A Quick Content Marketing Glossary of Key Trends and Terms

Marketing revolves around content — blogs, videos, social media, emails and ads — all designed to grab attention, build trust and drive conversions.

If you’re new to content marketing, though, the jargon can be overwhelming. Since 2022, I’ve been breaking it down as content manager for Zoe Marketing & Communications (and, as a journalist, for over 20 years).

This guide simplifies it all, focusing on 21 essential terms, including real-world phrases we use daily.

What is content marketing?

Content marketing is creating and sharing valuable content, including blogs, videos and social posts, to engage your audience. It’s designed to build trust and drive action without hard selling.

21 must-know content marketing terms

Alternative story formats

Creative ways to present content, like infographics, Q&As, timelines, listicles and checklists. These formats boost engagement and improve search engine optimization (SEO).

Brand journalism

A journalistic approach to storytelling that informs rather than directly promotes, often highlighting customer success stories or industry insights.

Call to action (CTA)

A direct prompt encouraging action, like “Sign up now” or “Learn more.” They’re crisp, clear and drive conversions.

Chunking it up

Breaking content into bite-sized sections using subheads, bullet points and short paragraphs for easy readability. It boosts reader comprehension and makes Google happier.

Content strategy

A structured plan for creating, publishing and maintaining content that aligns with business goals and audience needs. It should be at least a month in advance, ideally several. 

Conversion rate

The percentage of visitors who complete a desired action — like filling out a form or making a purchase — indicating content effectiveness.

Engagement rate

A measure of likes, shares, comments and clicks, showing how well your content resonates with your audience.

Evergreen content

Timeless content — like glossaries, FAQs and how-to guides — that remains valuable and attracts traffic long after publication.

Hyperlinking naturally

Seamlessly integrating internal and external links without using forced phrases like “click here.”

Influencer marketing

Partnering with social media personalities who are aligned with your audience to promote your brand and reach their engaged followers.

Interactive content

Elements like quizzes, polls and interactive infographics that encourage participation.

KPI (key performance indicator)

A metric that measures success — common KPIs include web traffic, lead generation and conversions.

Lead nurturing

Building relationships with prospects through strategic emails, valuable content and targeted follow-ups.

Linking to related content

Interlinking relevant blogs or site pages to keep users engaged and improve SEO.

Multimedia content

A mix of text, images, videos and interactive elements to boost engagement.

Native advertising

Ads designed to blend into their platform’s content, like sponsored articles or programmatic native ads.

Primary vs. secondary sources

Primary sources provide firsthand information (like interviews); secondary sources analyze or summarize primary sources.

SEO (search engine optimization)

Optimizing content to rank higher in search results through keyword research, technical SEO and backlinks.

SME insights vs. customer stories

Subject matter experts, or SMEs, have deep knowledge on a topic. SMEs provide authoritative insights, while customer stories offer relatable experiences. Both build credibility.

(Learn more about personal stories vs. problem-solving blogs.)

Telling a genuine story

Authentic, fact-based narratives — whether written, visual or video — that foster trust and an emotional connection with your audience.

Thought leadership

Establishing expertise in your field through insightful content, speaking engagements, webinars and guides.

Next steps for content marketing success

Content marketing is a long game, but knowing the basics makes it easier to execute. This glossary gives you a solid foundation.

Need expert content? Talk to us. Since 2020, Zoe Marketing & Communications has helped businesses craft content that connects with audiences and drives results.

Still exploring? Strengthen your content strategy with these insights:

• Ways to generate fresh content ideas
• Problems with content marketing worth knowing