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.
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