Content Marketing Dictionary – WAU

When we talk about Content Marketing there are a number of terms that are cited, which sometimes end up confusing the minds of many readers who are looking to train themselves in the area. To solve this problem, we have prepared this article, which includes all the most common terms, that you really need to know. Analytics: data analysis. a […]

When we talk about Content Marketing there are a number of terms that are cited, which sometimes end up confusing the minds of many readers who are looking to train themselves in the area.

To solve this problem, we have prepared this article, which includes all the most common terms, that you really need to know.

Analytics: data analysis. Web analytics software collects, analyzes, and reports on the behavior of users of a website or application. The best known is Google Analytics.

Marketing Automation: set of practices that aim to automate and simplify some of the main modern marketing / sales tasks. Automation allows a company to nourish its leads with relevant content at the right time, taking the prospect through the sales funnel until the moment of purchase. Find out more in this post and in our ebook “Content and Marketing Automation”

Blog: contraction of the English term weblog. A website composed of articles (posts) usually viewed in reverse chronological order. Learn how to assemble yours in this series of posts

Corporate Blog: a blog maintained by a company. A corporate blog is one of the most important steps in a content marketing strategy. See our complete guide on the subject.

BoFu: bottom of the funnel. The last stage of the sales funnel. Customers at this stage are ready to buy.

Branded Content: merger between advertising and entertainment. Basically an advertising piece (whether for TV, radio, print media, internet) made to be consumed as entertainment.

Buyer Persona: simplified representations of a company’s ideal customers. A persona is a character created to help a company better understand who its customer is and what it needs. Creating the right buyer personas is fundamental to a content marketing strategy.

Editorial Calendar: system for planning and organizing content. An editorial calendar is the key to maintaining an organized content strategy and knowing what to publish and when to publish.

Calls-to-Action: also called CTA. A banner, button or any other form of text or image that leads the reader to perform a specific action. The most famous is the traditional “Click here”.

Clickthrough Rate: also called CTR. The number of clicks on a CTA divided by its total impressions. If your banner has been viewed 100 times and received 10 clicks, your CTR is 10%.

Content: publishing relevant content is the best way to attract and convert customers for your business.

Evergreen content: perennial content, which has constant demand throughout the year. The text “Valentine’s Day gift tips” will be most accessed in June. The text “how to choose the perfect gift” will be in demand throughout the year.

Conversion: the percentage of unique visitors to a website who perform a certain action. If you have a newsletter registration form that was viewed by 100 people, and completed by 20, your conversion rate was 20%.

CPA: cost per acquisition. The most expensive and complex promotion model. In this format, the advertiser will pay for the platform only when the objective of the campaign is achieved, be it a sale, a completed form or any other goal.

CPC: cost-per-click. If your company invested a thousand reais in a banner and 2000 thousand people clicked, its cost per
click was 50 cents.

CPM: cost per thousand impressions. It is the value per 1000 views of your ad. The nobler the advertised location (for example, a banner on a large portal), the more expensive the CPM.

Data-backed Content: data-based content. Content produced based on statistics, research or studies.

Dynamic Content: dynamic content. Content of a website that changes according to the user’s profile. Different buyers need different messages. The content of an e-commerce site can adapt to offer visitors products related to their previous purchases.

Ebook: digital book. An important part of a content marketing strategy, offering a free ebook is an excellent lead generation tactic. See here all the ebooks launched by Websites Are Us.

Facebook: The largest social network today. Facebook has more than 1 billion users. It is one of the best content dissemination platforms and very important in marketing strategies.

Conversion Form: form used to collect visitor data. It can be used when offering rich material to the reader or when subscribing to a newsletter. The visitor will leave some data (such as name, e-mail and position, for example) in exchange for some service (newsletter, speaking with a consultant) or material (ebook, white paper, infographic, etc.).

Sales funnel: The model created to identify itself is the customer’s path from the discovery of the problem to the decision to purchase or contract the service. The stages can vary, but broadly, the sales funnel is divided into 3 parts: top, middle and bottom.

Lead Generation: the process of creating business opportunities. Leads can come from a variety of activities or sources. It is one of the fundamental points in a content marketing strategy, being especially important for B2B companies.

Google +: Google social network, created to compete with Facebook. It has not yet gained much importance in London. However, well-recommended articles with a lot of +1 (the G + Likes), already rank better in searches done on Google. Follow Websites Are Us on Google +.

Guest Posting: guest post. When a blog invites an external author to talk about a topic he has mastered. We at Websites Are Us, for example, publish guest posts on several blogs, always to talk about the importance of content marketing.

Hashtag: A word, or phrase, preceded by the # sign. Used to associate messages with a topic. Widely used on twitter, the symbol was also recently adopted by Facebook. When you post about this ebook, be sure to use the hashtag #marketingdeconteudo

Inbound Marketing: It is promoting your company through blogs, podcasts, videos, ebooks, newsletters, actions and publications on social networks and other forms of content marketing, focusing on bringing potential customers closer to your brand. Inbound marketing aims to win the attention of consumers, make the company easy to find and create a bond of trust with prospects.

Inbound Link: Also known as Internal Links or Backlinks, they are links that point to pages within your own site, that is, that have the same domain as source. They are used to facilitate the user’s navigation within the website, taking him from one page to another. You can also use them to create a hierarchy of information.

Infographic: information in visual form. Infographics are the visual representation of a series of data or material
instructive. An infographic condenses a large amount of information (which is in texts or numbers) in a combination of images and short phrases, allowing those who see them to quickly understand the main points that that data contains.

Inside Sales: domestic sales or remote sales. Companies that use inside sales sell their products over the phone, internet or e-mail, without face-to-face contact.

Customer journey: also called consumer journey, different translations from English, buyer´s journey. The customer moves from being unaware of having a problem to arriving at the time of the purchase decision. It can also be the path taken along the sales funnel. For companies that have complex products, the customer journey is always long.

Keywords: keywords. An important point in the content marketing strategy and knowing how to choose the right terms and keywords for which you want your site to be well ranked.

KPI: Key performance indicators (in English), that is, the essential items that must be measured to evaluate the success of an action. For example, if your content marketing strategy is designed for lead generation, the total number of leads generated is a KPI.

Landing Pages: conversion pages. Pages specially created with a purpose, be it selling a product, downloading material or contacting a consultant. You will usually have a conversion form.

Lead: business opportunity. Lead is any visitor who informs his contacts in exchange for some type of content. Lead can also be defined as someone who contacts your company interested in more information about your product or service.

Qualified Lead: It is the user who has already identified a problem and is looking for a solution, that is, someone who is really considering buying your product or hiring your service. Usually, it is a lead that has already had contact with different materials or has undergone a flow of nutrition.

Link Building: the process of creating relevant links, which help your website or blog reach better positions on search engines (like Google and Bing) and drive more traffic to them. It is not the quantity of links directing to your site that matters, but the quality of those links.

LinkedIn: professional social network. The site allows users to create their professional profile, participate in discussion groups, add professional contacts and follow companies they admire.

MOFU: through the funnel, at this stage the leads are already aware that they need a solution, but are not yet ready to buy your product. To win them, invest in more specific content, but don’t try to be too much of a seller.

MQL: Marketing Qualified Leads. It is that lead that is in an educated stage. This type of lead knows well what he wants (the problem for which he seeks a solution) and has already shown himself willing to know his company. He has already contacted you through a landing page or by downloading some type of content that you have made available.

Native Advertising: form of online advertising in which the advertiser tries to win the reader’s attention by publishing content within the context of the website. The goal is to make the ad less intrusive.

Newsjacking: opportunity content. Produced in order to capitalize on the popularity of some recent news and bring traffic to a website.

Leads Nutrition: process that aims to provide quality material to a lead, educating and creating a relationship with these potential customers. The goal is to provide educational content and prevent customers who are not yet ready to buy from being approached by the sales department. Learn more in this post.

Off Page: everything that is outside a website, but which influences its positioning in search engines, such as: the quantity and quality of sites that link to it. Thinking about off page optimization is very important for your website’s performance.

On Page: everything that is inside a website, and that influences its positioning in search engines, such as: title, keywords, url, alt attributes, among others. Thinking about on page optimization is very important for your website’s performance.

Outbound Marketing: in this category, also called traditional marketing, companies go after consumers through techniques such as: advertisements, cold calling, direct mail, unsolicited e-mail.

Podcast: mix of the words broadcast and pod (from iPod). Series of audio programs that can be heard via the web or downloaded to a device.

Post: an article published on a blog. A post can contain texts, videos, images, all that, or even none of that.

Content Promotion: dissemination of content on websites, social networks, mailing lists, groups, forums and many others. If you already have a good content marketing strategy, don’t forget about the promotion, it will help you increase your audience.

Responsive: a website capable of adapting its layout to the user’s screen size and format. With the increase in the number of tablet and smartphone users, investing in a responsive layout is essential to ensure a good user experience.

Websites Are Us: largest content marketing company in London. If your company needs quality content, just talk to us.

ROI: Return on investment (in English return on investment). Simple relationship between the amount of money gained or lost as a result of an investment.

IF THE: Search engine optimization (search engine optimization). Set of strategies and tactics that aim to improve the positioning of a website, or specific page, for search engines. The ultimate goal is to increase the number of organic visitors.

SERP: search engine results page. It is basically the name given to the page generated by a search engine when you type a term.

Spam: unsolicited email, usually with advertisements. You definitely get a lot of these a day. Don’t make this mistake, if you want to talk to your customers, get their permission first.

SQL: something like qualified pre-sales (free translation from Sales Qualified Leads). At this stage, it is easier to identify whether the lead will actually make the purchase. After all, there are more quality criteria than the previous stage: he has already identified that you have the solution to his problem, he is a qualified lead and possibly has money to pay for that solution. Usually he will try to contact your company or consultants. It is the job of the marketing department to know when an MQL should be considered an SQL and be passed on to the sales team.

Storytelling: content in the form of stories. Storytelling can be defined as the art of storytelling applied to marketing.

Customer Success: a company needs to know how to retain its current customers to be successful. The best way to do this is to ensure that customers are always satisfied. This is the job of the client’s successful professional: ensuring that the client is getting a return on their investment.

Conversion rate: percentage of website visitors who complete a specific action, such as making a purchase, or downloading material. If 100 people visited your page and 10 bought your product, your conversion rate is 10%.

Template: document model. A visual representation of a page, without the content. You need to choose a template for your blog, learn how in this post.

A / B test: two different versions of a page that are randomly presented to users of a website. If you have a conversion page on your site be sure to do an A / B test to find out which one converts the most.

ToFu: top of the funnel (short for Top of the Funnel). The public at this stage is still not looking for any product or service and is unaware that they have a problem. At this stage he is still a long way from actually becoming a customer. Invest in broad, easily accessible content, and don’t try to sell your product yet.

Twitter: social network and microblogging platform. Launched in 2006, the service allows users to send and receive tweets: posts with a maximum of 140 characters. You can follow the Websites Are Us on twitter and receive the best content marketing tips.

Videocast: Video version of the podcast. Video files that can be watched online or downloaded to an external device for later viewing.

Visual Content: visual content. Whether in the form of infographics, videos, memes, images, or any other form that is not just text.

Webinar: seminar or lecture transmitted over the internet (from English web-based seminar). Investing in webinars is an excellent solution for educating clients and creating authority in an area.

White Paper: report or guide. White Papers used by marketing to promote solutions, products or services with more technical or in-depth content. Websites Are Us has a white paper with content marketing cases.

Youtube: largest video sharing site, and second largest search engine in the world. If your company intends to use videos in the content marketing strategy, creating a YouTube channel is essential. Meet the Websites Are Us channel.

Did you miss a term? Just leave the definition in the comments.

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