Coursera | The Strategy of Content Marketing

Mapping the Journey: Crafting a Content Marketing Strategy

Mapping the Journey: Crafting a Content Marketing Strategy >> The Strategy Of Content Marketing

1. What is the key to effective content marketing with regards to the buyer’s journey?

  • To make buyer’s laugh before they commit to buying
  • To use your content to tell the customer why you are better than the competition
  • Using content to sell a potential buyer at the first step in the buyer’s journey
  • Showing up early enough in that journey and then stepping into a role of value and helpfulness, as opposed to straight out sales pitches.

2. Most marketing fails because companies are too consumed with telling customers to look at them and pitch a sale while not providing enough value to the prospective buyer first.

  • True
  • False

3. Content today has shifted from promising the buyer an experience to actually using the content to create an experience for the buyer before they even buy.

  • False
  • True

4. Which two maps are tools used in effective mapping for content marketing?

  • Experience and Journey Maps
  • Experience and Apathy Maps
  • Empathy and Experience Maps
  • Empathy and Apathy Maps

5. Which of the following are quadrants of an empathy map? (Select all that apply.)

  • Thinking
  • Doing
  • Dreaming
  • Feeling
  • Seeing

6. What is the purpose of an empathy map?

  • To develop a visual map of your customer to show your boss
  • To put yourself in your customer’s shoes to understand their pains and desires
  • To create a calendar for when your content should be published
  • To decide which online channels your content should be published

7. Which of the following is the best definition of experience mapping?

  • Identifying both the highs and the lows people feel while interacting with your product or service
  • Identifying the experience you and your company take to reach buyers
  • A visually appealing illustration demonstrating your customer’s first engagement to their point of purchase

8. Which are the 3 key tips to creating a usable experience map? (Select all that apply.)

  • Keep it colorful
  • Generate a list of actions to take
  • Keep it self-contained
  • Keep it simple

9. What are the two key elements to creating irresistible content?

  • Meaning and Imagination
  • Fascination and Motivation
  • Motivation and Meaning
  • Meaning and Fascination

10. What is one strategy for making a “how-to” article irresistible?

  • Make it as specific as possible
  • Make it as long as possible
  • Make it as generic as possible
  • Make it as short as possible

11. Making a promise in your headline and fulfilling the promise in your content can make your content irresistible.

  • False
  • True

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