Complete each statement with the best word(s) from the Word Bank. There are extra words in the Word Bank, so it is not necessary to use every word. All questions are worth one mark, unless otherwise indicated. Word Bank benefit goals first or second bullet list body copy content channel testimonial headline test profiles products click track changes demographics 1. When editing a piece of digital content, the first edit should focus on .

2. In most web content, it is best to write in the person.

3. When editing in MS Word, editors can see both original and edited content when they use the feature.

4. Good images help the reader imagine themselves in a situation in which they from a product.

5. Most top digital marketers draft many versions of headlines before choosing the top two or three to .

6. Digital marketing images should connect with the buyer, so images of products alone are less effective than images of people using . 7. Good content compels the reader to the CTA.

8. The is the main message in digital marketing content and outlines the details of the benefits of a product, service, or brand.

9. The following are all examples of customer . 3 find store hours and location 3 view a how-to-video 3 get customer support for a faulty product 3 read reviews

10. Good content catches the readers attention with a that draws them to the next piece of the content.

SECTION THREE: TRUE OR FALSE /10

Decide if each statement is true of false, and circle the correct answer. All questions are worth one mark.

1. B2B and B2C customer goals are usually similar.

2. Icons are strong replacements for CTAs.

3. Body copy achieves many of the same goals

as headlines, but in more depth.

4. Headlines should include a minimum of two

product benefits.

5. The concept of building content that persuades the reader to continue applies to

all digital content.

6. There is no CTA in a social media post.

7. In a content edit, editors should ensure the images, videos, and other multimedia

support the content and goals.

8. F pattern is an example of how people skim and is common when reading online

content.

9. Psychographics are similar to demographics

but they are based on values and interests.

10. Digital content should connect to customers

online goals. Offline touchpoints do not

influence content development.