AMA PCM CONTENT MARKETING EXAM PRACTICE
QUESTIONS
Contractors, agency writing services, and freelancers are examples of ________.
A. External team
B. Internal team
C. Thought leadership creators
D. CMI recommended resources
E. Agency services - Answers -A. External team
Matching content with the stage of a prospect in the sales funnel __________.
A. Is nice but not necessary
B. Allows for the right message at the right time
C. Is rarely possible because of mass communication strategies
D. Is not necessary because consumers adapt content in their information processing to
the right context
E. None of the above - Answers -B. Allows for the right message at the right time
Authoritative, professional, conversational, scientific, and humanistic are types of
_______ .
A. Content
B. Content categories
C. Brand voice
D. Classification of ALT tags
E. Outside agency specialists - Answers -C. Brand voice
A large piece of content (60 or more pages) that can be broken into smaller content
over time is called _________.
A. A meta-blog
B. A definitive guide
C. An online brochure
D. A landing page
E. A robust wiki - Answers -B. A definitive guide
Blog content should be __________.
A. Long and very detailed
B. Shorter content that is 300-700 words
C. Typically 1,000 words or more across several pages
D. For bottom of the funnel prospects
E. Edited into three languages at minimum - Answers -B. Shorter content that is 300-
700 words
____________ is the practice of dynamically changing the content that a consumer
sees based on their past behavior.
A. Predictive modeling
,B. Buyer journey mapping
C. Web personalization
D. Lead nurturing
E. None of the above - Answers -C. Web personalization
Understanding how people consume content, leveraging buyer personas, and journey
mapping, all facilitate a strong ___________ strategy.
A. CLV
B. Personalization
C. Gating
D. Thought leadership
E. Evergreen content - Answers -B. Personalization
An editorial calendar is useful for _____________.
A. Increasing sales
B. Enabling others to schedule appointments
C. Generating ad revenue
D. Recording ideas for future posts
E. All of these answers are correct - Answers -D. Recording ideas for future posts
The number-one blog platform that is scalable for out-of-the-box use or large-scale
customization is ________.
A. Tumblr
B. WordPress
C. Facebook
D. Geocities
E. RebelMouse - Answers -B. WordPress
Why do companies give away free eBooks?
A. To attract attention away from competitors
B. To boost paid sales of the eBook later
C. To establish thought leadership
D. To aid search engine rankings when people download it
E. Free products guilt readers into buying from or donating money to the company -
Answers -C. To establish thought leadership
The four types of social content do not include ________.
A. Written content
B. Visual content
C. Interactive content
D. Video and audio content
E. Printed content - Answers -E. Printed content
Word-of-mouth (WOM) is ten times as effective as traditional advertising because
people trust their friends more than ads and because __________.
A. Ads don't have the same viral potential as WOM
,B. Ads don't measurably change attitudes toward brands
C. People are strategically selective about who they share information with
D. Only WOM can be relied on for accurate brand claims
E. All of these answers are correct - Answers -C. People are strategically selective
about who they share information with
Content that adapts to computer, tablet, and phone is called _________.
A. Adaptive design
B. Transformable design
C. Digital design
D. Responsive design
E. HTML design - Answers -D. Responsive design
Choose the best description of email as a content delivery system.
A. Social media sites are more effective, making email a secondary strategy
B. Email is more effective than social media sites and should be core to the distribution
strategy
C. Email is no longer effective and is a last-ditch effort
D. Social media and email are equally effective
E. Mobile is more effective than social media or email - Answers -B. Email is more
effective than social media sites and should be core to the distribution strategy
Content that is created by you and that is hosted on your own website and social
channels is referred to as what type of media?
A. Paid
B. Owned
C. Earned
D. Rented
E. Shared - Answers -B. Owned
The best analytics metric to help you evaluate whether your copywriting on a webpage
is effective is ___________.
A. Average time on page
B. Pageviews
C. Pages per session
D. Landing page conversion rate - Answers -D. Landing page conversion rate
All of the following content-related KPIs can be loosely measured by looking at an
analytics report of new vs. returning visitors, EXCEPT:
A. Brand recall
B. Visitor loyalty
C. Customer lifetime value
D. Community strength - Answers -C. Customer lifetime value
Repeat visits to your website by one person will all be counted by Google Analytics as a
single session if they are made within __________ minutes.
, A. 20
B. 30
C. 60
D. 90 - Answers -B. 30
True or False: If you create a new analytics view to visitors to your company blog only,
that view will only show data from the creation date onward.
A. True
B. False - Answers -A. True
Analytics can tell you information about all of the following, EXCEPT:
A. Which websites visitors used to get to your website and content
B. Which websites visitors went to after leaving your website and content
C. Which other types of websites your website visitors generally spend time on
D. Which pages of your content visitors start at when they come to your website -
Answers -B. Which websites visitors went to after leaving your website and content
Customers' attention is divided among many channels, and their attention for you is
scarce. Content marketing helps you break through that noise because you're providing
thought leadership and differentiating your brand.
A. True
B. False - Answers -A. True
True or False: A tactic to inspire action from your readers is to get them to vote on a
post.
A. True
B. False - Answers -A. True
A tool frequently used to develop infographic content is ___________.
A. WordPress
B. Blogger
C. Easelly
D. Optin Skin
E. Tumblr - Answers -C. Easelly
In podcasting, what does a pop filter do?
A. It removes background noise
B. It's a filter over your voice to make it clearer and more modulated.
C. It keeps the microphone physically protected from dust and liquids
D. It keeps "Ps" and other consonants from popping or hissing into the mic
E. None of the above - Answers -D. It keeps "Ps" and other consonants from popping or
hissing into the mic
Which of the following is true about using visual media in content?
A. Content with images drives more engagement than content without
B. Images are critical for B2B companies
QUESTIONS
Contractors, agency writing services, and freelancers are examples of ________.
A. External team
B. Internal team
C. Thought leadership creators
D. CMI recommended resources
E. Agency services - Answers -A. External team
Matching content with the stage of a prospect in the sales funnel __________.
A. Is nice but not necessary
B. Allows for the right message at the right time
C. Is rarely possible because of mass communication strategies
D. Is not necessary because consumers adapt content in their information processing to
the right context
E. None of the above - Answers -B. Allows for the right message at the right time
Authoritative, professional, conversational, scientific, and humanistic are types of
_______ .
A. Content
B. Content categories
C. Brand voice
D. Classification of ALT tags
E. Outside agency specialists - Answers -C. Brand voice
A large piece of content (60 or more pages) that can be broken into smaller content
over time is called _________.
A. A meta-blog
B. A definitive guide
C. An online brochure
D. A landing page
E. A robust wiki - Answers -B. A definitive guide
Blog content should be __________.
A. Long and very detailed
B. Shorter content that is 300-700 words
C. Typically 1,000 words or more across several pages
D. For bottom of the funnel prospects
E. Edited into three languages at minimum - Answers -B. Shorter content that is 300-
700 words
____________ is the practice of dynamically changing the content that a consumer
sees based on their past behavior.
A. Predictive modeling
,B. Buyer journey mapping
C. Web personalization
D. Lead nurturing
E. None of the above - Answers -C. Web personalization
Understanding how people consume content, leveraging buyer personas, and journey
mapping, all facilitate a strong ___________ strategy.
A. CLV
B. Personalization
C. Gating
D. Thought leadership
E. Evergreen content - Answers -B. Personalization
An editorial calendar is useful for _____________.
A. Increasing sales
B. Enabling others to schedule appointments
C. Generating ad revenue
D. Recording ideas for future posts
E. All of these answers are correct - Answers -D. Recording ideas for future posts
The number-one blog platform that is scalable for out-of-the-box use or large-scale
customization is ________.
A. Tumblr
B. WordPress
C. Facebook
D. Geocities
E. RebelMouse - Answers -B. WordPress
Why do companies give away free eBooks?
A. To attract attention away from competitors
B. To boost paid sales of the eBook later
C. To establish thought leadership
D. To aid search engine rankings when people download it
E. Free products guilt readers into buying from or donating money to the company -
Answers -C. To establish thought leadership
The four types of social content do not include ________.
A. Written content
B. Visual content
C. Interactive content
D. Video and audio content
E. Printed content - Answers -E. Printed content
Word-of-mouth (WOM) is ten times as effective as traditional advertising because
people trust their friends more than ads and because __________.
A. Ads don't have the same viral potential as WOM
,B. Ads don't measurably change attitudes toward brands
C. People are strategically selective about who they share information with
D. Only WOM can be relied on for accurate brand claims
E. All of these answers are correct - Answers -C. People are strategically selective
about who they share information with
Content that adapts to computer, tablet, and phone is called _________.
A. Adaptive design
B. Transformable design
C. Digital design
D. Responsive design
E. HTML design - Answers -D. Responsive design
Choose the best description of email as a content delivery system.
A. Social media sites are more effective, making email a secondary strategy
B. Email is more effective than social media sites and should be core to the distribution
strategy
C. Email is no longer effective and is a last-ditch effort
D. Social media and email are equally effective
E. Mobile is more effective than social media or email - Answers -B. Email is more
effective than social media sites and should be core to the distribution strategy
Content that is created by you and that is hosted on your own website and social
channels is referred to as what type of media?
A. Paid
B. Owned
C. Earned
D. Rented
E. Shared - Answers -B. Owned
The best analytics metric to help you evaluate whether your copywriting on a webpage
is effective is ___________.
A. Average time on page
B. Pageviews
C. Pages per session
D. Landing page conversion rate - Answers -D. Landing page conversion rate
All of the following content-related KPIs can be loosely measured by looking at an
analytics report of new vs. returning visitors, EXCEPT:
A. Brand recall
B. Visitor loyalty
C. Customer lifetime value
D. Community strength - Answers -C. Customer lifetime value
Repeat visits to your website by one person will all be counted by Google Analytics as a
single session if they are made within __________ minutes.
, A. 20
B. 30
C. 60
D. 90 - Answers -B. 30
True or False: If you create a new analytics view to visitors to your company blog only,
that view will only show data from the creation date onward.
A. True
B. False - Answers -A. True
Analytics can tell you information about all of the following, EXCEPT:
A. Which websites visitors used to get to your website and content
B. Which websites visitors went to after leaving your website and content
C. Which other types of websites your website visitors generally spend time on
D. Which pages of your content visitors start at when they come to your website -
Answers -B. Which websites visitors went to after leaving your website and content
Customers' attention is divided among many channels, and their attention for you is
scarce. Content marketing helps you break through that noise because you're providing
thought leadership and differentiating your brand.
A. True
B. False - Answers -A. True
True or False: A tactic to inspire action from your readers is to get them to vote on a
post.
A. True
B. False - Answers -A. True
A tool frequently used to develop infographic content is ___________.
A. WordPress
B. Blogger
C. Easelly
D. Optin Skin
E. Tumblr - Answers -C. Easelly
In podcasting, what does a pop filter do?
A. It removes background noise
B. It's a filter over your voice to make it clearer and more modulated.
C. It keeps the microphone physically protected from dust and liquids
D. It keeps "Ps" and other consonants from popping or hissing into the mic
E. None of the above - Answers -D. It keeps "Ps" and other consonants from popping or
hissing into the mic
Which of the following is true about using visual media in content?
A. Content with images drives more engagement than content without
B. Images are critical for B2B companies
