16. A good story should do all except the following:

Be clear and concise.

Create emotional appeal.

Be specific.

Focus on the company's products.

17. A content brief is a uniform guide to follow when creating content.

True

False

18. During the content reviewing and editing process,

brainstorming for ideas occurs.

a timeline is created.

a decision is made to determine where to store the content.

a style guide should be followed

19. A semi-fictional representation of your customers is called

Customer Demographic.

Buyer Identifier.

Buyer Persona.

Marketing Persona.

20. A clear and concise explanation of the reason for the company's existence is called a

goal statement.

value proposition.

mission statement.

action plan.