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Content Marketing A-Z

Written by Andrew Law on 11 Sep 14
Content Marketing A-Z

A handy A-Z explaining some of the jargon used in content marketing. Add your own in the comment box and we'll update the A-Z!


Algorithm – Typically referring to Google’s behemoth method of calculating how high your website/page should rank in a Google search. See SEO.

Audience – That little thing content marketers tend to forget in the rush to produce Original Content. Knowing who your audience is and what their interests are is the key to creating engaging, relevant content.

Authorship – Another Google-related endeavour: having your Google+ profile linked with an article you post to boost your authority as a source.


Boom/Bust – Just like economics, the theory that the rapid expansion of content marketing is finite and will hit a peak before falling dramatically.


Content Marketing Strategy – The plan to ensure you don’t begin your content marketing career and give up a week later. What will make your content stand out?

Content Shock – Similar to boom/bust, the concept that users will be put off reading swathes of content as the market becomes heavily saturated.


Digital Content – Pieces of writing that can be shared digitally, e.g. via social media, in emails and on online forums.

Distribution – How will your content be delivered to your audience? Will it be shared on certain days of the week? Will your colleagues use their networks to distribute it?


Evergreening – The concept of ensuring content does not go ‘out of date’ – a blog about a recent news event will probably be irrelevant within a week, but a blog on good recruiting practises will be relevant today, tomorrow and next year. A balance between the two is advised.


Facebook – The juggernaut social media platform used by over a billion people across the world. Use it wisely, as its organic reach is extremely low.


Google+ – Google’s social media, SEO-booster and overall rival to Facebook. Ignore at your peril.

Google Analytics – Google’s free software that allows you to track the popularity of your website with a huge variety of statistical data.


Headlines – The most important part of getting people to read your article. Incidentally, subheadlines are great for maintaining attention. Use H1 tags to help performance in search engines.


Infographic – An attractive way of posting information, with lots of statistics and engaging imagery.


Jargon – Nobody wants to read about pinging an email, closing play or blue sky thinking. Don’t replace reputable English with nonsense that will confuse and agitate your reader!


Keywords – Relevant words that will improve your SEO and cause the page to rank higher in Google. Too many of them and Google will cry foul, so beware!


LinkedIn – The most professional social media platform. A great way to network with past, present and future clients and candidates, as well as share your content.


Mobile-optimised – What’s the point in writing all this content if your readers can’t view it effectively on a mobile phone/tablet? Making sure it reads fine on a mobile device is most definitely a good idea.


Narcissism – Some people love to hear about themselves. Content such as ‘5 Reasons Your Blog Isn’t Working’ will draw people in. One of our Project Managers, Alex Rodger, wrote an article on the concept of ‘narcissism marketing’.


Original Content – A balance needs to be struck between original, repurposed and shared content. Original content is great for SEO performance and can mark you out as a thought leader in your industry, but is the most time-intensive labour of the three.


Panda – Panda 4.0 is Google’s latest SEO update (see SEO) that identifies high quality content and ensures it ranks well in its search engine. Content stuffed with keywords and content that brings no value to a website will penalise the entire website, not just that particular page.


Quarters – Your content marketing strategy should undergo a comprehensive review every quarter. This will ensure your strategy remains focused, relevant and, above all, effective.


Recycle, Repurpose, Refresh – A part of the process of evergreening content. Republishing verbatim will negatively affect SEO and bore your readers. Rewriting your old content to be update its relevance and tie it in with topical news is a great way to cut down on time spent creating original material, whilst still providing your audience with engaging content.


SEO – The omnipresent, omnipotent force behind getting your website to the top of search engine rankings. In content marketing, this means ensuring your content is engaging, unique, popular, backlinked and more. Easy to get to grips with...impossible to master.

Social Share Using social media platforms (Twitter, LinkedIn, Facebook, Google+, Pinterest et al) to spread your content to a wider audience. See Distribution.


Twitter – The rapid real-time social media platform that you should absolutely use to promote your content.


Unique Content – Don’t steal content from others: not only is it unethical, but it’s also likely to get penalised by Google, resulting in poor SEO performance. If you want to syndicate your blog, learn how to do so properly.


Vine – A short-form video sharing service, typically about 7 seconds long. They 'loop' (replay endlessly) and videos are made via smartphones. Very engaging and highly shareable.

Viral – Remember ‘Friday’ by Jessica Black? Or the #IceBucketChallenge? When content goes viral, its reach can be unparalleled. By blending engaging writing, unique content, SEO-optimisation and powerful distribution, there is a chance your content will go viral and reach a large audience.


Writer’s Block – Every content marketer will experience this at one point or another. A great way to avoid suffering from this is to plan what content to write in advance, so if one topic is causing you difficulty, you have another to write about whilst maintaining productivity.


4MAT Content Marketing A-Z

Xylophone – Has anyone ever recited an ‘A is for...B is for…’ and not used xylophone?


You – Content is a great way to boost you and your company’s brand strength, reputation and online presence. If you write with this focus in mind, you’ll be combining great content with good marketing in no time.

YouTube – The most popular video hosting/sharing service. Founded in 2005, it has revolutionised media consumption on the internet. Once primarily for user-generated content, it now hosts live gigs, presidential addresses and more. Some videos have been viewed more than 1 billion times!


Zombie Content – ‘Good Morning’ and other such ‘So what did everyone think of the football match last night?’ tweets are typical examples of zombie content. Unimaginative, annoyingly-persistent and not very intelligent.

Got any additions of your own? Feel free to add them in the comments below!

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