DMI PRO AMA EXAM QUESTIONS AND ACCURATE
ANSWERS (A+)
Topical Content - ANSWER newsworthy, time-sensitive content that is linked to a topic
and is best suited to a particular moment in time.
topical content examples - ANSWER short written pieces, tweets and social media
posts, memes, videos and images
Evergreen Content - ANSWER content that can be used at various stages of the buyer's
journey. a longer lifespan and is generally of high value, allowing you to drive
conversions and brand affinity over a longer period of time as people will always be
looking for this kind of 'timeless' content. This also means that evergreen content can be
repurposed into different formats, maximizing your content creation time and efforts
evergreen content examples - ANSWER 'how-to' articles, video tutorials, beginner's
guides, FAQs, case studies, list articles, checklists
content strategy - ANSWER Aims to communicate your brand or campaign messaging
across different creative assets and channels, so consistency is important so people will
recognize it as your brand's content.
What content is created, What purpose it's serving to the overall business goals, How
effective it is in helping achieve those goals.
creative strategy - ANSWER website creative, email templates, promotional videos,
banner ads for digital display and social media, offline creative pieces like TV, radio, or
print
Content awareness goals - ANSWER focuses on content such as social media posts,
banner ads, videos and images that let people know about your brand, promotions,
products or services by driving visibility with your target audience. Largely measured in
impressions, number of people reached, and number of searches for your brand online.
content consideration goals - ANSWER This involves content such as blogs,
demonstration videos or specifications that outline product benefits and features.
Product specifications help your audience to make up their mind and choose your
product when they are looking to buy, engage in a sales conversation or take another
action. Can be measured by looking at the number and quality of comments, shares,
likes, and replies - in other words, anything that elicits a response from your target
audience.
Content Conversion Goals - ANSWER The focus here is on content such as digital
advertising, lead magnets, and purchase landing pages that drive users towards
, ecommerce or lead generation areas of your website or business to build on the
effectiveness of your awareness and consideration content, and get the valuable action
over the line. Can be measured by tracking the number of sales or leads that you
receive via this conversion content.
Lead Magnet - ANSWER incentive provided to persuade individuals to share their email
addresses or other contact information
Content Affinity Goals - ANSWER include all content types and is associated with brand
building and driving positive affinity and connections to attract new customers, or retain
existing customers. Can be measured by ranking social media engagement through
reactions, comments, and feedback signals in terms of positive or negative sentiment
towards your brand or organization.
Content Advocacy Goals - ANSWER Affect all content types associated with retaining
existing customers. When people have a positive affinity towards your brand or
company, not only can you retain them as customers, but they may also go on to be
your brand champions or advocates and recommend you to their contacts. Measured by
ongoing positive engagement, user generated content, reviews, ratings, and
recommendations
Buyer Persona - ANSWER help you understand your customers and prospects better,
An imaginary character based on research and data that represents your ideal buyer or
target audience.
Targeting - ANSWER Helps to position your products as relevant and worthy of
consideration. It provides you with valuable insights for conveying your message,
performing market research, targeting advertising, website design, usability testing and
keywords for SEO.
format - ANSWER Looking at the individual creative and digital formats that your target
audience consumes gives you the information and perspective you need to make
objective decisions about how to craft your brand messages through the most
consumed and widely accepted formats. This allows you to create compelling content.
Personas also help determine the platforms and media you use. You can create content
to meet the targeted needs of each buyer persona profile and address the needs of
each persona.
discovery - ANSWER Discovering the channels your audiences are inhabiting allows
you to get a grasp of your audience's channel behavior. Where are they having
conversations? This allows you to truly tailor your brand messages so you can get the
best possible response by positioning content at the most relevant touchpoints for your
audience.
social listening - ANSWER process of conducting research into what people think or feel
about a brand, product, or topic. It often forms the basis of a content strategy, which will
ANSWERS (A+)
Topical Content - ANSWER newsworthy, time-sensitive content that is linked to a topic
and is best suited to a particular moment in time.
topical content examples - ANSWER short written pieces, tweets and social media
posts, memes, videos and images
Evergreen Content - ANSWER content that can be used at various stages of the buyer's
journey. a longer lifespan and is generally of high value, allowing you to drive
conversions and brand affinity over a longer period of time as people will always be
looking for this kind of 'timeless' content. This also means that evergreen content can be
repurposed into different formats, maximizing your content creation time and efforts
evergreen content examples - ANSWER 'how-to' articles, video tutorials, beginner's
guides, FAQs, case studies, list articles, checklists
content strategy - ANSWER Aims to communicate your brand or campaign messaging
across different creative assets and channels, so consistency is important so people will
recognize it as your brand's content.
What content is created, What purpose it's serving to the overall business goals, How
effective it is in helping achieve those goals.
creative strategy - ANSWER website creative, email templates, promotional videos,
banner ads for digital display and social media, offline creative pieces like TV, radio, or
Content awareness goals - ANSWER focuses on content such as social media posts,
banner ads, videos and images that let people know about your brand, promotions,
products or services by driving visibility with your target audience. Largely measured in
impressions, number of people reached, and number of searches for your brand online.
content consideration goals - ANSWER This involves content such as blogs,
demonstration videos or specifications that outline product benefits and features.
Product specifications help your audience to make up their mind and choose your
product when they are looking to buy, engage in a sales conversation or take another
action. Can be measured by looking at the number and quality of comments, shares,
likes, and replies - in other words, anything that elicits a response from your target
audience.
Content Conversion Goals - ANSWER The focus here is on content such as digital
advertising, lead magnets, and purchase landing pages that drive users towards
, ecommerce or lead generation areas of your website or business to build on the
effectiveness of your awareness and consideration content, and get the valuable action
over the line. Can be measured by tracking the number of sales or leads that you
receive via this conversion content.
Lead Magnet - ANSWER incentive provided to persuade individuals to share their email
addresses or other contact information
Content Affinity Goals - ANSWER include all content types and is associated with brand
building and driving positive affinity and connections to attract new customers, or retain
existing customers. Can be measured by ranking social media engagement through
reactions, comments, and feedback signals in terms of positive or negative sentiment
towards your brand or organization.
Content Advocacy Goals - ANSWER Affect all content types associated with retaining
existing customers. When people have a positive affinity towards your brand or
company, not only can you retain them as customers, but they may also go on to be
your brand champions or advocates and recommend you to their contacts. Measured by
ongoing positive engagement, user generated content, reviews, ratings, and
recommendations
Buyer Persona - ANSWER help you understand your customers and prospects better,
An imaginary character based on research and data that represents your ideal buyer or
target audience.
Targeting - ANSWER Helps to position your products as relevant and worthy of
consideration. It provides you with valuable insights for conveying your message,
performing market research, targeting advertising, website design, usability testing and
keywords for SEO.
format - ANSWER Looking at the individual creative and digital formats that your target
audience consumes gives you the information and perspective you need to make
objective decisions about how to craft your brand messages through the most
consumed and widely accepted formats. This allows you to create compelling content.
Personas also help determine the platforms and media you use. You can create content
to meet the targeted needs of each buyer persona profile and address the needs of
each persona.
discovery - ANSWER Discovering the channels your audiences are inhabiting allows
you to get a grasp of your audience's channel behavior. Where are they having
conversations? This allows you to truly tailor your brand messages so you can get the
best possible response by positioning content at the most relevant touchpoints for your
audience.
social listening - ANSWER process of conducting research into what people think or feel
about a brand, product, or topic. It often forms the basis of a content strategy, which will
