Content Marketing Glossary - Popular Content Marketing Terms Explained in Plain English

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CONTENT
MARKETING
GLOSSARY
ContellioPut together by content repurposing specialists from
Popular Content Marketing Terms
Explained in Plain English

Table of contents
A
A/B testing
AARRR
Acquisition
Activation
Adwords
Algorithm updates
Audience
Audit
B
B2B
B2C
Big Data
Bookmarklets
Bounce rate
Brand
Brand Ambassador
C
Call-to-Action (CTA)
Clickthrough Rate
(CTR)
Collaboration
Content creation
Content strategy
Conversion Rate
Credibility
Crowdsourcing
D
Distribution
Drip campaigns
E
Ebook
Editorial calendar
Email marketing
Engagement
Evergreen Content
External link
F
Funnel optimization
G
Google Analytics
Growth Hacking
Guest posts
H
Hashtag
Headline
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I
Inbound
Inﬂuencers
Infographic
Integrated campaign
Intelligence
Interview
K
Keywords
KPI or key
performance
indicator
L
Landing Page
Lead Generation
Lean startup cycle
Lifecycle stages
Link-building
List-building
Localized content
Location Data
M
Marketing Authority
Metrics
Micro content
Microsite
Multilingual content
O
Outbound
Outsourcing
P
PageRank
Persona
Personalization
Pitch
Push Messages
R
Reach
Referral
Remarketing
Remarketing pixel
Repurposing
Responsive content
Retention
Road map
ROI
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S
Search marketing
SEO
Shareability
Snippet
Sponsored post
Stock sites
Storytelling
T
Templates
Thought
leadership
Tracking
U
UTM tags
W
Word bites
WordPress
WordPress Plug-In
Workﬂow
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A/B testing
A/B testing is a simple way to test your content and
determine which version of it produces best results. It
originated in web technologies where different website
elements can be tested and results can tell which version to
deploy for everyone. One visitor sees content A, another,
content B.
Why it's relevant for content marketers: it's important to
know what the target audience react to the best.
More on this topic: start by browsing this WordPress plug-in
directory https://wordpress.org/plugins/tags/ab-testing
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AARRR
Short for acquisition, activation, retention, revenue, and
referral. It's a startup metrics model developed by Dave
McClure of 500 Startups. These 5 metrics represent all of
the behaviors of the customer.
Why it's relevant for content marketers: it's the same story
with content distribution. We ﬁrst acquire readers, try to
activate them (to comment or share), bring them back with a
newsletter, get interested in our offer, and at the end share
blog with their friends.
More on this topic: this SlideShare presentation is a great
starting point: http://www.slideshare.net/dmc500hats/
startup-metrics-for-pirates-long-version
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Acquisition
An element of AARRR metric telling how many people are
"acquired" through content marketing. Eg. number of
people visiting your blog or a landing page.
See also: AARRR.
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Activation
An element of AARRR metric telling what percentage of
people visiting your sites do a certain action.
Content marketers have to choose which metric will be their
activation metric. Eg. from 1000 landing page visitors 120
signed up for a newsletter. In that particular case if
newsletter signups are counted as activation this metric
would be 12%.
See also: AARRR.
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(Google) Adwords
Adwords is an ad network created by Google. It's one of the
world's biggest ad networks and users interact with Adwords
ads in every corner of the internet.
Why it's relevant for content marketers: Adwords is a paid
acquisition channel. If you have money to spend on trafﬁc
acquisition you can advertise on Google Adwords and your
content will be shown along with Google search results and
on many sites which uses Adwords to display ads.
More on this topic:  
https://www.google.com/adwords/beneﬁts/
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Algorithm updates
Google updates its indexing algorithm every couple of months.
Changes are introduced in order to minimize spam results and
show more relevant ones near the top. The algorithm changes
most often penalize websites that gain exposure by gaming the
system.
Why it's relevant for content marketers: if you're doing
everything according to the book, you have nothing to fear. What's
more if you read about the changes you can make your content
even more Google (= users) friendly. Eg. recent update gives higher
positions to websites that are mobile-friendly. If your blog isn't you
could update your template or change it to a new one (there are
stocks of WordPress themes like https://creativemarket.com/
themes/wordpress)
See also: stocks, WordPress
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Audience
Your audience are all the people who would find your
content interesting.
Before you write your first blog post you should spend time
defining your ideal persona. Next with that persona in mind,
every piece of content should be benchmarked against it to
see if it's relevant, helpful, interesting, etc.
See also: persona
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Audit
Audit in an inspection of your content, typically by an
independent body.
Aim of the audit is to point any mistakes and errors that you
may have omitted due to the fact that you see your content
every day.
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B2B
B2B stands for business-to-business and is a category
of businesses that sell to other companies.
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B2C
B2C is short for business-to-customer. If your company's or
blog's target audience are individuals you can say your target
is the B2C market.
Often B2B (business-to-business) blogs target speciﬁc
individuals within companies but that doesn't make them
B2C.
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Big Data
Big data is a term that describes any large amount of
structured or semi-structured data that has the potential to
be mined for information.
Why it's relevant for content marketers: if your company
sits on top of a big amount of data you should request some
time with engineers to sort through that resource. With data
in hand you can create insightful infographics and data-
packed blog posts that will get shared in your niche.
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Bookmarklet
A bookmarklet is a bookmark stored in a web browser that
contains JavaScript commands that add new features to
your browser. Bookmarklets can help extracting data from
the page (e.g. links), submit current URL to CRM or other
place, query a search engine with highlighted word, etc.
Why it's relevant for content marketers: bookmarklets
greatly increase your speed by semi-automating tasks you
often repeat.
More on this topic: Orbit Media has list of 15 handy
bookmarklets for content marketers here: http://
www.orbitmedia.com/blog/content-marketing-
bookmarklets/
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Bounce rate
Bounce Rate is the percentage of single-page sessions (i.e.
sessions in which the person left your site from the
entrance page without interacting with the page).
Why it's relevant for content marketers: with multi-page
sites like blogs you should aim for bounce rate as low as
possible. Low bounce rate means that readers visiting your
page continue to browse it before they leave. You should
monitor bounce rate as well as time spent on your site to
determine what content was read throughout and what was
skipped. That way you can see what resonates well with your
audience and what doesn't.
See also: audience, Google Analytics.
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Brand
A brand is a name, term, design, or other feature that
distinguishes your product from others.
Brand not only means your company's brand but also your
blog's as well as personal. Your team should spend time
thinking what your brand represents, how you'd like it to be
seen, what emotions it should trigger, etc.
Brand building is an area on it's own and as content
marketers we should respect and remember about our
brand all the time while producing and promoting content.
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Brand Ambassador
Brand ambassador is a person employed by an
organization or company to promote its products or
services. Ambassadors are often celebrities or well-know
industry experts who you either pay or reward in another
way for their endorsement.
Why it's relevant for content marketers: having an
ambassador can greatly enhance your reach. Especially in the
early days having someone respected in the ﬁeld can do
wonders for trafﬁc acquisition.
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Call-to-Action (CTA)
Call to action or CTA is a phrase used to describe button,
link, or other interactive element that urges users to take
action.
Why it's relevant for content marketers: great piece of
content incorporates CTA seamlessly. Almost every piece of
content that we produce should be equipped with it. Most
often CTAs are buy-now buttons, newsletter signup forms,
social media share buttons, etc.
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Clickthrough Rate (CTR)
The number of clicks received divided by the number of
impressions generated. For example, an ad that is displayed
1,000 times and receives 10 clicks has a click-through rate of 1
percent.
Why it's relevant for content marketers: CTR is an vital
metric for every content marketer. We should measure CTR
of our ads, Tweet links, quest post referrals, etc. Only by
measuring CTR of every channel, can you decide which one is
the most effective.
Warning: it's common marketers get excited about particular
channel high CTR without getting enough trafﬁc through it.
With a sample of 100 high CTR can be misleading sign.
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Collaboration
Collaboration is working with others to do a task and to
achieve shared goals.
Why it's relevant for content marketers: collaboration is a
great way to create and edit new content. You can work with
your peers on the content, with the editor on wording, with
translator on new versions, or with a designer on blog post
images.
See also: outsourcing.
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Content creation
Content creation is an element of content marketing
process where an idea for a piece is turned into a blog
post, presentation, infographic, etc.
Common practice in content marketing is outsourcing
content creation to other people (see collaboration). By doing
so marketers are able to turn ideas into posts much quicker
and increase content volume many fold. Note that it's not
always possible to outsource content creation as sometimes
your niche requires domain expertise and/or professional
language.
See also: collaboration, outsourcing.
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Content strategy
Content strategy refers to content creation, repurposing,
and distribution plan for a company.
It's put in place by marketers to streamline it's branding,
makes sure content is consistent across channels, and
delivers results.
See also: editorial calendar, persona, repurposing, ROI.
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Conversion Rate
See: CTR and funnel optimization.
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Credibility
Credibility is a quality of being believable or worthy of
trust.
In content marketing and marketing in general trust is often
a deciding factor when a client chooses one company over
another.
Same as with brand and PR trust and credibility can be easily
lost and is very hard to regain.
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Crowdsourcing
Crowdsourcing is a great way to generate additional
content for your business.
This will only work with engaged communities that are
willing to help with close to nothing in return.
To give you an example startup community is crowdsourcing
this list of growth hacks you can use to grow your business -
http://bit.ly/growth-hacking
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Distribution
See: acquisition.
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Drip campaigns
Drip campaigns refers to email marketing and email
campaign prepared in advance and sent to new
subscribers starting always from the ﬁrst email, no matter
when they joined. It's fundamentally different than regular
send-to-all campaign in which you send same emails to
every subscriber no matter when she joined.
Why it's relevant for content marketers: drip campaigns
allow marketers to build relationship with users over
carefully designed series of email.
Most email marketing services offer this kind of campaigns.
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Ebook
In most cases "ebook" refer to an electronic version of a
paperback book. In marketing though ebook is often standalone
item and was never published as physical version.
Why it's relevant to content marketers: ebooks a presumably one
of the best giveaway items you can create. Well prepared and
executed ebook giveaway can grow your email list by the
thousands.
In traditional sense ebook is a file in EPUB or MOBI format – easy to
upload to your Kindle. In marketing most often ebooks are PDF files
formatted by DTP company or individual to fit company's brand.
PDF has multiple advantages over EPUB/MOBI when it comes to
content marketing. To name just a few: it will look exactly the same
on every screen, it's lightweight, and everyone knows how to open
one.
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Editorial calendar
When you get going with your content marketing you will
quickly realize that you have to squeeze a lot of content in
a space of couple days of the week.
New blog posts, presentations, Twitter campaigns, when to
send newsletter, etc. – lots to do. This is exactly the moment
when you need to build an editorial calendar. Mark the days
when you post on your blog, schedule when to send
campaigns, and generally see if everything will ﬁt nicely or
not.
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Email marketing
Email is crucial for content marketing acquisition and
retention efforts.
Content marketers often rely on growing newsletter lists as it
is still one the most effective method to bring customers
back to your site and the product.
See also: drip campaigns
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Engagement
Engagement is a metric and a quality of your content.
Engagement the metric shows how much people interact
with your content. Depending on how you structure your
goals that can be time spend on a site, number of social
media shares or comments, etc.
High engagement brings customers back to your site or blog
and helps with reaching your goals and KPIs.
See also: AARRR, KPI, CTR.
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Evergreen content
Evergreen content is content that is equally relevant today
as in half a year.
Some industries cannot produce evergreen content (news,
stock market) but in most cases of B2C and B2B content
marketing evergreen content is something we should all aim
for.
Producing and promoting content is expensive enough, so
doing it in a way it stays fresh longer can only increase return
of investment.
See also: ROI
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External link
External link or an incoming link is a link that point to your
site from some other place.
This link can be placed in a guest post, social media post,
SlideShare or YouTube content, etc. It serves two purposes:
ﬁrstly it gets you trafﬁc from an external site, and secondly, it
works toward your SEO score with Google and other search
engines. If you get links from high quality sites search
engines treat your site as more relevant and place you higher
in the search results.
See also: guest posts, link-building
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Funnel optimization
Funnel optimization is a term originating in e-commerce
where users visiting a webpage enter a "funnel" to a
hopeful exit by checking out. Website owners ﬁne-tune
their listings, payment process, cart management, etc. to
lower the friction between each step and get more people to
the end of the funnel.
Why it's relevant for content marketers: marketers should
also monitor their equivalent of sales funnel as people enter
your site and follow the steps toward whatever is your
preferred „exit”.
See also: KPI, AARRR, CTR.
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Google Analytics
Google Analytics is a free service from Google that allows
website owners measure and analyze trafﬁc coming to
their sites. Over the years Google Analytics become a
standard in this space and is now installed on over 15 million
websites worldwide.
Why it's relevant for content marketers: without proper
analytics marketers are blind. Analyzing incoming trafﬁc as
well as users' behavior on the site is crucial in understanding
whether our content marketing activities deliver proper
results.
See also: ROI, funnel optimization, AARRR
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Growth hacking
Growth hacking is a almost a buzzword now, but it
combines all the activities, coding, analytics, and hacking
companies do to achieve and maintain growth.
Why it's relevant for content marketers: depending on how
you look at it growth hacking is part of marketing or
marketing is part of growth hacking. In a crowded markets
content marketers have to come up with creative and
innovative ways to deliver results.
Sometimes these unconventional methods are very similar
to growth hacking. Hence marketers should monitor newest
growth hacking trends and borrow as much as possible
whenever it's possible.
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Guest posts
Guest posts are exactly what the name implies: it's a post
on your blog by a guest author OR other way around it's
your post in someone else's blog.
Guest posting is an important tactic in link building and
generating trafﬁc. Pitching blog owners with your post idea is
an art on it's own and the rule of thumb here is to start with
smaller blogs and move to bigger ones as you gain
experience and portfolio.
See also: link building, SEO, PageRank, external links
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Hashtag
Hastags are social media's way of getting more people to
know about a common topic. In a nut shell it's a word
preceded by the # symbol that major social media sites
automatically convert into links.
Once a user clicks on such link she's redirected to a subpage with
all other posts containing this particular hashtag.
Why it's relevant for content marketers: you can use hashtags
to get in touch with different communities. You can analyze
hashtag contents to decide on your next move. You can monitor
interesting topics using hashtags. You can launch initiatives using
hashtags – for example hashtag for this content marketing
glossary is #contentglossary. When you tweet with it we get to
read it and can add/edit items to this list.
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Headline
Wikipedia says the headline is the text indicating the
nature of the article.
Writing great headlines is an art on it's own and content
marketers spend years testing different ways of doing so.
Important to note here is the fact that working headline in
one industry won't translate 1:1 to another. Every audience has
their own preferences and ﬁnding the right headline for
them is very important.
See also: A/B testing, audience
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Inbound
By "inbound" businesses describe all activities that bring
customers the site without proactively reaching out.
This is the opposite of outbound where for example, sales
reps contact possible clients and try to convert them to a sell
via a cold call or engagement on the sales ﬂoor. Examples of
inbound activities are: updating blog with new content on a
regular basis, being visible in social media, paid ads, guest
posts, etc.
See also: outbound
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Influencers
Influencers are well known and respected individuals in an
industry.
They often have relatively big social media followings and can
influence the industry with their opinions.
See also: brand, ambassadors
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Infographic
Infographics is a graphic form of representing complicated
concepts or plenty of data in a fun, engaging, easy to
understand format.
People are many times more likely to remember what they
see than what they hear or read.
Thanks to that phenomena infographics become an
important weapon in a content marketer hands. Not only are
they simple to digest but one-ﬁle format also help with viral
spread.
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Integrated campaigns
Integrated campaigns include a multiple of different
media types, one of which is often online. In addition to
online, other media types can include print, outdoor, TV,
guerrilla or radio.
See also: brand
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Interview
Interview has two meanings for content marketers:
1. Interviewing interesting people for your blog is a clever
way to bring more trafﬁc and promote your work.
Interviewed guests have strong incentive to share the
interview with their social media following, hence bring
you more trafﬁc from interested audience.
2. Interviews are also used to learn about your market
and customers. By interviewing people in your space you
can get tremendous amount of knowledge and insight
into what's happening.
See also: persona, lean
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Keywords
If you were to distill your whole communication to only
couple words, chances are these would be your keywords.
Every company do that on purpose or just by common sense.
Using concrete set of keywords for all you outside
communication helps with brand building, planting the
message in your customers' heads, and ranking higher in
Google.
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KPI or key performance indicator
Key performance indicator (KPI) is a business metric used
to evaluate factors that are crucial to the success of an
organization.
From content marketing perspective a KPI can be number of
visits to the company blog, newsletter signups, or number of
signups to the product generated by content marketing
activities.
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Landing page
Landing page is a single-page website that appears when
users click on a search result or paid ad.
They include complete offer description and a strong CTA
and aim to convert visitors to take action (sign up for a
newsletter, download an ebook, share on Facebook, etc.).
See also: CTA, funnel optimization
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Lead generation
Lead generation is a term describing process of collecting
clients' information. It can be done manually or
automatically by multiple inbound activities.
See also: landing page, inbound, outbound
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Lean startup cycle
"Lean startup cycle" is a term coined in 2011 by Eric Ries. It
describes a methodology for building businesses based on
short interactions, experiments, clients' feed and generally
lowering risk by learning fast what works and what does
not.
Why it's relevant for content marketers: lean startup cycle
is based on build-measure-learn principal. The same
methodology can and should be applied to all areas of
content marketing. We should always measure an outcome
of our actions, learn from it, and improve them in the next
iteration.
See also: AARRR, Google analytics, funnel optimization, ROI.
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Lifecycle stages
Lifecycle stages refers to the stage that your product is at
any given time. There are four main stages: introduction,
growth, maturity, decline.
It start with an audience of early adopters who actively look
for your product and use it. With a product that has been
debugged and a scalable business model you move to growth
stage. When sales ﬂatten or the market becomes saturated,
it's a sign you've reached the maturity stage.
Why it's relevant to content marketers: as a content
manager you should always know who your target audience
is. You don't communicate in the same manner with early
adopters as you do with maturity level customers. Content
marketing should always reﬂect the company stage.
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Link-building
Link building is an important SEO technique that aims to
increase website position in search engines by acquiring
links from other sites.
The logic for this to work is that Google and other search
engines care about how many links point to your website.
See also: SEO, external link
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List-building
List building is the activity of building your email
newsletter list in size.
List building activities include giveaways, newsletter popups,
etc.
See also: AARRR, retention
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Localized content
Localized content is your content translated into another
language.
Companies translate their content to different languages to
help their positioning on foreign markets. It is also a
legitimate lead building technique that lowers entry barriers
for possible clients.
See also: lead generation.
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Location data
Using users' location and geotagging can be used by
companies to show relevant content based on user
location in the physical world.
This will work well especially for companies that does local
offers in which users can beneﬁt from location-based
content the most.
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Marketing authority
Authority marketing helps entrepreneurs leverage their
knowledge to gain authority status in their industry.
This authority status then allows them to dramatically
amplify their message and convert their new audience into
higher paying customers.
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Metrics
Metrics are used by marketers to benchmark their results
against other as well as ﬁnd out how far or close are they
to reaching their KPIs.
There are multiple types of metrics that can tell different
things about your business or content. For content marketers
one of the most often used metrics is number of signups it
generates for the product or number of people that it brings
to the site.
See also: KPI, Google analytics, funnel optimization, bounce
rate
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Micro content
Micro content is social media posts and images. They are
short (posts) and small (images) hence the "micro" in the
name.
It's used to attract users' attention while they scroll their
Facebook or Twitter feeds.
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Microsite
See: landing page
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Multilingual content
See: localized content
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Outbound
It's the opposite of inbound: it's all the activities where
a company actively contact possible clients.
See also: inbound
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Outsourcing
Outsourcing is paying someone else complete a certain
task based on your predeﬁned criteria.
There are whole websites dedicated to outsourcing graphic
design, writing, coding, and etc. Content marketers often rely
on outsourcing writers and designers to speed up content
creation.
See also: content creation, collaboration
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PageRank
PageRank is a metric used by Google to score a website's
importance. Based on it and other factors Google can
increase or decrease website position in the search
results. According to Google:
PageRank works by counting the number and quality of links
to a page to determine a rough estimate of how important
the website is.
The underlying assumption is that more important websites
are likely to receive more links from other websites.
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Persona
Better known as marketing persona.
Marketers build different personas to represent a group of
customers to be able to focus marketing activities at it.
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Personalization
Personalization is a process during which an otherwise
generic message is customized for a speciﬁc person.
Instead of receiving email starting with "Hi customer" you
would send "Hi John". In email marketing it's done to achieve
higher email open rates.
See also: email marketing, CTR
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Pitch
A way to describe your business in couple of sentences.
There are different types of pitches, most popular one is
"Elevator Pitch" that stands for really short, memorable
and straight to the point speech (it's name comes from
pitching investors while riding an elevator).
Why it's relevant to content marketers: content marketers
most often pitch the blog authors in an attempt post a guest
blog post on their website.
See also: guest posting
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Push messages
Push messages are notiﬁcations from mobile applications
that a user gets on their devices, even when the app is not
currently running.
Why it’s relevant to content marketers: there are multiple
ways content marketers can utilize push messages in the
communication. Especially for B2C and app-based
businesses push messages are likely to replace email
marketing.
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Reach
Reach is a metric most often used on social media sites to
describe how many people have seen a message after it
was posted.
Reach increases as other users share, like, or retweet your
message.
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Referral
Referral is a metric, part of AARRR methodology of
measuring business performance. It refers to number of
new users brought to the site by existing users.
Why it's relevant to content marketers: you should
optimize landing pages and CTAs to induce as much social
media shares as possible.
See also: AARRR, funnel optimization, email marketing,
remarketing, CTA
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Remarketing
Remarketing is a way to bring customer back to your
product by displaying ads visible only to them.
This can be achieved by using Google Adwords or Facebook
ad network and placing a remarketing pixel (browser cookie)
on your site. From the moment you place Google/Facebook
code on your website every visitor that lands on your site will
be added to the custom audience eligible for remarketing
ads.
After you turn on remarketing campaign users will see your
ads all over the internet.
See also: Google Adwords, remarketing pixel
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Remarketing pixel
Remarketing pixel is a common name for a remarketing
browse cookie included on many sites to catch visitors on
a remarketing list.
To place remarketing pixel on your site you edit your site
source code and place provided Javascript code close to the
end of the code. If you're using WordPress site you don't have
to edit your page source code, but instead use one of many
remarketing plugins.
See also: remarketing, Wordpress, Wordpress plug-in
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Repurposing
Adding a new, extra value to the existing content
by reformatting it to other mediums.
Examples of repurposing include turning a blog post into a
presentation, which in turn can be repurposed as animation,
and so on. The aim for repurposing is to get the most out of
every word of original text.
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Responsive content
Every single piece of information that is visually adjusted
to the mobile devices.
E.g. a website that changes its design and functionality in
response to the viewing device (laptop, tablet, smartphone)
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Retention
Retention is a metric telling website owners how many
people have return to their site after they visited it.
Retention is most often expressed as percentage, meaning
that 7% retention is 7 people returned to the site after
they signed up.
Why it's relevant for content marketers: retention is a key
metric to watch for when you run your blog. You want to
produce content people will want to return to read/watch
again. Returning readers mean lower bounce rate and higher
chance of converting to whatever your goal is.
See also: AARRR, email marketing, remarketing, bounce rate
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Road map
Road maps are most often referring to new product
features and how they are planned in time.
You should work with product managers to prepare and
schedule your content marketing activities around the
product road map. Road maps can also refer to editorial
calendars, but the latter is more common name.
See also: editorial calendar
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ROI
ROI is short for return of investment. It's a metric telling
marketers whether the activities you perform or money you
spend gives you the desired effect either ﬁnancially or increased
web activity. It may also point out the speciﬁc activities.
You can calculate ROI by dividing revenue this particular ad brought
by money that was spent on it. For example an ad campaign that
costed $1000 can bring $1800 in sales from the product (that is
180% ROI).
Note: often ROI has to be considered over longer period of time. In
another example a $1000 ad campaign can bring only $450 in
immediate revenue (45% ROI). But given that high percentage of
clients renew their subscription after one month, ROI for this
campaign over period of couple months can be much higher.
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Search marketing
Search marketing refers to ads you can purchase next to
search results in Google and other search engines.
Don't confuse with search engine optimization (SEO) which
affects your website position in the search results.
See also: SEO
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SEO
SEO is short for search engine optimization which covers
a broad ﬁeld of activities that all result in getting your
website listed higher in search results.
Many SEO tactics involve content and generally content
marketing contributes to SEO in a great way. Original content
is number 1 SEO tactic to this day.
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Shareability
When a post has high shareability it means there is high
probability it will be shared by users across social
networks.
There are number of factors that inﬂuence content
shareability, like: great headline and copy, interesting
graphics, or dynamic animation.
See also: headline
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Snippet
Snippet is small amount of code or text that you can reuse
over and over again. There are multiple snippets managers
available as browser extensions or desktop or mobile
applications.
The reason for existence of snippets is to relieve authors
form typing the same content all the time. If you use some
phrases a lot, you may consider turning it into a snippet.
See also: bookmarklet
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Sponsored post
Sponsored post is a blog post that appear in the regular
blog content ﬂow, but is prepared and paid for by a
sponsor.
Companies never accept sponsored posts on their blogs as
the whole blog is usually an advertisement for the company
itself.
But companies often propose to sponsor content on other
blogs to promote their business.
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Stock sites
Stocks are sites that collect huge amounts of pictures,
videos, audio ﬁles, or other media formats and make their
business by cataloguing and selling them at a small price.
The point of stocks is that you normally wouldn't be able to
buy a photo of this quality, but because they sell one ﬁle to
multiple clients, they can keep the price low.
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Storytelling
Storytelling is a quality of a great content marketer.
Businesses that master storytelling are able to market their
products without looking like they're selling something.
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Templates
Templates are ready to use chunks of content that one just
has to ﬁll out with data and it's ready to publish. They are
snippets on steroids.
See also: snippets
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Thought leadership
Thought leaders are the informed opinion leaders and the
go-to people in their ﬁeld of expertise.
They are trusted sources who move and inspire people with
innovative ideas; turn ideas into reality, and know and show
how to replicate their success.
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Tracking
Tracking is an action of monitoring what users do on your
website in order to optimize it better, lower their entry
barrier, and widen the convention funnel.
Tracking in most cases mean installing some kind of website
analytics tools like Google Analytics.
See also: Google Analytics, remarketing, remarketing pixel
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UTM tags
UTM tags are a web standard introduced to precisely monitor
incoming trafﬁc. There are ﬁve tags, three of which are mandatory:
Mandatory: utm_source for campaign source (newsletter, landing
page 3, etc.), utm_medium for advertising medium used (like
banner, cpc, email), and utm_campaign for a campaign name (like
"content marketing glossary")
Optional: utm_term used to identify the paid keywords and
utm_content use to differentiate ads (like banner300x250,
banner750x100, etc.).
See also: tracking, Google Analytics
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Word bites
See: micro content
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WordPress
A website engine that allows you to build your website and
adjust its design for free. Its primary use was to create a
blog so it's equipped with lots of options that help managing
blogs (SEO plugins, different users, categories etc.)
See also: WordPress Plug-Ins
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WordPress plug-ins
WordPress can be extended in multiple ways using plug-
ins.
These small applications exist within your WordPress
installation and add new features and functionalities to your
blog or website.
See also: WordPress
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Workﬂow
Workﬂow is common name for a "process". It describes
some procedure in steps needed to complete it.
It's especially useful when introducing new team members
and for quality assurance purposes.
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