CertificationAnswers

You just landed your dream job as a content creator at a local startup. It’s your first week and your boss asks you to perform a content audit to get acquainted with the company’s collateral as well as organize it. Where might you start looking for content that already exists?

• Talk with the sales team
• Check with more tenured employees
• Look through the company’s CRM and CMS
• All of the above

Explanation: The correct answer is All of the above. When performing a content audit to familiarize oneself with a company’s existing collateral and organize it effectively, it’s essential to cast a wide net and gather information from various sources. Talking with the sales team can provide insights into the types of content frequently used in sales conversations, customer pain points, and areas where content may be lacking. Consulting more tenured employees, such as those in marketing or product development, can offer perspectives on historical content initiatives, messaging strategies, and valuable resources that may have been created over time. Additionally, looking through the company’s Customer Relationship Management (CRM) and Content Management System (CMS) can unearth a wealth of existing content, including marketing materials, sales presentations, blog posts, whitepapers, and more. By leveraging all of these sources, a content creator can gain a comprehensive understanding of the company’s content landscape, identify gaps or redundancies, and develop a strategic plan for organizing and optimizing content to align with business goals and audience needs. Therefore, exploring all of the above options—talking with the sales team, checking with more tenured employees, and reviewing the company’s CRM and CMS—is crucial for conducting a thorough content audit and familiarizing oneself with existing collateral in a new role.

Fill in the blank: The conflict in your content’s story should focus on the ____________.

• prospects’ needs
• prospects’ stage of the buyer’s journey
• prospects’ problems
• All of the above

Explanation: The conflict in your content’s story should focus on All of the above. By addressing prospects’ needs, stage of the buyer’s journey, and problems, you create a narrative that resonates deeply with your audience and drives engagement. Focusing on prospects’ needs ensures that your content is relevant and valuable, addressing the challenges or desires they are currently facing. Tailoring the conflict to their stage of the buyer’s journey acknowledges their position in the decision-making process, offering guidance and support that aligns with their level of awareness and consideration. Additionally, highlighting prospects’ problems presents an opportunity to showcase how your product or service can provide solutions, positioning your brand as a trusted advisor and problem-solver. By addressing all these aspects of the prospect’s experience, you create a comprehensive and compelling story that captures their attention and drives them towards conversion. Therefore, the conflict in your content’s story should focus on all of the above to effectively engage and resonate with your audience throughout their journey.

True or false? The conflict in this blog article is preventing team burnout.

• True

• False

Explanation: True. The conflict in this blog article is preventing team burnout. Conflict in storytelling doesn’t always have to be negative; it can also represent challenges that are overcome or resolved positively. In this context, the conflict could be the presence of stress or excessive workload leading to potential burnout within the team. By addressing this conflict head-on and providing strategies or solutions to prevent burnout, the blog article aims to resolve the issue in a constructive manner. Therefore, the statement is true, as the conflict in the blog article serves the purpose of preventing team burnout rather than exacerbating it.

True or false? Content marketing is a relatively new practice that became popular in the 1950’s with the boom of advertising firms.

True

False

All of the following are content marketing practices EXCEPT:

Social media posts

Blogging

Technical SEO

Email copy