know where your buyers consume your content at each buying
stage.
A. True
B. False - Answers-A. True
A Managing Editor (also referred to as Chief Content Officer, Director of Content, or
Senior Content Manager) should have all of the following skills, except:
A. Copyediting skills
B. Project management
C. Excellent writing skills
D. A lack of interest in the work - Answers-D. A lack of interest in the work
To make sure your content is consistent, you should create a style guide, which _____.
A. Should include every possible response that your company could offer, so all
employees have to do is copy and past
B. Details your persona, language, and tone so that your content team and external
writers can determine same style in which you write
C. Details the dress code of your on-site employees
D. All of these answers - Answers-B. Details your persona, language, and tone so that
your content team and external writers can determine same style in which you write
What is the benefit of project management and production platforms?
A. They help your prioritize and assign tasks to project manage your different pieces of
content
B. They help you run the business of content marketing
C. They help you collaborate with multiple stakeholders
D. All of these answers - Answers-D. All of these answers
Meeting with key stakeholders, getting a product/service roadmap, and asking
sales/customer teams are primarily ways to _____.
A. Take stock on what your competitors are writing about
B. Dig within your organization to determine what other teams want you to write about
C. Optimize your content for SEO
D. Determine what your market is talking about - Answers-B. Dig within your
organization to determine what other teams want you to write about
An editorial calendar is useful for _____________.
A. Increasing sales
B. Enabling others to schedule appointments
C. Generating ad revenue
D. Recording ideas for future posts
E. All of these answers are correct - Answers-D. Recording ideas for future posts
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