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.

Contentmarketing

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Let us know how we got on @evythgdifferent

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People

Creates videos and other animated content for multiple platforms in line with your content strategy. Based in the brand newsroom.

animator (n)

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audience (n)If you don’t know this we can’t help you.

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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.

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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.

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

brand newsroom

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.

moustingermoustache + finger

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.

contentstrategist (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.

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.

designer (n)

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Maras

chino

Cayenn

e

Maroo

n

Plum

Eggplan

t

GrapeOrchi

dLaven

der

Carnat

ion

Strawber

ry

Bubbleg

um

Magen

ta

Salmon

Banan

a

LemonHoney

dew

Lime

Spring

Clover

Fern

Moss

Flora

Sea Fo

am

Teal

Sky

Turquoise

Red Purple Pink Yellow Green Blue

Designer

Regular people

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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.

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editor- in-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.

Content

A commercial message from a brand or business. Those things you see hundreds of times a day and ignore at every opportunity? Advertising.

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Tra la la la la

advertising (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.

advertorial (n)

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the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.

News, updates, opinion. Brand central.

brand blog (n)

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Brand owned content (n)Content owned, created and managed by the brand. Think websites, apps, that sort of thing.

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When brands create and publish content to engage their audience without the aim

of promoting a specific product or service, only the brand.

brand publishing (n)

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.

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Any article written to express the opinion of a brand/person. Can also describe any stories for publication, factual, opinion or otherwise.

editorial (n)

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Longer editorial on a standalone subject, often in the writer’s own style.

feature (n)

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article

headline

The heading/title of a piece, often the link from a main page.

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targeted content (n)

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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.

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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.

lead/lede (n)

Tiny, but happy. Also any shortform content.

microcontent (n)

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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...

...their KPIs werent driv ing the ROI needed to be actionable...

...so they met up off line to ramp up a real time solution...

...and idea showered a game changer!

ffs

???

The End.

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!

Hiya. I am an ad thats part of the design of the site.

Native social ads (n)Native ads that appear in social media feeds.

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.

Native distribution (n)More traditional ads served as part of a web platform. Promoted tweets etc.

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paid for content (n)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 differentBrand Publisher

publisher

advertiser

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programmatic (n)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.

50% off kitty litte

r!

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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.

NOW TRENDING | ON THE CATWALK | BLOG | MORE...

ON THE CATWALK

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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)

CINNAMON ROLL

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Software, websites and technology that allow people to connect (and advertise).

omg

HAHA

social media (n)

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Brand created content hosted by another publisher on a paid-for basis.

sponsored content (n)

story (n)Beginning, middle, end. Things happen at all three stages. Engages the reader by invoking empathy. Makes protagonist, or brand, relatable.

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storey (n)One of multiple levels in a building.

!

stormy

it was a dark and

night...

storytelling (n)The act of using a narrative structure to tell a brand’s story. Often highly emotive and engaging.

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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.

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the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.

Like sponsored content, but the brand has no control over what gets published.

underwritten sponsored content (n)

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utility content (n)Providing a useful tool or resource relevant to your audience. You’re reading one, for example.

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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.

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.

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the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.

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.

compliance (n)

What you intend to do with your content, how you plan to do it and, most importantly, why.

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content strategy (n)

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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.

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content migration (n)Moving your content between CMS.

disclosure (n)Clear labelling of advertising

and sponsored content, making readers more likely to trust

the brand and publisher

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#SPONSORED

#SPONSORED#ADVERTISEMENT

#ADVERTISEMENT

I love Burberry You should

buy Burberry!

engagement (n)When people choose to interact with your content, that’s engagement.

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DigitalDigitalmulti-

platform (n)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

Omnichannel

output channel (n)The type of media hosting your content. Most campaigns are omnichannel, meaning they take place across several types of media, tied together by creative.

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Digital TV/print

pitch (n)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.

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We love everything about it except...

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platform (n)An online channel. This started as a very specific programming term, but now means online media type.

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Digital TV/print

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seo: search engine optimisationTweaking your web content to ensure success on search engines (or just Google, let’s be honest). Should really be called GO.

How you sound when you speak to your audience. This should be consistent across all channels and a central part of your content strategy.

voice (n)

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Numbers

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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.

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.

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BRAND

BRAND

BRAND

BRAND

BRAND BRAND

BRAND

BRAND

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click-through (n)The amount of people who click an ad or link taking them to a destination page.

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click-through 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.

Content

ContentContent

Comparing your content to that of your enemies competitors.

competitive analysis (n)

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content audit (n)When you give all of your content a shake to see if it still works.

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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.

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cpc: cost per click (n)Advertisers are charged for every click their ad receives.

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Advertisers are charged for every thousand views their ad receives. This is the most common method of online ad pricing.

cpm: cost per (m)thousand impressions (n)

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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.

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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.

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impression (n)An individual view of an ad or piece of content. Not the same as engagement.

kpi (n)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).

not

Likes me

Likes me not

Likes me Like

s me

not

Likes me

Likes me

Likes me not

Likes me

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organic reach (n)The people who see your content without paid-for promotion.

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paid reach (n)People who see your ad in paid-for space.

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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.

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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.

BEEN THERE, DONE THAT, GOT THETSHIRTthe e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.

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.

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the e>erything d.fferent content marketing dictionary. FOR PEOPLE WHO NEED TO KNOW WHAT IT ALL MEANS.

Each unique session undertaken by a user.

visit (n)

I am

a #user

classic case of hashtag overdose