Glossary of Terms

Marketing - Glossary of Terms

Content Marketing

Content Marketing is a type of marketing that focuses on creating, publishing, and sharing content with an audience that is designed to attract attention and generate interest in a product or service. 

EXAMPLES

1. Burger King posting pictures on Instagram of their Whopper Burger 
2. Amazon writing blog posts about its latest products and deals

A/B testing

A/B testing is a type of content marketing that helps you determine which content is more effective. It involves creating two versions of the same content, each with slight differences, and then seeing which performs better.  To understand the importance of A/B Testing for content marketing, read this article. 

EXAMPLES

1. Two companies, both selling shoes online, create two different versions of a commercial that talks about their shoes. They then measure which version of the commercial leads to more people buying shoes. 
2. Two websites, both selling clothing online, both create two different versions of a webpage that talks about their clothes. They then measure which version of the webpage leads to more people buying clothes.

Above the Fold

Above the fold in content marketing means the content or information that you put at the top of a web page which can be seen as soon as the page loads without having to scroll down.  

EXAMPLES

1. An online clothing store page will often have a large image of a model wearing the latest garment right at the top of the page. This can be seen without having to scroll down, so it is an example of the content above the fold.
2. A news website often has the headline of the top breaking news story at the top of the page without any scrolling, so this would also be an example of the content above the fold.

Accessibility

Accessibility in content marketing is making sure that everyone can access your content, no matter their age, abilities, or interests.  

EXAMPLES

1. A sneaker company puts videos of people with disabilities skateboarding on its website and social media channels, so everyone can find a connection with their products.
2. A travel company creates audio descriptions and sign language versions of their videos so everyone can enjoy them, no matter their hearing or sight abilities.

Account

Accounting Content Marketing is a way that businesses use content to promote their services and products. Examples of this include creating helpful blog posts, videos, or other media related to accounting topics, as well as running paid advertising campaigns for their services. 

EXAMPLES

1. Basic Accounting: An accounting firm might create helpful blog posts and videos providing basic tips and guidance on understanding key accounting concepts and principles.
2. Tax Advice: An accounting firm might also create paid ads urging people to visit their website to get advice on filing their taxes.

Account-based marketing (ABM)

Account-based marketing (ABM) is a strategic approach to marketing where efforts and resources are focused on high-value accounts that have been identified as likely to have a higher return on investment.  

EXAMPLES

1. Amazon Prime: Amazon Prime is an example of account-based marketing where customers can sign up for free and get free two-day shipping on certain products, as well as other perks like movie rentals and discounts.
2. Starbucks Rewards: Another example of account-based marketing is the Starbucks loyalty program, which gives customers rewards points for each purchase made in-store, with the points able to be redeemed for free drinks or food.

Adaptive Content

Adaptive Content is a type of digital content that can be changed and customized automatically based on the user's needs and preferences.  

EXAMPLES

1. Netflix: Netflix's website and app adapt content automatically to display the movies and series that are most likely to interest you.
2. YouTube: YouTube's website and app adapt content automatically to show you the videos that are most likely to interest you.

Affiliate Marketing

Affiliate Marketing is a way for companies to make money by partnering with other companies by promoting their products and services.  

EXAMPLES

1. YouTube: YouTube partners with other companies to create sponsored videos so that people can learn about different products and services. 
2. Amazon: Amazon has a program where people can become affiliates and promote Amazon products on their website and earn a commission from sales.

Agile

Agile in the context of content marketing refers to the process of creating and distributing content that is timely, relevant, and of high quality. It involves regularly updating, improving, and producing valuable content for your audience. 

EXAMPLES

1. Social Media: When a company uses social media to post comments, stories, and images that are relevant to people's interests.
2. Newsletters: When a company sends out newsletters on a regular schedule with the latest information about their products and services.

Analytics

Analytics is a method of looking at statistics (numbers) and critical data to help you learn more about what you're doing. It's used to measure the success of a content marketing campaign.

 

EXAMPLES

1. Google Analytics can be used to measure how much traffic is coming to your website from the content you've posted.
2. Companies can use analytics to measure the response rate to different types of content, like how many people clicked on a link in an email they sent out.

Audience

In terms of Content Marketing, the audience is the group of people who have the potential to be interested in what you are offering.  

EXAMPLES

1. A makeup company publishes blogs about makeup tutorials for its audience, which is primarily made up of young girls and women interested in makeup. 
2. A streaming service creates videos about new TV shows and movies for its audience, which is made up of people who like watching movies and TV shows.

Autoresponder

An autoresponder is a special feature in a content marketing system that lets you set up automated messages that will be sent out when a person visits your website.  

EXAMPLES

1. Imagine you own a pet store website. You can set up an autoresponder to automatically send out a discount code to your visitors when they arrive on your website. 
2. Or, you own a cooking blog and you want to send everyone who visits your website a free cookbook. You can set up an autoresponder to send out the free cookbook automatically when someone visits.

B2B

B2B stands for Business to Business. It is when two companies work together to provide products and services for each other.  

EXAMPLES

An example of B2B is when a food company provides ingredients to a restaurant business. Another example is when a car maker needs parts from a car parts supplier.

B2C

B2C stands for "Business to Consumer". It is a type of marketing that helps businesses connect with individual customers. This type of marketing includes services or products that are sold directly to the consumer.  

EXAMPLES

1. Amazon sells books directly to its customers.
2. Burger King's advertisements on TV to attract customers to eat at their restaurants

Backlinks

Backlinks, in the context of Content Marketing, are links from other websites that lead back to your website. They are used to show search engines that your website is of high quality and popular, which helps your website rank higher in search engine results. 

EXAMPLES

For example, if you write a blog post about sports, popular websites like ESPN and Fox Sports may link to it. This would show search engines that your website is seen by reputable websites, and it would help your website to rank higher. 

Another example is having famous people or celebrities link to your website. A famous person promoting your website shows that it is trustworthy and provides valuable information. Then, when people search for topics related to your website, it may appear higher in search results.

Blogging

Blogging is a form of content marketing. It is when someone writes and publishes articles on the internet. These articles usually offer helpful advice or share stories.

EXAMPLES

Popular examples of blogging are The Huffington Post and Buzzfeed.

Bounce Rate

Bounce rate is a measure of how many people visit a website but leaves after viewing the first page they saw. It's usually expressed as a percentage.  

EXAMPLES

Imagine your friend wants to buy a new book online and they go to an online store and look around, but they don't end up buying anything. That would count as one person bouncing from the website. 

Another example is if you're searching for a particular restaurant online and you look at their website, but then you decide to look at a competitor's website instead. That's another bounce.

Branded content

Branded content is any kind of content (text, video, images, etc.) that a company creates in order to share its message and promote its brand. 

 

EXAMPLES

Examples of branded content could be an ad for a new kind of soda, a music video made by a fashion brand, or an educational video from a technology company.

Buy-in/business case

Buy-in/business case means convincing a company of the value of a particular project. For example, a company might want to use content marketing to increase sales, and the buy-in/business case would be a way to convince the company to spend the money and resources it needs to use content marketing. 

EXAMPLES

1. McDonald's - McDonald's used content marketing to create their famous ad campaign, "I'm Lovin' It". They wanted to convince customers that their fast food was a good product, and they did this by making a buy-in/business case.
2. Coca-Cola - Coca-Cola also uses content marketing to increase its sales. They want to convince customers that their drink is enjoyable and worth buying. One way they do this is through their buy-in/business case, which might involve TV commercials, social media campaigns, or advertisements.

Buyer Persona

Buyer Persona is a type of customer that companies think about when making products or marketing content. It is somebody that businesses imagine when they are creating ideas and materials to attract customers.  

EXAMPLES

Adidas might think of a professional athlete when they design running shoes and Nike might imagine a trend-chasing teenager when they come up with new sneakers. McDonald's might think of busy moms on the go when they create a new value menu.

Buyers

Buyers are people who are interested in buying products or services.  

EXAMPLES

1. Sarah is a buyer when she goes to the store to buy toothpaste. 
2. Michael is a buyer when he orders a pizza online to be delivered to his house.

Buying Cycle

Buying cycle refers to the process a person goes through when deciding whether or not to buy a product or service. It includes several stages, including awareness, consideration, purchase, and sometimes even advocacy. 

EXAMPLES

1. When a student is deciding which video game to buy, they go through a buying cycle. First, they may become aware of a new game through advertising or friends. Then, they'll consider the game and compare it to other options. Finally, they'll make the purchase if they feel the game meets their needs. 
2. When someone is looking for a new car, they go through a buying cycle as well. They start by becoming aware of different car brands and models through advertising and research. They then consider the features, price, and reputation of each car before deciding which one to buy. Finally, they make the purchase and may even recommend the car to others.

Calls to action (CTAs)

Calls to action (CTAs) are statements or phrases used in marketing content that encourage people to take a specific action. This action could be to buy a product, sign up for a newsletter, or follow a social media account. 

EXAMPLES

1. A website selling toys might have a CTA that says "Shop now!" to prompt visitors to buy toys. 
2. A recipe blog may have a CTA that says "Subscribe to our newsletter for more delicious recipes!" to encourage readers to sign up for their newsletter.

Channel/media planning

Channel/media planning refers to the process of determining the best way to distribute and promote your content to your target audience. This involves deciding which platforms and channels (such as social media, email, or website) to use, as well as the best times to share your content. 

EXAMPLES

1. If you're a toy company that creates videos to showcase your products, you would want to plan to post those videos on YouTube and share them on social media to reach a wider audience of parents and children who may be interested in your products. 
2. If you're a restaurant creating a new menu, you may want to plan to send out an email to your loyal customers with a link to your website showcasing your new dishes, as well as posting on social media and in-store promotions to attract new customers to try your new menu items.

Channels

Channels in content marketing refer to the various platforms or mediums through which the content is shared with an audience in order to achieve specific marketing objectives. Examples of channels include social media, blogs, email newsletters, podcasts, YouTube, and influencer marketing. 

EXAMPLES

1. Social media channels like Instagram and Facebook are popular channels for content marketing. Companies use these platforms to create and share engaging content with their followers, which in turn helps them build their brand and increase customer engagement. 
2. Another example is the use of email newsletters as a channel for content marketing. Companies use newsletters to communicate with their audience and share valuable information, such as new products, company news, special offers and discounts, and more. These newsletters help companies build long-term relationships with their audience and keep them engaged.

Click-Through Rate (CTR)

Click-Through Rate (CTR) is a measurement of how many people click on a link in a piece of content. For example, if you post a link to an article on social media, the CTR measures how many people clicked on that link to read the article. 

EXAMPLES

1.  Let's say your teacher assigns you to create a poster for a school event. On the poster, there's a QR code that links to more information about the event. The CTR for the QR code would measure how many people scanned the code and went to the website to learn more about the event. 
2.  If you watch YouTube videos, you may have noticed advertisements before or during the video. Sometimes, there's a link in the advertisement that you can click on to learn more about the product. The CTR for that link measures how many people clicked on the link to visit the product's website.

Consumers

In the context of content marketing, consumers refer to the people who read, watch, or interact with the content created by a company or brand. These consumers are the target audience that the company is trying to reach with its content. 

EXAMPLES

1. A children's toy company creates and shares videos of fun and educational games that kids can play with their toys. The consumers in this case would be the parents who are looking for entertaining and educational activities for their children. 
2. A food brand publishes a blog with recipes and cooking tips. The consumers in this case would be people who are interested in cooking and looking for new recipe ideas.

Content brief

A content brief is a document that helps creators plan what they will write or make for their Content Marketing. It includes information about the target audience, the goals of the content, and the style and format that should be used. 

EXAMPLES

1. If a toy company wants to create content about their new product line, they might create a content brief that includes information about the age range of the children their toys are designed for, the goals of the content (to show how the toys help with development), and the style and format of the content (such as bright colors and fun music to appeal to kids). 
2. If a fashion brand wants to create content about its new collection, it might create a content brief that includes information about the target audience (fashion-savvy women in their 20s and 30s), the goals of the content (to showcase the unique features of the collection), and the style and format of the content (such as high-quality images and a clean, minimalist design).

Content inventories and audits

Content inventories and audits refer to the process of reviewing and evaluating all the content that a company or organization has created and published online. This includes blog posts, articles, videos, social media posts, and other types of content. 

EXAMPLES

1. Imagine you have a big toy collection and you want to know which toys you have and which ones you need to get rid of. To do this, you would make an inventory of all your toys and then go through each one to see if it is still good or if it should be thrown away. This is similar to what companies do when they do content inventories and audits, except instead of toys, they are reviewing all their online content. 
2. A popular company that does content inventories and audits is Netflix. They have a lot of movies and TV shows on their website and they need to make sure everything is in the right place and easy to find. They also need to make sure that all the content is up-to-date and still relevant. Another popular company that does this is Amazon. They have a lot of products for sale and they need to make sure all the information about those products is accurate and easy to understand for customers.

Content Management System (CMS)

Content Management System (CMS) is a computer program that helps people create and manage their content on the internet, like blogs and websites. It makes it easy to add, edit, and delete content without needing to know how to write code. Two popular examples of CMS are WordPress and Squarespace. WordPress helps people create blogs and websites, while Squarespace is more focused on creating websites for online businesses.

Content marketing

Content Marketing is a way businesses attract and engage their target audience by creating and distributing valuable, informative, and entertaining content. The main goal of content marketing is to build trust with customers and ultimately drive profitable customer action. 

EXAMPLES

1. LEGO's YouTube channel where they post videos of creative and imaginative Lego builds that not only entertain kids but also showcase their products in a fun and engaging way. 
2. National Geographic's Instagram page where they share stunning nature photography and interesting science facts that educate and spark the curiosity of their followers. This creates a loyal community of engaged fans and promotes the brand as a leading authority in nature and science.

Content marketing strategy

A content mission statement in content marketing is a short statement that explains the main message and purpose of the content that a company creates and shares with its audience. 

EXAMPLES

1. The content mission statement of Coca-Cola's marketing campaign is to create a sense of happiness and positivity by promoting the enjoyment of Coca-Cola products in various ways such as by sharing heartwarming stories and exciting experiences. 
2. The content mission statement of Nike's marketing campaign is to inspire people to achieve their best by promoting a healthy lifestyle and creating content that showcases the achievements of athletes of different backgrounds and abilities.

Content mission statement

Content operations refer to the planning, creation, distribution, and measurement of content for marketing purposes. This involves managing content across multiple channels and platforms to reach and engage with target audiences. 

EXAMPLES

1. The LEGO Group has a content operations team that manages the creation and distribution of content across their website, social media, and email marketing campaigns. They also analyze the performance of each piece of content to improve their overall strategy. 
2. Coca-Cola has a content operations team that oversees the production and distribution of its branded content across various digital platforms. This includes creating videos, articles, and social media posts that align with their brand values and marketing goals. They use data and analytics to track the performance of each piece of content and adjust their strategy accordingly.

Content operations

Content personalization means creating content that is tailored to the specific interests, needs, and preferences of different individuals. This means that a company will create different pieces of content for different groups of people, based on their characteristics and behavior. 

EXAMPLES

Netflix uses content personalization by recommending movies and TV shows to users based on their viewing history and preferences. So, if a user frequently watches romantic comedies, Netflix will suggest other romantic comedies that they might like, instead of action or horror movies. Another example is Amazon, which uses content personalization to show different products to different users based on their search history and purchase behavior. If a user frequently buys books, Amazon will suggest other books that they might be interested in, instead of other types of products like clothing or electronics.

Content personalization

Content segmentation in content marketing refers to dividing your target audience into smaller groups or segments based on their interests, preferences, or behavior to create tailored content that resonates with each group. 

EXAMPLES

1. Nike - Nike knows that its customers range from professional athletes to average fitness enthusiasts, so they divide its target audience into segments such as runners, trainers, and basketball players, and create content that speaks to each group's unique needs and interests. 
2. Disney - Disney segments their target audience, based on the age and interests of their viewers or visitors. They offer specific content for children, teenagers, and adults to make them happy and establish a loyal audience.

Content segmentation

Content shock refers to the overwhelming amount of information available to consumers online, which makes it challenging for businesses to capture their attention and stand out. It means that there is so much content available that it becomes difficult for consumers to find what they are looking for, and for businesses to get noticed. 

EXAMPLES

1.  A popular fashion website that publishes articles every day, which cover the latest fashion trends, styling hacks, and fashion news. Due to the high frequency of content published daily, it may become overwhelming for consumers to keep up with them all. 
2.  A social media platform where users can share their photos, videos, and text posts. The platform has millions of users, and there is a constant flow of content being uploaded every second. This high volume of content can make it difficult for users to find specific content and for businesses to stand out to their target audience.

Content Shock

Content strategy in the context of content marketing refers to the plan or approach used to create and share valuable and relevant content to attract and engage a specific target audience.

EXAMPLES

1.  For example, a toy company may create a content strategy to share fun and creative DIY arts and crafts projects using their products on their website and social media channels to engage with parents and children interested in arts and crafts. 
2.  Another example is a food blog that shares healthy and delicious recipes as part of its content strategy to attract and engage health-conscious individuals who are looking for new meal ideas.

Content strategy

Content workflow in content marketing refers to the process or steps involved in creating, publishing, and distributing content to reach and engage with a target audience. 

EXAMPLES

1. A food blog's content workflow might involve researching seasonal ingredients, testing and photographing new recipes, creating a blog post, and sharing the post on social media platforms for maximum reach. 
2. A fashion brand's content workflow might include creating mood boards, designing clothing collections, scheduling photoshoots, editing, and retouching images, and posting the final images on the brand's website and social media channels.

Content workflow

A content/editorial plan refers to a schedule or list of the different types of stories, articles, and videos that a company plans to create and publish for its audience in order to promote its brand or products. 

EXAMPLES

1. A sports website's content plan may include articles about athletes, game summaries, and highlight videos for different sports throughout the year. 
2. A food company's editorial plan could involve creating recipes, cooking tips, and maybe even videos about their products that showcase different meal inspirations.

Content/editorial plan

In the context of content marketing, conversion means when someone who reads or sees a piece of content (like an article, video, or social media post) takes an action that the creator of the content wanted them to take. For example, if a company creates a blog post about a new product they sell, and someone reading the blog post clicks a button to buy that product, that's a conversion. Or, if an influencer posts a photo on Instagram and asks their followers to click a link and sign up for a newsletter, and someone does that, that's also a conversion.

Conversion

Copy editing, proofreading, and fact-checking are three important steps in creating and publishing any type of content like articles, blog posts, or books. Here's what each step means: 1. Copy editing: This is when someone goes through the writing and checks for spelling mistakes, grammar errors, and awkward sentences. They might also suggest ways to make the writing clearer or more interesting. It's like having someone be your writing coach! 

EXAMPLES

1.  A copy editor might work for a newspaper, making sure that every article is top quality before it goes to print. 
2.  Proofreading: This step is similar to copy editing, but it's even more precise. The proofreader reads through the writing word by word, looking for any typos or errors that might have been missed. It's like being a detective for mistakes! A proofreader might work for a publishing company, making sure that every book is perfect before it goes to the printer. 
3.  Fact-checking: This is when someone goes through the writing and makes sure that all the information is correct. They might double-check statistics, dates, or quotes to make sure that everything is accurate. It's like being a human encyclopedia! Example: A fact-checker might work for a magazine, making sure that every article has reliable information before it gets published.

Copy editing, proofreading, and fact-checking

Copywriting in the context of content marketing refers to the act of writing persuasive and compelling content, such as blog posts, advertisements, and social media posts, with the goal of promoting a product or service. The aim is to persuade the reader to take a specific action, such as making a purchase or signing up for a newsletter. 

EXAMPLES

1. An example of copywriting in content marketing is a company's Facebook post promoting the sale of its products. The post may use persuasive language and appealing visuals to encourage readers to take advantage of the sale and make a purchase. 
2. Another example is a blog post that promotes the benefits of a certain type of exercise equipment. The post may include persuasive language and testimonials from satisfied customers to convince readers to buy the equipment for their own use.

Copywriting

Cornerstone Content refers to important pieces of content that are essential to a website's content strategy. These are articles or blog posts that provide the foundation for the website's theme and help attract visitors to the site. 

EXAMPLES

1.  A website about pets might have a cornerstone content article on "How to Train Your Dog." This article provides valuable information for dog owners and is likely to be shared and linked to by other websites interested in dog training. 
2.  A website about healthy living might have a cornerstone content article on "The Benefits of Eating Vegetables." This article provides important information for anyone interested in healthy eating and is likely to be shared and linked to by other websites interested in health and wellness.

Cornerstone Content

Cost Per 1,000 Impressions (CPM) refers to the amount of money an advertiser pays for their ad to be viewed 1,000 times. In content marketing, CPM is used to measure the cost of advertising on a website or social media platform. 

EXAMPLES

1. A company wants to advertise its new product on a popular blog. The blog charges a CPM rate of $5. This means that for every 1,000 times, the ad is viewed, the company will pay $5. 
2. An influencer on Instagram charges a CPM rate of $10 for sponsored posts. This means that for every 1,000 times, the post is viewed, the advertiser will pay $10 to the influencer.

Cost Per 1,000 Impressions (CPM)

Cost Per Action (CPA) is a type of online advertising where the advertiser pays only when a specific action is completed by the viewer, such as filling out a form or downloading an app. 

EXAMPLES

1. Imagine you're playing a game on your phone and an ad pops up asking you to download a new game. The advertiser will only pay the company showing the ad if you actually download the game. 
2. Another example is a clothing brand running an ad on social media asking customers to sign up for their email newsletter. The brand will only pay the social media platform when a customer signs up for the newsletter through the ad.

Cost Per Action (CPA)

Cost Per Click (CPC) is an online advertising cost that an advertiser pays every time someone clicks on their ad. In content marketing, this refers to the amount of money an advertiser pays for each click on the content that leads to their website. 

EXAMPLES

1. If a mom wants to sell her homemade bracelets and decides to place an ad online, she might choose a CPC model. Let's say her CPC is $0.50, so every time someone clicks on her ad and goes to her website, she will pay $0.50. 
2. A popular online store, Amazon, uses CPC advertising to promote its products. If they place an ad for a book they are selling and someone clicks on it, they pay for that click. The amount they pay is determined by the CPC bid they placed for that ad.

Cost Per Click (CPC)

Cost Per Sale (CPS) refers to the amount of money a company spends on marketing to make one sale. In other words, it is the cost of converting a potential customer into an actual paying customer. 

EXAMPLES : 

1. An online store that sells clothing might spend $50 on ads to attract potential customers to their website. Out of those potential customers, a few might actually make a purchase, and if the total amount spent on advertising divided by the number of sales made is $20, then the CPS is $20. 
2. A company that sells video games might partner with YouTube influencers to promote its product. They might pay the influencer $500 to create a video review of their game, and if that video results in 10 sales, the CPS is $50 (($500 ÷ 10 sales).

Cost Per Sale (CPS)

Creative Commons Licenses are a special set of rules that people can use when they want to share their creative work with others. These licenses allow creators to let other people use their work in different ways, like copying it or making new things from it, without needing permission every time. 

EXAMPLES: 

1. The website Pixabay has a Creative Commons license that allows users to download and use their free images, illustrations, and videos for personal and commercial use. 
2. The band Radiohead released their album "In Rainbows" under a Creative Commons license, which meant that fans could download and share the album for free or pay what they wanted.

Creative Commons Licenses

Crowdsourcing in content marketing refers to the practice of gathering ideas and creating content with the help of a large group of people, often through online platforms. 

EXAMPLES: 

1. Coca-Cola's "Share a Coke" campaign where the brand printed popular names on their bottles and asked customers to share photos of them with their unique bottles. The photos were then used in their content marketing campaigns, showcasing how Coca-Cola brought people together. 
2. Lays' "Do us a flavor" campaign where the company asked their customers to submit unique flavors for their potato chips. The winning flavor was then produced and sold in stores, and the person who suggested it received a cash prize. This campaign not only engaged their customers but also helped Lays to come up with creative new ideas for their product.

Crowdsourcing

Crowdsourcing in content marketing refers to the practice of gathering ideas and creating content with the help of a large group of people, often through online platforms. 

EXAMPLES

1. Coca-Cola's "Share a Coke" campaign where the brand printed popular names on their bottles and asked customers to share photos of them with their unique bottles. The photos were then used in their content marketing campaigns, showcasing how Coca-Cola brought people together. 
2. Lays' "Do us a flavor" campaign where the company asked their customers to submit unique flavors for their potato chips. The winning flavor was then produced and sold in stores, and the person who suggested it received a cash prize. This campaign not only engaged their customers but also helped Lays to come up with creative new ideas for their product.

Curation

Curation in content marketing means finding and collecting different types of content from different sources and organizing it in a way that is easy to understand and appeals to a specific audience. 

EXAMPLES

1. A teacher creating a collection of educational videos, articles, interactive games, and quizzes for their students to learn from 
2. A museum curator selecting artwork and artifacts from different artists and cultures to create an exhibition that tells a particular story or theme

Customer Relationship Management (CRM)

Customer Relationship Management (CRM) refers to the strategies and tools used by companies to build strong relationships with their customers. This includes understanding their needs, providing excellent customer service, and staying in touch with them to ensure they are satisfied with the company's products or services. 

EXAMPLES

1. Amazon is an example of a company that uses CRM to build relationships with its customers. It suggests products based on previous purchases, provides excellent customer service and offers personalized recommendations.
2. Starbucks is another company that uses CRM to enhance customer relationships. It offers a loyalty program that rewards customers for their purchases and provides personalized offers based on their preferences. The company also focuses on creating a welcoming and friendly atmosphere in its stores to encourage repeat visits.

Customers

In the context of content marketing, 'Customers' refer to people who are likely to buy or use a particular product or service. These are the people that companies try to reach through their marketing efforts by creating content that appeals to them. 

EXAMPLES

1. If a toy company makes a new type of building blocks for children, their customers would be parents or caregivers who are interested in buying toys for children. 
2. If a clothing brand makes a new line of casual wear for teenagers, their customers would be teenagers and young adults who are interested in fashion and clothes.

Demand generation

Demand generation refers to the marketing strategies and techniques used to create interest and awareness about a product or service with the goal of generating demand or interest from potential customers. It is often used by companies to attract new customers and increase sales. 

EXAMPLES

1. A toy company might create a video showcasing its new line of toys and share it on social media platforms like Facebook and Twitter. Children who watch the video might develop an interest in the toy and ask their parents to buy it, thus generating demand for the product. 
2. A restaurant might offer a special discount or promotion on a particular day of the week to attract customers. By doing so, the restaurant attempts to generate demand from potential customers who may not have considered eating there before.

Digital Commerce

Digital Commerce refers to buying and selling products or services online. This means using the internet to make transactions instead of going to a physical store. 

EXAMPLES

1. Amazon is a popular digital commerce website where people can buy anything from books to furniture online.
2. Uber Eats is a digital commerce app that allows people to order food from restaurants and has it delivered to their doorstep.

Digital Sharecropping

Digital sharecropping refers to the act of creating and sharing content on someone else's platform or social media account rather than on your own website or blog. This means that the content you create is not fully under your control and can be taken down at any moment without your consent. It's like farming on someone else's land instead of owning and farming on your own land. 

EXAMPLES

1. Posting a video on YouTube instead of on your own website
2. Creating posts on social media platforms like Instagram, Facebook, or Twitter instead of on your own blog

Direct Marketing

Direct marketing is a type of marketing where companies directly communicate with their customers or potential customers to sell their products or services. This can be done through various channels such as email, social media, or direct mail. 

EXAMPLES

1. A toy company sending a catalog of their new toys directly to their customers' homes
2. A clothing store sending a personalized email to their loyal customers with special offers and discounts.

Direct Response

Direct response in content marketing refers to when a piece of content (like an ad or social media post) asks the viewer to take specific action immediately, like clicking a link or making a purchase. 

EXAMPLES

1. A TV commercial for a toy that tells viewers to "call now to order and get a free gift."
2. A social media post from a clothing brand that offers a discount code and asks viewers to "shop now" by clicking the link in their bio.

Ebook

An Ebook is a digital book that you can read on a computer or tablet. It's a way for companies to share information or stories with people. 

EXAMPLES

1. A company that sells healthy food might create an Ebook about the benefits of eating fruits and vegetables. They could share recipes and tips to help people eat more healthy foods. 
2. A children's book author might create an Ebook with their latest story. Kids can read the book on a tablet or computer instead of a physical book.

Echo Chamber

In content marketing, an echo chamber is a situation where a person or group only listens to and shares information that confirms their pre-existing beliefs or biases. This can lead to a narrow perspective and an inability to consider alternative viewpoints. 

EXAMPLES

1. The political echo chamber - During an election, some people only listen to news sources that align with their political views. They may only read news from a specific website or only watch a certain news channel. This creates an echo chamber where they only hear and see opinions that align with their own, which can lead to a narrow understanding of political issues. 
2. The social media echo chamber - On social media platforms like Facebook and Twitter, people tend to follow and connect with others who think like them. They may join groups or follow influencers who share their views. This can create an echo chamber where they only see posts and ideas that align with their views, reinforcing their pre-existing beliefs and biases.

Editorial Calendar

An editorial calendar is a plan that content creators use to organize and schedule their content, like blog posts or social media updates, over a period of time. 

EXAMPLES

1. A popular parenting blog might use an editorial calendar to plan out their posts for the next month. They might decide to focus on back-to-school topics in August and Halloween-inspired activities in October.
2. A fashion brand might use an editorial calendar to schedule their social media posts ahead of time. They might plan to feature new arrivals on Mondays, share styling tips on Wednesdays, and post about sales on Fridays.

eLearning

In the context of content marketing, 'eLearning' means using technology (like videos, quizzes, and interactive games) to help people learn about a certain topic or product. 

EXAMPLES

1. Khan Academy - this is a website that offers videos and interactive exercises to help students learn math, science, and other subjects.
2. Duolingo - this is an app that helps people learn a new language with fun games and quizzes.

Email Marketing

Email marketing is a type of marketing where businesses send advertisements or promotions to people's email addresses. This helps businesses keep in touch with their customers and encourage them to buy their products or services. 

EXAMPLES

1. A clothing store sends a promotional email to their customers, offering a discount on their latest product line.
2. A restaurant sends out an email newsletter to their subscribers, sharing their latest specials and upcoming events.

Engagement

Engagement in content marketing refers to how much the audience interacts with the content, such as liking, sharing, and commenting on it. This indicates that the audience is interested in and paying attention to the content, and it's a measure of how successful a marketing campaign is. 

EXAMPLES

1. Nike's Instagram account, which regularly posts photos and videos of their products being used in various settings. Their followers can like, comment on, or share these posts, and Nike responds to their comments, which helps build a relationship with their customers. 
2. Coca-Cola's 'Share a Coke' campaign, which encouraged customers to buy personalized Coke cans and bottles with their names on them. People took photos with their personalized drinks and shared them on social media using the hashtag #ShareACoke, contributing to a high level of engagement with the campaign.