content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
wHAT DOES IT ALL MEAN
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Content marketing is one of several Big Deals in the marketing world at the moment. Like anything new content marketing can be confusing so we made this. Hopefully it’s a useful starting point in your quest to sort things out. We can’t include everything. As we type this sentence five more terms are being invented and misused. If you’re quiet you can hear the English language complain as we abuse it. So this won’t be comprehensive, but it will be useful. That’s all we’re aiming for.
Let us know how we got on @evythgdifferent tweet!
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Content ng marketi
People
animator (n) Creates videos and other animated content for multiple platforms in line with your content strategy. Based in the brand newsroom.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
audience (n) If you don’t know this we can’t help you.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
DUH.
? ? audience definition (n) Who do you want to talk to? How you define your audience will decide how you talk to them. A fundamental part of your content strategy.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
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brand newsroom
brand newsroom (n) The font of all content. This is where you create and publish according to your content strategy. Your newsroom has its finger on the pulse of your brand producing real-time and planned posts for all platforms.
your brand the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
moustache + finger
moustinger brand writer (n) What you fill your brand newsroom with. The people who report, blog, tweet, and otherwise make words for your brand.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
chief content officer (n) Leader of content strategy and overseer of all content going out of the newsroom on all platforms. Their approval allows content to go out ASAP avoiding an endless chain of sign-offs.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
content strategist (n) Technically, anybody who helps plan your content strategy is a content strategist. This could include your cat, dog or anyone else you vent to, but usually refers to someone in a specialist role planning directly from an editorial, design, or brand capacity. Sorry kitty.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Designer y rr gum a e ew e am t n c b e d n a a d t n d o r g n s o n l l o y n i e a n w n a e e n F a o s o e e l e r m gp rap rch ave arn tra ubb ag y lm ana em m pri ov ern a os lo ar ay ar lu on ea i l a e g S B M S B L H L S C F M F S T Sk M C M P E G O L C o
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Red
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Purple
Regular people
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Pink
Yellow
Green
Blue
designer (n) A designer creates visual content for your brand: infographics, eye-catching visuals and everything in-between go through your design team. Also crucial in creating brand guidelines in line with your content strategy.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
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data scientist/ research analyst/ data analyst/ numbers person (n) Turns your numbers into useful words, strategies and insights. Your content stategists know what you should say, your data bod tells you the most effective time and place to say it.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
editorin-chief (n) A step down from chief content officer: day-to-day management of brand writers and non-editorial contributors. Not usually an actual chief.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Content
Tra la la la la
advertising (n) A commercial message from a brand or business. Those things you see hundreds of times a day and ignore at every opportunity? Advertising. the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
advertorial (n) Ad copy smushed into editorial shape. Often derided as it seeks deeper engagement from the reader without offering anything of value in return. Not good.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
brand blog (n) News, updates, opinion. Brand central.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Brand owned content (n) Content owned, created and managed by the brand. Think websites, apps, that sort of thing.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
brand publishing (n) When brands create and publish content to engage their audience without the aim of promoting a specific product or service, only the brand.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
e-book (n) An electronic book. Distinguished from a White Paper by its content. White Papers have a specific type of content. e-books can be any document over 3000(ish) words.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
editorial (n) Any article written to express the opinion of a brand/person. Can also describe any stories for publication, factual, opinion or otherwise.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
e l ic
t r a
feature (n) Longer editorial on a standalone subject, often in the writer’s own style.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
headline The heading/title of a piece, often the link from a main page.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
targeted content (n)
Exactly what it sounds like. It’s putting relevant content in a relevant place. You hit your target by considering demographics and behaviours and get the nice internet robots to show your content to the right people. the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
lead/lede (n) The first few lines of an article, story or other piece of writing. Intended to “hook” the reader. Why it isn’t officially called the hook in unclear.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
microcontent (n) Tiny, but happy. Also any shortform content.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
multimedia story (n) Telling a story using multiple forms of media. Video, photography, interactive data and text can come together to create a more complete story than any one element alone.
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Once upon a time...
...and id e a s h o w e re d a gam e c h ange r!
The End.
...t he ir KPIs w e re nt d riv ing t he ROI ne e d e d t o b e actio nab le ...
...s o t he y m e t u p o f f line t o ram p u p a re al tim e s o lutio n...
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Native ads (n) Ads that fit into the platform rather than interrupting the user experience. It can be split into four types according to IAB: brand owned content, paid-for content, advertising, native distribution.
Hiya. I am an ad thats part of the design of the site. STATUS: Whats on your mind?
Shh! I am an ad pretending to be a post, hehe!
I am a post about jeans. I am here because you like jeans!
Native distribution (n)
Native social ads (n)
More traditional ads served as part of a web platform. Promoted tweets etc.
Native ads that appear in social media feeds.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
paid for content (n)
r e h lis
pub
Content paid for by the advertisers but usually managed and signed off by the publisher. It looks like surrounding content. Think Buzzfeed sponsored quizzes.
News Buzz Life Quizzes Video More
Which Different staff member would you chill with? There’s someone for everyone. Who’s yours?
everything different Brand Publisher
adverti
ser
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
programmatic (n)
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Ads targeted based on a person’s online behaviour. They’re ‘programmatic’ because a program buys and sells the ads based on when the right behaviour is detected.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
NOW TRENDING | ON THE CATWALK | BLOG | MORE...
ON THE CATWALK
programmatic sponsored content (n) Custom content served to users based on their online behaviour, designed to blend in with the look and feel of the host site.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
CINNAMON ROLL
social content (n) Content for social platforms. Not to be patronising but sometimes things are just what they sound like. Cinnamon rolls are rolls full of cinnamon, social content is content for social.
FULL OF CINNAMON OBVI
(
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the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
HAHA omg
social media (n) Software, websites and technology that allow people to connect (and advertise). the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
sponsored content (n) Brand created content hosted by another publisher on a paid-for basis.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
story (n) Beginning, middle, end. Things happen at all three stages. Engages the reader by invoking empathy. Makes protagonist, or brand, relatable. the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
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storey (n) One of multiple levels in a building.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
storytelling (n) The act of using a narrative structure to tell a brand’s story. Often highly emotive and engaging.
it was a
dark and stormy night...
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
thought leadership (n) Sharing unique and original opinions on a topic, provoking thought or discussion. Rare enough to have a term of its own. Take note.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
underwritten sponsored content (n) Like sponsored content, but the brand has no control over what gets published.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
utility content (n) Providing a useful tool or resource relevant to your audience. You’re reading one, for example.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
white paper (n) An authoritative report or guide on a complex issue. It aims to help the audience understand the topic better, presenting the brand’s perspective at the same time.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Things
brand bible/ brand book/ brand guidelines (n) Your build-our-brand guide. A set of rules to ensure you look and sound consistent across platforms. It covers everything from colour palette to tone of voice. A start-point for content strategy.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
compliance (n) A process put in place to ensure your strategy and content don’t jeopardise company policy or break the law. Straightforward and dead simple, but vitally important.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
content strategy (n) What you intend to do with your content, how you plan to do it and, most importantly, why.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
cms: content management system (n) The system you use to manage your website content, e.g. Wordpress. This isn’t the same as your platform and doesn’t necessarily affect the appearance of the website. Very similar websites can use completely different CMS.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
content migration (n) Moving your content between CMS.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
disclosure (n) Clear labelling of advertising and sponsored content, making readers more likely to trust the brand and publisher
I love Burberry
#SPON
SORED
You should buy Burberry!
N SEME I T R E #ADV
T
engagement (n) When people choose to interact with your content, that’s engagement.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
multiplatform (n)
Digital
Campaigns that take place across many (hence the multi) online platforms. Omnichannel campaigns take place on and offline. This distinction between these terms is starting to blur, so be careful.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Digital
Digital
Digital
output channel (n)
Digital
The type of media hosting your content. Most campaigns are omnichannel, meaning they take place across several types of media, tied together by creative.
Omnichannel the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
TV/ print
pitch (n)
We love everything about it except...
A highly stressful and overlong process wherin hearts and souls are placed into ideas as likely to be dismissed as embraced. You might pitch to an editor, creative director, or client. the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Digital
platform (n) An online channel. This started as a very specific programming term, but now means online media type.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
TV/ print
seo: search engine optimisation Tweaking your web content to ensure success on search engines (or just Google, let’s be honest). Should really be called GO.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
voice (n) How you sound when you speak to your audience. This should be consistent across all channels and a central part of your content strategy. the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Numbers
bounce rate (n) % of people who leave a website after visiting one page. This differs across content types. A high bounce rate is quite common for news sites, but a bad sign for others.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
BRAND
BRAND BRA
ND
ND
BRA
A
ND
BR
BRAND
brand lift (n) Positive, measured results from a marketing campaign. People like your brand more because you did something they like. That’s brand lift. the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
BRAND
BR
AN D
clickthrough (n) The amount of people who click an ad or link taking them to a destination page.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
clickthrough rate (n)
How many times your content was clicked divided by the number of impressions.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
competitive analysis (n)
Content
Content
Content
Comparing your content to that of your enemies competitors.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
content audit (n) When you give all of your content a shake to see if it still works.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
conversion rate (n) How many times your site does its job divided by actual number of visitors e.g. Number of sales divided by site visitors.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
cpc: cost per click (n) Advertisers are charged for every click their ad receives.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
cpm: cost per (m)thousand impressions (n) Advertisers are charged for every thousand views their ad receives. This is the most common method of online ad pricing.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Exit rate (n)
The amount of people who leave a certain web page. Not the same as bounce rate. People may visit several pages and then leave, that would count towards the exit rate. If they only visit one page, that counts towards exit rate and bounce rate.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
engaged time (n) How long someone spends actively using content. This is measured by page scrolling and other indicators of a real user and not someone who just left a tab open.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
impression (n) An individual view of an ad or piece of content. Not the same as engagement.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
Likes me not
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Lik
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Likes me
kpi (n)
e
Likes m not
Likes
e
m
not e Likes m
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Key Performance Indicator. This can be whatever you like, but usually refers to a one key measure of engagement (i.e. likes, shares, views, whatever).
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
organic reach (n) The people who see your content without paid-for promotion. the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
paid reach (n) People who see your ad in paid-for space. the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
page view (n) When a person views your page that’s a page view. Feel free to take a minute if this is getting too complicated.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
repeat visitor (n) Someone who has been to your site before, and then comes back to repeat their visit. A lot of repeat visitors is good news.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
BEEN THERE, DONE THAT, GOT THE TSHIRT
unique visitor (n) An individual that visits your site. Knowing this number helps give an average of page views per visit and gives an idea of how many people you’re reaching with your content.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
I amuser a#
visit (n) Each unique session undertaken by a user.
the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.
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