May 28th, 2024 | 4 min. read
By Kim Kovelle
Ready to reach more customers? These marketing services help.
Whether we’re talking websites, social media, emails or ads, it all involves content. It’s usually written (blogs) and recorded (videos). But it’s all designed to get people’s attention and build a connection. And, since it’s marketing, it ideally ends with customers.
But if you’re new to content marketing, it can feel like a whirlpool of words — in more ways than one. That’s where this glossary steps in. As the content manager for Zoe Marketing & Communications, I’ve been untangling trends and terms since 2022 (and, as a journalistic writer and editor, for almost 20 years). So, this was a topic I was eager to tackle!
What sets this guide apart from others? It’s tailored and simple. We hone in on 21 essential items and toss in down-to-earth terms we favor (like “chunking it up” and “hyperlinking naturally”).
You’ll gain a flavor of what makes content marketing tick. And you’ll feel more empowered to dig deeper into this tactic — with a solid working vocab backing you up.
But first, real quick — what is content marketing?
In short: Creating and sharing valuable, relevant content to attract and engage a target audience. It’s about building relationships, providing solutions and driving profitable customer actions ... without direct selling. Think: blog posts, videos and social media updates that resonate with your audience’s needs and interests.
Content marketing glossary of 21 terms
Here’s a short tour of some terms and trends that are helpful to know in the content marketing world.
Alternative story formats
Presenting content in creative ways — like infographics, Q&As, timelines, listicles, “by the numbers,” maps, charts, quizzes, polls, checklists and (ahem) glossaries. These formats break the “solid text” mold of standard articles and do a better job of catching people’s attention. Google prefers them, too.
Brand journalism
Blending journalistic storytelling with brand messaging. It’s informative and even entertaining but not overtly self-promotional (less than 20% focuses on the brand). For instance: An article about a customer success story highlighting the service’s benefit.
Call to action (CTA)
A prompt encouraging people to take a specific action, like “Sign up now,” “Learn more” or “Download the guide.” Effective CTAs are crisp, clear and drive conversions by guiding folks to the next step. Right below, I’ll include an example of a CTA:
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Chunking it up
Breaking content into manageable, bite-sized pieces. It’s achieved with subheads, bullet points, numbered lists and shorter paragraphs — even bolding some key points. It helps boost readability and comprehension, especially in longer pieces.
Content strategy
A plan for creating, publishing and managing/updating content to link with your key audience and achieve your business goals. It should be at least a month in advance, ideally several. Consider the types of content, who you want it to reach and how you want to promote it.
Conversion rate
The percent of people who complete a desired action — like filling in a form or buying a thing — out of the total visitors. While content isn’t a direct sell, it helps in the long term by building up trust. CR is an essential way to track your content’s impact over time.
Engagement rate
How many likes, comments, shares and clicks is your content getting? This metric assesses it. And the higher it is, the better you’re resonating with your audience.
Evergreen content
Evergreen plants’ foliage is fresh and functional all year. Evergreen content similarly remains relevant and valuable with time, attracting traffic long after it goes live. Examples include how-to guides, glossaries (hi again) and FAQs. Still, be sure to occasionally update this content (even this glossary will need pruning and additions down the road; note to self).
Hyperlinking naturally
Your web content should have external links (to other credible sites) and internal links (to related content on your own site). Either way, weave them into your content seamlessly, so they don’t feel forced or spammy. And link specific keywords vs. “click here to learn more” language.
Influencer marketing
Social media personalities with solid reach and credibility sometimes collaborate with other brands to promote that brand’s products and services. The payoff? You’re reaching their engaged audience with their implied endorsement. Alignment is key (for instance, a local restaurant might team up with food bloggers to showcase new menu items).
Interactive content
A companion to “alternative story formats,” this can include quizzes, polls and interactive infographics that draw people in and spark engagement and interest.
KPI (key performance indicator)
These specific metrics tally the success and effectiveness of campaigns, strategies or activities. Common content KPIs include website traffic, lead generation and conversion rates.
Lead nurturing
Building relationships with future customers who’ve given you their email addresses (for a download, webinar, etc.). You continue to send them strategic content that provides valuable information. In the long term, they’ll more likely trust and turn to you when they need your product or service.
Linking to related content
The driving force behind “hyperlinking naturally”: Link to additional, relevant content in your blogs and pages to keep people engaged — and help them learn more about the topic.
Multimedia content
Content needs more than just words. Combine text, images, videos and other formats (including interactive content) to pique people’s curiosity.
Native advertising
This has layers. Programmatic native ads are a way to promote your content on other websites and apps with previews that blend in with the regular content (i.e., it feels “native” to the site). Also, if you do sponsored content with a media partner, it reads similar to its regular content, too. In both cases, the content is clearly labeled as an ad or “sponsored.”
Primary vs. secondary sources
Primary sources are original, firsthand accounts — often an interview with someone. Secondary sources interpret or analyze primary sources (such as an article discussing that interview).
SEO (search engine optimization)
The practice of optimizing content and websites to improve visibility and ranking on search engine results pages (SERPs). Tactics include keyword research, quality content, technical SEO (web speed, security, mobile friendliness, etc.) and backlink building.
SME insights vs. customer stories
Subject matter experts, or SMEs, have deep knowledge and authority on a topic. They’re usually experienced staff with your company — or pros who can speak on your behalf. Customers, on the other hand, provide relatable, real-world perspectives and experiences.
(Learn more about personal stories vs. problem-solving blogs.)
Telling a genuine story
Crafting narratives that are authentic and fact-based. Whether with words, video or graphics, attention to this kind of detail builds trust and emotional connection with your audience.
Sharing real customer experiences and behind-the-scenes stories can enhance your credibility.
Thought leadership
Establishing your brand’s subject matter experts (SMEs) as an authority in your field with insightful, innovative content. This can involve writing articles, speaking at industry events, hosting webinars and publishing guides.
Next steps for successful content marketing
From blogs to videos to social media posts, content is a key component of marketing. And, with this content marketing glossary, you’ve got a handy reference point as you dig in.
Looking for support with your content? Talk to us. Zoe Marketing & Communications has 15+ years of experience creating content for small- to mid-sized businesses.
In the meantime, start building your website’s content — and be aware of some of its drawbacks — with these next steps and tips:
Ready to Reach More Customers?
Connect with your best prospects — and drive more conversions — with a custom mix of digital ads, content, email, streaming ads, SEO, creative services and more.
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