Excuse Me, What Did You Say?
Don’t worry, I’ll tell you all about it. If you are new to content marketing, you may come across a lot of words and concepts that are unfamiliar or confusing. If you do, hop on over to this page and find the definition here. This is not an exhaustive list, but I included all the basics.
And YES OF COURSE you can contact me and ask about anything I don’t have listed here. I’d be more than happy to help out (and because sometimes I get lonely in my office).
First, I’d like to define the two most important concepts that you need to know. Then, I’ll arrange the rest of the words in alphabetical order. Ready? Let’s hit it… (Tell me where that phrase is from and I’ll be eternally impressed with you.)
Content Marketing Strategy:
What it is – Your company’s content marketing strategy answers:
- WHY you are creating content?
- WHO do you want to help with it?
- WHAT makes your way of doing it better than everyone else’s?
- HOW will you accomplish and measure it?
Everyone in your company, including ant freelancers, should know and follow your strategy. It’s the personality, heart and mission of your company and it’s found in every piece of content.
Why you should do it – A content marketing strategy keeps your goals and mission uniform across all employees in your company. It helps you build your brand identity, which differentiates you from your competitors. A strategy gives you a framework in which you can be more productive. You can analyze your goals to ensure a positive ROI.
What it is – Content marketing is communicating with your customers through your content. You can use writing, images, audio and video. (Think blogs, infographics, podcasts and webinars, to name a few.)
Your content educates your audience about problems and provides them with possible solutions. Your aim is to make their lives more fulfilling and productive. You care about your audience – they are real people with real problems and they’re searching for help… from you.
Why you should do it – The bottom line, for every business, is to sell your product or service. But you also want to make people aware of your product, attract them to your content, trust you as an expert and stay satisfied after making a purchase. Content marketing, done right, can do all of that.
A/B Testing or Split Testing: By comparing two versions of the same website page, landing page or ad, you can determine which one brings the higher conversions. One version should have a different design element or message, such as a varying the color of the CTA button. A/B testing should be an ongoing process of testing, refining, and retesting.
Above the Fold: The top portion of your website that fits on the screen without scrolling.
Affiliate Marketing: One business partners with another by marketing the latter’s service or product in order to receive a commission. It’s a win-win strategy.
Analytics: Studying past data in order to make decisions on how to proceed with new tactics. For instance, you may check Google Analytics to see which of your blog posts perform the best so you can focus on those topics in the future. You can track conversions, customer behavior and other measurements.
Autoresponder: a service that allows you to send out a series of pre-written emails to a select segment of people. One of the most popular autoresponder tactics is to send a series of welcome emails to new subscribers.
B2B: Businesses that sell to other businesses.
B2C: Businesses that sell directly to consumers.
Backlinks: A link to your website from another source. A common backlink would be from someone else’s blog post to yours.
Blogging: The process of updating a blog, which is a personal or business journal written on a consistent basis. Blogs can be hobbies or they can help a business serve its customers in order to eventually make a sale.
Bounce Rate: The percentage of people who land on your website but click away from it before visiting other pages.
Buyer Persona: A detailed description of your ideal customer, including their demographics and psychographics (values, opinions, interests).
Buying Cycle: The process a customer goes through when they purchase an item. Models of the cycle most commonly use three stages – awareness, consideration and decision.
Click Through Rate (CTR): The percentage of people visiting a web page that click through to another page, ad or website.
Content Curation: Reviewing, selecting and commenting on content, usually by topic, to provide further insight.
Content Management System (CMS): A system used to create and manage online content. An example would be WordPress.
Copywriting: A way of strategically using words to get someone to take an action whether it be clicking on a link, purchasing a product or another CTA.
Cornerstone Content: A valuable, foundational piece of content that builds traffic and awareness. It’s informative, engaging and displays your brand voice.
Creative Commons Licenses: A series of copyright licenses that enables the free distribution and use of an author’s work or creation.
Crowdsourcing: Tap into a portion of the public that will perform activities normally done by a company, such as marketing and promotions.
Differentiation: Distinguishing your products and services, or your company from others in the marketplace.
Direct Marketing: a form of advertising where companies communicate to potential customers directly through email, mail, phone, television, etc.
Direct Response: A marketing approach intended to elicit an immediate response to a message by a potential customer.
Ebook: A digital book that can be downloaded free or purchased for use on a digital platform (reader, smartphone, tablet, etc.)
Editorial Calendar: A content publishing calendar. It can include blog posts, videos, podcasts and projects.
Email Marketing: The use of email to market your business. Email marketing is effective at creating trust and relationships with your subscribers. You can provide value with information, offer coupons, give them freebies, etc.
Engagement: The level of connection between a customer and a brand. If the engagement level is high, customers will buy more and promote the company.
Forum: A message board dedicated to discussing a particular topic.
Funnel: Illustrates the optimal journey your customer takes from the top of the funnel (awareness) to the bottom of the funnel (conversion) to purchase your product or service. Customers in different stages of the funnel require different types of content.
Gamification: Taking, for example, a website or a community and adding game features to it. It motivates customer to participate and engage in promotions.
Hashtag: A word or key phrase preceded by a hash (#) used in social media or Pinterest to identify specific post topics or events.
HTML: Hypertext Markup Language. It is the standardized code used to structure websites and content.
Impression: An impression is when a person views a webpage.
Infographic: A visual representation of data, facts or a process, usually done in a fun and easy-to-understand method.
Key Performance Indicator (KPI): a measurable value that indicates whether or not a company is achieving a goal.
Keyword: A word or group of words that an internet user may type in a search engine (or bar) to try to discover some type of information. Companies use statistics to figure out what keywords they should target to try to gain readers. Some keywords are very competitive and others get very little activity.
Landing Page: A standalone web page, with a form, designed to convert readers into leads or buyers.
Lead Generation: The process and/or tactics used to find people that are likely to become your customers at some point.
Learning Management System (LMS): Software used to create, deliver and manage online courses or programs.
Link Building: Promoting your website to another website owner so they will link back to your post or webpage. This is an SEO tactic.
Long Tail: A keyword usually consisting of 3 or more words. They are specific, and usually have low volume traffic. However, you can get closer to attracting your ideal customer this way.
Market Research: Research methods used to discover information about your target customers and your competitors.
Market Segmentation: When a company identifies different parts of the market in order to satisfy the needs of different customer groups.
Marketing Automation: A software platform designed to help companies automate their sales and marketing activities and programs.
Membership Site: Free or paid sites designed to provide specific and valuable information to members.
Meme: A video, picture or phrase that spreads virally on the internet.
Mobile Marketing: Marketing your business to mobile device (smartphones, tablets) users.
Multimedia: A combination of various media elements such as video, audio and text.
Native Advertising: A type of advertising that matches the form of the platform so that its hard to distinguish from the “real” content.
Newsjacking: Capitalizing on the popularity of a news story to increase sales or marketing effectiveness.
Offer: A proposal to sell a specific item or service; it may include extra valuable material not included elsewhere.
Off-Page Optimization: Includes all SEO that happens off of your website.
On-Page Optimization: The content on your website has to be optimized for search engines.
Owned Media: Digital marketing channels that a company has complete control over, such as email and blogs.
PageRank: One of the methods that Google uses in its algorithm to determine a page’s relevance or importance.
Page Views: Measures the number of pages that have been viewed on a website.
Permission Marketing: Allows consumers to receive marketing materials and promotions by their own consent.
Podcasting: The making and distribution of audio files to subscribed users. The files are then uploaded predominantly to smartphones or tablets. They usually consist of news, talk shows, entertainment or educational materials.
Responsive Web Design: It ensures that users have a positive viewing experience on whichever platform they’re using, whether it be a computer, smartphone or tablet.
Retargeting: Keeps track of visitors to a company’s website so that ads for that company’s products or services can be displayed to the consumers as they visit other websites.
Return on Investment (ROI): A performance measure used to evaluate the returns of an investment cost.
Search Engine Marketing (SEM): A strategy used to increase the visibility of a website in a search engine results page. Sometimes referred to as paid search.
Search Engine Optimization (SEO): The practice of increasing the number of visitors to a website by using tactics to improve the website’s ranking in search engine results.
Search Engine Results Page (SERP): The page your search engine displays after you type in your query.
Social Media: A variety of internet programs that allow people to share information and interact with each other. Examples include Facebook, Twitter and Instagram, among many others.
Subject Matter Expert: A person with expert knowledge about a topic, field, job or industry.
Target Market: A group of customers (due to demographics, preferences, etc.) to which a company wants to sell its goods or services.
Unique Page Views: The individual visitors that have viewed your website.
Unique Selling Proposition (USP): A defining factor or characteristic that sets a company apart from its competitors. It’s what makes a company different.
Viral: Content that is popular and shared in large amounts by people on social media.
Visitors: People who visit a website.