Digital marketing is a rapidly growing industry, which means there are a lot of new terms to learn. In fact, learning never stops and it's hard to keep up with all the new trends.
Therefore, this glossary will help you better understand content marketing in simpler terms:
ABM ( Account Based Marketing ): Account-based marketing is a strategy that selects a brand's potential customers and runs campaigns to attract them .
Organic reach : number of users and impressions that reach the different channels directly, free of charge and naturally .
Viral reach : number of users and impressions that come from other people's actions and recommendations.
Backlinks : Links that are strategically placed in a text to redirect the reader to another website of interest (or to your own). Their objective is to increase the site's traffic or redirect it to a landing page .
Black hat SEO : SEO techniques and strategies that do not comply with search engine standards and for which a website may be penalized.
BOFU ( bottom of the funnel ): last phase of the funnel . At this level, potential customers already see the brand as a possible option and are interested in the product/service. To convert them into customers, the brand must create personalized content: free trials between 3 - 7 days, product demonstration, advice, etc.
Brand advocate : create loyal brand "fans" so they can spread vp business development email lists the word across all communication channels.
Buyer persona : profile that represents the target audience of a business. With a buyer persona , it is possible to know what the audience is like, what they need, what content they consume, etc., in order to apply strategies based on their interests.
Buzz marketing : a marketing strategy that seeks to create an impact and attract users, so that they comment “word of mouth” about a brand. The objective is to make a product or service go viral and, therefore, increase sales.
Conrnerstone content : the most relevant content from a blog or website that summarises a brand's identity .
Evergreen content : content that lasts over time. It provides value to the user and attracts visitors regardless of the date it was published.
Content intelligence : a new marketing strategy that uses artificial intelligence software to enhance a brand's content marketing.
Conversion : the moment when the lead performs an action that benefits the marketing plan and leads to the acquisition of a product or service from the brand. Examples of actions are registering, purchasing, subscribing, etc.
Copywriting : the process of writing persuasively to attract potential customers or future buyers. Good copywriting should attract attention and persuade the reader to meet the objective of the marketing strategy.
CTA or Call to Action : a direct message that orders the reader to perform a specific action. It is important to achieve good interaction with the target audience and obtain a positive conversion rate.
Call to action
Content curation a technique by which specific and relevant information is sought, collected, filtered and selected on the Internet. The objective is to disseminate it in an up-to-date and more accurate manner to an audience.
Data -driven-content : a strategy that collects all the information obtained from the profile of a client (or potential client) and, based on it, organizes, processes and creates effective content marketing campaigns.
Ebook : books in digital format. They have variable content and are almost always free.
Engagement : The degree of affinity and positive connection between the target audience and a brand. High engagement provides more interactions, inspires trust and therefore achieves better conversions.
