Content Marketing Terms Flashcards
Individual content distribution outlets, such as a blog or podcast channel, Facebook, Twitter, TikTok, YouTube, or Vimeo.
Channels
Describe the contents of a content asset based on terms people use to search for content on that topic.
Keywords/Key Phrases
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.
A/B Testing
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.
Brand Positioning
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.
Conversion Rate
Refers to all of the sales and marketing activities involved in obtaining a customer.
Customer Acquisition
The average cost of acquiring a customer.
Sales and marketing expenses ÷ total number of customers = ________
Customer Acquisition Cost (CAC)
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 = ________
Customer Lifetime Value (CLV)
The process of increasing the amount and quality of traffic to your website from unpaid web search results.
Search Engine Optimization (SEO)
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 = ________
Search Engine Marketing (SEM)
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.
Search Engine Results Page (SERP)
An instance of a piece of online content being shown. Often, the term is used in the world of paid online ads.
Impression
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 = ______%
Clickthrough Rate (CTR)
Ccost per thousand impressions
Cost per Mille (CPM)
Tthe cost of each click in a paid search campaign. With the CPC model, you pay based on clicks as opposed to impressions.
Cost per Click (CPC)
The process of building, maintaining, and enhancing an organization’s relationship with its customers.
Customer Relationship Management (CRM)
Aa type of software designed to simplify the process of creating a website and publishing content.
Content Management System (CMS)
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.
Bounce Rate
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.
Customer Segmentation
The section of a Web page that is visible without scrolling.
Above the Fold
A program that sends an automatic response to incoming emails.
Autoresponder
This is a measure of how many people know about your company and its products. In other words, how well-known you are.
Brand Awareness
Tracking competitors
Competitive Analysis
The ways in which digital marketing messages are delivered: social media, email, blogs, forums, etc.
Distribution Channels
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
BoFU
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 = $_______
Cost per Acquisition (CPA)
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
Key Performance Indicator
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
Landing Page
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
Marketing Qualified Lead
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
Marketing Qualified Lead
Refers to everything that has happened in the current calendar month up until this point.
Month to Date (MTD)
Refers to a prospective customer who has been vetted not only by the marketing team but by the sales team themselves
Sales Qualified Lead (SQL)
What sets your brand apart from the competition
Unique Selling Proposition (USP)
Fhe categorization of content based on the target audience niche (similar to a buyer persona).
Content Segmentation
Fhe focus of targeted, sales-centric marketing programs designed to drive awareness and interest in a company’s products and/or services.
Demand Generation
A description of a targeted buyer (person or company) that’s a perfect fit for your brand’s solution.
Ideal Customer Profile (ICP)
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.
Lead
A calculation that references the total number of prospective buyers and/or potential revenue opportunity available for a product or service.
Total Addressable Market (TAM)
Plan for when specific types of content will be created and published.
Editorial Calendar
Any media or digital asset controlled by a brand. This includes websites, social media, accounts, or video platforms.
Owned Media
A method to determine which metrics best gauge performance against your goals
Objectives and Key Results (OKR)
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.
Referral Traffic
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.
Subscriber Count
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.
Canonical Tag
