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 content produced by the brand.
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.
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 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.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.
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
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 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.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 theyre looking for
your brand or solution on the web.
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
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
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
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 market...