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Content Marketing Glossary

Navigate the complex world of content marketing with ease using our comprehensive glossary. Our A-to-Z guide demystifies industry jargon and ensures you’re always in the know for your content management.

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    A/B Testing

    If you don't test various marketing elements, how will you truly know what resonates the most with your target audience?...
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    Account-Based Marketing

    How does an account-based marketing content strategy best use both sales and marketing teams? Get strategies for this winning combo....
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    Anchor Text

    Here's what you need to know about anchor text, including the definition and why it's essential for search engine optimization....
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    Animated Video

    Back to basics. Let's break down the fundamentals of the animated video content type....
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    Article

    Back to basics. Let's break down the fundamentals of the article content type....
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    B2B (Business-to-Business)

    B2B commerce can be for goods or services, and on just about any scale. Learn more about this widely used...
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    B2C (Business-to-Consumer)

    Learn what business-to-consumer entails, from top marketing techniques to the evolution of consumer goods marketing....
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    Beacon Marketing

    Beacons enable real-time and more personalized "communication" with customers as they navigate spaces. Learn more about this savvy marketing tactic....
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    Benchmarking

    With true benchmarking, you aren’t just comparing metrics to establish a standard — you’re comparing the processes behind the measurements...
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    Bottom-of-Funnel Marketing (BOFU)

    Success for your organization is within reach... you just might need to spend a little more time thinking about the...
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    Bounce Rate

    A bounce rate — named after the slang term for an exit — is an important metric to understand and...
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    Brand Awareness

    Brand awareness: the biggest, most amorphous, hardest-to-measure metric there is. But marketers still need to think about it all the...
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    Brand Guidelines

    Brand guidelines are the visual and verbal elements that shape and define your brand. When crafted well, they are the...
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    Branded Content

    What is Branded Content? Branded content is a form of advertising in which the content doesn’t focus explicitly on a...

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    Business Case

    A business case is a value proposition intended to convince a decision-maker to pursue a particular course of action. In...
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    Buyer Persona

    A buyer persona is a fictional member of your target audience that your sales and marketing teams create – through...
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    Call to Action (CTA)

    In a broad sense, a call to action (CTA) is exactly what it sounds like. You are calling upon your...
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    Churn Rate

    What is a churn rate? It's the rate at which customers stop doing business with your company. Find out more....
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    Click-Through Rate (CTR)

    By using data and analytics, you can determine the success of initiatives and campaigns — and one of the most...
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    Closed-Loop Marketing

    Here is your essential guide to understanding closed-loop marketing and how to make it part of your strategy....
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    Content Accessibility

    What is content accessibility? Content accessibility is the practice of ensuring that the content you create — across all platforms...

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    Content Audit

    What Is a Content Audit? A content audit is a look at what content you currently have published, how it’s...

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    Content Brief

    A content brief is a guide you create for your freelance team to ensure that your outsourced content is on-brand...
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    Content Calendar

    A content calendar is a document accessible to members of your content team that details the upcoming schedule of content...
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    Content Campaign

    How do you use content campaigns as a vehicle for connected customer experiences? Rise to your customer’s expectations by offering...
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    Content Distribution

    Content distribution is the strategy you apply to publishing, sharing, and promoting your content across multiple platforms and channels to...
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    Content Gap Analysis

    Are your content and SEO strategies missing the mark? Learn what a content gap analysis is and how it can...
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    Content Marketing

    When you consistently create and share educational and meaningful content, over time you will attract, engage, and convert your intended...
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    Content Matrix

    What is a content matrix, and why does your business need one? Learn how to use this smart visual tool...
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    Content Mission Statement

    What is a content mission statement? A content mission statement is your content strategy “north star.” Your Big Why. It...

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    Content Operations

    Your content operations consist of the collection of processes you use to create content and encompass all the people, systems,...
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    Content Outsourcing

    Content outsourcing is the delegation of certain (or all) tasks about your content marketing strategy to outside resources like a...
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    Content Personalization

    What is Content Personalization? Content personalization is developing and delivering targeted content to specific groups within your wider audience, typically...

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    Content Refresh

    What is a Content Refresh? In short, a content refresh is exactly what it sounds like. It is the stage...

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    Content Strategy

    A content strategy is the holistic plan you use and consult when including content creation as part of your overall...
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    Content Syndication

    Expand your brand’s reach and win new audiences by amplifying your content through syndication. Learn best practices, SEO benefits, and...
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    Conversion Rate

    Overall, you need to decide how you define a "good" conversion rate based on your industry, website, and bottom line....
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    Copy Editing

    What is copy editing? Not to be confused with proofreading, copy editing is the process by which an editor reviews...

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    Cost Per Impression

    Measuring cost per impression helps marketers decide if a given ad campaign is reaching a large enough audience to justify...
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    Customer Acquisition Cost

    Knowing your customer acquisition cost helps in calculating the ROI of your marketing efforts. Learn more about this valuable figure....
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    Customer Lifetime Value

    Retaining ALL customers simply isn’t feasible, nor is it desirable. So, which customer should be better targeted when it comes...
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    Customer Story

    Back to basics. Let's break down the fundamentals of the customer story content type....
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    D2C (Direct-to-consumer)

    D2C has come a long way since the days of mailers and late-night infomercials. Social, influencer, and email marketing are...
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    Demand Generation

    Demand generation is a marketing strategy that marries your sales and marketing teams through initiatives designed to generate interest in...
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    Drip Campaign

    So, why do you need to know about drip campaigns? Well, even if the actual term is new to you,...
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    eBook

    Back to basics. Let's break down the fundamentals of the ebook content type....
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    Editorial Guidelines

    Editorial guidelines are a codified framework you share with anyone who creates written content for your brand. These guidelines ensure...
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    Email Content

    Back to basics. Let's break down the fundamentals of the email content type....
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    Engagement Rate

    One could argue that engagement rate is the most critical data point of social media marketing. Learn more....
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    Enterprise Business

    Learn what it means to be an enterprise business, and how the distinction can make a product or service stand...
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    Evergreen Content

    Think of evergreen content as the foundation of your content plan, providing background information for readers who may be new...
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    Funnel Velocity

    From boosting conversion rates to developing a content plan, understanding funnel velocity is important for all marketers....
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    Generative AI

    What is generative AI? “Generative AI” is an all-encompassing term that describes the type of artificial intelligence (AI) technology that...

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    Google E-E-A-T

    E-A-T (Expertise, Authoritativeness, and Trustworthiness) is one of the most elusive SEO concepts. Read what it's about and how to...
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    Guest Blogging

    What is guest blogging? We’ll explain the basics of guest blogging and show how you can find guest writers for...
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    Hero Image

    Stop people in their searches and scrolls, trigger emotions and introduce your brand story with the hero image, i.e. the...
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    Inbound Marketing

    Inbound marketing is not a cold call. It’s more like a warm welcome. Learn more about this tried-and-true marketing methodology...
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    Influencer Marketing

    What is influencer marketing? Influencer marketing is a content marketing strategy component that involves outsourcing content promoting your product or...

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    Key Performance Indicator (KPI)

    KPIs are the measurements businesses use to determine how effective a specific initiative is and has been....
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    Keywords

    Simply put, keywords are the backbone of search engine optimization (SEO). They are the specific words or phrases you incorporate...
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    Landing Page

    A landing page is a standalone web page highlighting a specific offer and serves the sole purpose of converting visitors...
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    Local SEO

    More than ever, convenience and proximity have become key factors in decision-making. Learn more about local SEO and how to...
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    Long-Tail Keywords

    To increase your number of long-tail keyword rankings, there's just one thing you have to do: Publish more great content....
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    Marketing Funnel

    Content marketing is driving marketing funnels every day. Use your content to bring in new leads, qualify them, and close...
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    Marketing Goals

    In order to keep a company coordinated, focused, and functional, you need to understand marketing goals and your part in...
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    Marketing Opportunity

    A marketing opportunity helps grow your brand. It allows you to connect with potential customers and attract new leads searching...
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    Marketing Vehicle

    A marketing vehicle describes the various mediums used by brands to reach and target their key audience — from digital...
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    Media Relations

    The right kind of media coverage can reinforce key messages and build/preserve a company's reputation....
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    Meta Description

    When writing meta descriptions, think of them as an ad for your page content. How can you compel a searcher...
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    Meta Title

    What is the ideal length of meta titles, and why are they so important, anyway? Get the lowdown on meta...
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    Middle-of-Funnel Marketing (MOFU)

    What exactly is middle-of-funnel marketing? Learn how to reach prospective customers in this stage and see examples of the types...
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    Native Advertising

    Learn the ins and outs of native advertising. This guide covers what it is, why it’s important, and how to...
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    Off-Page Optimization

    When done right, off-page optimization leads to brand recognition, high-quality backlinks, organic traffic, and sales. Learn more....
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    On-Page Optimization

    Whether you're just starting out with on-page optimization or just need a quick refresher, here's everything you need to know...
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    Organic Content

    Organic content is content that’s created and distributed without paid promotion or advertising. It’s designed to generate visibility, engagement, and...
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    Outbound Marketing

    Outbound marketing is a tool every marketer should have in their toolkit, but the most important thing is knowing how...
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    Owned Media

    Owned media is the umbrella term for any media channel over which your brand has complete control....
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    Plagiarism

    A person or company plagiarizes when they use, steal, or represent another person or company's ideas, thoughts, language, or writing...
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    Presentation

    Back to basics. Let's break down the fundamentals of the presentation content type....
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    Proactive Marketing

    Proactive marketing allows marketers to understand consumer pain points, not by focusing on their current needs, but by unearthing their...
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    Product Description

    Back to basics. Let's break down the fundamentals of the product description....
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    Proofreading

    What is proofreading? Proofreading is the final stage of the editing process before you publish your content. It is where...

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    Public Relations (PR)

    Public relations should be an essential part of a fully-integrated marketing plan as it can influence consumers, shift opinions, inspire...
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    Response Rate

    What is a response rate? A response rate is the percentage of valid responses you get from a given campaign....
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    Return On Investment (ROI)

    What is return on investment? It's the expected financial benefit you'll gain from a specific investment. Find out more....
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    Rich Snippets

    Rich snippets are an awesome way to increase your click-through rate. Learn how to increase your odds of getting rich...
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    Shared/Social Media

    Shared/social media is the term used to describe platforms on the internet that exist to connect and entertain users –...
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    Small-to-Medium Business (SMB)

    Understanding the term "small-to-medium business" is integral to connecting with those clients. Get the definition, see examples, and learn tips...
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    Target Audience

    A target audience is a group (or groups) of people for whom your product or service is designed and to...
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    Tech Stack

    Using technology to run your marketing operations is no longer an option — it's a necessity. Learn more about tech...
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    Thought leadership

    While anyone can call themselves a thought leader, it’s not a term that is meant to be self-appointed. So, how...
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    Top-of-Funnel Marketing (TOFU)

    Understanding top-of-funnel marketing means you are prepared to serve the appropriate content for anyone who interacts with your brand at...
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    Total Customer Value (TCV)

    What is total customer value (TCV)? It's the perceived benefit a customer gains from a product or service compared to...
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    User Experience (UX)

    User experience can make or break a conversion or purchase when you’re up against others with similar offerings and value...
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    Value Drivers

    Your brand’s value drivers are essential to gaining a competitive edge....
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    Value Proposition

    Does your value proposition mean something to your customers? Communicate your brand’s value by learning how to fine-tune and optimize...
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    Web Analytics

    Web analytics can provide insight into user behavior, providing the foundation for a more effective content strategy....
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    What Is Google AMP?

    Use the AMP framework to speed up your mobile website’s performance. Why? Because the faster your mobile content loads, the...
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    What Is Niche Marketing?

    When it’s time to launch a new product or drum up buzz around something specific, niche marketing is often the...
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    XML Sitemap

    Even if you don't have a large site, uploading a sitemap can't hurt and should be considered as a part...
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    Zero-Click Searches

    While holding a featured snippet spot does mean you might be "giving away" your content, it's a great way to...
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