Content Marketing and Social Media
Expect questions on content strategy, distribution, and social platform dynamics. Know the content marketing cycle: set goals → understand audience → plan topics → create → distribute → measure → optimize. Content should map to funnel stages and buyer questions. Understand content types (blogs, video, guides, email, podcasts) and the value of repurposing across channels.
On social media, distinguish organic from paid social, and platform strengths (e.g., visual platforms for brand awareness, professional networks for B2B). Know engagement metrics-reach, impressions, engagement rate, shares, saves-and that vanity metrics (likes, followers) don't equal business outcomes. Understand community management, user-generated content, and influencer marketing tiers (mega, macro, micro, nano), where micro/nano often deliver higher engagement and trust.
Traps: equating follower count with influence. Assuming viral reach equals conversions. Ignoring that each platform's algorithm rewards native formats and consistency. Confusing reach (unique people) with impressions (total views). Another trap: choosing a channel because it's popular rather than because the audience is there.
Worked rule of thumb: Engagement rate = engagements ÷ reach (or impressions), and it should be compared within the same platform and format-cross-platform comparisons mislead. When a scenario asks how to build trust with a niche B2B audience, favor educational content and micro-influencers over broad celebrity reach.