The A to Z of creative content

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, like 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.

Content  read post >

Content is all the information you share with your ideal customer. It can be about your product, the problem you solve, or your industry expertise. Its  ultimate goal is to inform, educate, and persuade your ideal customer to choose you. Once prospects become customers, content can increase lifetime value (LTV) and brand loyalty. Content comes in many forms.

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 the effort focused on creating, publishing, and distributing valuable content consistently to attract and retain an 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

Data sheet

A concise, one-page document that highlights the key features, benefits, and technical specifications of your product or service.

Demand Generation

Marketing efforts that create interest and drive new leads by getting your brand in front of the right people.

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

Ebook  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 interaction 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 long, 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 aid during 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

Ideal Customer Profile (ICP)

A clear description of the type of company that’s the perfect fit for your product or service.

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 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, like signing up for a newsletter or making a purchase.

Lead Generation

The process of attracting and converting prospects into potential customers through content marketing.

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 automatically manages marketing processes and campaigns across multiple channels, such as email, social media, and websites.

Marketecture

Marketecture is like a bird's-eye view of a product or a suite of products, designed to make complex technology easier to understand for non-tech-savvy people. It paints a big-picture story of how everything works together and is handy when you need to show decision-makers the full value of your products and how it can grow with their needs. See examples here.

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

Videos that showcase how a product works, highlighting its features and benefits. A demo video titled "Live Demonstration of Our Marketing Automation Tool" would serve well in both consideration and decision phases.

Product Spec Sheet

A detailed document that outlines the features, specifications, and technical details of a product. It is a comprehensive resource for potential customers and sales teams to understand the product's capabilities and benefits.

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 Content  read 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 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.

Storytelling  listen to podcast > 

The use of narrative techniques to make content more engaging and memorable. 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 Pieces 

Signature content pieces are high-value, flagship content items that define a brand's content strategy. These pieces are comprehensive, serving as cornerstone content that showcases the brand's expertise and authority in its industry.

Examples include eBooks, whitepapers, reports, and case studies. Signature content pieces are effective at all stages of the funnel and often serve as key assets in lead generation and nurturing campaigns. 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.

Tradeshow 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 to generate leads and move prospects to the consideration stage. 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 Identity  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 aid in the consideration and decision stages.