content marketing dictionary.
FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Content marketing is one of several Big Deals in the marketing world at the moment. Like anything new content marketing can be confusing so we made this.
Hopefully it’s a useful starting point in your quest to sort things out. We can’t include everything. As we type this sentence five more terms are being invented and misused. If you’re quiet you can hear the English language complain as we abuse it.
So this won’t be comprehensive, but it will be useful. That’s
all we’re aiming for.
Content marketing
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Let us know how we got on@evythgdifferent
Creates videos and other animated content for multiple platforms in line with your content strategy. Based
audience (n)
If you don’t know this
audience
definition (n)
Who do you want to talk to? How you define your audience will decide how you talk to them. A fundamental part of your content strategy.
?
?
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brand
newsroom (n)
The font of all content. This is where you create and publish according to your content strategy. Your
newsroom has its finger on the pulse of your brand producing real-time and planned posts for all platforms.
your brand
brand
newsroom
brand writer (n)
What you fill your brand newsroom with. The people who report, blog, tweet, and otherwise make words for your brand.
chief content
officer (n)
Leader of content strategy and overseer of all content going out of the newsroom on all
platforms. Their approval allows content to go out ASAP avoiding an endless chain of sign-offs.
content
strategist
(n)
Technically, anybody who helps plan your content strategy is a content strategist. This could include your cat, dog or anyone else you vent to, but usually refers to someone in a specialist role planning directly from an editorial, design, or brand capacity. Sorry kitty.
A designer creates visual content for your brand: infographics, eye-catching visuals and everything in-between go through your design team. Also crucial in creating brand guidelines in line with your content strategy.
designer (n)
MaraschinoCayenneMaroonPlum EggplantGrape OrchidLavenderCarnationStrawberryBubblegumMagentaSalmonBananaLemon HoneydewLime Spring CloverFern Moss Flora Sea FoamTeal Sky Turquoise
Red Purple Pink Yellow Green Blue
Designer
Regular
people
data scientist/
research analyst/
data analyst/
numbers person (n)
Turns your numbers into useful words, strategies
editor-
in-chief
(n)
A step down from chief content officer:
day-to-day management of brand writers and non-editorial contributors. Not usually an actual chief.
A commercial message from a brand or
business. Those things you see hundreds of
Tra la
la la la
Ad copy smushed into editorial
shape. Often derided as it seeks deeper engagement from the reader without offering anything of value in return. Not good.
News, updates, opinion. Brand central.
Brand owned
content (n)
Content owned, created and managed by the brand. Think websites, apps, that sort of thing.
When brands create and publish content to engage their audience without the aim of promoting a specific product or service,
only the brand.
e-book (n)
An electronic book. Distinguished from a White Paper by its content. White Papers have a specific type of content. e-books can be any document over 3000(ish) words.
Any article written to express the opinion of a brand/person. Can also describe any stories for publication, factual, opinion or otherwise.
Longer editorial on a standalone subject, often in the writer’s own style.
feature (n)
headline
The heading/title of a piece, often the link from a main page.
targeted content (n)
The first few lines of an article, story or other piece of writing. Intended to “hook” the reader.
Tiny, but happy. Also any shortform content.
multimedia
story (n)
Telling a story using multiple forms of media. Video, photography,
interactive data and text can come together to create a more complete story than any one element alone.
Once upon a time...
...the ir KPIs w e re nt d riv ing the ROI nee d e d to b e actio nab le...
...and id e a s ho w e re d a game c hange r! ffs ??? The End.
STATUS: Whats on your mind? Shh! I am an ad pretending to be a post, hehe! I am a post about jeans. I am here because you like jeans! Hiya. I am an ad thats part of the design of the site.
Native social ads (n)
Native ads that appearNative ads (n)
Ads that fit into the platform rather than interrupting the user experience. It can be split into four types according to IAB: brand owned content, paid-for content, advertising, native distribution.
Native distribution (n)
More traditional ads servedpaid for
content (n)
Content paid for by the advertisers but usually managed and signed off by the publisher. It looks
like surrounding content. Think Buzzfeed sponsored quizzes.
News Buzz Life Quizzes Video More
Which Different staff member
would you chill with?
There’s someone for everyone. Who’s yours?
everything different
Brand Publisher
publisher
programmatic (n)
Ads targeted based on a person’s online behaviour. They’re ‘programmatic’ because a program buys and sells the ads based on when the right behaviour is detected.
50% off
programmatic
sponsored
content (n)
Custom content served to users based on their online behaviour, designed to blend in with the
NOW TRENDING | ON THE CATWALK | BLOG | MORE...
ON THE CATWALK
social content (n)
Content for social platforms. Not to be patronising but sometimes things are just what they sound like. Cinnamon rolls are rolls full of cinnamon, social content is content for social.
FULL OF
(
)
CINNAMON
ROLL
omg
HAHA
Brand created content hosted by another publisher on a paid-for basis.
sponsored
content (n)
story (n)
Beginning, middle, end. Things happen at all three stages. Engages the
stor
e
y (n)
One of multiple levels in a building.
stormy
it was a
dark
and
night...
storytelling (n)
The act of using a narrative structure to tell a brand’s story. Often highly emotive and engaging.
thought
leadership (n)
Sharing unique and original opinions on a topic, provoking thought or discussion. Rare enough to have a term of its own. Take note.
Like sponsored content, but the brand has no control over what gets published.
underwritten
sponsored
utility
content (n)
Providing a useful tool or resource relevant to your audience. You’re reading one, for example.
white paper (n)
An authoritative report or guide on a complex issue. It aims to help
the audience understand the topic better, presenting the brand’s
brand bible/
brand book/
brand guidelines (n)
Your build-our-brand guide. A set of rulesto ensure you look and sound consistent across platforms. It covers everything from colour palette to tone of voice. A
A process put in place to ensure your strategy and content don’t jeopardise company policy or break the law. Straightforward and dead simple, but vitally important.
What you intend to do with your content, how you plan to do it and, most importantly, why.
cms: content
management
system (n)
The system you use to manage your
website content, e.g. Wordpress. This isn’t the same as your platform and doesn’t necessarily affect the appearance of the website. Very similar websites can use completely different CMS.
content
migration (n)
disclosure (n)
Clear labelling of advertising and sponsored content, making
readers more likely to trust the brand and publisher
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
I love
Burberry
You should
buy Burberry!
engagement (n)
When people choose to interact with your content, that’s engagement.Digital
Digital
multi-
platform (n)
Campaigns that take place across many (hence the multi) online platforms. Omnichannel campaigns take place on and offline. This distinction between these terms is starting to blur, so be careful.
output
channel (n)
The type of media hosting your content. Most campaigns are
omnichannel, meaning they take place across several types of media, tied together by creative.
pitch (n)
A highly stressful and overlong process wherin hearts and souls are placed into ideas as likely
We love
everything
about it
platform (n)
An online channel. This started as a very specific programming term, but now means online media type.
seo:
search engine
optimisation
Tweaking your web content to ensure success on search engines (or just Google, let’s be honest). Should really be called GO.
How you sound when you speak to your audience.
bounce rate (n)
% of people who leave a website aftervisiting one page. This differs across content types. A high bounce rate is quite common for news sites, but a bad sign for others.
brand lift (n)
Positive, measured results from a marketing campaign. People like
BRAND
BRAND
BRAND BRAND BRANDBRAND
BRAND BRA NDclick-through (n)
The amount of people who click an ad or link taking them to a destination page.
click-through
rate (n)
How many times your content was clicked divided by the
Content Content
Content Comparing your content to that
of your enemies competitors.
competitive
analysis (n)
content audit (n)
When you give all of your content a shake to see if it still works.
conversion rate (n)
How many times your site does its job divided by actual number of visitors e.g. Number of sales divided by site visitors.
cpc: cost
per click (n)
Advertisers are charged for every click their ad receives.
Advertisers are charged for every thousand
views their ad receives. This is the most
common method of online ad pricing.
cpm: cost per
(m)thousand
Exit rate (n)
The amount of people who leave a
certain web page. Not the same as bounce
rate. People may visit several pages and then leave, that would count towards the
exit rate. If they only visit one page, that counts towards exit rate and bounce rate.
engaged time (n)
How long someone spends actively
using content. This is measured by page scrolling and other indicators of a real user and not someone who just left a tab open.
impression (n)
An individual view of an ad or piece of content. Not the same as engagement.
kpi (n)
Key Performance Indicator. This can be whatever you like, but usually refers
to a one key measure of engagement
(i.e. likes, shares, views, whatever).
not Likes me Likes me not Likes me Likes me not Likes me Likes me Likes me not Likes me
page view (n)
When a person views your page that’s a page view. Feel free to take a minute if this is getting too complicated.
repeat
visitor (n)
Someone who has been to your site before, and then comes back to repeat their visit. A lot of repeat visitors is good news.
BEEN THERE,
DONE THAT,
unique
visitor (n)
An individual that visits your site. Knowing this number helps give an average of page views per visit and gives an idea of how many people you’re reaching with your content.
Each unique session undertaken by a user.
