Study Guide: Contextual Marketing Certification

Your Exam Study Guide

The following guide walks through key lessons from each part of the Contextual Marketing Certification course.
Use this as you prepare for your exam.

Fundamentals of Contextual Marketing

I. What is contextual marketing?

ü What is contextual marketing?

ü How does the visitor’s context help you display content that is more relevant?

ü How does contextual marketing relate to the user experience?

II. What are the fundamentals of contextual marketing?

ü Why should contextual marketing be used in one small area only to begin?

ü What question should you ask yourself to determine if you are being helpful to your users?

ü Which content variation will a search engine see?

ü How can personalized content be confusing for a visitor?

ü What considerations should you take into account when creating default content?

ü What kinds of information should visitors be able to browse and discover on a website?

Designing the User Experience

I. Why is the user experience critical to contextual marketing?

ü What two objectives should a website with a good user experience accomplish?

ü How can you ensure that the content on your website will be helpful for your users?

II. How do you deliver a successful user experience?

ü How do you optimize content to make your website useful?

ü How can you ensure that your website only asks users to take one step at a time?

ü Why do you want to keep your website consistent from page to page?

ü How do you ensure that your navigation promotes the accessibility of your site?

ü Which design parameter is most important to creating an appealing website?

ü How will conducting stakeholder interviews benefit your evaluation?

ü What is a style guide, and why is it necessary to create one?

ü How do you perform usability testing?

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Using Personalization in Contextual Marketing

I. What is personalization?

ü How does personalization fit into a larger contextual marketing strategy?

ü What are the four property categories for personalization?

ü How is this information connected to your contact database?

II. How do you use personalization?

ü What types of questions do you need to ask in order to assess the data in your contact

database?

ü What is a default value for a personalization token?

ü What are the two personalization purposes? How do you achieve each of these purposes?

ü What kind of information can cause alarm for users and should be avoided in personalization?

Segmenting With Context

I. Why is segmentation important with smart content?

ü How does segmentation impact contextual marketing?

ü What are the five different ways to segment your audience?

II. How do you create content for the different segmentation options based on the visitor’s context?

ü What is needed to create content for a list of contacts?

ü What is needed to create content based on lifecycle stage?

ü How do you use the visitor’s location to create context in your content?

ü How do you use the visitor’s device type to create context in your content?

ü How do you use the referral source to create context in your content?

ü What are the different types of referral sources that you can segment?

ü How do you use the visitor’s preferred language to create context in your content?

ü How do create a segment to target buyer personas?

Planning a Contextual Marketing Strategy

I. What does a contextual marketing strategy look like?

ü What are the steps for creating a contextual marketing strategy?

ü What questions can you ask yourself to determine contextual marketing opportunities for your

content?
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ü What is default content? How do you optimize it?

ü How does personalization fit into a contextual marketing strategy?

Creating Smart Content in HubSpot

I. What are the smart content tools?

ü What are the tools in HubSpot that you can use to create smart content?

II. How do you create smart content?

ü How do you create a smart CTA? What are the segmentation options for creating one?

ü How do you create a smart form? What are the segmentation options for creating one?

ü How do you create smart text? What are the segmentation options for creating one?

ü How do you insert a personalization token?

ü Where can personalization tokens be added?

ü How do you preview the smart content rules that you created?