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Glossary of Content Marketing Terms


Glossary of Content Marketing Terms

  Sam Carr       Feb 17, 2017    

  Back to Content Marketing
Similarly to SEO, the world of content marketing -as well as the terminology used - might be a bit difficult to understand at first. To help you get started, we've put together the following guide, with all those definitions and jargon you are likely to come across and may find confusing. Of course, if you have any questions or think something is missing from the list, let us know in the comment section below!

Above the fold: The portion of a web page visible on the screen without scrolling.

Adaptive content: The concept of crafting an experience that is tailored to a user’s customer experience, behaviour, and desires. The goal is to deliver the right message to the right person at the right time.

Blog: A website or web page, typically one run by an individual or small group, that is written in an informal or conversational style.

Blogging: Publishing content on a blog.

Buyer persona: Little snapshots of your target audience which allow you to create content that speaks to their specific needs.

Click through rate: One of the metrics that shows how engaged readers are with your content.

CMS (Content Management System): A platform used to create and manage content published on a website.

Content audit: An inventory and assessment of existing web content which would help you understand what content you have and if what you have is any good.

Content guides: These are topical guidelines for content authors and editors.

Content marketer: An individual or team that engages in the marketing and business process for creating and distributing relevant and valuable content.

Content marketing: A type of marketing which involves the creation and sharing of online material such as videos, blogs, and social media posts.

Content matrix: Documents all the different pieces of content on your website to guide development, design and content strategy.

Content model: A structure for content that documents the different types of content on your website. It contains detailed definitions of each content type’s elements and their relationships to each other.

Content page: A web page designed to convey specific information to a user.

Copyright infringement: Misuse of copyrighted material.

Curation: The act of collecting, organising, and sharing content.

Custom news marketing: Tailored news articles which are written in line with an editorial brief and keyword strategy to support specific marketing objectives.

Data-backed content: This is content where up backed up your claims in content with up-to-date and accurate data.

Duplicate content: Text content that appears on more than one URL may be considered duplicate by Google.

Dynamic content: A method of displaying different content on your website based on the information you already know about the visitor.

e-Book: A digital book designed to be downloaded and read on an e-reader, or other electronic devices, such as smartphones, laptops, or tablets.

Editorial brief: A template for action, as well as a regulatory and legally binding document, developed in-house by editors.

Editorial calendar: Shows you what kind of content to create, what topics to cover, what type of people to target, and how often to publish in order to best support your inbound marketing strategy.

Evergreen content: Content that doesn't have an "expiry date" and continues to provide value to readers no matter when they stumble upon it.

Experimental content: Content can take many different formats, which opens up lots of opportunities for experimentation.

Google Panda update: A Google search algorithm that targets low quality web pages containing thin or duplicate content.

HTML: HyperText Markup Language is the language in which pages on the World Wide Web are created.

Infographic: A highly visual link bait content that is very popular among digital marketers as a way of relaying complex concepts in a simple and visual way.

Keyword: A term used to identify the content of a web page, which usually appears in the headline, subheadings and is repeated throughout the copy.

Newsjacking: Refers to the practice of capitalising on the popularity of a news story to amplify the impact of a piece of content.

Persona: A representation of a particular audience segment for a website, product or service you are designing, based on various types of qualitative and quantitative research.

Promoted content: Paid promotional campaigns used to drive relevant traffic towards your blog articles, graphics, videos and other high value content.

Readability: Readability is all about making your content easy to read and understand. In other words, do people get what you’re saying?

Usability: This is about making your content easy to use for the people who are interested in it. This involves making sure your content is clear, readable, and easy to navigate.

User experience: A term used to describe how users interact with a website.

Visual content: Critical for content marketers who want to catch their prospects' attention. You should invest in things such as infographics, videos, and data visualisations to help make your content more interesting to consume.

WordPress: The easiest and most powerful blogging and website content management system (or CMS) in existence today.

What are some other core content marketing terms you think should make this list? Let us know your ideas or suggestions in the comments below!


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