The language of content
When entering a new industry getting to grips with new ‘language’ and terminology can sometimes be overwhelming. Content marketing is no different. New words are constantly emerging and many are borrowed from the general marketing and journalism sectors. Below are a selection with definitions to help you get started:
A/B testing: trialling two versions of a component (perhaps an advertisement) and choosing a way of testing their success. This will then result in either A or B being more successful, the one that is best is then implemented.
Audit: reviewing existing and current marketing techniques to explore opportunities and possible threats. This then can help improve the overall marketing performance.
Bounce rate: is the percentage of users who leave a website without continuing to browse. They just view the first page, most probably the home page and then leave the site.
CTR: this simply means the click-through rate. This measures how many times users have clicked on a particular link (normally an advert) to get to a certain webpage, the more clicks, the more effective the promotional material.
Evergreen content: Content that has no shelf life and is always of interest to readers, no matter when it’s published.
Halo effect: a halo effect is present when customers have a favourable bias towards a product because they’ve had a good experience with another product made by the same brand.
Persona: a fictional character profile created to represent different types of customers that may use the product, brand or service.
Taxonomy: Is a hierarchical classification of words that consists of groups and sub-groups. Basically, it’s a way of grouping words together according to various characteristics.