American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What essential element should be included in your strategy document when outlining your promotion strategy?

1. Merchandising avenues.

2. All buyer personas and journeys.

3. The thesis that's included in the content throughout.

4. All first content drafts.

The correct answer is: The thesis that's included in the content throughout.

Including the thesis that is integrated throughout the content is pivotal when outlining your promotion strategy. The thesis serves as a guiding statement that encapsulates the central idea or purpose behind your content. It ensures that all promotional activities align with the core message, maintaining consistency and clarity in communication. This alignment helps to reinforce the brand's identity and objectives, making it easier to measure the effectiveness of different promotional tactics. When the thesis is clearly articulated and present throughout the strategy document, all team members can focus their efforts on promoting content that supports this overarching message, resulting in a cohesive marketing approach. While other elements, such as buyer personas and merchandising avenues, are important in their own right, they do not serve as the foundational anchoring point that the thesis does. First content drafts are useful for execution but do not provide the strategic context needed for a successful promotion strategy. Thus, having the thesis included is essential for clarity and consistency in execution.