101CONTENT
MARKETING TERMS EVERY MARKETER
SHOULD KNOW
A ADWORDS Google’s 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, it’s useful to understand what you already have, what’s working and what’s 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
audience interest.B
BRAND 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.B
BRAND 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.B
BRAND 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.
B
BRANDED 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.B
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
interests.B
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 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.C
CONTENT 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.C
CONTENT 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.”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.
CROWDSOURCED CONTENT
content that is created by an unstructured group outside of the
company. Crowdsourced content is typically generated on social media.
C
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
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.D
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.
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.
E
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.
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.
E
EVERGREEN 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 doesn’t 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.
E
FAQS 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.F
FORMATS 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.
F
FUNNEL 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.F
G 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 doesn’t 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.G
HEAT 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.H
IMPRESSION 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.I
I 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 brand’s, 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.J
KEYWORDS 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 they’re 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.
K
KPI 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.K
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.L
LIFECYCLE 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.L
LINKS 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.L
M 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
what’s working and what’s 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.M
METADATA 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.M
N 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.O
PAGERANK 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.
P
PODCAST 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 brand’s 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”.P
PROMOTION 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.P
QUALIFIED 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 they’re looking for. When your content matches the keywords
of a query, the relevant pages are listed in the SERPs for the user to
select.Q
R 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.R
SCRAPER 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.
S
SEARCH 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.S
SEO 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.S
SERP 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. S
SILOS 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.S
SOCIAL 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.
S
SMO 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.S
TARGET 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.
T
TESTIMONIALS 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.
T
UUSER 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.
V
VOICE 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.V
WEBINAR 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.W
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