If you’re new to the world of content marketing, you might be confused by some of the terms that get used often. Every industry has its terminology, but when it comes to marketing—especially content marketing—the buzzwords seem to be changing all the time. Here is a list of some of the more common terms and the ones that will be useful as you start to get your feet wet using content to market and promote your business online.
- Content marketing. First, it helps to understand exactly what content marketing is. It is a fairly new way to market that aims to give consumers and potential customers useful content while also marketing a business. By providing consumers with relevant, valuable and useful information and content, you attract and maintain a good customer base. Content used in this way could be on a website, in print media, in social media, an eBook or in the form of videos or podcasts.
- Inbound marketing. Inbound marketing is another newer idea in marketing. Like content marketing, it is a response to the changing way in which consumers take in media. Traditional advertising and marketing is not as effective as it used to be, so instead of reaching out to grab new consumers, inbound marketing draws people in. Content marketing is a type of inbound marketing. Using content, you draw people to your website and to your business instead of going out with traditional ads or telemarketing to find your customers.
- Digital marketing. With digital marketing, we broaden the concept of modern marketing even further. It refers to marketing that makes use of any type of digital media, like website content, mobile apps, website banner ads or social media. This is in contrast to traditional marketing, which uses television, radio or print ads.
- Evergreen content. The kind of content that you produce as your marketing scheme can come in a few different forms. It is important to be current and relevant when giving consumers content, but content that will always be useful is also important. This is evergreen content. It’s the kind of content that your customer base can come back to again and again as a reference. It is timeless and unchanging. For instance, a blog about how to organize your closet is evergreen content, whereas a post about what Kim Kardashian wore yesterday is not.
- Storytelling/storyscaping. A newer idea in content marketing is to reach your audience by telling a story. Everyone loves and responds to a good story, especially if they can relate to it. Stories are also memorable. If you can use content to create a story out of your brand, your products or your services, you can make a more lasting impression on your audience. Storytelling also helps to establish customer loyalty because by relating to your audience, they get involved in and feel like part of the story.
- Snackable content. This popular marketing buzzword refers to content that comes in bite-sized portions. A short social media post or a meme is snackable because a reader can consume it quickly and hopefully get a quick but lasting impression of your brand or business. A long blog post or podcast, on the other hand, is not snackable. It takes time to consume. Each has its place in a strong content marketing plan.
- Conversion marketing. No, this doesn’t mean you are converting people to a new religion! Conversion marketing, sometimes known as conversion rate marketing, is all about converting casual consumers of your content into paying customers. It’s all about using content to get people to click through and make a purchase. The end-goal is what defines conversion marketing.
Hearing or reading marketing buzzwords when you’re new to this is a little confusing. Knowing what these terms mean can make a huge difference in how you learn about—and then start to use—content marketing for your own business.