Decoding the world of content marketing

Decoding the world of content marketing
19
Dec

Terms you should know.

Sure, you’ve heard of content marketing. But how much do you really know? Could you follow a strategy meeting? Explain the concepts to your colleagues? Contribute to a plan for your company?

Content marketing is the development, publication and promotion of high-quality content that helps brands strengthen their presence and build credibility. And, in order to create and disseminate content effectively, we as marketers rely on a number of metrics and other tools. This glossary will help you get up to speed on what exactly we’re clamouring on about.

– Above the fold: The portion of a webpage or an email that the reader can see without scrolling down. It is the best place to grab the reader’s attention.

– B2B marketing: The acronym stands for “business to business marketing”, and refers to businesses marketing directly to other businesses, rather than an individual customer.

– Bounce rate: The amount of people who view one page of your website and then leave. The goal is to keep your bounce rate low.

– Buyer persona: A summary of the characteristics and qualities of your target audience. Use your buyer persona to develop a comprehensive marketing strategy tailored to your buyer persona.  

–  Buyer’s journey: Refers to the different phases that a customer goes through in relation to your company. The first phase is discovery of your company and the last is becoming a customer. It is important to build a marketing strategy around the needs of your buyer at these different phases.

– Calls-to-action: Prompts to your audience to do something. This “something” can include scheduling a consultation, downloading a free whitepaper or eguide, sharing your content on social media, among other actions.

– Clickthrough rate: The rate at which visitors click on the links embedded in your content. It is a good way to measure your audience’s level of interest in what you’re publishing.

– Content creation: Developing original content to showcase your company’s knowledge and personality.

– Content curation: Sharing material from other sources, ideally content that aligns with your brand’s mission and values.

– Conversion rate: The rate at which you’re converting visitors into leads and/or leads into customers. It measures the ability of your content to spark genuine interest in your products or services.

– Crowdsourcing: Obtaining content or information by recruiting a large number of people to participate. They can be experts in the field, customers, or interested people, and can be paid or unpaid for their participation.

– Evergreen content: Content that is not time-sensitive, and that continues to maintain relevance for your audience. This type of content is critical because it will attract web traffic over a long period of time, ultimately helping to improve your website’s SEO rankings.

– Google Adwords: Google’s advertising service where companies increase their search ranking by paying for relevant keywords.

– Inbound link: when another website links to one of your pages. Google takes the number of inbound links into account when ranking your content, because it demonstrates credibility.

– Inbound marketing: Attracting prospects by putting out relevant and engaging content, often before the prospects are even ready to become customers. Your content accompanies the prospects through every stage of the buyer’s journey to help convert them into customers.

–  Influencers: People within your industry that others respect and follow. Working with an influencer can broaden your audience and establish credibility.

– Internal link: Link between pages on your website. These can help direct visitors to other relevant material from your company.

– Keyword research: Finding the best and most appropriate keywords for your material that help drive the right website traffic.

– Landing pages: The webpage on your site where a visitor lands after clicking on a link. They are often used to capture information about the visitor.

– Personalisation: Tailoring your content to your buyer persona and to the individual interests of your clients.

– SEO: Search engine optimisation is a process of making your content search-engine friendly (researching and using appropriate keywords, linking to relevant sites, etc.) to improve your rankings.

– Swag: Promotional gifts, or marketing collateral, that increase the visibility of your brand.

Got another term that should make the list? Comment below or tweet us!

Industry terms you should know.

Sure, you’ve heard of content marketing. But how much do you really know? Could you follow a strategy meeting? Explain the concepts to your colleagues? Contribute to a plan for your company?

Content marketing is the development, publication and promotion of high-quality content that helps brands strengthen their presence and build credibility. And, in order to create and disseminate content effectively, we as marketers rely on a number of metrics and other tools. This glossary will help you get up to speed on what exactly we’re clamouring on about.

– Above the fold: The portion of a webpage or an email that the reader can see without scrolling down. It is the best place to grab the reader’s attention.

– B2B marketing: The acronym stands for “business to business marketing”, and refers to businesses marketing directly to other businesses, rather than an individual customer.

– Bounce rate: The amount of people who view one page of your website and then leave. The goal is to keep your bounce rate low.

– Buyer persona: A summary of the characteristics and qualities of your target audience. Use your buyer persona to develop a comprehensive marketing strategy tailored to your buyer persona.  

–  Buyer’s journey: Refers to the different phases that a customer goes through in relation to your company. The first phase is discovery of your company and the last is becoming a customer. It is important to build a marketing strategy around the needs of your buyer at these different phases.

– Calls-to-action: Prompts to your audience to do something. This “something” can include scheduling a consultation, downloading a free whitepaper or eguide, sharing your content on social media, among other actions.

– Clickthrough rate: The rate at which visitors click on the links embedded in your content. It is a good way to measure your audience’s level of interest in what you’re publishing.

– Content creation: Developing original content to showcase your company’s knowledge and personality.

– Content curation: Sharing material from other sources, ideally content that aligns with your brand’s mission and values.

– Conversion rate: The rate at which you’re converting visitors into leads and/or leads into customers. It measures the ability of your content to spark genuine interest in your products or services.

– Crowdsourcing: Obtaining content or information by recruiting a large number of people to participate. They can be experts in the field, customers, or interested people, and can be paid or unpaid for their participation.

– Evergreen content: Content that is not time-sensitive, and that continues to maintain relevance for your audience. This type of content is critical because it will attract web traffic over a long period of time, ultimately helping to improve your website’s SEO rankings.

– Google Adwords: Google’s advertising service where companies increase their search ranking by paying for relevant keywords.

– Inbound link: when another website links to one of your pages. Google takes the number of inbound links into account when ranking your content, because it demonstrates credibility.

– Inbound marketing: Attracting prospects by putting out relevant and engaging content, often before the prospects are even ready to become customers. Your content accompanies the prospects through every stage of the buyer’s journey to help convert them into customers.

–  Influencers: People within your industry that others respect and follow. Working with an influencer can broaden your audience and establish credibility.

– Internal link: Link between pages on your website. These can help direct visitors to other relevant material from your company.

– Keyword research: Finding the best and most appropriate keywords for your material that help drive the right website traffic.

– Landing pages: The webpage on your site where a visitor lands after clicking on a link. They are often used to capture information about the visitor.

– Personalisation: Tailoring your content to your buyer persona and to the individual interests of your clients.

– SEO: Search engine optimisation is a process of making your content search-engine friendly (researching and using appropriate keywords, linking to relevant sites, etc.) to improve your rankings.

– Swag: Promotional gifts, or marketing collateral, that increase the visibility of your brand.

Got another term that should make the list? Comment below or tweet us!

Terminología que debes saber.

Seguramente has oído hablar del marketing de contenidos, pero ¿cuánto sabes realmente sobre este tema? ¿Serías capaz de seguir una reunión sobre estrategias de marketing de contenidos? ¿Podrías explicar los conceptos relacionados a tus colegas? ¿Te atreverías a ayudar a elaborar un plan para tu empresa?

Se conoce por marketing de contenidos el desarrollo, publicación y promoción de contenido de alta calidad que ayuda a las marcas a reforzar su presencia y generar credibilidad. Nosotros como profesionales de marketing confiamos en algunas medidas y herramientas para poder crear y difundir el contenido de manera efectiva. Este glosario te ayudará a ponerte al día en este tema.

 

Primer pantallazo (above the fold en inglés): Porción de la página web o del correo electrónico que el lector puede ver sin necesidad de hacer un scroll abajo para leerla. Es el mejor lugar para captar la atención del lector.

Marketing B2B: B2B proviene del acrónimo en inglés de “business to business” o negocio a negocio. Se refiere al marketing de una empresa cuyo objetivo es llegar a otros negocios o empresas y no a un cliente.

Tasa de rebote (bounce rate en inglés): La cantidad de gente que visiona una página de tu sitio web y luego marcha. La meta es mantener tu tasa de rebote baja.

Buyer persona: Un resumen de características y cualidades de tu público objetivo. Utiliza tu buyer persona para crear una estrategia de marketing amplia que se ajuste a esta buyer persona.

Buyer’s journey: Se refiere a las diferentes fases de relación que un cliente tiene con tu empresa. La primera fase es descubrir a tu empresa y la última es volverse cliente tuyo. Es importante crear una estrategia de marketing en torno a las necesidades de tu cliente en estas diferentes etapas.

Llamada a la acción (call to action en inglés): Incita a tu audiencia a hacer algo. Este “algo” puede ser programar una consulta, descargar una guía electrónica, inscribirse en un seminario o compartir tu contenido en las redes sociales, entre otras acciones.

Tasa de clics (clickthrough rate en inglés): La tasa a la cual los visitantes clican en los enlaces incluídos en tu contenido. Es una buena manera de medir el nivel de interés de tu audiencia en lo que estás publicando.

Creación de contenido (content creation en inglés): Desarrollar contenido original para enseñar la personalidad y el conocimiento de tu empresa.

Curación de contenido (content curation en inglés): Compartir material de otras fuentes que, idealmente, está en línea con la misión y valores de tu marca.

Tasa de conversión (conversion rate en inglés): La tasa a la cual estás convirtiendo visitantes en leads i/o leads en clientes. Mide la habilidad de tu contenido para generar un interés genuino en tus productos o servicios.

Crowdsourcing: Obtener contenido o información gracias a reclutar un buen número de personas para que participen en ello: expertos en el sector, clientes o personas interesadas, a las que puede o no pagarse.

Contenido evergreen (evergreen content en inglés): Contenido que no es sensible al tiempo, es decir, que continúa manteniendo relevancia para tu audiencia aunque pase el tiempo. Este tipo de contenido es crucial porque atraerá tráfico web durante un largo período de tiempo, ayudando a que mejoren los rankings de SEO de tu página web.

Google Adwords: Servicio de publicidad de Google donde las empresas incrementan su ranking de búsqueda gracias a que pagan por palabras relevantes.

Enlace entrante (inbound link en inglés): Cuando otra página web tiene un enlace hacia una de tus páginas. Cuando Google clasifica tu contenido en un ranking, tiene en cuenta el número de enlaces entrantes porque éstos demuestran credibilidad.

Inbound marketing: Atraer a los clientes potenciales exponiendo contenido relevante y cautivador que los acompañe a través de cada etapa del buyer’s journey y que ayudará a convertirlos en clientes.

Influencers: Personas dentro del sector que otras personas siguen y respetan. Trabajar con un influencer puede ampliar tu audiencia y establecer credibilidad.

Enlace interno (o internal link en inglés): Enlace entre otras páginas de tu sitio web. Este tipo de enlaces puede ayudar a dirigir a los visitantes a otro material de tu empresa que sea relevante.

Búsqueda de palabras clave (keyword research en inglés): Buscar las palabras más apropiadas para tu material que permitan conducir el tráfico correcto a tu sitio web.

Páginas de aterrizaje (landing pages): La página web en tu sitio a la que llega el visitante después de clicar en un enlace. Este tipo de páginas frecuentemente se utiliza para recoger información sobre el visitante.

Personalización: Hacer que tu contenido esté hecho a la medida de tu buyer persona y de los intereses individuales de tus clientes.

SEO (acrónimo del inglés Search Engine Optimisation): proceso para hacer que tu contenido sea compatible con los motores de búsqueda (encontrar y utilizar adecuadamente palabras claves, enlazar a sitios web relevantes, etc.) para poder mejorar tus rankings.

Regalos promocionales (swag en inglés): Colateral de marketing que incrementa la visibilidad de tu marca.

 

¿Tienes otra palabra para incluir en la lista? ¡Deja tu comentario o tuitéanos!

Comments

  • Wednesday October 17th, 2018

    An outstanding share! I have just forwarded this onto a co-worker who has
    been conducting a little research on this.
    And he actually ordered me lunch simply because I found it for him…
    lol. So let me reword this…. Thank YOU for the meal!!
    But yeah, thanks for spending the time to talk about this subject here
    on your site.

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