Content marketing is a form of marketing which involves creating and sharing content (such as articles, videos, podcasts and social media posts) with the aim of entertaining, informing and educating an audience.
This content is customised to suit the audience and to achieve a particular marketing objective such as attracting new customers, building brand awareness or generating leads. Content marketing gives businesses an opportunity to showcase their knowledge and expertise, as well as build a meaningful relationship with customers by providing helpful information that engages and entertains.
The goal of content marketing is ultimately to raise brand awareness, create trust and drive sales.
An Article in marketing terminology is generally a piece of writing with informative content, written for the purpose of promotion, or otherwise raising awareness or exposure for a product, service, or brand. It usually consists of a text that focuses on providing a message, helpful advice, an opinion, offering insight or delivering news regarding the product or brand in question.
Attribution is an important marketing concept which refers to the process of assigning credit to a particular source for a particular customer action or result. It enables marketers to identify which marketing activities are the most effective and cost-efficient in helping to achieve the desired sales outcomes.
Authorship is one of the key areas of content marketing, and it’s becoming increasingly important in today’s content-driven digital world. Content marketing can be defined as the creation and sharing of online material (such as videos, blog posts, and social media posts) that does not directly promote a product, but instead aims to promote awareness of a brand or to stimulate engagement from potential customers.
A Blog (short for “web log”) is an online platform which allows you to express your thoughts, opinions, ideas and interests to a wider audience. It is similar to an online diary or journal, giving people the chance to share their experiences and insights with other people who may be interested in the same topic or subject.
A Call to action (CTA) is an instruction given to a user, customer, or audience with the intention of prompting them to take a desired course of action. It is often given as part of a marketing campaign and is used to encourage a user to take a specific action, such as signing up for a newsletter, downloading an e-book, or making a purchase.
A Case study is an in-depth look at a particular business situation — usually involving a company or organisation — to analyse the effectiveness of a particular strategy, emotional appeal, or marketing technique. Typically taking the form of lengthy reports and presentations, case studies are commonly used in business and marketing research to test out new ideas and strategies in order to measure their effectiveness.
A Celebrity endorsement is a strategic marketing partnership between a brand and an influential celebrity. It is an effective marketing tool which has been used for many years, as the right celebrity endorsement can help brands to generate greater exposure, credibility and sales.
Content aggregation is the process of collecting content from different sources, websites and sources into one place. In other words, it is the process of gathering quality content from various websites and sources, to provide readers with a single source of relevant, up-to-date information.
Content briefs are documents which essentially provide an outline and roadmap of any content related project and are especially helpful in the digital marketing context. They help to shape the content strategy, define the goal and provide a brief of parameters and guidelines to inform the creation process, as well as a sense of what the intended audience is.
A Content farm is an online platform used by businesses and organisations to create, share and distribute their content. It is a method of content creation where content is published on various websites and platforms, and a content farm gives users the ability to easily farm, store, and manage their content from one place.
Content marketing is a strategic marketing approach that centres around the creation and distribution of valuable, relevant, and consistent content to an audience, with the goal of driving profit and customer engagement. It is a marketing technique which involves creating and sharing content with the main aim of attracting and retaining customers.
Content Marketing Institute (CMI) is an organisation that provides comprehensive guidance, guides and best practices for content marketing strategies. Content marketing is a strategic discipline that is used to create, develop and distribute content that is valuable to your target audience.
Content strategy is a detailed plan for creating and publishing content that's relevant and engaging to your target audience. It's a crucial element of any successful digital marketing plan and helps to ensure that the content is both effective at reaching and delighting your customers.
Copyright is a legal protection provided to the creators of a work that is original and can include anything such as written works, music, art, designs, photographs, film and broadcasts. It is a right that is set out in law and gives the copyright holder the right to control how the work is used, including by preventing others from using it without permission.
Copywriting is the process of creating persuasive text which is intended to encourage the reader to act – be it to buy something, request more information, or sign up for an email newsletter. Careful consideration must be given to the way the text is written; research into the prospective audience and utilising the right keywords, tone and style can all help to create an engaging, effective piece of copy.
Creative Commons is a system of professional licenses and legal agreements that allow creators to share their creative works with others, while firmly retaining most of their rights as authors. It's an effective way for people to legally associate with the rights of their work, while providing people with a legal basis to use it, with some conditions that the author specifies.
Call to Action (CTA) is an imperative phrase used in digital marketing to prompt the viewer to take an action towards a desired outcome. This phrase is typically placed near the end of a marketing message to ensure that viewers are informed of the opportunities they have to move forward and answer the call.
Earned media is a type of media coverage that refers to publicity or visibility that arises from unpaid sources. It is any form of content shared on the internet from users to their friends, family or colleagues promoting your brand with their own words, which is a form of promotion most companies strive for.
An Editorial calendar is a detailed plan used by marketers and content creators to manage the release of their content into the public domain. It forms the backbone of a content marketing strategy, allowing a team to create content in a systematic way and easily manage its publishing schedule.
Emotional marketing is a type of marketing that focuses on emotional needs, desires, and desires by tapping into people's emotions and leveraging emotional triggers. It's all about connecting with a customer on a personal, intimate level and eliciting emotional responses from them that can result in positive actions.
Guest contribution is an often-used content marketing strategy for businesses, organisations and entrepreneurs looking to expand the reach and impact of their content. Guest contribution involves creating content for websites and other digital media platforms such as blogs and social media, often written by people outside of the organisational or business’s immediate circle of colleagues, contacts and acquaintances.
A Guest interview is a method of interviewing a person that holds some form of expertise in a certain area, allowing a presenter of a show, podcast or other media format to access knowledge within a field that they may not necessarily have. In this way, guest interviews feature people speaking on topics they are familiar with, and provide audience members with an insight into their area of specialism.
Knocking copy is a type of persuasive copywriting that is designed to criticise competitors or the competition in general in order to advertise your own product or service. It is a controversial marketing technique that has been around for a long time, but it remains a popular and effective way to make a statement about your own offering.
Lean content is a term used to describe content that is created with the intention of being both quickly produced and usable. It is the concept of creating content that is of high quality and gets to the point quickly, without wasting time or energy on needless details or excess material.
A Mashup is a term used to describe a combination of existing data and sources, to create a product that is greater than the sum of its parts. For example, a popular website might take content from several sites to create an amalgamation of resources that can be easily searched or presented in a single page.
A ‘Meme’ is a term that has been used in the marketing and advertising world for some time to refer to an idea, or a unit of cultural information, that is shared from person to person through communications media, such as the internet. Contrary to popular belief, the concept of memes did not originate on the internet, and can be traced back to evolutionary biologist Richard Dawkins who coined the term in 1976.
A money-back guarantee is a type of promise made between the buyer and seller that the buyer has the right to return a product or service for a full refund or exchange if it does not meet the agreed-upon quality or performance standards. Simply put, it is a commitment from the seller that the buyer won’t lose money or be left with an unsatisfactory product or service.
Multipurpose content is a type of content created with the intention of being used across different channels and platforms. It is often used to improve the customer experience and boost customer engagement, as it is an efficient way of sharing the same message in a way that is tailored to different customer segments and channels.
Promoted content is the term used to describe content that has been placed in a prominent position on media platforms, such as search engine results, websites, and social media, for the purpose of increasing visibility and gaining more attention than regular content. It is typically created by a marketer or a digital marketing agency with the purpose of achieving a specific campaign or marketing goal.
A Recorded webinar is an online lecture, presentation, or workshop about a particular topic presented by an expert that has been recorded to allow people to watch at their own convenience. They are incredibly helpful for busy individuals or organisations as they allow access to useful information when time is of the essence.
Seasonal content is a type of content created and published to take advantage of the changing moods and trends associated with various periods in a year, such as holidays, festivals, anniversaries, and other major events. In simple terms, seasonal content is content that is created to capitalize on the positive sentiment surrounding special occasions and celebrate key dates.
Storytelling is a powerful tool used by marketers to engage and captivate potential customers. It is the art of taking a brand message, or stories about a product or service, and crafting it into an emotionally and intellectually stimulating tale, which aims to capture the attention of the target audience.
Video blogging, or ‘vlogging’ as it is commonly referred to, is an offshoot of social media that has seen a huge surge in popularity in the last few years. It is the process of creating digital video content for an audience primarily via the internet, but can also be distributed locally.