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Glossary: 200+ Content Marketing Terms You Need To Know

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Learn essential content marketing terms to level up your strategy. This guide simplifies the jargon with examples and linked guides to help you succeed.

Table of contents

This glossary is a work in progress. You may spot missing definitions or broken links. Email us with any feedback you may have. Press Ctrl/Cmd+F on your desktop keyboard to find a specific term faster.

You’ll often hear content marketing terms thrown around like they’re common knowledge. 

But let’s be honest, not everyone knows what “SEO” stands for or why “evergreen content” matters. 

That’s why we’re here today — to break down the jargon and get to the heart of what these terms really mean. 

If you’re new to content marketing or just need a refresher, this article is your roadmap. 

We’ll dissect each term, explain its significance, and show you some examples.

Bookmark this page and return to it often for updates.


​​A/B Testing

Definition: A method of comparing two versions of content or design elements to determine which one performs better in terms of engagement, conversion rates, or other desired metrics. A/B testing helps optimize content for better results.

Example: A content marketer creates two variations of an email newsletter, changing the subject line in each version, and sends them to different segments of their audience. By measuring open rates and click-through rates, they determine which subject line resonates better with their audience.

See also: Conversion rate optimization, Content metrics.


Definition: Content that combines elements of advertising and editorial content. Advertorials are designed to appear like editorial content while promoting a product, service, or brand.

Example: A magazine features an article that discusses the benefits of a specific skincare product, subtly mentioning the brand throughout the piece. The article is labeled as an advertorial to indicate its promotional nature.

See also: Native advertising, Sponsored content.

Agile Content Creation

Definition: The approach of creating and delivering content in an iterative, flexible, and rapid manner, aligned with agile marketing principles. Agile content creation allows for quick adaptations, continuous improvement, and responding to changing market dynamics.

Example: A content team uses an agile content creation process, working in short sprints to create and publish blog posts, videos, and social media content while adapting their strategy based on audience feedback and emerging trends.

See also: A/B testing, Content experimentation.


Definition: The collection and analysis of data related to content performance, audience behavior, and marketing efforts. Analytics provide insights to optimize content strategies and improve results.

Example: Using tools like Google Analytics, content marketers track website traffic, user engagement, and conversion rates to assess the effectiveness of their content and make data-driven decisions.

See also: Key performance indicators (KPIs), Data visualization.


Black Hat SEO

Definition: Unethical or manipulative search engine optimization (SEO) tactics that violate search engine guidelines to achieve higher rankings in search results. Black hat SEO practices can result in penalties or the removal of a website from search engine listings.

Example: Keyword stuffing, hidden text, and cloaking are considered black hat SEO techniques as they deceive search engines to gain an unfair advantage in rankings.

See also: White hat SEO, Search engine optimization.


Definition: A regularly updated online platform where individuals or organizations share informational, educational, or entertaining content. Blogs are often used as a key component of content marketing strategies.

Example: A fashion brand maintains a blog where they share style tips, industry news, and behind-the-scenes insights to engage their audience and establish themselves as an authority in the fashion industry.

See also: Guest posting, Content monetization.

Brand Advocacy

Definition: The active support, promotion, or recommendation of a brand by its customers, employees, or partners. Brand advocates voluntarily share positive experiences, engage with the brand, and influence others to choose the brand.

Example: A satisfied customer writes a positive review, shares their experience on social media, and recommends a brand’s product to their friends and family.

See also: Word-of-mouth marketing, Customer testimonials.

Brand Awareness

Definition: The level of familiarity and recognition a target audience has with a particular brand. Content marketing plays a crucial role in building and increasing brand awareness.

Example: A social media campaign featuring consistent branding elements, such as a unique logo and tone of voice, helps a startup increase brand awareness among its target audience.

See also: Brand identity, Brand reputation, Brand positioning.

Brand Voice

Definition: The consistent and distinctive personality, tone, and style of communication that a brand uses to convey its values, connect with the audience, and differentiate itself from competitors.

Example: A fast-food chain’s brand voice may be friendly, casual, and humorous, using colloquial language and puns to engage with its target audience.

See also: Brand identity, Brand messaging, Tone of voice, Brand personality.

Branded Content

Definition: Content that is created or sponsored by a brand to provide value, entertainment, or information to the target audience. Branded content aims to align with the brand’s values and objectives while engaging and building relationships with consumers.

Example: An outdoor apparel brand creates a video series showcasing outdoor adventures and featuring its products in action, entertaining and inspiring its target audience.

See also: Brand storytelling, Sponsored content, Branded entertainment, Branded content partnerships.

Definition: Hyperlinks on a website that no longer work because the linked page has been moved, deleted, or its URL has changed. Broken links can negatively impact user experience and SEO, as they result in error pages (404 errors).

Example: A website visitor clicks on a product link but encounters a “404 Page Not Found” error because the product page has been removed or the URL has changed.

See also: SEO audit, Link building, User experience (UX).

Buyer Persona

Definition: A fictional representation of the ideal customer based on demographic information, behavior patterns, goals, and motivations. A buyer persona may be more likely to buy a product or service but not necessarily use it themselves.

Example: A software company develops buyer personas like “Small Business Owner Sarah” and “IT Manager Mike” to align their marketing content with the specific needs and pain points of these distinct customer types.

See also: User segmentation, User persona, Target audience.

Buyer Journey

Definition: The process that potential customers go through, from initial awareness of a problem or need to the final decision to make a purchase. The buyer’s journey typically consists of stages such as awareness, consideration, and decision-making.

Example: A software company creates content tailored to each stage of the buyer’s journey, offering educational blog posts for awareness, comparison guides for consideration, and case studies for the decision stage.

See also: Customer journey, Marketing funnel, Customer lifecycle.


Call to Action (CTA)

Definition: A prompt within content that encourages the audience to take a specific action, such as signing up for a newsletter, making a purchase, or sharing content. CTAs help drive conversions and engagement.

Example: At the end of a blog post, a CTA may prompt readers to “Sign Up for Our Newsletter” by providing their email address in exchange for valuable content updates.

See also: Conversion rate, Engagement rate, Lead generation, Conversion rate optimization.

Case Study

Definition: A detailed analysis of a specific situation, campaign, or project, highlighting its objectives, strategies, challenges, and outcomes. Case studies provide evidence of success and can be used to educate and persuade potential customers.

Example: A marketing agency creates a case study showcasing how they helped a client increase website traffic by 50% through a content marketing campaign. They use the case study to demonstrate their expertise to prospects.

See also: User generated reviews, Client testimonial.

Click-Through Rate (CTR)

Definition: The percentage of people who click on a specific link or CTA compared to the total number of impressions or views. CTR is a metric used to measure the effectiveness of content and ads.

Example: An email marketing campaign for an e-commerce store generates a 10% click-through rate, indicating that 10% of recipients clicked on the link included in the email.

See also: Conversion rate, Engagement rate, Impressions.

CMS (Content Management System)

Definition: A software or platform that allows users to create, manage, and publish digital content, such as websites, blogs, and online stores, without requiring extensive technical knowledge.

Example: WordPress is a popular CMS that enables users to easily create and manage their website content, including blog posts, pages, and media files.

See also: Content publishing, Website management, Content administration.

Content Amplification

Definition: The process of increasing the visibility and reach of content through various promotional strategies and distribution channels. Content amplification aims to maximize content exposure and attract a larger audience.

Example: A brand promotes its blog posts through social media advertising, email newsletters, and partnerships with industry influencers to expand content reach and drive traffic.

See also: Content promotion, Content distribution.

Content Amnesia

Definition:The tendency of most digital content to fade into obscurity and become forgettable. This phenomenon is particularly detrimental to content strategists and creators, as it negatively impacts traffic, revenue, and overall content ROI. Content amnesia can arise due to various factors such as irrelevance, frugality in content creation, lack of skill, and tight deadlines.

Example: A company notices that despite publishing numerous blog posts, the engagement and external links are minimal. They realize that their content is suffering from content amnesia because it lacks relevance, is poorly researched, and doesn’t resonate with the audience.

See also: Content fatigue, Content marketing ROI.

Content Attribution

Definition: The process of assigning credit or identifying the source of content, particularly when it is shared or distributed across different platforms or channels. Content attribution helps acknowledge the original creator or publisher and ensure proper copyright compliance.

Example: A blog post includes proper attribution by mentioning the original source and providing a hyperlink to the original article when referring to specific information or quoting from another publication.

See also: Copyright compliance, Plagiarism prevention, Content licensing, Attribution tools.

Content Audit

Definition: A systematic review and analysis of existing content assets, evaluating their performance, relevance, quality, and alignment with business goals. A content audit helps identify content gaps, redundancies, and opportunities for improvement.

Example: A marketing team conducts a content audit of their blog, reviewing the performance metrics, updating outdated articles, removing low-performing content, and identifying topics for future content creation.

See also: Content analysis, Content inventory, Content optimization.

Content Authority

Definition: The level of credibility, expertise, and trustworthiness that content demonstrates in a particular subject or industry. Content authority is often built through high-quality, well-researched, and informative content that establishes the author or brand as a knowledgeable source.

Example: An academic journal article authored by a renowned expert in the field is considered to have high content authority due to the author’s expertise and the rigorous research involved.

See also: Thought leadership.

Content Automation

Definition: The use of technology and software to automate various aspects of content creation, production, distribution, or management processes. Content automation helps streamline workflows, increase efficiency, and scale content operations.

Example: A media company uses content automation tools to generate article summaries, extract relevant data, and automatically publish content across multiple platforms and channels.

See also: AI writing, Content management systems (CMS).

Content Brief

Definition: A detailed plan that outlines the objectives, target audience, keywords, and other elements for a specific piece of content. A content brief serves as a guide for content creators to ensure alignment with overall strategy and goals.

Example: A marketing team uses a content brief to plan an upcoming blog post. The brief includes the focus keyword, target audience demographics, main takeaways, and a call to action. It is shared with writers, editors, and designers to ensure everyone is on the same page.

See also: Content strategy, Content calendar, Content marketing funnel, Keyword research.

Content Calendar

Definition: A schedule or plan that outlines the dates and topics for creating and publishing content. A content calendar helps teams stay organized and ensures consistent content production and distribution.

Example: A magazine editorial team uses an editorial calendar to plan and assign articles, features, and columns for each issue, ensuring a diverse range of topics and timely publication.

See also: Content brief.

Content Collaboration

Definition: The act of working together with individuals, brands, or organizations to create, produce, or promote content. Content collaboration allows for shared resources, expertise, and amplification to reach a wider audience and achieve common goals.

Example: Two complementary brands collaborate on a joint webinar, combining their expertise and audience reach to provide valuable content to their shared target audience.

Content Creation

Definition: The process of generating and producing various types of content, such as articles, videos, images, and infographics, to convey information, entertain, educate, or engage an audience. Content creation is a fundamental element of content marketing.

Example: A digital marketing agency specializes in content creation for its clients, developing blog posts, videos, and social media content to attract and engage their target audience.

See also: Content marketing, Content strategy

Content Curation

Definition: The process of gathering, organizing, and sharing existing content from various sources that is relevant to a particular audience or topic. Content curation helps provide value to the audience and position the curator as a knowledgeable resource.

Example: A marketing agency curates a weekly newsletter featuring the latest industry news, insightful articles, and helpful resources from trusted sources, saving their audience time and effort in staying up-to-date.

Content Distribution

Definition: The process of disseminating content across various channels, platforms, and mediums to reach and engage with target audiences. Content distribution strategies include social media sharing, email marketing, syndication, and partnerships.

Example: A brand distributes its blog posts through social media channels, email newsletters, and guest posting on industry-related websites to increase its content’s visibility and reach.

See also: Content amplification, Social media advertising.

Content Engagement

Definition: The measurement of how actively and deeply the audience interacts with content. Content engagement metrics include likes, shares, comments, time spent on page, and click-through rates.

Example: A social media manager tracks content engagement by monitoring the number of likes, shares, and comments on each post to gauge audience interest and adjust content strategy accordingly.

See also: Engagement rate.

Content Experimentation

Definition: The practice of testing and experimenting with different content formats, channels, or strategies to determine what resonates best with the target audience and drives desired outcomes. Content experimentation helps refine content marketing approaches based on data and insights.

Example: A marketing team conducts A/B tests on email subject lines, content length, and call-to-action placement to identify the most effective variations that drive higher open rates and click-through rates.

See also: Data-driven content, Content optimization.

Content Fatigue

Definition: The feeling of being overwhelmed or exhausted by the constant exposure to digital content, often leading to decreased engagement or interaction with the content. Content fatigue can affect both creators, who struggle to maintain audience interest, and consumers, who find it difficult to keep up with the volume of content available.

Example: Sara, a social media manager, notices a decline in likes and shares on her company’s posts despite increasing the frequency of posting. She realizes that her audience may be experiencing content fatigue and decides to reassess her content strategy.

See also: Content Amnesia.

Content Fragmentation

Definition: The fragmentation of content across various channels, platforms, and formats due to the diverse distribution and consumption options available. Content fragmentation poses challenges in maintaining consistency and coherent brand messaging.

Example: A brand publishes content on their website, social media channels, blog, email newsletters, and external platforms, resulting in fragmented content distribution that requires careful coordination.

See also: Content amplification, Content repository.

Content Gap

Definition: A topic, theme, or area within a specific industry or content landscape that lacks sufficient coverage or attention. Identifying content gaps helps content marketers create valuable content that meets the needs of the target audience.

Example: After conducting a content gap analysis, a travel website identifies a lack of comprehensive travel guides for off-the-beaten-path destinations, creating an opportunity to fill the content gap.

See also: Content gap analysis, Content strategy, Keyword research.

Content Gap Analysis

Definition: The process of identifying gaps or opportunities in existing content coverage within a specific industry or topic area. Content gap analysis helps identify content opportunities to meet the needs and interests of the target audience.

Example: A content marketer conducts a content gap analysis by analyzing competitor websites, industry publications, and search trends to identify topics that are not sufficiently covered but have high search demand.

See also: Content research, Content planning.

Content Governance

Definition: The establishment of processes, guidelines, and policies for creating, managing, and distributing content within an organization. Content governance ensures consistency, quality control, and compliance with brand standards.

Example: A large enterprise establishes a content governance framework that includes style guides, approval workflows, and content performance tracking to maintain brand consistency and align content with business goals.

See also: Content management, content repository, content audit.

Content Intelligence

Definition: The application of artificial intelligence (AI) and machine learning (ML) technologies to analyze and derive insights from content data. Content intelligence helps automate content creation, optimization, and distribution processes.

Example: An e-commerce platform uses content intelligence to analyze customer behavior, preferences, and purchasing patterns to personalize product recommendations and optimize content delivery.

See also: AI in content marketing, ML algorithms, Predictive analytics, Content intelligence platforms.

Content Length

Definition: The word count or duration of a piece of content, such as a blog post, video, or podcast episode. Content length should be optimized based on the target audience’s preferences, the topic’s complexity, and the platform’s requirements.

Example: An in-depth guide on “Mastering Digital Photography” consists of 5,000 words to provide comprehensive information, while a social media post promoting a sale is concise and limited to a few sentences.

See also: Long-form content, Short-form content, Content brevity.

Content Maintenance

Definition: Ongoing activities and processes aimed at preserving the quality, accuracy, and functionality of digital content over time. Content maintenance involves monitoring, updating, and optimizing content to ensure it continues to meet its intended objectives.

Example: A website regularly conducts content maintenance by checking for broken links, updating outdated information, and ensuring that all multimedia elements remain functional.

See also: Content management, Content audit, Content optimization, Content refresh.

Content Marketing

Definition: A strategic marketing approach that involves creating and distributing valuable, relevant, and consistent content to attract, engage, and retain a defined target audience. Content marketing aims to drive profitable customer actions.

Example: An outdoor gear company produces blog articles, videos, and social media content that educates their audience about hiking and camping, building trust and establishing their brand as an authority in the outdoor industry.

See also: Content strategy, Content creation, Content amplification.

Content Marketing Strategy

Definition: A comprehensive plan that outlines a brand’s goals, target audience, content creation, distribution, and performance measurement. A content marketing strategy guides content efforts to achieve specific business objectives.

Example: A software company’s content marketing strategy may focus on educating developers about their tools through blog posts, webinars, and documentation to drive product adoption.

See also: Content strategy.

Content Measurement

Definition: The process of quantifying and evaluating the performance and impact of content marketing efforts. Content measurement involves tracking and analyzing various metrics and key performance indicators (KPIs) to gauge the effectiveness of content campaigns.

Example: A marketing team uses content measurement to assess the success of a video marketing campaign by examining metrics like video views, engagement rates, and conversion rates.

See also: Content reporting, Analytics, Key performance indicator (KPI), Return on Investment (ROI).

Content Metrics

Definition: Key performance indicators (KPIs) used to measure the performance and effectiveness of content marketing efforts. Content metrics provide insights into content reach, engagement, conversions, and overall ROI.

Example: Content metrics may include metrics such as page views, time on page, bounce rate, conversion rate, social shares, and email click-through rates.

See also: Performance tracking, KPIs, Content reporting.

Content Monetization

Definition: The process of generating revenue from content assets or intellectual property. Content monetization strategies can include advertising, sponsorships, subscriptions, premium content, or affiliate marketing.

Example: A popular blog monetizes its content by displaying targeted ads, partnering with relevant brands for sponsored content, and offering premium content behind a paywall.

See also: Revenue streams, Ad monetization, Freemium model, Subscription-based content.

Content Optimization

Definition: The process of improving content to make it more discoverable, engaging, and effective. Content optimization involves various techniques, such as keyword research, on-page SEO, formatting, and improving readability.

Example: A content writer optimizes an article about “Effective Time Management” by incorporating relevant keywords, adding subheadings, and optimizing meta tags to improve search engine visibility and user experience.

See also: SEO.

Content Personalization

Definition: The customization of content based on individual user preferences, behaviors, or demographic information to deliver a more tailored and relevant experience. Content personalization aims to enhance engagement and conversion rates.

Example: An e-commerce website recommends personalized product suggestions based on a user’s browsing history, purchase behavior, and preferences, increasing the likelihood of conversions.

See also: User segmentation, Dynamic content.

Content Planning

Definition: The strategic process of defining, organizing, and scheduling the creation and distribution of content to meet specific marketing and business objectives. Content planning involves setting goals, identifying target audiences, and outlining content topics and formats.

Example: A content marketing team conducts content planning to create a monthly editorial calendar that includes blog posts, videos, and social media updates aligned with the brand’s messaging and goals.

See also: Content strategy, Content calendar, Content marketing strategy.

Content Promotion

Definition: The activities and tactics used to increase the visibility, reach, and engagement of content. Content promotion includes sharing on social media, reaching out to influencers, leveraging email marketing, and paid promotion.

Example: A marketing team promotes a new e-book through social media posts, email newsletters, and collaborations with industry influencers to generate downloads and leads.

See also: Content distribution.

Content Recycling

Definition: The practice of reusing and re-sharing existing content, often with minimal changes, to extend its lifespan and continue to engage the audience. Content recycling involves republishing, updating, or repurposing content for various marketing channels.

Example: A company re-shares a popular blog post from a year ago on its social media channels with updated statistics and insights to keep the content relevant and reach new followers.

See also: Repurposing, Content optimization, Evergreen content, Content refresh.

Content Refresh

Definition: The process of updating and revising existing content to ensure it remains accurate, relevant, and valuable to the audience. Content refresh may involve adding new information, improving visuals, or updating statistics.

Example: A technology blog periodically revisits and refreshes its older articles about smartphone reviews, updating them with the latest features, prices, and user experiences.

See also: Content optimization, Content maintenance.

Content Reporting

Definition: The process of monitoring, analyzing, and measuring the performance and impact of content marketing efforts. Content reporting involves tracking key metrics, such as engagement, traffic, conversions, and ROI, to assess the effectiveness of content campaigns.

Example: A content marketing manager generates monthly content reports, highlighting metrics like page views, click-through rates, and lead generation from blog posts, to evaluate the content’s success.

See also: Analytics, Performance metrics, Content measurement.

Content Repository

Definition: A centralized location or platform that stores and organizes content assets, making them easily accessible for content creators, marketers, or other stakeholders. Content repositories ensure efficient content management and enable content reuse and repurposing.

Example: A marketing team uses a cloud-based content management system (CMS) as a content repository, storing and organizing blog posts, images, videos, and other digital assets in a searchable and categorized manner.

See also: Digital asset management (DAM), Content management, Content audit.

Content Research

Definition: The systematic process of gathering and analyzing information, data, and sources to inform and support the creation of content. Content research helps ensure the accuracy, relevance, and depth of content.

Example: Before writing an article on the latest trends in renewable energy, a content writer conducts content research to gather recent reports, studies, and industry news.

See also: Data analysis, Content creation.

Content Silos

Definition: The organizational structure or situation where content creation, distribution, or strategy is isolated or segmented across different teams, departments, or platforms within an organization. Content silos can hinder collaboration and consistency.

Example: A company’s marketing and sales teams operate in separate silos, resulting in misalignment of messaging and missed opportunities for content collaboration between the two departments.

See also: Cross-functional collaboration, Content integration, Communication channels, Silo-breaking strategies.

Content Stack

Definition: The collection of tools, software, and technologies used to create, manage, distribute, and analyze content across various channels and platforms. A content stack may include content management systems, analytics tools, social media schedulers, and collaboration platforms.

Example: A marketing team’s content stack includes a CMS for content creation and management, an analytics tool for performance tracking, and a social media scheduling tool for content distribution.

See also: Marketing technology stack, Content technology, Content stack optimization, Content stack integration.

Content Strategy

Definition: A comprehensive plan that outlines the goals, target audience, messaging, and distribution channels for a brand’s content. A content strategy provides a roadmap for creating and managing content to achieve specific business objectives.

Example: A company develops a content strategy that focuses on thought leadership, targeting industry professionals through blog articles, whitepapers, and speaking engagements at conferences.

See also: Content planning, Content calendar, Content roadmap, Content strategy framework.

Content Syndication

Definition: The practice of republishing or distributing content from one platform to another, often through partnerships or content networks. Content syndication can help reach a broader audience and increase brand visibility.

Example: An industry blog syndicates an article from a software company’s blog, exposing their content to a larger readership and driving traffic back to their website.

See also: Content licensing, Repurposing, Cross-promotion, Content distribution.

Content Translation

Definition: The process of adapting content from one language to another to reach and engage with international or multilingual audiences. Content translation involves ensuring accurate translation of meaning while maintaining the intended tone and message.

Example: An e-commerce store translates its product descriptions and website content into multiple languages to cater to customers in different regions.

See also: Localization, Multilingual content, Translation services, Content globalization.

Conversion Rate

Definition: The percentage of website visitors or users who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. Conversion rate measures the effectiveness of a website or landing page in driving conversions.

Example: A landing page receives 500 visitors and generates 50 sign-ups, resulting in a conversion rate of 10%.

See also: Conversion optimization, Conversion tracking, Conversion rate optimization (CRO).

Conversion Rate Optimization (CRO):

Definition: The systematic process of enhancing a website, landing page, or marketing campaign to increase the percentage of visitors who take a desired action, such as making a purchase, signing up, or filling out a form. CRO aims to improve the efficiency and effectiveness of digital marketing efforts.

Example: A retail website conducts A/B tests on its product page layout, optimizing elements like button placement, colors, and product descriptions to increase the conversion rate from visitors to customers.

See also: A/B testing, User experience (UX), Call to Action (CTA).

Conversion Tracking

Definition: The process of monitoring and measuring user actions or conversions on a website or digital platform. Conversion tracking helps businesses identify which marketing efforts lead to desired outcomes, such as purchases, sign-ups, or downloads.

Example: An e-commerce website uses conversion tracking to monitor how many visitors from a Facebook ad campaign make a purchase on their site, allowing them to assess the campaign’s ROI.

See also: Conversion rate, Conversion optimization, Call to Action (CTA).


Definition: The art and skill of writing persuasive and compelling content, often with the aim of driving a specific action or conveying a brand’s message. Copywriting is used in various content marketing efforts, such as advertisements, landing pages, and email campaigns.

Example: A copywriter creates an engaging product description that highlights the unique features and benefits of a new gadget, enticing readers to make a purchase.

See also: Editing.

Customer Acquisition

Definition: The process of attracting and acquiring new customers or clients for a business or organization. Customer acquisition strategies aim to increase the customer base and expand the reach of a brand’s products or services.

Example: A software company implements customer acquisition tactics such as content marketing, paid advertising, and referral programs to acquire new users for its software platform.

See also: Lead generation, Customer acquisition cost (CAC), Conversion rate, Marketing funnel.

Customer Acquisition Cost (CAC)

Definition: The total cost incurred by a business to acquire a new customer, typically including expenses related to marketing, advertising, sales efforts, and any associated overhead. CAC is an important metric to evaluate the efficiency and profitability of customer acquisition strategies.

Example: A subscription-based streaming service calculates its CAC by summing up expenses for advertising campaigns, sales team salaries, and marketing tools used to acquire new subscribers.

See also: Customer acquisition, Return on Investment (ROI).

Customer Advocacy

Definition: The active support and promotion of a brand, product, or service by satisfied and loyal customers. Customer advocacy is often driven by positive experiences, exceptional customer service, or the value delivered by the brand.

Example: A happy customer leaves a positive review, recommends the product to friends and family, and actively engages with the brand on social media, serving as a customer advocate.

See also: Customer testimonials, Word-of-mouth marketing.

Customer Engagement

Definition: The level of interaction, involvement, and emotional connection a customer has with a brand or its content. Customer engagement measures the depth of the relationship and the likelihood of repeat purchases and brand loyalty.

Example: A brand encourages customer engagement by responding to comments and messages on social media, hosting interactive contests, and soliciting feedback and reviews.

See also: Social media engagement.

Customer Journey

Definition: The process and stages a customer goes through, from initial awareness to final purchase and beyond. Understanding the customer journey helps tailor content to meet the specific needs and preferences of customers at each stage.

Example: A travel agency maps out the customer journey, identifying touchpoints such as website research, booking inquiries, and post-trip reviews. They create content that addresses common questions and concerns at each stage to provide a seamless experience.

See also: Buyer journey, User experience (UX), Customer lifecycle.

Customer Lifecycle

Definition: The stages that a customer typically goes through during their relationship with a brand, from initial awareness to post-purchase engagement and loyalty. Understanding the customer lifecycle helps businesses tailor marketing efforts to each stage.

Example: An online retailer recognizes that the customer lifecycle includes stages such as “Discovery,” “Consideration,” “Purchase,” “Retention,” and “Advocacy,” and creates targeted marketing campaigns for each stage.

See also: Customer journey, Customer retention, Customer acquisition.

Customer Persona

Definition: A fictional representation of an ideal customer or target audience segment based on demographic, psychographic, and behavioral characteristics. Customer personas help tailor content to meet the specific needs and preferences of different audience segments.

Example: A software company creates customer personas, including “Small Business Steve” and “Enterprise Emma,” representing the different types of customers they target with their products.

See also: Buyer persona, User persona, Persona-based content.

Customer Relationship Management (CRM)

Definition: A system or software used to manage and track interactions and relationships with customers, prospects, and leads. CRM helps businesses organize customer data, track communication, and streamline customer interactions.

Example: A sales team uses a CRM platform to store customer contact information, track sales activities, and manage sales pipelines.

See also: CRM software, Lead management, Customer data, CRM integration.

Customer Retention

Definition: The efforts and strategies aimed at keeping existing customers engaged, satisfied, and loyal to a brand. Content marketing plays a vital role in customer retention by providing ongoing value and nurturing relationships.

Example: An e-commerce brand sends personalized newsletters with exclusive discounts and tailored recommendations to their existing customers, incentivizing repeat purchases and fostering loyalty.

See also: Churn rate, Loyalty programs, Customer satisfaction.

Customer Testimonials

Definition: Endorsements or statements from satisfied customers that express their positive experiences with a product, service, or brand. Customer testimonials are used in marketing to build trust and credibility with potential customers.

Example: An e-commerce website displays customer testimonials on product pages, featuring comments and reviews from previous buyers to help new customers make purchasing decisions.

See also: Social proof, User-generated content (UGC).


Dark Social

Definition: The sharing of content or links through private or untraceable channels, such as direct messaging apps, private messaging, or email. Dark social sharing does not provide referral source data and is difficult to track.

Example: A user shares a blog post with a friend through a private Facebook message or sends an article link via email, resulting in a dark social referral that cannot be tracked by analytics tools.

See also: Referral traffic, Social sharing, Dark social tracking, Word-of-mouth marketing.

Data Analysis

Definition: The process of inspecting, cleaning, transforming, and interpreting data to discover meaningful patterns, insights, and trends. Data analysis plays a crucial role in making informed decisions, improving processes, and optimizing strategies.

Example: A retail company conducts data analysis on sales data to identify customer buying patterns, helping them optimize inventory management and marketing campaigns.

See also: Data-driven marketing.

Data-Driven Content

Definition: Content creation and optimization based on insights derived from data analysis. Data-driven content relies on metrics, analytics, and audience behavior to inform content strategy and decision-making.

Example: A media company uses data-driven content by analyzing which topics and formats perform best with their audience, leading to the creation of more relevant and engaging articles and videos.

See also: Data-driven marketing, Content optimization, Content personalization.

Data-Driven Marketing

Definition: The use of data analysis, insights, and metrics to inform marketing strategies, decision-making, and optimization. Data-driven marketing leverages customer data, analytics, and testing to enhance performance and ROI.

Example: A marketing team uses website analytics to identify the top-performing content pieces and channels, then reallocates resources to focus on creating more content in those areas to maximize ROI.

See also: A/B testing, Marketing analytics, Customer segmentation, Performance metrics.

Data Visualization

Definition: The graphical representation of data and information to communicate complex concepts or patterns visually. Data visualization helps simplify data analysis, enhance understanding, and facilitate decision-making.

Example: A marketing team creates a visually appealing infographic that presents survey data on consumer preferences, allowing for quick and intuitive interpretation of the insights.

See also: Infographics, Data analysis, Data visualization tools, Data storytelling.

Digital Asset Management

Definition: The organization, storage, retrieval, and distribution of digital assets, such as images, videos, documents, and multimedia content. Digital asset management systems help businesses efficiently manage and utilize their digital resources.

Example: A marketing team uses a digital asset management platform to store and categorize a library of product images, making it easy to access and share assets for various marketing campaigns.

See also: Content management, Media library, Content distribution.

Digital Marketing

Definition: Marketing efforts that leverage digital channels and technologies to reach and engage a target audience. Digital marketing encompasses various strategies, including content marketing, social media marketing, email marketing, and search engine optimization.

Example: A digital marketing campaign for a new mobile app includes content marketing to educate the audience about its features, social media marketing to create buzz and engagement, and search engine optimization to improve its visibility in app store search results.

See also: Online marketing, Internet marketing, Digital advertising.

Dynamic Content

Definition: Content that can be customized or personalized based on user data, preferences, or real-time conditions. Dynamic content allows for real-time updates and provides a more personalized experience for the audience.

Example: An e-commerce retailer displays product recommendations tailored to a user’s browsing history and purchase behavior, dynamically updating the content to match their interests and preferences.

See also: Personalization, Dynamic content platforms, Real-time content, Adaptive content.



Definition: A digital book in electronic format that provides in-depth information, insights, or entertainment on a specific topic. E-books are often used as lead magnets or premium content offerings in content marketing.

Example: A software company creates an e-book titled “The Ultimate Guide to Website Security” and offers it as a free download on their website to attract leads and showcase their expertise.

See also: White Paper.

Email Marketing

Definition: The practice of using email to communicate with a target audience, promote products or services, and build relationships. Email marketing is a popular content marketing channel for nurturing leads, engaging customers, and driving conversions.

Example: An online retailer sends a personalized email newsletter to their subscribers, featuring new product arrivals, exclusive discounts, and curated content tailored to their interests and purchase history.

See also: Email automation, Drip campaigns, Email segmentation, Email marketing software.

Engagement Rate

Definition: The percentage of people who interact with a piece of content compared to the total number of people who see it. Engagement rate measures the level of audience engagement and indicates content performance.

Example: A social media post receives 500 likes, comments, and shares, with 10,000 impressions. The engagement rate is calculated as (500 / 10,000) * 100 = 5%.

See also: Click-through rate (CTR), Conversion rate, Social media metrics.

Evergreen Content

Definition: Content that remains relevant, valuable, and useful over an extended period, often timeless in nature. Evergreen content continues to attract traffic and engagement long after its initial publication.

Example: A comprehensive guide on “How to Start a Business” provides valuable information and guidance to aspiring entrepreneurs, consistently driving traffic and generating leads.

See also: Content calendar.



Definition: The integration of game-like elements, such as challenges, rewards, and competition, into non-game contexts to engage and motivate users. Gamification can be used in content marketing to enhance user experience and drive desired actions.

Example: A fitness app encourages users to achieve daily step goals and rewards them with virtual badges and leaderboard rankings, creating a gamified experience that motivates users to stay active.

See also: Interactive content, User engagement, Incentive programs, Gamification platforms.

Guest Author

Definition: An individual or representative of a brand who writes and contributes content to another website, blog, or publication as a guest author. Guest authors provide expertise and value to the host platform’s audience.

Example: A technology company’s marketing manager serves as a guest author for a tech news website, sharing insights on emerging trends and innovations in the industry.

See also: Guest posting, Content collaboration, Thought leadership.

Guest Posting

Definition: A content marketing strategy where an individual or brand creates and publishes content on another website or blog as a guest author. Guest posting is often used to reach a new audience, build backlinks, and establish authority in a particular industry.

Example: A digital marketing expert writes a guest post about SEO strategies for a reputable marketing blog, providing valuable insights to the blog’s audience while gaining exposure and credibility.

See also: Content marketing, Link building, Guest author, Content collaboration.


Inbound Marketing

Definition: A marketing methodology that focuses on attracting and engaging potential customers through valuable content, rather than traditional outbound marketing techniques. Inbound marketing aims to provide value and build trust to drive organic customer acquisition.

Example: A software company creates blog posts and e-books that provide insights and tips on software development, attracting developers who are likely to be interested in their software solutions.

See also: Content marketing, Lead generation, Customer acquisition, Inbound marketing strategy.

Influencer Collaboration

Definition: Collaborating with social media influencers or content creators to promote products, services, or brands. Influencer collaborations leverage the reach, influence, and trust of influencers to amplify brand messages and reach target audiences.

Example: A fashion brand partners with a popular fashion influencer to create sponsored content featuring their latest collection, exposing the brand to the influencer’s engaged audience.

See also: Influencer marketing, Influencer partnerships, Influencer campaigns, Influencer marketing platforms.

Influencer Marketing

Definition: A marketing strategy that involves collaborating with influential individuals or personalities to promote a product, service, or brand to their engaged audience. Influencer marketing leverages the trust and influence of the chosen influencers to drive awareness and conversions.

Example: A beauty brand partners with popular beauty influencers on YouTube and Instagram to review and recommend their new skincare line, reaching a wider audience and building credibility through the influencers’ expertise.

See also: Social media influencers, Brand collaborations, Influencer outreach, Influencer marketing platforms.

Influencer Outreach

Definition: The act of reaching out to influencers or content creators to establish relationships, collaborate, or seek their endorsement for products or services. Influencer outreach involves personalized communication and tailored proposals.

Example: A beauty brand sends personalized emails to influencers in the beauty industry, expressing admiration for their work and proposing a potential collaboration opportunity.

See also: Influencer marketing, Influencer relationship management, Influencer outreach tools, Influencer outreach templates.


Definition: A visual representation of information, data, or knowledge designed to present complex concepts or statistics in a clear and concise manner. Infographics are visually appealing and easily shareable, making them effective tools for content marketing.

Example: An educational website creates an infographic illustrating the process of photosynthesis, simplifying the scientific concepts with visual diagrams and minimal text.

See also: Data visualization, Visual content, Content design.

Interactive Content

Definition: Content that allows the audience to actively engage and interact with it, rather than passively consuming it. Interactive content can include quizzes, polls, calculators, assessments, and other formats that encourage participation and provide personalized experiences.

Example: A cosmetics brand creates an interactive quiz that helps users find the perfect foundation shade based on their skin type and undertones, providing an engaging and personalized experience.

See also: User engagement, Interactive tools, Interactive storytelling, Interactive content platforms.

Internal Linking

Definition: The practice of including hyperlinks within a website’s content that direct users to other pages within the same website. Internal linking helps improve website navigation, user experience, and search engine discoverability.

Example: In a blog post about healthy eating, an internal link directs readers to a related article on the benefits of exercise, providing additional value and keeping users engaged on the website.

See also: External linking, Anchor text, Site structure, SEO optimization.


Key Performance Indicator (KPI)

Definition: Specific and measurable metrics used to evaluate the success and performance of marketing campaigns, content initiatives, or business objectives. KPIs help organizations track progress toward their goals.

Example: A marketing manager sets KPIs for an email marketing campaign, including metrics like open rate, click-through rate (CTR), and conversion rate, to measure its effectiveness.

See also: Performance metrics.

Keyword Optimization

Definition: The process of strategically incorporating relevant keywords into website content to improve search engine rankings and increase organic visibility. Keyword optimization involves optimizing titles, headings, meta tags, and content body.

Example: An e-commerce website optimizes its product descriptions and titles with relevant keywords to improve organic search visibility and attract potential customers.

See also: On-page optimization, Keyword research, SEO, Keyword density.

Keyword Density

Definition: The percentage or ratio of a specific keyword or key phrase to the total number of words in a piece of content. Keyword density is a metric used in SEO to assess the relevance of a keyword within content.

Example: In a 200-word article, if the keyword “digital marketing” appears 10 times, the keyword density for “digital marketing” would be 5%.

See also: Keyword optimization, Keyword research, Search engine optimization.

Keyword Research

Definition: The process of identifying relevant keywords and phrases that people use in search queries to optimize content for search engine visibility. Keyword research helps content marketers understand user intent and create content that aligns with search demand.

Example: An online retailer conducts keyword research to discover popular search terms related to their product category, such as “best running shoes” and “athletic footwear,” to guide their content creation and SEO efforts.

See also: Search engine optimization (SEO), Long-tail keywords.

Keyword Stuffing

Definition: The practice of excessively using or overloading keywords in website content with the intention of manipulating search engine rankings. Keyword stuffing is considered a spammy technique and can lead to penalties from search engines.

Example: A webpage repeatedly includes a targeted keyword in every sentence, making the content unnatural and difficult to read for users.

See also: Black hat SEO, Keyword density, Keyword optimization.


Landing Page

Definition: A dedicated web page designed to capture visitor information through a lead generation form or to encourage a specific action, such as downloading an ebook, signing up for a webinar, or making a purchase.

Example: An e-commerce website creates a landing page for a limited-time sale, featuring product images, descriptions, and a prominent “Shop Now” button to drive sales.

See also: Conversion rate optimization.

Lead Generation

Definition: The process of capturing and nurturing potential customers who have shown interest in a brand’s products or services. Lead generation aims to convert prospects into qualified leads for further engagement and conversion.

Example: A software company offers a free e-book download in exchange for visitors’ contact information, generating leads for its sales team to follow up with.

See also: Lead magnet, Landing page, Lead nurturing.

Lead Magnet

Definition: Valuable content or offer provided to potential customers in exchange for their contact information or as an incentive to engage with a brand. Lead magnets help generate leads and build an email subscriber list.

Example: A digital marketing agency offers a free downloadable checklist titled “10 Steps to Boost Your Website Traffic” to website visitors in exchange for their email addresses, nurturing them as potential leads.

See also: Lead generation, Lead nurturing.

Lead Nurturing

Definition: The process of building and maintaining relationships with potential customers throughout their buying journey. Lead nurturing involves providing relevant content, addressing concerns, and guiding leads towards making a purchase.

Example: An email marketing campaign delivers a series of educational content and personalized offers to leads, nurturing them and moving them closer to conversion.

See also: Marketing funnel, Marketing automation.

Definition: The practice of acquiring links from other websites to your own. Backlink building is an essential part of SEO and digital marketing, as high-quality backlinks from reputable websites can improve search engine rankings and increase website authority.

Example: An e-commerce store engages in backlink building by reaching out to industry blogs and publications, securing links to its product pages in relevant articles.

See also: Internal linking, Search engine optimization (SEO).

Check out Column’s in-depth link building guide.

LinkedIn Ghostwriting

Definition: The practice of hiring a professional writer to create and manage LinkedIn content, including articles, posts, and comments, on behalf of an individual or organization. Ghostwriters craft content that aligns with the client’s voice and expertise.

Example: An executive of a tech company hires a LinkedIn ghostwriter to regularly post thought leadership articles and engage with the industry community while maintaining a consistent online presence.

See also: Thought leadership, Copywriting, Content creation.

Check out Column’s in-depth LinkedIn ghostwriting guide.


Definition: The process of adapting and tailoring content to meet the language, cultural, and regional preferences of a specific target audience or market. Content localization ensures content resonates with local audiences and effectively communicates the intended message.

Example: An international hotel chain localizes its website and marketing materials to provide information in multiple languages, adapt to local customs, and cater to the preferences of different cultures.

See also: Content translation.

Long-Tail Keywords

Definition: Longer, more specific keyword phrases that target a niche audience or search intent. Long-tail keywords have lower search volume but potentially higher relevance and conversion rates compared to broader keywords.

Example: Instead of targeting the competitive keyword “shoes,” a shoe retailer may target the long-tail keyword “women’s running shoes for flat feet” to attract a more specific and relevant audience.

See also: Keyword research, Search engine optimization (SEO).


Marketing Automation

Definition: The use of software and technology to automate repetitive marketing tasks, such as email marketing, lead nurturing, and customer segmentation. Marketing automation streamlines processes and improves efficiency.

Example: A marketing team uses marketing automation software to send personalized email campaigns based on user behavior and triggers, reducing manual effort and increasing email relevance.

See also: Email automation, Newsletter.

Marketing Funnel

Definition: A visual representation of the stages that potential customers go through during their journey from initial awareness to making a purchase decision. Marketing funnels typically include stages like awareness, consideration, conversion, and retention.

Example: A marketing team analyzes the marketing funnel to understand how leads progress through stages, identifying where they drop off and optimizing strategies to move them towards conversion.

See also: Buyer journey.

Media Library

Definition: A centralized digital repository or database that stores and organizes various types of media assets, including images, videos, audio files, documents, and other multimedia content. Media libraries are used for easy access, management, and sharing of media resources.

Example: A news organization maintains a media library containing a vast collection of photographs, videos, and audio recordings, making it simple for journalists to access and use media assets for news stories.

See also: Digital asset management, Content management.


Definition: Quantitative measures used to evaluate the effectiveness and success of various business activities, marketing campaigns, or strategies. Performance metrics provide insights into key areas and help organizations make data-driven decisions.

Example: Key performance metrics for an e-commerce website may include conversion rate, average order value, bounce rate, and customer acquisition cost.

See also: Key performance indicators (KPIs), Data analysis.


Definition: An influencer with a smaller, but highly engaged, social media following within a specific niche or community. Micro-influencers often have a more intimate connection with their audience, resulting in higher levels of trust and engagement.

Example: A travel brand partners with a micro-influencer who specializes in sustainable travel and has a dedicated and passionate audience interested in eco-friendly tourism.

See also: Influencer marketing, Nano-influencers, Influencer collaborations, Social media marketing.


Native Advertising

Definition: Advertising content that seamlessly blends with the style, format, and context of the platform or media where it appears. Native advertising aims to provide a non-disruptive and cohesive user experience while delivering promotional messaging.

Example: An online news website features sponsored articles that match the editorial style and tone, clearly labeling them as “Sponsored Content” to maintain transparency.

See also: Branded content, Advertorial, Sponsored posts, Native advertising platforms.


Definition: The practice of capitalizing on current news or trending topics to create relevant and timely content that aligns with the news or conversation. Newsjacking allows brands to gain exposure and join relevant conversations.

Example: A food delivery service publishes a blog post on “Healthy Meal Ideas for the Summer” during a period when there is widespread media coverage and discussions around summer health and wellness.

See also: PR.


Definition: A regularly distributed publication, often via email, that contains updates, news, information, or content related to a particular topic, organization, or industry. Newsletters are commonly used for audience engagement, marketing, and communication.

Example: A company sends out a monthly newsletter to its subscribers, featuring articles, product announcements, and upcoming events.

See also: Email marketing, Content distribution.


Omnichannel Marketing

Definition: A marketing approach that integrates and delivers a consistent and seamless experience across multiple channels and touchpoints, such as websites, social media, physical stores, mobile apps, and customer support.

Example: A retail brand allows customers to browse products online, make purchases in-store or on their mobile app, and offers customer support through various channels, providing a unified and convenient shopping experience.

See also: Cross-channel marketing, Multichannel marketing, Customer experience, Omnichannel strategy.

On-page SEO

Definition: The practice of optimizing individual web pages to improve their visibility in search engine results and enhance their user experience. On-page optimization involves elements like keyword placement, content quality, meta tags, and URL structure.

Example: An e-commerce website performs on-page optimization by optimizing product pages with relevant keywords, high-quality images, informative descriptions, and user-friendly navigation.

See also: SEO, Keyword optimization, Content optimization

Organic Reach

Definition: The number of people who see a brand’s content or message without any paid promotion. Organic reach is influenced by factors such as search engine rankings, social media algorithms, and content sharing.

Example: A brand’s organic reach on social media refers to the number of followers who see its posts in their newsfeeds without the brand paying for advertising.

See also: Organic traffic, Organic visibility, Reach metrics, Organic growth.

Owned Media

Definition: Media assets or channels that a brand or organization owns and controls, such as a website, blog, social media profiles, or email newsletters. Owned media provides full control over content creation and distribution.

Example: A company’s website serves as its primary owned media channel, where it publishes blog posts, product information, and other content to engage with its audience.

See also: Earned media, Paid media, Media channels, Owned media strategy.



Definition: A fictional representation of a target audience segment, created by gathering and analyzing demographic, psychographic, and behavioral data. Personas help marketers understand their audience’s needs, preferences, and pain points.

Example: A software company develops a persona called “Small Business Steve,” representing small business owners who struggle with managing their finances and need a simple accounting software solution.

See also: Buyer persona, User persona, Audience segmentation, Persona development.

Persona-Based Content

Definition: Content that is specifically created and tailored to address the unique needs, interests, and pain points of distinct buyer personas. Persona-based content aims to resonate with targeted audience segments, driving engagement and conversions.

Example: An educational institution develops persona-based content for prospective students by creating blog posts, videos, and guides that address the academic and career concerns of different personas, such as “High School Graduates” and “Working Professionals Returning to School.”

See also: Buyer persona, Content personalization, Persona development.

Personal Branding

Definition: The practice of creating a distinct and recognizable personal identity, reputation, and image around an individual. Personal branding involves developing a unique online presence and showcasing expertise in a specific field.

Example: A marketing consultant builds a personal brand by sharing industry insights through blog posts, speaking at conferences, and engaging with a professional network on social media.

See also: Brand identity, Thought leadership, Online presence, Personal branding strategies.


Definition: An audio program or series that covers specific topics and can be downloaded or streamed online. Podcasts have gained popularity as a content format for storytelling, education, and entertainment.

Example: A marketing agency hosts a podcast series where industry experts share insights and discuss emerging trends in digital marketing, catering to marketing professionals and business owners.

See also: Audio content, Podcast marketing, Podcasting.


Definition: The creation and distribution of audio content in episodic format, often covering specific topics or discussions. Podcasting allows for on-demand listening and provides an opportunity for long-form content and audience engagement.

Example: A marketing agency produces a podcast where industry experts discuss marketing trends, strategies, and case studies to educate and engage their target audience.

See also: Audio content.

Podcast Marketing

Definition: The use of podcasts as a marketing channel to promote products, services, or brands, typically through sponsorships, guest appearances, or hosting branded podcasts. Podcast marketing leverages the growing popularity and engaged audience of podcasts.

Example: A fitness supplement brand sponsors a popular health and wellness podcast, reaching a targeted audience interested in fitness, nutrition, and lifestyle topics.

See also: Audio marketing, Podcast advertising, Branded podcasts, Podcast guesting.

Press Release

Definition: A written announcement or statement distributed to media outlets to communicate newsworthy information about a company, product, event, or other relevant topics. Press releases are used to gain media coverage and increase brand visibility.

Example: A technology startup issues a press release to announce the launch of their innovative product, targeting tech publications and journalists for potential media coverage.

See also: Media relations, PR strategy, Press release distribution, Press release writing.



Definition: The total number of unique individuals who see or have the potential to see a piece of content or an advertisement. Reach is a metric used to measure the size of the audience reached by a particular content marketing effort.

Example: A social media campaign targeting young adults between 18 and 24 years old achieves a reach of 100,000 impressions, indicating that the content appeared on the screens of 100,000 unique individuals.

See also: Impressions, Engagement, Audience size, Reach metrics.

Research Report

Definition: A comprehensive document presenting findings, analysis, and conclusions of research conducted on a particular topic or subject. Research reports are typically used to communicate research results to a specific audience.

Example: A market research firm produces a research report detailing consumer preferences and market trends in the automotive industry, which is then shared with automotive manufacturers and investors.

See also: White paper, Thought leadership, Data analysis.


Definition: The process of adapting existing content to create new formats or repackaging it for different channels and platforms. Repurposing helps extend the lifespan of content and reach new audiences.

Example: A blog post on “Top 10 Healthy Recipes” is repurposed into a video tutorial, an infographic, and a series of social media posts, catering to different content consumption preferences.

See also: Content recycling.


Definition: The practice of displaying targeted ads to users who have previously interacted with a brand’s website, app, or other online channels. Retargeting aims to re-engage potential customers and encourage them to revisit or convert.

Example: An online retailer shows personalized product ads to users who have abandoned their shopping carts, reminding them of the items they showed interest in and encouraging them to complete the purchase.

See also: Audience segmentation.

Return on Investment (ROI)

Definition: A measure of the profitability or value generated from an investment relative to its cost. In content marketing, ROI is used to assess the effectiveness and financial impact of content campaigns and strategies.

Example: A company calculates the ROI of a content marketing campaign by comparing the revenue generated from the campaign to the total cost of creating and promoting the content.

See also: Metrics, Customer acquisition costs.

Rich Media

Definition: Digital content that incorporates multimedia elements, such as images, videos, animations, or interactive features. Rich media enhances user engagement and provides an immersive and interactive experience.

Example: An online magazine includes embedded videos, image galleries, and interactive infographics in its articles to enhance content engagement and storytelling.

See also: Video marketing, Visual storytelling.


Search Engine Optimization (SEO)

Definition: The practice of optimizing web pages, content, and websites to rank higher in search engine results pages (SERPs) and increase organic visibility. SEO involves various techniques, including keyword research, on-page optimization, link building, and technical optimizations.

Example: A content marketer optimizes a blog post by including relevant keywords, improving meta tags, optimizing images, and ensuring the content meets search engine guidelines to improve its visibility in search results.

See also: Organic traffic, Keyword ranking, Link building, SEO tools, Content audit.

Social Listening

Definition: The practice of monitoring and analyzing social media platforms and online channels to gain insights into audience conversations, sentiment, and brand mentions. Social listening helps understand audience preferences, trends, and feedback.

Example: A brand uses social listening tools to track mentions of their product on social media, analyze sentiment, and gather feedback to identify areas for improvement and monitor brand reputation.

See also: Social media management, Content engagement.

Social Media Advertising

Definition: The use of paid advertisements on social media platforms to reach and engage with target audiences. Social media advertising allows brands to target specific demographics, interests, and behaviors to maximize ad effectiveness.

Example: A clothing brand runs targeted Facebook ads to promote its new collection to users who have expressed interest in similar fashion brands and styles.

See also: Content distribution, Social media marketing, Social media management.

Social Media Analytics

Definition: The process of collecting, analyzing, and interpreting data from social media platforms to gain insights into the performance and impact of social media marketing efforts. Social media analytics helps marketers make data-driven decisions to optimize strategies.

Example: A marketing team uses social media analytics tools to measure the reach, engagement, and conversion rates of their Facebook and Twitter campaigns, identifying which posts resonate most with their audience.

See also: Social media metrics, Data analysis, Social media reporting.

Social Media Marketing

Definition: A digital marketing strategy that involves creating and sharing content on social media platforms to promote a brand, engage with the audience, and achieve marketing goals. Social media marketing encompasses various tactics, including content posting, advertising, and community management.

Example: A fashion retailer uses Instagram and Facebook to showcase new arrivals, run targeted ad campaigns, and engage with followers through comments, likes, and direct messages.

See also: Social media advertising, Community management, Content strategy.

Social Media Management

Definition: The process of creating, scheduling, publishing, and monitoring content on social media platforms to engage with an audience, build brand presence, and drive social media goals.

Example: A social media manager creates a content calendar, curates relevant content, writes captions, schedules posts, and monitors comments and messages on various social media platforms.

See also: Social media scheduling, Social media analytics, Community management.

Social Media Metrics

Definition: Quantitative measurements used to assess the performance and impact of social media marketing efforts. Social media metrics include engagement rates, follower growth, click-through rates, and conversions, providing insights into the effectiveness of social media strategies.

Example: A social media manager tracks metrics like likes, comments, shares, and follower demographics to evaluate the success of a brand’s social media campaigns.

See also: Key performance indicators (KPIs), Social media analytics.

Social Media Reporting

Definition: The practice of compiling and presenting data and insights related to social media performance in a structured report format. Social media reporting helps organizations track progress, measure ROI, and make informed decisions regarding their social media strategies.

Example: A digital marketing agency provides clients with monthly social media reports that include metrics like engagement rates, follower growth, and conversions, along with recommendations for improvement.

See also: Social media analytics, Data visualization, Performance metrics.

Social Proof

Definition: The influence created by the social validation and approval of others. Social proof can be demonstrated through customer reviews, testimonials, case studies, social media mentions, and other forms of user-generated content.

Example: An e-commerce store prominently displays customer reviews and ratings on product pages to provide social proof and build trust with potential buyers.

See also: User-generated content (UGC), Testimonials, Social validation, Social proof tools.

Definition: Promotional content created or paid for by a brand or advertiser and published on a platform or media outlet. Sponsored content is designed to blend in with the platform’s regular content while delivering marketing messages or information to the audience.

Example: An outdoor adventure company sponsors a travel blog to create an article about a thrilling hiking experience, subtly featuring their gear and services within the content.

See also: Native advertising, Content marketing, Influencer marketing, Sponsored posts.


Definition: The art of crafting and sharing narratives that captivate, engage, and resonate with an audience. Storytelling helps convey brand messages, evoke emotions, and connect with the audience on a deeper level.

Example: A technology company uses storytelling in its brand video, showcasing how its innovative products have transformed the lives of individuals and communities.

See also: Brand storytelling, Narrative content, Emotional storytelling, Storytelling techniques.


Target Audience

Definition: The specific group of individuals or customers that a brand aims to reach and engage with its marketing efforts. Identifying the target audience helps tailor content and messaging to resonate with their needs and preferences.

Example: A fitness apparel brand targets health-conscious individuals aged 25-35 who are interested in active lifestyles, gym workouts, and outdoor activities.

See also: Buyer persona, Audience segmentation, Customer profiling, Targeting strategies.


Definition: The process of selecting and segmenting specific groups or audiences based on demographics, interests, behaviors, or other criteria for marketing purposes. Targeting helps tailor content and deliver messages to the most relevant audience.

Example: A fitness brand targets health-conscious individuals aged 25-40 who live in urban areas and have shown an interest in fitness-related content on social media platforms.

See also: Audience segmentation, Target audience, Behavioral targeting, Targeting strategies.

Technical SEO

Definition: The facet of search engine optimization (SEO) that focuses on improving a website’s technical aspects and performance to enhance its visibility in search engine results. Technical SEO includes tasks like optimizing site speed, improving crawlability, and enhancing mobile-friendliness.

Example: A website owner conducts technical SEO by fixing broken links, implementing schema markup, and optimizing server response times to improve search engine rankings.

See also: On-page SEO, SEO audit.

Thought Leadership

Definition: The establishment of oneself or a brand as an authoritative and knowledgeable voice in a particular industry or field. Thought leadership involves providing valuable insights, expertise, and original ideas to shape industry conversations.

Example: A marketing executive writes articles, delivers keynote speeches, and participates in industry panels, sharing unique perspectives and knowledge to position themselves as a thought leader in the marketing field.

See also:, Content authority, Research report.


User Experience (UX)

Definition: The overall experience and impression a user has when interacting with a website, application, or digital product. UX focuses on usability, accessibility, intuitiveness, and satisfaction to enhance user engagement and drive conversions.

Example: An e-commerce website optimizes its UX by ensuring fast loading times, easy navigation, intuitive product search filters, and a streamlined checkout process to provide a seamless shopping experience.

See also: UX design.

User Experience Design (UXD)

Definition: The process of designing and improving the user experience of websites, applications, or digital products. UX design focuses on creating intuitive, seamless, and enjoyable interactions for users.

Example: A UX designer conducts user research, creates wireframes and prototypes, and conducts usability testing to optimize the user experience of a mobile banking app.

See also: User experience, User experience writing

User Experience Writing

Definition: The practice of creating clear, concise, and user-centric content that guides users and enhances their experience with a website, application, or digital product. UX writing focuses on microcopy, labels, instructions, and error messages.

Example: A UX writer crafts user-friendly microcopy for a mobile app, ensuring that button labels, tooltips, and error messages are informative and easy to understand.

See also: Copywriting.

User Generated Content (UGC)

Definition: Content created and shared by the audience or users of a brand or product. UGC can include reviews, testimonials, social media posts, videos, and other forms of content created by customers. UGC provides social proof, builds trust, and engages the audience.

Example: An outdoor clothing brand encourages customers to share their adventure photos on social media using a branded hashtag. The brand then collects and shares the UGC on their website and social media platforms.

See also: Social proof, User-generated reviews.

User Generated Reviews

Definition: Reviews, testimonials, or feedback provided by customers or users of a product, service, or brand. User-generated reviews play a significant role in shaping brand perception, building trust, and influencing purchase decisions.

Example: A hotel website features user-generated reviews and ratings for each listed property, helping potential guests make informed decisions and choose accommodations based on the experiences of others.

See also: Social proof, User-generated content.

User Intent

Definition: The underlying goal or motivation of a user when conducting a search or interacting with content. Understanding user intent helps create content that addresses their needs and provides relevant information or solutions.

Example: A user searching for “best budget laptops” likely has the intent to research affordable laptop options before making a purchase decision.

See also: Search intent, Keyword intent, User behavior, Content relevance.

User Persona

Definition: A detailed fictional representation of an ideal product user based on research and data. User personas help marketers understand their audience’s needs, motivations, and behaviors.

Example: A software company creates user personas like “Developer Dave” and “IT Manager Emily” to guide their content creation, tailoring messages and solutions to specific customer segments.

See also: Buyer persona, User segmentation.

User Segmentation

Definition: The practice of categorizing a target audience into distinct groups based on shared characteristics, behaviors, or demographics. User segmentation helps marketers tailor content and marketing strategies to specific audience segments for more effective communication.

Example: An e-commerce company segments its customers into groups such as “Frequent Shoppers,” “New Customers,” and “High-Value Customers,” allowing them to send personalized offers and recommendations to each group.

See also: Target audience, Segmentation.


Video Marketing

Definition: The use of videos to promote products, services, or brands and engage with the target audience. Video marketing can include various formats, such as explainer videos, product demonstrations, testimonials, and storytelling videos.

Example: A travel agency creates destination highlight videos to showcase popular travel destinations, attracting and inspiring potential travelers.

See also: Video production, Video marketing.

Viral Content

Definition: Content that spreads rapidly and extensively across the internet through social sharing, resulting in a significant increase in reach, visibility, and brand awareness. Viral content often evokes strong emotions or provides remarkable value.

Example: A video featuring a heartwarming surprise proposal goes viral, garnering millions of views and shares across social media platforms.

See also: Viral marketing, Content amplification.

Viral Marketing

Definition: A marketing strategy that aims to create content or campaigns that rapidly spread and gain widespread attention through word-of-mouth, social sharing, or online sharing. Viral marketing often leverages humor, emotion, or novelty.

Example: A humorous video ad created by a snack brand goes viral on social media, with millions of shares and views, leading to increased brand awareness and sales.

See also: Viral content.

Visual Content

Definition: Content that primarily relies on visuals, such as images, videos, infographics, or visual storytelling. Visual content enhances engagement, captures attention, and conveys information more effectively than text-only content.

Example: An interior design brand uses visually stunning images and videos to showcase its portfolio, design inspirations, and before-and-after transformations.

See also: Visual storytelling, Video marketing.

Visual Storytelling

Definition: The use of visual elements, such as images, videos, infographics, and illustrations, to convey a narrative or story. Visual storytelling combines compelling visuals with textual or audio elements to engage and captivate the audience.

Example: An outdoor adventure brand shares a series of visually stunning videos and photos showcasing thrilling activities, beautiful landscapes, and the stories of their customers’ experiences.

See also: Visual content, Video marketing.


Web Analytics

Definition: The measurement, collection, analysis, and reporting of website data to understand and optimize website performance, user behavior, and marketing campaigns. Web analytics provide insights into traffic, engagement, conversions, user experience,  and other metrics.

Example: A marketing team uses web analytics tools to track website traffic, user engagement, conversion rates, and other metrics to identify opportunities for content optimization and conversion rate improvement.

See also: Google Analytics, Conversion tracking.

Web Copy

Definition: The written content found on websites, specifically tailored to engage visitors, convey information, and prompt desired actions. Web copy encompasses headlines, product descriptions, calls-to-action, and other written elements.

Example: A software company crafts compelling web copy to communicate the benefits and features of its product, persuading visitors to sign up for a free trial.

See also: Copywriting, Landing page, Conversions rate optimization.


Definition: An online seminar or presentation that allows participants to join remotely and interact with the host(s) through chat, Q&A sessions, and other engagement features. Webinars are used for educational, informative, or promotional purposes.

Example: A marketing software company hosts a webinar on “Effective Lead Generation Strategies,” inviting industry experts to share insights and answer participants’ questions.

See also: Lead nurturing, Thought leadership, Social media marketing.

White Paper

Definition: A comprehensive and authoritative report or document that provides in-depth information, analysis, and insights on a specific topic, issue, or industry. White papers are often used for thought leadership and lead generation and to provide in-depth knowledge and establish credibility.

Example: A cybersecurity company releases a white paper detailing the latest security threats and offering best practices for protecting sensitive data, positioning themselves as experts in the field.

See also: Thought leadership, Research report.

Word-of-Mouth Marketing

Definition: A marketing strategy that relies on customers and individuals sharing positive information and recommendations about a product, service, or brand with others. Word-of-mouth marketing is highly influential and often occurs through informal conversations or social media sharing.

Example: A satisfied customer tells friends and family about their exceptional dining experience at a restaurant, leading to new customers trying the restaurant based on the recommendation.

See also: Social proof, Brand advocacy, Viral marketing.

Bookmark these content marketing terms

Knowing what these content marketing terms mean isn’t just for show; it helps you make smarter choices in your work. Use what you’ve learned here to improve your content and reach more people. 

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