Circle the correct answer to each multiple-choice question. All questions are worth one mark.

1. Developments in the industry; discussions in social media groups; and community events are

all examples of .

a. external sources for content ideas

b. places to test headlines

c. references for Wikipedia page content

d. friction points on B2B customer journeys

2. Rather than running with the first idea that comes to mind, good digital marketers .

a. organize and prioritize ideas into a larger strategy

b. develop a campaign for each idea they brainstorm

c. draft hundreds of ideas and test them to see which is best

d. None of the above

3. Good body copy .

a. paints a picture

b. uses evocative vocabulary

c. tells a story

d. All of the above

4. What is the final stage of content development?

a. Draft and deliver good copy.

b. Edit and optimize.

c. Deliver across multiple channels.

d. None of the above.

5. Jargon is .

a. not recommended for most digital marketing content

b. more effective than plain language in B2C sales

c. the clearest and easiest way to show compelling value

d. best used only by SEO specialists

6. Which of the following sentences use passive voice?

a. The speaker has not worked for three years.

b. By late morning, the sun was almost over the pool.

c. Helen was surprised by the party.

d. All of the above.

7. The best people to ask for feedback on headlines are .

a. digital marketers who have experience with the target market

b. people with similar demographics and psychographics

c. previous customers

d. All of the above.

e. Only A and B.

8. Headlines must

a. catch the readers attention

b. persuade the reader to click an ad rather than an organic SERP result

c. stop the reader from scrolling by in their social media feed

d. get the reader to open and read an email rather than delete it

e. All of the above.

f. None of the above.

9. Benefits are some of the most persuasive body content because they .

a. are formatted carefully for digital reading

b. appeal to emotions

c. are longer than headlines

d. are the last thing a reader sees

10. Body copy should not give all the important information at the beginning because .

a. readers want a clear guide about all product benefits

b. information must be paced in a way that leaves the reader wanting more

c. some information must be available to share in the CTA

d. None of the above

11. When editing in Google Docs, changes are .

a. live

b. shown as backwards Ps

c. not possible

d. None of the above.

12. Which of the following is good practice when creating a great headline?

a. ALL CAPS

b. A minimum of four keywords

c. Present tense verbs

d. Logos

13. In digital marketing content, key ideas should stand out, be repeated, and be reinforced, with

techniques such as .

a. images

b. formatting

c. bullet lists

d. font features

e. All of the above.

f. A and C only.

14. When creating trust in digital marketing content, which of the following is true?

a. Use round numbers.

b. Use anonymous testimonials.

c. Provide facts and figures.

d. Make a money-back guarantee a CTA.

15. web pages videos

email PPCA

blogs white papers

social media posts apps

landing pages e-newsletter

These are all examples of _____________.

a. offline touchpoints

b. customer journey stages

c. content that requires SEO

d. digital marketing channels

16. Which of the following is a strong body copy writing technique?

a. Continue the theme from the headline.

b. Focus more on the readers needs than on the product or business.

c. Focus more on the product benefits than on the features.

d. All of the above.

e. None of the above.

17. Sub-headlines can .

a. re-engage a reader whose interest is waning

b. move the customer along their journey to purchase

c. facilitate skimming and scanning

d. provide opportunities to incorporate keywords

e. All of the above.

f. Only B and D.

18. What is one reason why digital readers often skim and scan?

a. They cannot understand jargon.

b. They are focused on achieving a specific goal.

c. They always have notifications and pop ups interrupting them.

d. They have attention spans that increase when reading online.

19. Compelling value .

a. makes click the CTA a no-brainer

b. often comes at the end of the body copy

c. presents value propositions

d. convincingly distinguishes a company from its competitors

e. All of the above.

f. None of the above.

20. Choose the correct order for the following pieces of content.

a. Headline > Sub-headline > Body copy > Compelling value > CTA

b. Compelling value > Headline > Sub-headline > CTA

c. Headline > CTA > Body copy > Compelling value

d. None of the above