101 Content Marketing Terms Every Marketer Should Know

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101CONTENT MARKETING TERMS EVERY MARKETER SHOULD KNOWA ADWORDS Googles advertising service that allows brands to display ads on Google based on keywords. Adwords allows brands to set a budget and then charges the account each time someone clicks on the ad (see PPC). AFFILIATE MARKETING a revenue-generating model where website owners allow third-party sites to include click-throughs on their site and charge based on number of clicks to the link.A AGILE in marketing it refers to the ability to respond quickly to market trends and topics and to adjust strategic plans based on data gathered through marketing intelligence tools. ANALYTICS the way marketers and SEOs gain insight into how the content of a website is performing. Basic analytics include visitor counts, bounce rate, time on page, etc.. Better analytics programs also include information on competitors, content groups, keyword groups, and social media.A ASSETS in content marketing, a shift in thinking from viewing marketing as an expense to viewing marketing content, such as blog posts, slide decks, ebooks, videos, etc.., as resources with economic value. AUTHOR RANK the authority of an author based on social sharing and backlinks to articles written by that author. Author rank can help content findability and improve position in the SERPs.A AUDITS an analysis of website and content effectiveness. Before you start a new content initiative, or marketing campaign, its useful to understand what you already have, whats working and whats not, and to get a roadmap to help optimize existing content as well as a strategy for future content creation. This guide will help you get a site and content audit that fits your needs. http://www.ginzametrics.com/resource-a-site-and-content-audit-for-you-finding-the-right-fit/B B2B Business to Business. B2B marketing refers to marketing practices targeted at other businesses as opposed to marketing to the general public. According to Joe Pulizzi, some of the best examples of B2B content marketing include: Kelly Services, PTC, OpenView Venture Partners, and Cisco Systems.B2C Business to Consumer. B2C marketing refers to marketing practices targeted at the general public. According to Joe Pulizzi, some of the best examples of B2C content marketing include: Patagonia, Red Bull, Coca Cola, and Kraft.BBLOGGING a form of website content that began as online diaries for individuals and has evolved into a key component of many content marketing efforts within brands. In content marketing, blogs are relatively short articles or posts written and designed to inform and entertain while positioning the blogger and the brand as thought leaders and industry authorities. To reach targeted audiences, blog topics should be based on keyword research and audience interest.BBRAND AMBASSADOR a person, hired by a company, to promote the brand and represent it in a positive way. An effective brand ambassador should be knowledgeable about the brand and represent the company values, ethics, and message to increase brand awareness and sales.BBRAND AWARENESS a measure of how well a brand is known by its name among its target audiences. Brand awareness is a long-term business goal for marketing and public relations efforts and is achieved through a blend of content marketing, media relations, social media, advertising, and other proven methods.BBRAND EVANGELIST a customer who has such strong positive feeling for a brand that they are willing to contribute to the marketing effort through testimonials, case studies, or contributed content. BRAND JOURNALISM unlike product or brand-specific messaging, brand journalism is the practice of using journalistic technique to produce content that delivers value or tells a story to engage and inform readers about topics of interest.BBRANDED CONTENT a term that describes the use of content for advertising. The definition of branded content is controversial, but most agree that it refers to paid advertising that only indirectly sells a product or service by telling a story to engage audiences.BBRANDSCAPING the practice of partnering with non-competing brands to create content for the same audience. For businesses with a local presence, this could be partnering with other local businesses or city government to promote events or other common interests.BC CHANNEL in content marketing, the channel is the method used to distribute content and reach audiences. Common content marketing channels include: organic, social media, Email, paid, and affiliate. CLICK BAIT a negative term used to describe a link that is designed to get people to click on it with interesting or controversial titles. The content associated with the link is often not as interesting as the link may have suggested and ultimately leads to negative SEO for the site.CMS Content Management System: a software platform used to create and manage website content. CONTENT AGGREGATION often machine selected, content from sources other than your own website that is selected based on keywords or phrases and published without any commentary or original content, such as on a list.CCONTENT ECOSYSTEM an interconnected system of creating, publishing, sharing, and distributing content for consumption on the web. The ecosystem includes not only the original creator of the content, but everyone who comes into contact with it and interacts with it in some way.CCONTENT MARKETING according to Content Marketing Institute, Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience and, ultimately, to drive profitable customer action.CCONVERSION is the goal marketers set for the audiences they are trying to attract. Common conversions include: filling in a form, signing up for a free trial, joining a subscription group, or buying a product. Conversion rates are how marketers measure their effectiveness at getting audiences to convert. CPC Cost Per Click is the actual price brands pay in PPC (Pay Per Click) advertising campaigns.CCPM Cost Per Thousand (M is the Roman numeral for thousand) - an advertising payment based on the number of impressions, in this case per 1,000 impressions. Instead of charging when a potential customer clicks on an ad, the brand pays for each impression, in other words, each time the ad is shown. CROWDSOURCED CONTENT content that is created by an unstructured group outside of the company. Crowdsourced content is typically generated on social media.CC CURATED CONTENT content that has been handpicked as the best on a specific subject or topic and delivered in an organized way to others with the same interests. CTR Click Through Rate - one of the metrics used to measure the effectiveness of content. Click through rate is calculated whenever a user clicks on a link to engage with content associated with that link.CTA Call To Action - calls to action are critical to the success of content marketing and lead your audiences to the next step on the customer journey. Depending on what the prospect is currently engaging with, calls to action might include: clicking on a link to another page on the website, filling out a form to get an ebook or other gated content, signing up for a demo, or subscribing to a newsletter.CDEMAND GEN is the process of generating demand for the products or services of a brand through a variety of marketing, PR, and sales efforts. DUPLICATE CONTENT the same text that appears on more than one page and under a different URL on a website. Having duplicate content can be cause for search engine penalties and should be avoided.DEBOOK a long-form style of content published in digital form and presented with an engaging theme, attractive visuals, and a casual tone with the purpose of providing more in-depth coverage of a topic than is possible in a blog post or other short-form content. EDITORIAL CALENDAR part of a strategic marketing plan, a way to pre-plan campaigns and messaging along with content creation schedules, mediums, publication methods, and personnel assignments.EE-BLAST a negative term associated with the practice of sending emails to prospects used by marketers. E-blasts are often associated with Spam email. Instead, marketers prefer to use terms such as email campaign, email offers, or subscriber communications. EMBEDDED CONTENT using blocks of code to include video, graphics, and other materials on a webpage without requiring users to follow a link to another page to view the content.EEVERGREEN CONTENT content that continues to provide SEO value long after it was first published. Evergreen content may include blogs, videos, or landing pages. EXPERIMENTAL CONTENT content that doesnt follow the historical style of the brand creating it. Experimental content has risks, but can also help capture an audience not yet engaging with the standard content produced by the brand.EFAQS Frequently Asked Questions - a section found on many websites to answer questions posed by customers and prospects. Sales teams and customer success teams are good resources for these questions. A FAQ page can be a valuable marketing tool as well as a source for longer content.FFORMATS formats are the mediums you use for content and can include blog posts, slide decks, ebooks, videos, podcasts, white papers, infographics, and others. Knowing which format your audience prefers is important to getting traction for your content. FORUMS discussion boards designed to allow users to post questions and answers and engage in conversations about topics of mutual interest. Forums, such as Quora, are a good resource for marketers to find topics that are resonating with potential audiences.FFUNNEL often referred to as a sales funnel, the funnel represents a model of customer acquisition represented by an inverted pyramid where prospects enter the sales process at a specific point and are guided to the point of conversion through pre-designed steps. The traditional sales funnel is less accurate than it once was and has been replaced by a customer journey roadmap that depicts prospects coming in at all different stages and through different entry points.FG GHOST WRITERS people who write content without attaching their byline or getting public credit. In some circumstances, their writing is published under the name of the person who has hired them. If you want to use a ghostwriter, be sure you have an understanding with them about how their content will be used and attributed.GOING VIRAL a mostly unrealistic goal of content creators that their content will spread like a virus across social media platforms and the internet in general. Although most content doesnt reach millions of views, there are good SEO and content marketing practices that help to improve the reach and engagement your content achieves. GUEST POST when an audience member or person other than the blog owner is allowed to publish an article as an invited guest to the blog.GHEAT MAP a way to visualize how visitors are interacting with pages on a site. The different colors of the map highlight which areas of a page users interact with the most. HUB AND SPOKE MODEL a model used to illustrate the creation and distribution of content. In this model the website is generally in the center, the hub, and the distribution channels for content are the spokes that radiate out from the hub.HIMPRESSION the number of views on a webpage or a piece of advertising collateral. One of the measures of the relevancy and effectiveness of a piece of content. INBOUND MARKETING also known as content marketing. Inbound marketing is the marketing practice of using content such as blogs, slide decks, and other assets to bring audiences into the website with the hopes of converting visitors to customers.II INFLUENCERS the people in any industry that are well known for their expertise and knowledge about the industry. Marketers often seek partnerships with influencers to help increase their own, or their brands, legitimacy and authority in the industry. INFOGRAPHIC a visually appealing graphic that explains a concept, creates a timeline, or tells a story with the use of many pictures and few words.JARGON specific words that are used and understood by people in a particular interest group or industry. The new rules of marketing include avoiding the use of jargon to make content more accessible and interesting.JKEYWORDS a keyword or keyword phrase is what a user types into the search engine when looking for information on the web. Content assets should be written based on keywords and phrases that target audiences are already using when theyre looking for your brand or solution on the web. KEYWORD DISCOVERY a process of finding keywords that are being used by your target audiences that you may not be aware of, but should be using in your content.KKPI Key Performance Indicator: the goals that are set up-front in a strategic marketing campaign to determine the success or failure of marketing, SEO, and sales efforts. Learn more about tying marketing efforts to KPIs in this presentation.Khttp://www.ginzametrics.com/resource-search-and-content-marketing-workflow/LANDING PAGE web pages designed to capture visitors from advertising or content published outside of the website with the purpose of converting visitors to customers. LEAD GENERATION the activity of generating new sales leads for your product or service. Lead generation is one of the common KPIs set for content marketing efforts.LLIFECYCLE STAGE is a way to describe the type of relationship you have with your target audience and is usually broken down into three stages: awareness, evaluation, and purchase. Effective content marketing recognizes these stages and prepares content and creates a flow through the website to move visitors through the first stages and into purchase. Even after purchase, content assets should be created for customer retention and support.LLINKS a website address that, when clicked, moves the user to another page on the website or elsewhere on the internet. LONGTAIL KEYWORDS search phrases more than two words long. Although long-tail keyword phrases may have a lower search volume associated with them, they are more specific and may drive more qualified traffic to a site when used in inbound marketing efforts.LM MARKETING INTELLIGENCE data, such as that provided by GinzaMetrics, that gives users the keyword, content, competitor, and channel insights they need to optimize websites and create content to beat the competition. MEMES within the marketing context, a meme is an idea, term, image, or piece of text that is copied and distributed by internet users, usually via social media.MEASUREMENT the key to a successful content marketing program is knowing whats working and whats not and why. Using an analytics tool, marketers can decide what strategic next steps will help them meet their marketing goals and contribute to overall company goals.MMETADATA the data that describes or gives information about other data. For SEO and content marketing, metadata includes meta tags, meta descriptions, and meta keywords that are used in the backend of websites or CRMs to describe content and provide search bots a way to index pages. METRICS any number of measurements used to determine the success of content.MN NATIVE ADVERTISING a way to make advertising less interruptive and deliver advertising messages that appear to be native to the web page such as a paid article or post. NEWSJACKING using a current news story as a launching pad to create content with a unique and relevant spin that capitalizes on the popularity of the event and improves rankings and engagement.OFFERS content assets that have enough value that visitors are willing to share their contact information to get access to them. Offers are a major form of lead generation in content marketing. OWNED MEDIA marketing is executed in three ways, owned, earned, and paid media. Owned media refers to anything a brand has control over, such as blog posts or landing pages that are hosted on their own website.OPAGERANK a value between 0 and 1 assigned by Google to rate the value of your web page in terms of popularity, trust, authority, and overall SEO value. Note: pagerank relevancy is changing. PERSONAS an audience persona is the who brands are talking to and targeting with various forms of communication. Every brand will have multiple personas - imaginary people who represent, the age, gender, and interests of potential customers.PPODCAST an audio file that is recorded and available for download by the users at their convenience. Podcasts often take the form of radio talk shows to interview influencers or present points of view or information of interest to a brands target audience. PROMOTED CONTENT also known as sponsored content, it is content that a brand has paid for to appear on a third party website. See also native advertising.PPROMOTION using marketing channels to distribute and draw attention to the brand and its content. PPC Pay Per Click: an advertising model where the advertiser is charged a fee by the website owner each time someone clicks on their ad.PQUALIFIED LEADS people who have not only shown an interest in your product or service, but also have the budget and intent to make a purchase. QUERY the actual words a user types into the search engine to find the information or product theyre looking for. When your content matches the keywords of a query, the relevant pages are listed in the SERPs for the user to select.QR REPURPOSE the act of repackaging content to serve different purposes. When planning for content distribution, consider using the same core topics to reach audiences in different ways, such as turning a video into a slide deck or an ebook into a series of blog posts. ROI Return on Investment - showing ROI means demonstrating how costs, such as content marketing, are contributing to bottom line profits. Content marketers are using conversion metrics as a way to show value for their efforts.RSS FEED Really Simple Syndication - RSS feeds are a way to get automatic updates from a website. Setting up an RSS feed for your blog will allow your audiences to get updates as you post them.RSCRAPER in the context of the internet, a scraper is a tool used to lift content from one site and place it on another. The practice of scraping is illegal and is often used by spammers to fill their pages with content from legitimate sites. SEARCH ENGINE ALGORITHM the rules and formula a search engine uses to decide the relevancy of web content in order to display the best results of search queries to its users.SSEARCH TERMS the keywords or phrases a person uses to get results from search engines. Use appropriate and relevant search terms in content marketing efforts to improve audience engagement. SEM Search Engine Marketing - an umbrella term that includes marketing activities that earn traffic to a website through both organic and paid means.SSEO Search Engine Optimization - the practice of making sure a website and its individual pages are easily crawled by search engine bots. SEO best practices ensure that pages are well-structured, that landing pages and other content on the site have the necessary metadata and use relevant keywords wisely, and that no 404 errors or other coding errors exist.SSERP Search Engine Results Page - the page users are sent to after entering a query in the search bar. Typically a SERP contains 10 results on the first page, which makes website and content optimization critical to being included in these top results. SLIDESHARE SlideShare, a division of LinkedIn, is a site where users can post slide presentations to share with the public. SSILOS jargon for departmentalized operations within an organization. For content marketers, if every department - PR, customer success, email marketing, social media marketing, etc. are each communicating their own message without following a consistent corporate storyline, they are communicating in silos and probably not getting the results they could by breaking down silos and unifying efforts.SSOCIAL INFLUENCERS those people who have influence as thought leaders in social media circles. These people spend their time sharing content, commenting on shared content, and blogging about topics of interests to their audiences. SOCIAL MEDIA online platforms where people can share ideas and content. Used to reach target audiences and find topics of interest. Social media platforms include Twitter, Facebook, LinkedIn, Google+, Pinterest, Instagram, and more.SSMO Social Media Optimization - the practice of optimizing every piece of content with ways to share including things like adding social sharing buttons and email-to-a-friend options.STARGET AUDIENCE the people you are trying to engage with and, ultimately convert, with your content marketing efforts. Describe your target audience by creating personas to represent them and then create the content they want to read. TENTPOLE CONTENT a highly visible and high ranking piece of content that drives visitors to a website to view less visible content. It is often generated around keywords that generate increased search volumes at certain times of the year, or during certain events.TTESTIMONIALS a quote from a customer that focuses on positive results or a positive interaction with a product, service, or brand in general. Since testimonials are statements made about the brand by a third party, they are generally regarded as more trustworthy than statements made by the brand itself. TROLLS refers to people who get joy from posting negative or controversial content on forums or comment sections. Trolls should be ignored, or dealt with off-line whenever possible.TUUSER EXPERIENCE (UX) user experience describes how easy it is for an actual person, as opposed to a search engine bot, to move around your website and find the desired content. USER GENERATED CONTENT any content that is created by consumers or users of a website or other online system and published for the use of other consumers or users.VIRTUAL CONFERENCE a conference or trade show created on the internet that can include sponsored presences, live webinars, and pre-recorded seminars to address topics of interest to a specific industry. VISUAL CONTENT content other than text. Visual content can include graphics, charts, pictures, video, and infographics. Visual content is a good way to grab the attention of intended audiences.VVOICE also referred to as tone. Before you start creating content, you should determine the tone, or voice your brand will use. Are you serious? sarcastic? instructional? humorous? Once you decide, communicate your voice to anyone within the organization, or outside, that may be creating content on behalf of the company.VWEBINAR a seminar available on the web. A webinar can be live, or on demand. Create a live webinar event and then offer the webinar on demand as a piece of content on your site. WHITE PAPER similar to Ebooks, but typically more formal. Ebooks are usually broken into smaller chunks (like chapters) with lots of visuals, white papers are more like reports and are often based on research or statistics.W101WANT MORE SEO & CONTENT MARKETING INFORMATION? 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