The A to Z of creative content
Welcome to our glossary
Ā
This glossary aims to provide clear, jargon-free definitions of common content marketing terms used by B2B software marketers, from "eBooks" to "storytelling."
Defining key terms ensures everyone is aligned, fostering effective collaboration and strategy development. Clear definitions help your team "speak the same language," measure impact, and explain concepts to new hires and customers consistently. In short, clear definitions set the foundation for a successful business.
A
Analytics
The process of collecting, analyzing, and interpreting data to measure the performance of content marketing efforts.
B
Blog
A regularly updated section of a website where a company publishes articles, insights, and updates related to their industry and products.
Brand
The overall essence of a company, defined as "how people speak about your company when you're not in the room". Brand includes both brand identity and visual identity, as well as reputation, customer experience and other associations.
Brand Identity
The comprehensive image and perception of a brand, including logo, color palette, typography, imagery, messaging, voice, tone, and tagline.
Buyer Journey
The stages a potential customer goes through, from awareness to consideration to decision, before making a purchase.
C
Call-to-Action (CTA)
A prompt encouraging users to take a specific action, such as downloading a guide, signing up for a newsletter, or contacting sales.
Case Study
A detailed account showcasing how a product or service helped a customer solve a problem or achieve a goal.
ContentĀ Ā read post >
Content is all the information you share with your ideal customer, whether it's about your product, the problem you solve, or your industry expertise, with the ultimate goal of inspiring, informing, educating, and persuadingĀ your ideal customerĀ to choose youĀ once ready. Content can also be leveraged toĀ increase lifetime value (LTV) and brand loyalty onceĀ prospectsĀ Ā become customers. Content comes in various forms, from blog posts and explainer videos to ebooks.
Content Calendar
A schedule that outlines when and where content will be published, ensuring a consistent and strategic approach.
Content Management System (CMS)
A software platform used to create, manage, and publish digital content, such as WordPress or HubSpot.
Content Marketing
Content marketing is a strategic approach focused on creating, publishing, and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. It spans all stages of the funnel, generating awareness, nurturing leads, and converting prospects into customers by addressing their needs and challenges.
Conversion Rate
The percentage of visitors who take a desired action, such as filling out a form or making a purchase.
D
Digital Marketing
The use of digital channels, including search engines, social media, email, and websites, to promote a product or service.
Distribution Channels
Platforms and methods used to share and promote content, such as social media, email newsletters, and blogs.
E
EbookĀ Ā read post >
A digital book providing in-depth information on a specific topic, used to generate leads and establish thought leadership. For instance, an eBook titled "Content Marketing Strategies for B2B Software Companies" would be useful from the top to middle stages of the funnel, serving well in both awareness and consideration stages. See examples here.
Engagement
The level of interaction that users have with content, including likes, shares, comments, and time spent on a page.
Evergreen Content
Content that remains relevant and valuable over time, continually attracting traffic and engagement.
Explainer Videos
Short videos typically 1-2 minutes in length, that explain a product, service, or concept in an engaging and easy-to-understand format. An explainer video titled "How Our CRM Software Simplifies Customer Management" for example, would be effective from the top to middle stages of the funnel, aiding in awareness and consideration. See examples here.
H
Hub-and-Spoke Model
A content strategy where a central piece of content (hub) is supported by related, smaller pieces of content (spokes) that link back to it.
I
Industry Reports
In-depth documents that provide detailed analysis and insights on specific topics or industries. A report titled "2024 B2B Software Industry Trends" would be used to establish authority and provide valuable information to potential customers. It is most effective in the middle to bottom stages of the funnel, particularly during the consideration and decision phases.
Influencer Marketing
Collaborating with influential individuals in your industry to promote your content and expand its reach.
Infographic
A visual representation of information or data designed to make complex concepts easier to understand. An infographic showing "The Customer Journey for B2B Software Purchases" would be most effective in the top to middle stages of the funnel, helping in the awareness and consideration phases. See examples here.
K
Key Performance Indicators (KPIs)
Metrics used to evaluate the effectiveness of content marketing efforts in achieving specific goals.
L
Landing Page
A landing page is a standalone web page created specifically for a marketing or advertising campaign. It's where visitors "land" after clicking on a link in an email, ad, or other digital location. The primary purpose of a landing page is to convert visitors into leads or customers by encouraging them to take a specific action, such as filling out a form, signing up for a newsletter, or making a purchase. Landing pages are particularly effective at the middle to bottom stages of the funnel, aiding in the consideration and decision-making phases.
Lead Generation
The process of attracting and converting prospects into potential customers through content marketing efforts.
Long-Form Content
In-depth content, such as detailed articles, whitepapers, and reports, that provides comprehensive coverage of a topic.
M
Marketing Automation
Technology that manages marketing processes and campaigns across multiple channels, such as email, social media, and websites, automatically.
Micro-Content
Short, easily consumable pieces of content designed for quick engagement, often used on social media platforms.
O
One-Pagers
Brief one-page overviews or explanations of a business or product, such as a product spec sheet.
P
Persona
A detailed profile representing a segment of your target audience, including demographic information, pain points, and behavior patterns.
Podcast
Audio programs that provide information, interviews, and insights on industry-related topics. A podcast series called "B2B Marketing Insights" would be useful from the top to middle stages of the funnel, helping in awareness and building authority.
Product Demo Videos
Product Demo Videos: Videos that showcase how a product works, highlighting its features and benefits. A demo video titled "Live Demonstration of Our Marketing Automation Tool" would be particularly useful in the middle to bottom stages of the funnel, serving well in both consideration and decision phases.
ProductĀ Spec Sheet
A product spec sheet is a detailed document that outlines the features, specifications, and technical details of a product. It serves as a comprehensive resource for potential customers and sales teams to understand the product's capabilities and benefits. Product spec sheets are particularly useful in the middle to bottom stages of the funnel, aiding in the consideration and decision-making phases.
R
Repurposing Content
The practice of reusing existing content in different formats or for different purposes to maximize its value and reach.
S
Sales Enablement ContentĀ readĀ post >
Content that supports sales initiatives by providing the sales team with resources, information, and tools to effectively engage prospects and close deals.
SEO (Search Engine Optimization)
The process of optimizing content to rank higher in search engine results pages, increasing visibility and traffic.
Social Media Marketing
The use of social media platforms to promote content, engage with audiences, and build brand awareness.
Social Media Posts
Short, engaging updates or content shared on social media platforms to connect with audiences and promote brand messages. A LinkedIn post highlighting "5 Tips for Effective B2B Content Marketing" would primarily be used at the top of the funnel for awareness and engagement.
StorytellingĀ Ā listen to podcastĀ >Ā
The use of narrative techniques to make content more engaging and memorable. In B2B marketing, storytelling can humanize a brand, simplify complex concepts, and create emotional connections with the audience. Effective storytelling often involves identifying a problem, presenting a journey or solution, and highlighting the benefits or outcomes.
Signature Content PiecesĀ
Signature content pieces are high-value, flagship content items that define a brand's content strategy. These pieces are typically comprehensive, well-researched, and unique, serving as cornerstone content that showcases the brand's expertise and authority in its industry.
Examples include in-depth eBooks, extensive whitepapers, detailed reports, and major case studies. Signature content pieces are effective at all stages of the funnel, from generating awareness to aiding in consideration and decision-making, and they often serve as key assets in lead generation and nurturing campaigns.Ā Learn about our signature content piece first approach here.
T
Thought Leadership
The practice of establishing a company or individual as an authority in their industry through valuable, insightful content.
Traffic
The number of visitors to a website or piece of content, often measured using analytics tools.
TradeshowĀ Campaign Content
Includes booth designs, looping videos, and collateral used to engage attendees at trade shows. For example, a booth featuring "Interactive Demos and Case Studies" at an industry tradeshow would aim at generating leads and moving prospects to the consideration stage, primarily targeting the middle of the funnel. See examples here.
U
User-Generated Content (UGC)
Content created by users or customers, such as reviews, testimonials, and social media posts, often used to enhance credibility and engagement.
V
Visual IdentityĀ Ā see webinar >
The visual components of a brand, including aspects like logo, color scheme, typography, design elements, and imagery style. These elements work together to create a consistent visual representation of the brand.
W
Webinar
An online seminar or presentation that allows for real-time interaction with an audience, used for education and lead generation.
Whitepaper
An authoritative report or guide that addresses a specific issue or problem, often used to demonstrate expertise and generate leads. For example, a whitepaper on "The Impact of AI on B2B Marketing" would be effective in the middle to bottom stages of the funnel, aiding in the consideration and decision stages.
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