Simple explanations for every mind-boggling term associated with content marketing
Content marketing is all the rage, but with a hot topic comes a whole lot of confusing terminology.
We know it can be overwhelming to master the vocabulary while you’re trying to figure out how to practically implement content marketing for your business. That’s why we’ve put together an A to Z glossary, from analytics to Twitter handles.
Analytics services provide you with the figures, like number of site visits over a given period. These insights are used to improve your website and social media traffic and engagement.
Blogs are short articles posted to your site. These articles should always serve your audience rather than be purely self-promotional.
Through a brand communication strategy, the content you release is used to communicate your brand values and personality.
Call to action (CTA)
Calls to action are the sentences or phrases in your content that help you generate leads – in other words, get your products or services exposed to more of the right people. “Sign up for a free trial” is a simple example.
Do readers click the links to your products? Are your CTAs working? How many people are opening your blog posts? Your click-through rate will tell you how successfully your content is engaging readers.
A marketing approach that focuses on creating and releasing content that is valuable and useful to readers. Content is designed to appeal to a specific audience and ultimately drive sales.
Content marketing schedule
Scheduling the release of your content optimally is key to keep readers interested, but not overwhelmed. Just like with a digital marketing schedule, you want to create a balance between new posts and giving existing posts the chance to perform.
This is how you know whether your content is turning visitors into leads, and leads into customers.
Writing “copy” – text that is used in advertisements, digital content, or other marketing products. Copy should entice engage readers immediately, and ultimately drive sales.
A long-form content format that allows you to go into detail about a subject, spread over several chapters packaged together as one downloadable product.
An email campaign is set of email marketing messages coordinated to be delivered at intervals. The campaign is designed to escalate a persuasive argument to the reader to move further down the sales funnel.
Google My Business
A Google service that allows you to customize how your business appears on Google. You can add business hours, photos, a short description and contact details. Your listing appears when people search for your business (or similar businesses) on Google Search or Maps.
Google Search Console (GSC)
A Google service that allows webmasters and site administrators to check how their website is being indexed by the Google search engine, and improve their visibility on Google.
Hashtags “label” a social media or other content post as belonging to a particular conversation. For example, you could tag this article #contentmarketing. You can search using hashtags on all major social media sites.
An attractive graphic representation of information. For example, to illustrate a process or a set of statistics. Infographics must be simple to read and absorb, and beautiful enough to share.
A keyword is the word or phrase that a search engine user enters to conduct their search. Understanding the keywords your audience uses is key to creating content that will be useful to them.
The page visitors find when they first click through to your website or marketing campaign. Your landing page should represent your brand and your content as well as possible to all visitors.
The lead flow process tracks the conversion of visitors to leads, and leads to customers. In a traditional lead flow, leads begin as a raw lead, then move through to qualified leads. After that they’re considered opportunities, and finally, closed deals.
A visual representation of the process of making a sale according to the business’ sale model. The funnel starts wide, including many unqualified leads, and ends much narrower, with actual sales.
The practice of optimizing your search engine rankings – in other words, where your pages or posts appear on a list of results for appropriate keywords.
Social media marketing
Using social media platforms such as Facebook, Twitter and Instagram to boost your online profile.
A twitter handle is the name you choose to interact with users on Twitter. It’s always preceded by an @ symbol, for example @BEAN_content.
Still not sure that content marketing is your thing, or don’t have the time to figure it all out? Why not chat to BEAN content about getting your target audience to engage with your brand through content marketing that works.