Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Chapter 9: Creating, Managing, and Curating Content
Test Bank
Multiple Choice
1. For the purpose of content marketing, the ______ portion of strategic planning
focuses on how content marketing can help achieve certain goals and objectives.
A. strategies
B. tactics
C. messages
D. situational analysis
2. What is content marketing?
A. It is the creative approach to distribute content.
B. It is a systematic collection of information to share with audiences online.
C. It is the strategic marketing approach focusing on creating and distributing content
online.
D. It is the promotional approach to advertise content.
3. There are many reasons why it is important to have a content marketing strategy for
a social media campaign. All of these are valid reasons EXCEPT ______.
A. it helps create a strong brand awareness for the brand
B. it helps gain a reputation in the field as a great resource
C. it provides assets for the social media campaign to use
D. it is a trendy area to get into because it helps generate immediate sales
4. ______ content focuses on tying into the overall brand voice and reputation, so they
are one and the same.
A. Alignment
B. Evergreen
C. Visual
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
D. Strategic
5. Lacee and Abbie are two interns with Cinnabon for the summer. They are asked to
come up with a content marketing strategy for the brand. Before deciding on what they
need to create, what is the first step Lace and Abbie need to take?
A. They need to test out the Cinnabons for research purposes.
B. They need to conduct a content audience to determine which assets that have
worked before.
C. They need to brainstorm more ideas that are lit for Generation Z audiences for the
brand.
D. They need to research and determine what are the current trends in content
marketing.
6. Michael is working with Papa John’s as a new social media account executive. He
meets with Leah, his boss, and she says that there are some guidelines he needs to
review to ensure everything that is going out on their corporate channels is consistent
and in the appropriate brand style. What does Michael need to review?
A. He needs to review the content strategy for Papa John’s.
B. He needs to review the strategic plan for Papa John’s.
C. He needs to review the content calendar for Papa John’s.
D. He needs to review the creative messaging for Papa John’s.
7. ______ focuses on coming up with innovative perspectives that have not been
adapted yet in a social media plan.
A. Content marketing
B. Content strategy
C. Content ideation
D. Content planning
8. Thought leadership is one of the goals for professionals and brands to achieve in
their respective industries. What are some examples of content that would fall under this
category?
A. blogger relations
B. twitter chats
C. social selling updates
D. white papers and tutorials
9. Utilizing tools like Buzzsumo and Hootsuite can help the social media professional
with their ______ efforts so they can target the right influencers and media outlets with
their content
A. content marketing
B. content promotion
C. content creation
D. content ideation
10. What does a content calendar do?
A. helps plan out content around key dates
B. keeps everything organized in a single place
C. sets out expectations for when certain content will be launched
D. all of these
11. Burger King has launched a sponsored Instagram story where people are able to
interact with the polls to create their ideal burger within Instagram. This tactic would fall
under which component of the PESO model?
A. paid
B. shared
C. owned
D. none of these
12. Humana has an employee advocacy program that showcases the work their
employees are doing. They have control over what content is distributed out and are
able to host the content on their designated sites and platforms. This is an example of
______.
A. paid media
B. owned media
C. earned media
D. shared media
13. Working with influencers like Shonduras and the Utah Jazz would be examples of
influencer relations, which is a component of ______ media.
A. earned
B. shared
C. paid
D. owned
14. What are the types of content that can be created on social media?
A. written
B. written and audio
C. written, audio, and visual
D. written, audio, visual and graphic
15. BeLive is a tool that would be used to create which type of content?
A. written
B. audio
C. video
D. graphic
16. The process of sorting through large amounts of content to present the best posts in
an organized and professional manner is called ______.
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
A. content strategy
B. content curation
C. content promotion
D. content ideation
17. What would be some questions you would want to ask about content marketing
before deciding which content to focus on?
A. What content was linked and referenced by others?
B. What content drove the most views and traffic?
C. What content got the highest engagement?
D. all of these
1. Content is important for social media practices, but not necessarily context.
2. The PESO model focuses on four media types: paid, experiential, shared, and
owned.
3. Every brand has to evaluate their own data to determine the frequency and posting of
their content.
1. What are two benefits of content marketing for social media professionals?
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
2. Outline the four areas of the PESO model.
3. What are two best practices for curating the best content?
4. What is the difference between content creation and content curation?
5. What are two ways social media professionals can repurpose content through
content curation?
1. You have an interview for a social media content intern position with LEGO. They are
specifically looking at generating some content that would resonate with the parents
with small kids. Outline the steps you will want to take before reaching this key audience
for LEGO.
Ans: Varies.
2. You are in your job, which is a content marketing executive for discusses their social
media strategy for The Rock and Under Armour. UA and The Rock are exploring new
ideas for content strategy, and are looking to you for what they can do for their
upcoming campaign for the new line. Outline how you will use content ideation to
generate these ideas.
Ans: Varies.
3. Planet Fitness is your client, and they are interested in creating content and making
sure it goes out to their audiences. They are interested in creating content that
resonates and aligns with their brand. Propose your recommendations on what content
they should create, what you should do before generating content, and propose a
suggested outline of a content calendar for them.
Ans: Varies.
4. A local restaurant has reached out to you about bringing you on as a freelance social
media professional. They have a lot of visual content, but no strategy or structure for a
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
content marketing campaign. Outline the steps you will take with them and how you will
incorporate the PESO model into their content marketing strategy.
Ans: Varies.
5. HubSpot has hired you on to be a community manager and content strategist for
them over the summer. They are interested in promoting their Teacher’s Lounge series,
interviews with professionals in education. They have podcasts, but are looking for other
pieces of content to create and repurpose for this series. Outline the suggestions you
would propose to them in using owned and shared media specifically.
Ans: Varies.