57+ Phrases Each Content material Marketer Ought to Know [Glossary]


As a child, you in all probability realized the phrase, information is energy. As a marketer, you show its validity on daily basis by way of your content material that educates, informs, and conjures up your viewers.

However information isn’t a static assemble.

Perceptions and attitudes change, improvements emerge, and new insights and concepts arrive to shake up all the pieces you thought you knew. (Earlier than 2016, do you know an alternative choice to “information” existed?)

To excel within the present situations and alternatives, make certain these content material advertising and marketing phrases and definitions are a part of your information base.

Be aware: I’ve organized these definitions into best-fit classes, although many span a number of areas.

Technique phrases


In a advertising and marketing context, audiences are focused, clearly outlined teams of people and/or organizations that willingly learn, pay attention, view, or in any other case interact along with your model’s content material, assuming they’ll profit from it.

Pinpointing the target market(s) your content material will serve is without doubt one of the three pillars of a profitable content material technique. However bear in mind: Content material advertising and marketing is about constructing a trusted relationship. Your content material ought to have human resonance and replicate their wants, preferences, and priorities to earn their consideration and loyalty.

Definitive useful resource:  The Advertising and marketing Mandate: Construct Stronger Bonds With Your Viewers

Purchase-in/enterprise case

A enterprise case captures the group’s rationale for investing in content material as a part of its advertising and marketing technique. Usually delivered to government administration as a doc or presentation, it’s a useful software for constructing stakeholder understanding and assist to execute this system successfully.

At a minimal, your online business case ought to handle:

  • Why your organization wants content material advertising and marketing
  • The way it will help your group meet its advertising and marketing objectives
  • Funds and assets
  • Anticipated outcomes and estimated instances to attain them

Govt administration might wrestle to grasp how content material drives the bottom-line enterprise objectives. Somewhat schooling can go a great distance towards profitable over “content-clueless” enterprise leaders.

Focus your buy-in dialog on the advantages they may achieve and assist your argument with knowledge and proof-of-concept examples. You should utilize content material to strengthen your pitch. Share related e-books, newsletters, and different sources of content material trade experience — the extra they devour, the faster they’ll expertise these light-bulb moments of understanding.

Definitive useful resource: How To Snap Out of Strategic Malaise and Get Impressed for 2024 Content material

Content material advertising and marketing

The Content material Advertising and marketing Institute defines content material advertising and marketing as “a strategic advertising and marketing method of making and distributing useful, related, and constant content material to draw and purchase a clearly outlined viewers — with the target of driving worthwhile buyer motion.”

Content material advertising and marketing can work finest when used to enhance different enterprise methods, together with:

  • Account-based advertising and marketing
  • Branded content material
  • Demand technology
  • Influencer advertising and marketing
  • Product advertising and marketing
  • SEO
  • Social media
  • Public relations

Definitive useful resource: Content material Advertising and marketing Fundamentals: How To Begin (or Jumpstart) Your Content material Follow

Content material advertising and marketing technique

Copyblogger defines content material advertising and marketing technique as a plan for attracting your preferrred clients and shifting them by way of your gross sales course of by publishing and selling helpful content material.

Nonetheless, CMI lays it out extra plainly: Your content material advertising and marketing technique is your why — why you might be creating content material (your online business aim), whom it is going to serve (your viewers), and the way it is going to be distinctive (your mission).

Definitive useful resource: Growing a Content material Advertising and marketing Technique

Content material technique

Content material technique operates extra broadly than a content material advertising and marketing technique. It’s a plan for creating, managing, and distributing all content material produced and shared throughout the enterprise — not simply the content material in a content material advertising and marketing program or initiative. For instance, the content material’s growth to ship an optimum consumer expertise would fall underneath a content material technique, not a content material advertising and marketing technique.

Content material mission assertion

A content material mission assertion is the centering precept of your model’s distinctive content material imaginative and prescient. Ideally, this assertion displays your online business values, distinguishes your storytelling from competing content material, and governs your content material staff’s inventive and strategic decision-making. It contains:

  • What tales your model will inform (e.g., matters)
  • How these tales take form (e.g., core content material codecs and platforms)
  • How your content material belongings work collectively to create a fascinating expertise in your viewers

Definitive useful resource: How To Write an Inspiring Content material Advertising and marketing Mission Assertion


Targets are the enterprise outcomes your content material advertising and marketing technique will obtain. Whereas the final word aim is worthwhile motion, program objectives needs to be extra particular, comparable to gross sales development, finances financial savings, or higher buyer loyalty and model satisfaction. Targets additionally have to be measurable and embody an achievement date.

Definitive useful resource: 4 Content material Advertising and marketing Targets That Actually Matter to the Enterprise 


A persona is a composite sketch of a target market’s related traits primarily based on validated commonalities. It informs your strategic plans for reaching, partaking, and driving your viewers to take significant motion in your content material. With out well-researched personas, you’ll be able to solely guess what your viewers desires, usually reverting to creating content material round what you know finest (your merchandise and firm) as an alternative of what your viewers seeks.

Definitive useful resource: How To Construct a Higher Viewers Persona

Planning and course of phrases

Channel and media planning

Media planning is the method of deciding the place, when, and the way usually to ship a message to an viewers. The aim is to succeed in the largest variety of the precise viewers members with the precise message as usually as wanted to attain the specified impact (e.g., model consciousness, leads, gross sales).

Equally, a channel plan — together with social media planning — directs how your model manages its content material on the ever-evolving checklist of media platforms. It spells out the rationale and expectations for utilizing every channel. Compiling this steerage ensures you don’t waste time and finances on distribution that may’t assist your content material advertising and marketing and enterprise objectives.

Definitive useful resource: How To Select the Finest Distribution Channels for Your Content material 

Content material temporary

Typically offered to freelancers, consultants, and different outsourced writers assigned to create content material, a content material temporary paperwork the rules and directions to make sure a correctly targeted asset that meets the model’s editorial requirements and advertising and marketing expectations. A well-constructed temporary ought to embody an elevator-pitch description of the project, related branding particulars (e.g., tone, voice, and stylistic concerns), key messages, and target market insights.

Content material inventories and audits

Paula Land, creator of Content material Audits and Inventories: A Handbook, says a content material stock is a set of information about your content material. It’s a complete, quantitative checklist — sometimes created in a spreadsheet — of all content material belongings, ideally throughout all content material varieties, channels, and distribution codecs. It allows entrepreneurs to make data-based content material choices.

In distinction, as Paula explains, a content material audit is a qualitative analysis of the inventoried content material. It helps you see how your content material helps (or hinders) your model’s success. Assess your content material towards buyer wants and enterprise targets to determine which belongings are performing nicely (and which aren’t.)

Definitive useful resource: 4 Issues To Ignore (and three Issues To Do) in Your Subsequent Content material Audit 

Content material/editorial plan

A content material or editorial plan particulars the operational, technical, tactical, and staff useful resource choices concerned in executing your content material technique. This outlet helps guarantee all the proper parts are in place to provide content material effectively and ship the very best expertise in your viewers.

Ideally, your plan ought to cowl 4 key areas:

  • Governance and tips across the high quality requirements, most well-liked practices, and rules that outline and distinguish your model’s content material
  • Processes and programs, such because the manufacturing duties, workflows and routing practices, and applied sciences that facilitate the work
  • Workforce assets, together with the roles and duties and the talents required to fill them or handle the gaps
  • Inventive and distribution particulars, together with key focal matters, content material varieties and codecs, calls to motion, and precedence channels and platforms.

Definitive useful resource: 4-Level Information To Crafting a Successful Content material Plan

Content material operations

Content material operations are the big-picture view of how all content-related organizational features coordinate and handle their work. It covers all of the parts outlined in your content material plan, from technique and artistic planning to governance, execution decision-making, measurement, and optimization.

Definitive useful resource: Don’t Keep away from Content material Operations; Use This Useful Framework Now

Editorial calendar

An editorial calendar is a course of software for monitoring and orchestrating the tactical execution of the content material plan. It gives clear visibility on the essential particulars of the inventive and manufacturing workflows, together with matters, titles, authors, and pictures for every asset and the schedule for packaging, publishing, and selling it.

Definitive useful resource: Editorial Calendar Instruments and Templates To Assist You Grasp Your Content material To-Do Record

Content material workflow

Workflows are units of duties a staff follows to finish a content material asset. In her guide Content material Technique for the Internet, Kristina Halvorson says a content material workflow determines “how content material is requested, sourced, created, reviewed, accepted, and delivered.”

At a minimal, they need to define essential duties at every stage of the editorial course of. Right here’s a easy instance:

  • Define.
  • Write.
  • Assessment.
  • Edit.
  • Approve.
  • Publish.

Definitive useful resource: 5 Steps To Construct a Content material Operations Workflow That Helps All people

Creation phrases

Copy modifying, proofreading, and fact-checking

These editorial strategies make sure the content material’s prime quality, readability, and accuracy. Every distinct method serves a novel goal.

Copy modifying includes reviewing and modifying content material for mechanical errors or model inconsistencies that may affect high quality or readability. Duties embody checking textual content for grammar, spelling, linguistic, or punctuation points. A duplicate editor can also rewrite to repair issues with transitions, wordiness, jargon, and magnificence.

Proofreading permits for scrutinizing the content material in its almost-published state to catch any typographical or minor errors missed in modifying or created throughout manufacturing.

Definitive useful resource: Grasp Content material Proofreading and Modifying With These Ideas

Reality-checking verifies the content material’s factual accuracy and sourcing. It ensures the content material doesn’t unfold disinformation, miscredit or misquote sources, get dinged for plagiarism or copyright infringement, or in any other case threat shedding the viewers’s belief. The significance of thorough fact-checking can’t be understated, particularly when working with generative AI content material instruments.


Curation is the meeting, choice, categorization, commentary, and presentation of related content material. The method usually includes your model placing its spin on others’ content material. It will also be utilized to repackaging and repurposing your beforehand printed content material.

Definitive useful resource: 7 Extra Methods To Curate Content material Like a Professional

Generative AI

As outlined by IBM Analysis, generative synthetic intelligence makes use of applied sciences constructed on massive studying fashions (LLMs) to generate high-quality textual content, photos, audio, video, and different content material codecs primarily based on the info the fashions have been skilled on. These instruments reply in actual time to prompts posed in its interface — pure language textual content instructing the AI engine to carry out a particular process.

Manufacturers and tech suppliers have used this know-how in back-end programming and chatbot purposes for a few years. The general public launch of OpenAI’s ChatGPT in 2022 has made generative AI extra accessible, reasonably priced, and simple for manufacturers and customers to make use of of their content material creation efforts.

Distribution and promotion phrases


Accessibility includes making a content material expertise that anybody can navigate, perceive, and use. The time period is usually used within the context of the consumer, comparable to those that might have visible or auditory impairments. It additionally accounts for audiences preferring to mute movies and browse the captions.

Definitive useful resource: 5 Concepts To Make Your Content material Accessible to All

Calls to motion (CTAs)

Calls to motion are statements or design parts highlighting actions you need the viewers to take after partaking with the content material, comparable to subscribing to your publication, attending an occasion, or exploring different related belongings and choices. One of the best CTAs are easy, simple, inviting, and simple to note.


Channels are particular person content material distribution retailers, comparable to blogs, podcasts, newsletters, Fb, Instagram, TikTok, YouTube, Vimeo, and many others.


A content material format refers to how the content material is offered for distribution and engagement. It may very well be the textual content for a printed guide, a digital journal, or an SMS marketing campaign. It may very well be the audio for a podcast. It is likely to be the visuals for a video or infographic.

Key phrases/key phrases

Key phrases or key phrases describe the contents of an asset primarily based on phrases individuals use to seek for that subject. They’re the constructing blocks of a SEO (Search engine optimization) technique.

Owned media

Owned media distribution platforms function underneath your model’s management. You resolve the place and the way the content material seems, how it’s accessed, and the way it matches in with the viewers’s expertise. Your web site is an instance of owned media.

Shared/social media

Shared media, together with social media, gives alternatives for entrepreneurs to publish content material, create and take heed to conversations, and work together with individuals. These platforms are finally managed by a 3rd get together, which may change its insurance policies and procedures — or stop operations — and alter the model’s entry to the viewers on that platform.

Definitive useful resource: Is Social Media Even Value It Anymore?

Native promoting

Native promoting is a paid third-party promotion format. The model pays to publish content material that matches the shape, really feel, operate, and high quality of the publishing outlet’s content material.

Branded content material

Wikipedia defines branded content material as “content material funded or outright produced by an advertiser.”Like native promoting, manufacturers companion with related publishers which have the belief of their viewers, which incorporates members of the model’s target market. This system takes a extra immersive, sensory-driven method to storytelling, making the expertise extra entertaining, useful, and memorable.

Definitive useful resource: Branded Content material: Getting It Proper

Paid search

These alternatives sometimes embody related pay-per-click adverts or different sponsored listings close to the highest of search engine outcomes pages (SERP).

Influencer advertising and marketing

A rising advertising and marketing method (and burgeoning trade by itself), influencer advertising and marketing packages enlist the help of individuals who have the ear of your target market to deliver consideration to your content material.

Content material personalization

Personalization includes concentrating on content material to people primarily based on a number of of their traits — who they’re, the place they’re, when, why, and the way they entry content material, and what gadget they use to entry it. Given the competitors for on-line consideration, entrepreneurs use this system to make their content material extra findable, partaking, and personally resonant to their target market and current clients.

Definitive useful resource: How To Get Your Viewers To Give Their Knowledge for Customized Content material


Search engine optimization is a set of strategies and ways to get content material to rank as extremely as doable on search engine outcomes pages. The upper your content material ranks, the extra probably it’s to be clicked on by the searcher.

Serps regularly fine-tune their applied sciences, algorithms, and rating elements to supply customers with a extra satisfying expertise. Whereas these modifications aren’t all the time clear, familiarizing your self with these Search engine optimization-related phrases will help you focus your search technique extra exactly and improve your content material’s discoverability:

  • EEAT: Expertise, experience, trustworthiness, and authoritativeness are the 4 tenets of Google’s evaluation for content material high quality and worth. Aligning your content material with these requirements can enhance your content material’s rankings and discovery potential.
  • Search generative expertise: SGE is Google’s newest experimental mission and is prone to quickly roll out for all searchers. It makes use of AI know-how to supply detailed data snapshots on the high of its search engine outcomes pages (SERPs). It’s designed to reply customers’ queries with out requiring them to click on on hyperlinks that may take them away from Google’s area.
  • Retrieval augmented technology: To compile SGE snapshots, Google makes use of this AI-driven course of to combination related supply supplies and serve essentially the most contextually related solutions to a consumer’s question.

Definitive useful resource: Replace Your Search engine optimization Technique for the AI Period 

Content material segmentation

Segmentation refers to categorizing content material primarily based on the target market area of interest (much like a purchaser persona). Typically affecting design, messaging, and presentation, content material segmentation can enhance engagement, higher differentiate your model from rivals, and enhance content material advertising and marketing’s effectiveness.

Gross sales phrases


Account is a gross sales goal, alternative, or buyer group throughout the whole addressable market.

Account-based advertising and marketing (ABM)

ABM is a B2B advertising and marketing method the place the model identifies particular high-value (sometimes enterprise-level) organizations and creates content material that targets workers at that firm as a unit slightly than particular person members of the group.


Consumers are prospects — individuals who want or have an lively curiosity in buying a service or product.


In advertising and marketing, “customers” are probably or supposed clients for a enterprise. “Consumers” additionally could also be used. 


Whereas consumers and customers are phrases used to point curiosity or intent, clients are the people or organizations who’ve bought from the enterprise or model.


A conversion happens when a client takes an motion your group designates as significant — buying a product, registering for an occasion or a gated asset, subscribing to a weblog or publication, or becoming a member of a social media group — after partaking with the model’s content material.

Demand technology

Demand technology includes focused, sales-centric advertising and marketing packages to drive consciousness and curiosity in an organization’s services and products. The higher the demand, the simpler it’s for gross sales to nurture that curiosity to transform.

Definitive useful resource: Demand Era: Comply with These Content material Ideas

Perfect buyer profile

An ICP describes a focused purchaser (particular person or firm) that the majority wants and is probably going to purchase your model’s resolution.

Journey map

This methodology includes figuring out the knowledge and help wanted at every doable client interplay. It helps entrepreneurs ship the simplest content material to nurture them towards conversion.

Definitive useful resource: A 4-Step Buyer Journey Map Course of for Higher Content material Outcomes


A lead is an individual or enterprise in your organization’s gross sales or advertising and marketing database sometimes as a result of they engaged with a branded asset or communication platform.

Lead scoring

Scoring is a advertising and marketing methodology of objectively and relatively evaluating the standard and conversion potential of a prospect primarily based on predetermined gross sales standards.

Advertising and marketing-qualified lead

MQLs are potential clients whom the advertising and marketing staff deems worthy of passing alongside to the gross sales staff.

Gross sales funnel/funnel stage

The gross sales funnel defines a buyer’s decision-making course of from the time they enter {the marketplace} by way of the acquisition (or resolution to not purchase). It’s generally used to find out the simplest outreach method to nurture conversions. (Whereas entrepreneurs can also use funnel levels to outline buyer decision-making, content material entrepreneurs usually tend to characterize these levels as progressions in a journey.)

Gross sales-qualified lead

An SQL happens when the gross sales staff determines the result in be an lively prospect. These leads usually tend to change into clients than MQL.

Complete addressable market

TAM refers back to the whole variety of potential consumers and/or potential income alternatives for a services or products.

Measurement phrases

A/B testing

This methodology pits two items of content material towards one another to gauge comparative efficiency. Also referred to as cut up testing, it’s a randomized experiment the place two doable model choices — two internet pages, two topic traces, two design methods, two content material angles, and many others. — are offered on equal scale to completely different viewers.


Marketo defines analytics as managing and finding out metrics knowledge to find out the ROI of promoting efforts like calls to motion, weblog posts, channel efficiency, and thought management items, in addition to to determine alternatives for enchancment.

Key efficiency indicators

KPIs are customary, agreed-on measurements for assessing progress towards your objectives. KPIs embody common conversion charges, variety of leads, high quality of leads, income per new buyer, and many others.


In distinction to KPIs, metrics are the business-as-usual measurements that quantify issues that add worth, comparable to web page views or likes on a social media publish. They don’t give attention to essentially the most essential objectives. Consider these because the what-needs-to-be-true numbers so the KPIs will be achieved.

Definitive useful resource: 23 Measurement Definitions Each Content material Marketer Ought to Know 

Return on funding

ROI broadly describes the worthwhile actions and enterprise development derived from the corporate’s advertising and marketing initiatives. Figuring out the anticipated ROI for content material campaigns allows entrepreneurs to find out acceptable finances allocations, maximize the effectivity of every expense, and show the affect to government stakeholders. Nonetheless, although it’s (arguably) essentially the most essential measurement of a content material program’s effectiveness, it may be tough to calculate and quantify, not to mention show definitively.

Definitive useful resource: Why You Wrestle To Show Content material ROI — and How To Settle Up (or Down) 


In content material advertising and marketing, subscribers are viewers members who present private knowledge to obtain useful content material ongoing. It’s a core metric to evaluate content material advertising and marketing’s worth.

Definitive useful resource: How a Subscribed Viewers Can Draw a Crowd for Your Subsequent Content material Product

Understanding the language is step one to success

Whereas this glossary will not be a complete checklist, it ought to make clear generally confused or misunderstood trade phrases and ideas. If you want us so as to add different content material advertising and marketing constructs, tell us on social.

Need extra content material advertising and marketing ideas, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute