HubSpot Marketing Software – Flashcards
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What are the four steps to creating a buyer persona?
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1. Identify question to ask to develop your persona 2. Determine how you'll research your personas 3. Compile research and answers to your paraphrased version of questions 4. Use buyer persona-building best practices to transform your notes into a complete persona
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What are the persona-building best practices?
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1. Focus on motives behind behaviors 2. Keep personas fictional, but still realistic 3. Choose one primary persona 4. Tell your persona's story
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What is content?
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The message your inbound strategy delivers
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How can you create remarkable content?
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Use buyer's journey and buyer personas
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What are the different steps to a content process?
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1. Plan 2. Create 3. Distribute 4. Analyze 5. Repeat
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What's the Buyer's Journey?
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The active research process people go through leading up to making a purchase
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What are the best practices for content creation?
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1. Always focus on mapping content to your buyer personas AND where they are in the buyer's journey 2. Less is more: your buyer personas are probably just as busy as you are - make it easy for them to consume your content 3. Keep it educational, not promotional its not until the decision stage of the buyer's journey when your product should be discussed in detail 4. Focus on the informational part of the content first, worry about design second prioritize writing great content over making that content look nice
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What are the different ways to leverage content with distribution?
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- Website pages - Business blog - Landing pages - Social media - Calls-to-action - Marketing emails
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How do search engines find, understand and rank pages to show in search results?
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By authority and popularity
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What are keywords and how should you go about picking the right ones for your business?
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The words typed into search engines
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In what ways can you expand your list of keywords?
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Searching the web for alternatives
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What is the difference between short and long-tail keywords? How difficult is it to rank for each type?
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Short-tail keywords are short phrases that are hard to move up in rank Long-tail keywords are long phrases that a easier to move up in rank
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What is search intent, and how do search engines use it to produce the most relevant results?
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Is when a search engine knows what specifically you were searching for. They bring up additional information when searching without you asking
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In what ways should you optimize your pages for search engines?
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1. Optimize the page around a primary keyword 2. Include relevant link with the content 3. Promote a good user experience 4. Optimize your website for mobile
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How should you properly optimize the page title? URL? Body? Headers? Image alt-text? Meta description? And why does each matter to search engines?
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Add keywords
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What types of links should you include in your content and why?
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External and internal because you should link your website to credible sources and internal to help the visitor to get additional information off your website
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Why should you optimize for mobile?
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80% of internet users use a mobile device
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What are inbound links?
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Links coming into your website
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What strategies can you implement to earn links, and why does each help?
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Build relationships with authoritative sites
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What are online directories and why are they important for SEO?
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Websites like yelp, yellow pages, and local chambers of commerce.
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What does "rank" mean?
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Your position on search page results
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Why should you write about educational content?
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Because you want to answer the questions or problems that people are searching for answers to.
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Should you write about your business?
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No
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What are ways to brainstorm different topics to blog about?
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1. What are the most frequently asked questions? 2. What do your buyer personas need help with? 3. What do you wish people knew about your industry? 4. What are industry bloggers, social media, and your competitors talking about?
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Why is it important to do keyword research around your blog topics?
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So you can see what people are searching
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What is a working title and how is it different from your topic?
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A title that focuses on a single-angle instead of a broad topic
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Why should you include a long-tail keyword in the title?
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To make sure your long-tail keyword isn't too long
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How can you make the value of the post clear in the title, and why is this important to do?
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By setting the right expectations, so the reader isn't mislead.
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What is whitespace and how does it affect your blog post?
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The whitespace behind and around words, it makes your content not look like clutter
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Why are images important to include in blog posts, and where should they be placed?
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Blogs with images entice readers to keep reading, they should be placed at the top of blog post
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What types of calls-to-action should you feature on the sidebar? Why?
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Subscriptions and social sharing. So you can retain visitors and increase your reach
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Which metrics should you analyze to track the performance of your blog? What does each metric tell you, and how can you use that knowledge to improve performance?
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- Number of visits - Leads generated - Social proof, share-ability - Inbound links - Content performance by author - Content performance by topic - Content performance by format
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What types of content should you send to your contacts at each stage of the buyer's journey?
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Awareness stage - *Analyst reports, Research reports, ebooks, Editorial content, Expert content, Whitepapers, Educational content* Consideration stage - *Expert guidelines, Live interactions, Webcasts, Podcasts, Videos, Comparison whitepapers* Decision stage - *Vendor comparison, Product comparison, Case studies, Trial download, Product literature, Live demos*
