101 Content Marketing Terms Every Marketer Should Know
Post on 13-Apr-2017
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MARKETING TERMS EVERY MARKETER
A 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.
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.B
BLOGGING 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
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.B
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
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.
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.
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
BRANDSCAPING 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
C 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
CMS Content Management System: a
software platform used to create and manage website content.
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.C
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.C
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.C
CONVERSION 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.C
CPM 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.
content that is created by an unstructured group outside of the
company. Crowdsourced content is typically generated on social media.
C 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.C
DEMAND GEN is the process of generating demand
for the products or services of a brand through a variety of marketing, PR, and
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
EBOOK 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.
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.
E-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.
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
content that continues to provide SEO value long after it was first published.
Evergreen content may include blogs, videos, or landing pages.
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 c