Chapter 3: Written Content Flashcards
TOFU
top of funnel
-awareness
MOFU
middle of funnel
-engagement
BOFU
bottom of funnel
-sales and loyalty
Content Marketing Pyramid
shows how often and how rare content is on a scale of 1-5 (refer to drawing in book)
gated content
online materials, such as white papers, articles and videos, that require that users fill out a form before they can access them
whitepaper
a persuasive, authoritative, in-depth report on a specific topic that presents a problem and provides a solution
-goal: inform and persuade
ebook
electronic book
core content
Core content is an interconnected system that unites your brand’s entire messaging structure to communicate business value and support business goals
ex. website
lead magnet
pieces of exclusive content offered as an incentive for an action
-ex. signing up for a newsletter
anchor content
piece of content that drives huge amounts of traffic
website
collection of web pages and related content that is identified by a common domain name and published on at least one web server
subdirectory
type of website hierarchy under a root domain that uses folders to organize content on a website. A subdirectory is the same as a subfolder and the names can be used interchangeably.
subdomain
also a type of website hierarchy under a root directory, but instead of using folders to organize content on a website, it kind of gets a website of its own.
microsites
branded content site the company homepage and/or brand URL
content hub
a centralized online destination that contains curated content around a specific topic
web page
A document which can be displayed in a web browser such as Firefox, Google Chrome, Opera, Microsoft Internet Explorer or Edge, or Apple’s Safari. These are also often called just “pages.”
landing pages
a standalone web page, created specifically for a marketing or advertising campaign
conversion
simply getting someone to respond to your call-to-action
lead capture/generation landing page
a specially-designed landing page whose sole purpose is to capture information about your leads: name, email, phone number, etc.
click-through landing page or jump page
webpage your visitors first land on while trying to access your site
CTR
click-through-rate
-number of clicks that your ad receives divided by the number of times your ad is shown
CTA
call-to-action
-the next step a marketer wants its audience or reader to take.
