50 Content Marketing Words You Should Know

We have entered the digital era – a time when social media, search engines and online publications take up a massive amount of our time. And it’s all thanks to this shift that you Content Marketers have your jobs. With every industry comes a set of jargon specific to its job scope. You know what we’re talking about.

For all of you with marketing jobs, we’ve got the most important content marketing jargon explained right here in a mini guide. Go ahead and impress your boss by dropping these key words in your conversations:


Adwords: A service where you can bid on keywords so that your advertisements will appear in Google

Analytics: The information and data that you can gather to analyse how well your post is doing

Application programming interface (API): A program that allows applications to work with outside programs

Attribution: Identifying the catalyst that contributes in any extent to a desired outcome

Backlinks: Links from external sites to your page; SEO improves when more authoritative content marketing sites links to your page

Bounce rate: Percentage of visitors who leave your site after viewing only one page

Click through rate (CTR): The number of ad clicks over the number of impressions, page views or queries; a way to measure success of an online advertising campaign

Content management system (CMS): A platform that allows you to publish, edit or modify content easily; programs like WordPress and Joomla are content management systems

Conversion: When the viewer has completed an intended specific action; an example is when a consumer clicks an ad and plays the game advertised in the ad

Cost per acquisition (CPA): You pay for the number of conversions your ad has garnered; also known as cost per action

Cost per impression (CPI): The amount of money you pay based on the potential number of viewers who will see your ad

Creative Commons: A copyright license that allows you to share creative works within the author’s terms

Crowdsource: Enlisting the help of your audience to source for information or participation

Distribution: Strategising the best platforms for sharing content or ideas to others

Editorial calendar: A calendar which you use to plan the distribution of editorial content

Engagement: The rate at which viewers interact with your content

Exit rate: Percentage of visitors who actively click away from a specific page of your site

Geolocation: Identifying a customer’s location; this information is useful for tailoring your services based on their location

HTML: The language to create or edit things on the internet through tags and attributes

HTML5: A more user-friendly and multimedia-friendly version of HTML

iFrame: A HTML document within another HTML document on a website; used for inserting ads onto a page

Impression: The number of times your ad is displayed

Inbound marketing: Advertisement through various online platforms such as social media, websites and blogs

Javascript (JS): A language used to create interactive effects within web browsers; can be used to create polls and quizzes; not to be mistaken with Java

Keywords: Word or phrase typed to look for something on a search engine; vital for optimising your site for SEO by using targeted keywords

Landing page: The page of your website that visitors land on after clicking your ad

Link building: Establishing relevant inbound links to gain higher ranking on major search engines

Meta tag: A small section of HTML code in a webpage’s header that summarises the content on said webpage

Mobile marketing: Marketing through a mobile platform such as a smartphone, which has benefits such as providing the consumer with personalised information such as time and place

Native advertising: Ads with content that fit the context of the consumer’s experience; the advertorial of the online era

Owned media: A platform you own where you can publish and distribute any content you like

Paid media: Paying to get your content published or distributed

PageRank: The algorithm Google created to rank the most important to least important webpage on its search engine

Pay per click (PPC): The amount of money you pay per click your advertisement or sponsored content gets; used as a key performance indicator for social media channels

Promoted account: When you pay for your account on Twitter to gain more followers for greater distribution and awareness

Promoted trends: When you sponsor a trend on Twitter using hashtags

Promoted tweets: When you promote a tweet to drive traffic to a landing page; used to create buzz around a marketing campaign

Responsive web design (RWD): A website that was created to optimise the viewing experience in terms of easy reading, panning and scrolling

Search engine marketing (SEM): Paying to increase your website’s visibility through SEO and other sponsored content

Search engine optimisation (SEO): Making your website relevant so that it ranks high on search engines

Social targeting: Targeting relevant groups of viewers on social media channels such as Twitter or Facebook; can be in the form of advertisement

Sponsored story: One of Facebook’s advertisement options where you can promote a post so that it appears that your followers’ friends endorsed it

Sponsored update: Paying for your content to be distributed to targeted audiences

Tagging: Descriptions of content in a few words to connect it to related items

Unique page views: Views based on unique visitor loading a page; counted using cookies or counters

Unique visitors: Individual visitors to your website

Urchin tracking module (UTM): An extra code at the end of the URL for tracking analytics

Viral: When content starts trending or becomes highly shareable

Widget: An application that has a specific functionality; for example, WordPress offers many widgets to its users that help with embedding videos, inserting a search bar and many other functions

XML sitemap: A file that allows search engine to find your website

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