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D098 Unit 3 Module 4
Function of Content Marketing
| Term | Definition |
|---|---|
| Content Marketing | A marketing specialization that involves the creation and sharing of meaningful information (through stories, blogs, videos, and social media posts) designed to raise interest in a company's products or services in a pull motion |
| Content | Original, purposeful, and correctly optimized information that people and search engines are driven to read, view, and share. |
| Blog Posts | Most common form of content marketing, published on a website, and then shared on social media, once they are optimized using SEO |
| E-books | Comprehensive and in-depth resource of information on a certain subject for potential consumers; can provide a new source of credibility and thought leadership for the company responsible for the creation of this content. |
| Templates and worksheets | Used by organizations in online settings to help potential customers with certain issues, by saving them time and effort. |
| Infographics | Organize data in a visual manner, thus providing a more compelling and engaging opportunity to transmit information. |
| Videos | Possess the highest level of engagement and contagion on social media and other websites; can be used as a content marketing tactic to explain certain issues, demonstrate a product or service, or present a topic of interest to targeted audiences. |
| Podcasts | Represent prerecorded interviews and edited radio shows used to debate different topics of interest to a company's target audience; also used for lead generation, by asking listeners to subscribe for updates. |
| Guides | Help potential consumers with step-by-step instructions on achieving different goals and tasks. |
| Kits | Represent a collection of content with a common subject; can repurpose content that was already published and aggregate it under one offer. |
| Tip sheets and checklists | Provide guidance and concise tips or best practices for potential consumers looking to complete a particular task. |
| Webinars | Used by companies to gain more credibility among targeted consumers and usually compiled as a series to provide information on a certain subject; involve gathering expert and leaders in certain fields to share their ideas on the main topic. |
| Whitepapers | Similar to academic papers in their objective, authoritative, detailed, and informative presentation of research findings and reports; provide unbiased details on trends or evolution in a particular industry or area of business. |
| Case Studies | Provide potential consumers with an incentive to convert by sharing customer success stories that explain how their products or services helped a particular customer. |
| Survey and research reports | Results reflect on the perception of respondents on the state of an industry or to persuade potential customers about the features of a particular product or service. |
| User-generated content | Can take any form of text, images, video, or audio that was created by consumers of a brand or company; created by loyal customers and can then be repurposed and redistributed with the audience of the organization. |
| Benefits of content marketing | Brand awareness, brand preference, brand reach |
| Opinion Leaders | Well-known individuals (or organizations) who have the ability to influence public opinion on the subject matter for which the opinion leader is known |
| Influencers | Persons with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media |
| "Not paid for" content | Created by an organization that wants to increase knowledge and engagement without selling content |
| "Paid for" content | Created by an organization that wants to sell digital content |
| "Social" content | Created by brand community members who want to express their views |
| Thought leader | A person, an organization, or a publication regarded as an authoritative source of new ideas or intellectual trends |
| Thought leadership | Trusted sources who move and inspire people with innovative ideas; turn ideas into reality, and know and show how to replicate their success |
| 4-1-1 Rule | General guideline businesses can use to manage how they share their own content and other peoples' content and how they engage on social media; suggests that you should post four pieces of new content, one repost, and one self-serving post |
| Content Planning Process Steps | Developing the content strategy, Planning the content creation, Creating the content, Promoting the content, Measuring the success |
| Content calendars | Shareable resources that teams can use to plan all content activity and visualize how content is distributed throughout the year |
| Workflow maps | Consists of an orchestrated and repeatable pattern of activity, enabled by the systematic organization of resources into processes that transform materials, provide services, or process information |
| Customer persona maps | A detailed customer analysis that provides profile information to create more personalized strategies that positively impact the customer experience |
| Brand style guides | Rulebooks that explain how an organization presents itself through its logo, font and color selections, photography, and much more |
| Curated | Process of selecting, organizing, and presenting information using professional or expert knowledge and information |
| Content strategy document | Formal written document of a firm's content marketing goals, targeted audiences, and marketing activities |
| Gating | The use of a form that requires information to be filled in before content is viewable |
| Reach | Total number of people who see a certain post due to both organic updates and paid promotion |
| Impressions | Instances where an advertisement is displayed to consumers |
| Engagements | Any action taken on a piece of content. Views, downloads, shares, and comments are all engagement opportunities. |
| Engagement rate | Calculated by dividing the total number of engagements by the total number of impressions for an engagement rate, which describes how "engaging" a piece of content is. |
| Pageview | A pageview is counted when a user visits a page |
| Video views | A video view is counted whenever a user clicks "play" on a digital video—or when a social network or video platform auto-plays a video |
| Entrances | The number of times users entered a site or an app through a particular page; in other words, entrances represent the number of sessions for which the specified page was the first page in a session |
| Exit rate | To calculate exit rate, analytics platforms divide the number of exits from a page by that page's total pageviews. Essentially, exit rate is a measure of how likely users are to leave a site from the given page. |
| Bounce rate | A bounce is a session that includes only a single page—sessions in which users reached a single page and clicked no further. The bounce rate, then, is the number of these single-page sessions divided by all sessions. |
| Heat map | A graphical representation of data where the individual values contained in a matrix are represented as colors |
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