Content Marketing Terms

Question 1

Individual content distribution outlets, such as a blog or podcast channel, Facebook, Twitter, TikTok, YouTube, or Vimeo.

Answer 1

Channels

Question 2

Describe the contents of a content asset based on terms people use to search for content on that topic.

Answer 2

Keywords/Key Phrases

Question 3

The process of testing two versions of digital content with a target audience, the preference is learned by measuring by conversion rate – used in testing e-newsletters, email subject lines, social ads, calls-to-action, and landing page copy to know which version has the greater chance of giving the desired action such as subscribing for a paid membership.

Answer 3

A/B Testing

Question 4

Building a brand identity and connecting to it as different from competitors through tone, voice, and visual design of ads, promotion, logo, representation in social media, etc. – creates market differentiation, builds reputation, drives sales, and focuses your brand marketing message.

Answer 4

Brand Positioning

Question 5

The percentage of customers, or potential customers, that take a specific action. The “specific action” can be anything from opening an email, to signing up for a demo, to making a purchase.

Answer 5

Conversion Rate

Question 6

Refers to all of the sales and marketing activities involved in obtaining a customer.

Answer 6

Customer Acquisition

Question 7

The average cost of acquiring a customer.

Sales and marketing expenses ÷ total number of customers = ________

Answer 7

Customer Acquisition Cost (CAC)

Question 8

The amount of revenue a customer generates for your business. It’s especially useful for subscription-model businesses or any other brand that creates recurring revenue.

Average purchase amount × frequency of purchases × customer lifespan = ________

Answer 8

Customer Lifetime Value (CLV)

Question 9

The process of increasing the amount and quality of traffic to your website from unpaid web search results.

Answer 9

Search Engine Optimization (SEO)

Question 10

Tthe process of increasing the amount and quality of traffic to your website using SEO and paid advertisements.

In simple terms, SEO + paid search results = ________

Answer 10

Search Engine Marketing (SEM)

Question 11

The page of results a user sees when they type a term into a search engine. Generally speaking, the higher your _______ rank for a given term, the more likely a user is to click on your result.

Answer 11

Search Engine Results Page (SERP)

Question 12

An instance of a piece of online content being shown. Often, the term is used in the world of paid online ads.

Answer 12

Impression

Question 13

The percentage of clicks a campaign receives relative to the number of impressions. A higher CTR often implies that campaigns are resonating more effectively with viewers.

(clicks on a campaign ÷ total campaign impressions) × 100 = ______%

Answer 13

Clickthrough Rate (CTR)

Question 14

Ccost per thousand impressions

Answer 14

Cost per Mille (CPM)

Question 15

Tthe cost of each click in a paid search campaign. With the CPC model, you pay based on clicks as opposed to impressions.

Answer 15

Cost per Click (CPC)

Question 16

The process of building, maintaining, and enhancing an organization’s relationship with its customers.

Answer 16

Customer Relationship Management (CRM)

Question 17

Aa type of software designed to simplify the process of creating a website and publishing content.

Answer 17

Content Management System (CMS)

Question 18

The ratio of how many users “bounce” after visiting your website. A “bounce” is a visit to your site that doesn’t involve the user visiting any other pages or taking any other actions. That is, they land on a single page and leave.

Answer 18

Bounce Rate

Question 19

The process of categorizing and segmenting customers based on different criteria. The objective of customer segmentation is to enable you to group customers based upon their needs, interests, and budget as well as their potential value to your business.

Answer 19

Customer Segmentation

Question 20

The section of a Web page that is visible without scrolling.

Answer 20

Above the Fold

Question 21

A program that sends an automatic response to incoming emails.

Answer 21

Autoresponder

Question 22

This is a measure of how many people know about your company and its products. In other words, how well-known you are.

Answer 22

Brand Awareness

Question 23

Tracking competitors

Answer 23

Competitive Analysis

Question 24

The ways in which digital marketing messages are delivered: social media, email, blogs, forums, etc.

Answer 24

Distribution Channels

Question 25

Part of the marketing funnel - Largely refers to actual customers and the marketing processes for engaging with them.

For example:
Livee demos
Consultations
Customer reviews
Case studies
Loyalty programs
Customer appreciation campaigns

Answer 25

BoFU

Question 26

A measurement of how much your brand spends to get a customer to do something specific. These specific tasks may be any number of things, including:

Make a purchase
Sign up for your mailing list
Download your app
Join your loyalty program
Click through to your website from an email
Post a customer review

Cost of a marketing campaign ÷ the number of conversions it generates = $_______

Answer 26

Cost per Acquisition (CPA)

Question 27

A quantifiable measurement companies can use to determine how effective or successful something or someone is. Some common ones in digital marketing are:

CTR (click through rate)
Bounce rate
Conversions
Keyword rankings
CAC (customer acquisition cost)
Return visitors
Page views
Net promoter score

Answer 27

Key Performance Indicator

Question 28

A standalone web page created for an ad campaign or other marketing effort. It should be designed to get visitors to take some action, such as:

Sign up for a newsletter
RSVP for an event
Purchase a product
Download an app
Schedule a demo
Download an ebook or catalog
Pre-register for a future sale

Answer 28

Landing Page

Question 29

A potential customer that meets certain criteria and will be handed over to the sales team to progress toward conversion. Often these are people who have already interacted with the brand in some way, such as:

Downloading an ebook
Signing up for a newsletter
Filling out a form
Using a demo version of software
Regularly or repeatedly visiting the site
Adding products to a wishlist
Adding items to a shopping cart

Answer 29

Marketing Qualified Lead

Question 30

A potential customer that meets certain criteria and will be handed over to the sales team to progress toward conversion. Often these are people who have already interacted with the brand in some way, such as:

Downloading an ebook
Signing up for a newsletter
Filling out a form
Using a demo version of software
Regularly or repeatedly visiting the site
Adding products to a wishlist
Adding items to a shopping cart

Answer 30

Marketing Qualified Lead

Question 31

Refers to everything that has happened in the current calendar month up until this point.

Answer 31

Month to Date (MTD)

Question 32

Refers to a prospective customer who has been vetted not only by the marketing team but by the sales team themselves

Answer 32

Sales Qualified Lead (SQL)

Question 33

What sets your brand apart from the competition

Answer 33

Unique Selling Proposition (USP)

Question 34

Fhe categorization of content based on the target audience niche (similar to a buyer persona).

Answer 34

Content Segmentation

Question 35

Fhe focus of targeted, sales-centric marketing programs designed to drive awareness and interest in a company’s products and/or services.

Answer 35

Demand Generation

Question 36

A description of a targeted buyer (person or company) that’s a perfect fit for your brand’s solution.

Answer 36

Ideal Customer Profile (ICP)

Question 37

A person or business in your company’s sales or marketing database, typically (though not exclusively) by engaging with a branded asset or communication platform.

Answer 37

Lead

Question 38

A calculation that references the total number of prospective buyers and/or potential revenue opportunity available for a product or service.

Answer 38

Total Addressable Market (TAM)

Question 39

Plan for when specific types of content will be created and published.

Answer 39

Editorial Calendar

Question 40

Any media or digital asset controlled by a brand. This includes websites, social media, accounts, or video platforms.

Answer 40

Owned Media

Question 41

A method to determine which metrics best gauge performance against your goals

Answer 41

Objectives and Key Results (OKR)

Question 42

When a visitor reaches your domain through a third-party link (other than a search engine), it’s tracked by Google as _______.

As a metric, it’s a useful indicator of brand awareness and thought leadership. The more sources that send traffic your way, the more highly regarded your domain likely is – an outcome that leads to better domain authority and better rankings of your content on search.

Answer 42

Referral Traffic

Question 43

Subscribers are defined as audience members who have taken an action around your content (and provided some personal data to do so) in exchange for an expectation of receiving ongoing value. It is a core metric for measuring content marketing value.

Answer 43

Subscriber Count

Question 44

This is a way of telling search engines that a specific URL represents the master copy of a page. Using this prevents problems caused by identical or “duplicate” content appearing on multiple URLs.

Answer 44

Canonical Tag