So far in this mini-series by Phil Bray, we have been jargon-busting general marketing terms, as well as those associated with your website and the online world.
In this part - part three - we will examine terms commonly used when we speak about content marketing, newsletters and sales.
Content marketing
Audience
A term you will know from other fields such as theatre and entertainment, in this context it is used to describe people who receive or engage with your content.
Content
This is information or media content created to attract and engage an audience, including blogs, videos, podcasts, guides, white papers and infographics.
Content curation
This term describes the process of gathering and sharing relevant content from various third-party sources to engage an audience.
Generally, producing your own content rather than sharing it with other people is a more effective marketing technique, as it positions you, and not other people, as the expert.
Content production
This is commonly used to describe the act of creating content, such as writing a blog or a guide, recording a podcast, or filming a video.
Content promotion
Once the content has been produced, it needs to be promoted.
This means distributing it to your audience, for example, using email broadcasts, social media, or paid advertising.
Unfortunately, many people make the mistake of spending too much time on content production and too little on promotion.
As a rule of thumb, you should spend four times to five times as long promoting a piece of content as you do producing it.
Evergreen content
Content that remains relevant and useful over time, often improving search engine optimisation rankings. SEO is how you use words and content to help search engines understand your content, and thereby help users find your site.
Evergreen content is usually also referred to as 'pillar' content or 'pillar pages'.
Lead magnet
A free resource or incentive that is offered in exchange for a prospect's contact information.
For example this could include free guides or templates and serves the purpose of ultimately turning suspects into customers.
Repurposing content
Adapting existing content, such as turning a blog into a video script or a guide, can help reach wider audiences without creating entirely new material each time.
Email newsletters
Email service provider
A platform such as Mailchimp, HubSpot or Dot Digital allows you to create, send, and track newsletters for effective audience management.
Bounce rate
This describes the rate at which emails cannot be delivered, often due to invalid email addresses, helping you gauge the quality of your mailing list. The lower your bounce rate, the better.
There are two types of bounces: hard and soft.
A hard bounce indicates a permanent delivery failure, perhaps due to the email address being invalid or unavailable.
A soft bounce is generally a temporary problem, such as the recipient’s inbox being full or having another technical issue.
Subject line
This is the headline or main text that appears in a recipient’s inbox briefly describing the content of an email or newsletter.
