Deck 10: Creative Content

Question 1

If you are a content creator interested in attracting, engaging, and delighting audiences, which of the following models should you use?

A) marketing flywheel
B) marketing windmill
C) marketing funnel
D) marketing engine

Answer 1

A

Question 2

According to the Marketing Flywheel Model, the "engage" side of the flywheel focuses on ______.

A) research and evaluation
B) paid and earned media
C) hard sell and closure
D) relationships and dialogue

Answer 2

D

Question 3

In a creative meeting, your colleague says, "I know that our last content worked really well on Twitter. But I'm not so sure it will work as well on Instagram." What is she concerned about?

A) mobile apps
B) content creation
C) media platforms
D) demographics

Answer 3

C

Question 4

While content creation refers to ______, content curation is all about the ______.

A) intuition; knowledge
B) impression; message
C) visuals; text
D) development; search

Question 5

The most important concept behind content amplification is ______.

A) volume
B) sharing
C) retweets
D) graphics

Question 6

When delivering materials to your audience, what are the most important factors to consider?

A) segmentation, demographics, and psychographics
B) strategy, goals, and objectives
C) timing, tone, and treatment
D) delegation, budget, and calendar

Question 7

To create stories and interactions that succeed, we must base our planning and composition upon the ______.

A) evidence
B) client
C) budget
D) history

Question 8

What is the best way to visualize a message strategy?

A) as a shareable tweet
B) as a detailed soundbyte
C) as a focused appeal
D) as an exciting headline

Question 9

Important terms to keep in mind when creating a message strategy include ______.

A) situation, appeal, and media
B) research, rechecking, and evaluation
C) primary, secondary, and tertiary appeals
D) directness, strategy, and audience

Question 10

As an enlightened content creator, you realize that at times, you will need to look beyond your own talents. This means taking advantage of different ______.

A) college degrees
B) perspectives
C) media members
D) demographics

Question 11

As content creators, we must think about how our content relates to ______.

A) channels
B) stakeholders
C) graphics
D) gatekeepers

Question 12

Which traditional skills remain important for producing strong video content?

A) photography and videography
B) camera and computer
C) writing and editing
D) acting and producing

Question 13

Which form of expression lies at the heart of all content creation?

A) spoken
B) written
C) visual
D) audio

Question 14

The most common form of content presented on social media is ______-form content.

A) quick
B) slow
C) long
D) short

Question 15

You are a content creator leading a team of interns. For a furniture brand you are launching, you are most interested in generating in-depth content with a long shelf life. Which type of content should you direct the interns to produce for your client?

A) slow form
B) blog form
C) pre-form
D) video form

Question 16

By discussing the issue of mental health on Twitter, Steak-Umm's social media writers were successful in sparking ______.

A) debate
B) backlash
C) conversation
D) sales

Question 17

Which of the following is true of visual content?

A) It is likely to offend.
B) It needs verbal content.
C) It is extremely powerful.
D) It is overrated.

Question 18

When professionals use various channels as mainstays and then create content from those channels, they are using the ______ approach.

A) laddering
B) pillar
C) progressive
D) spider-web

Question 19

When Tik-Tok helps creators make videos including lip-syncing or dance moves, they are enabling ______.

A) audio
B) story line
C) conversation
D) user involvement

Question 20

Augmented reality adds ______ elements into the real world, while virtual reality interjects the user into the ______.

A) virtual; experience
B) audio; video
C) fake; real world
D) enhanced; unreal world

Question 21

Audio content, now advanced in the 21^st century, is also considered a ______.

A) strong advertising channel
B) traditional public relations tool
C) declining form of messaging
D) strong return on investment

Question 22

As PR professionals, we must now learn how to integrate voice technology into ______.

A) our shareholder messaging
B) all phases of client relations
C) specialized brand communities
D) various aspects of our brand

Question 23

What do we need in order to make sure our content is consistent with our brand, channels, and platforms?

A) a creative meeting
B) a research study
C) a brand style guide
D) a company website

Question 24

If you are struggling to develop content, it is important to remember that ______.

A) we can always learn from others
B) you are not alone; it is tough
C) we must constantly re-innovate
D) the best ideas are usually free

Question 25

You are a content creator for a fast-food restaurant chain. You think you have some edgy, fun ideas that will catch on with potential customers. But you're not quite sure what they really desire. What should you do?

A) try out all of your ideas
B) ask your audiences
C) keep working at it
D) edit and edit again

Question 26

The Marketing Flywheel is considered to be a more advanced form of the Marketing Funnel.

Question 27

The first step on the Marketing Flywheel is to research audiences.

Question 28

As content creators, we should constantly be studying the media landscape.

Question 29

Content amplification can become a concern when the message speaks too loudly.

Question 30

Without content, there can be no community building.

Question 31

Writing and editing skills are key to creating strong video content.

Question 32

Slow form content is the type of content we usually present on social media.

Question 33

Responding to someone's content by saying "thanks for sharing!" is a good example of conversation.

Question 34

Sometimes, visual content is more powerful than words.

Question 35

The Pillar Approach to social media involves creating content in one pillar, rewriting it, and moving on to a new pillar.

Question 36

Despite the growth of more advanced technologies, audio and vocal content remain powerful types of content.

Question 37

If you need some inspiration for new content, you should avoid looking at previous case studies and stories because they are obsolete.

Question 38

Editing skills become important at the end of content creation process.

Question 39

Distinguish between the Marketing Funnel and the Marketing Flywheel models, and explain the advantages and disadvantages of each and how they can help us create strong relationships with customers.

Question 40

You are a content creator working on a branding campaign with an automobile manufacturer. One of their managers tells you, "I feel that we lack any cohesive message strategy. Can you give us some pointers to get back on track?" How do you respond?

Question 41

Explain how Steak-Umm has succeeded in sparking a higher level of conversation and dialogue with its followers and how you would apply these principles to your own brand.

Question 42

Apply Gary Vaynerchuk's Pillar Approach to his work on various social media platforms.

Question 43

Differentiate between augmented reality (AR), virtual reality (VR), and mixed reality (MR) and explain the advantages and disadvantages of using each in a PR campaign.

Question 44

Point out some ways in which the Marketing Flywheel can be applied to the strategizing, creation, and execution of content.