CONTENT MARKETING
Content marketing has a few primary benefits, as it helps to attract, nurture, inform and convert audiences. It involves the production of content based on valuable keywords to your business: so you can rank at the top of search results, making it easy for users to find you. It also establishes your brand as a trusted authority in the field, and can generate loyal brand awareness as you convert customers to fans.
Here, you’ll find all of our insights on content marketing to help your brand become a trusted and authoritative voice. Familiarise yourself with the basics, or browse our glossary of most-used terms on this subject.
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A Breakdown Of CONTENT MARKETING Jargon
SEO
Search Engine Optimisation includes a range of on-page and off-page factors, to increase website engagement and traffic by ranking higher in search engines for specific keywords.
Keywords
The words and phrases your audience searches for when trying to find the products or services you offer.
Content writing
The act of writing content for your business over various channels and formats that reach your audience.
Content strategy
The plan, structure and goals for creating, managing and publishing all of the content produced for your business.
Content goals
The desired results and actions you want to see from your audience with each piece or all of your content.
Editorial calendar
A scheduling tool to help you keep track and stay on top of all the moving parts in your content strategy.
Blogging
Creating articles on a topic related to your business to drive traffic to your website and convert readers.
Internal links
Relevant links to other pages of your website within your content to help improve navigation and SEO.
External links
Relevant links to other websites and businesses within your content to help improve understanding and SEO and enhance trust and authority with readers.
Audience
The group or demographic you’re trying to reach with your digital marketing.
Buyer persona
A detailed written persona of your target audience’s key needs, pain points, objectives and characteristics. This ensures that your content has the appropriate tone and information included, and creates a sense of personalisation.
CTA
Call to Actions are words or buttons that prompt visitors to perform a desired action like buying a product or signing up for your newsletter.
Channels
Distribution channels are the different platforms you can use to reach an audience, such as emails, social media, blogs, brochures and forums.
Nurturing
The actions applied to keep the audience in the marketing funnel engaged and moving through every step to reach a conversion.
Lead generation
Attracting new potential customers to increase future sales.
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