Content marketing glossary

Learn all the content marketing terms you need to talk like a pro.



A blog is an online journal, for an individual or company, that provides information through posts, images, videos, etc. A blog, which is a combination of the words “web” and “log,” has turned into something any person or company can create. They provide a variety of information, videos, tips and tricks to those who read them.

Brand Evangelist

A brand evangelist is a person who has such a strong faith or loyalty in a product or service that they promote it to others, often without the expectation of payment.

Brand Mention

Brand mentions are online references to a company, brand or service. Mentions are most common in product or service reviews, blog posts, educational content and news articles.

Content Advertising

Content advertising is the process of developing content for promotion via paid advertising channels, which include paid social campaigns and pay-per-click ad placement.

Content Curation

Content curation is the process of collecting articles, blog posts and other information associated with a specific topic and tying it all together.

Content Curation Tools

Content curation tools allow users to save resources, photos, documents and more. Often time these tools will group together like content for users or businesses to bookmark and promote.

Content Distribution

Content distribution is the process of using a variety of tools to deliver content to targeted audiences.

Content Marketing

Content marketing focuses on building brand awareness and a loyal audience through content which can be in the form or blogs or other resources. Content marketing is not only the creation of content, but also the promotion.

Content Optimization

Content optimization is the process of optimizing content to make sure it can reach the largest possible audience. Many people optimize content for SEO reach, CTR and for other user engagement metrics such as time on page.

Content Promotion

Content promotion is the process of distributing content via both paid and organic channels.

Content Quality

Content quality is more important than ever when creating blogs, resources and more. It is no longer enough to just post content to websites and blogs. It must also be of high quality. There are specific guidelines set forth by Google to assist in content development.

Content Template

A content template is a document that provides an outline for writers as to the information that should be included within a blog post, article or webpage.

Duplicate Content

Duplicate content refers to large amounts of content within or across domains that match or are very similar to one another. While often non-malicious, duplicate content can be considered an attempt to manipulate search engine placement.


An eBook is an electronic version of either a traditional print book or a publication developed specifically for online consumption. eBooks can be read on a computer, tablet, or mobile phone with an eBook reader app.

Editorial Calendar

An editorial calendar is used by publishers, businesses and bloggers to plan the publication of content across different media channels, such as blogs, email newsletters, social media and print articles.

Evergreen Content

Evergreen content is a piece of content that remains continuously relevant and will stay fresh for readers, regardless of its age.

Gated Content

Gated content is a type of content that require a user to complete a form or purchase a subscription prior to gaining access to a section of content within a website. Gated material can include white papers, news articles and videos.

Guest Blogging

Guest blogging is when a blogger or business writes content for another site or business. This practice is used to gain access to larger audiences.


An influencer is an individual who has a higher-than-average impact on a specific area of interest.


An infographic is a visual representation of data or a visual storyline. The information presented in the form of an infographic allows for a quick review of the information by the reader.

Interactive Content Marketing

Interactive content is content that encourages the reader or visit to engage with the webpage. This type of content is often in the form of calculators, polls and surveys.

Keyword Research

Keyword research is a best practice for search engine optimization (SEO) to identify search terms for a specific piece of content or website. SEO professionals use tools such as the Google Adwords Keyword Planner to identify alternative keywords as well as their associated average monthly searches.

Link Baiting

Link baiting is the process of developing content designed to get other sites and individuals to link to it. The entire purpose of link baiting is to create as many inbound links to a website as possible.

Long Form Content

Long form content is generally considered content above 1,200 words per article, although there is no specific definition as to an official word count.

Long Tail Keywords

Long tail keywords are three-word, four-word or even longer keyword phrases that are often lower search volume but higher intent.

Repurposed Content

Repurposed content is the process of finding new ways to use already developed content, such as blog posts and articles, in an effort to reach a new audience and make the most of an existing marketing plan.


RSS, an acronym for Rich Site Summary or Really Simple Syndication is a text-based format for delivering content that changes on a regular basis. RSS presents information in a standard XML file format, which makes sure it is compatible with different RSS readers known as aggregators.

User Generated Content (UGC)

User generated content, also known as UGC, is any form of consumer-generated posted content. This form of content may include videos, blog posts, social media post and other forms of online discussions.

What is Owned Media?

Owned media is any online property completely owned and controlled by a brand. Examples of owned media include websites, blogs and social media channels.

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