The folks at Instapage have published an infographic to help you understand the basics content marketing.
This infographic, produced by, is dedicated to you marketing folks that still haven’t gotten a handle on all of the content marketing basics.
We’ve listed the ABCs of content marketing below to help you map out your content strategy and ensure you’re ticking all of the right boxes to be more successful with your campaigns this year.
Have fun diving in to this glossary of terms — and if we missed any, leave your definitions in the comments below!
Having the ability to move quickly in the world of content creation is a necessity for inbound marketers. Not only does it enable you to respond to opportunities quickly — like newsjacks, for example — but it helps you recover from failures quickly, too. (And trust me, there will be failures.)
A is for analytics:
Content marketing is all about measuring the impact that your content has made and for that you need analytics by your side always. yes, the stats can be overwhelming but it’s the only effective way to measure your content marketing goals.
Blogging is a core component of content marketing, driving site traffic, quality leads, and establishing your position as a thought leader in your industry. Your business blog should be built from a foundation of topics and keywords that you’ve discovered are important to your audience, and that help solve the challenges that your readers face. This means that promotional posts should be subtle and rare.
B is for buyer personas:
Knowing your audience is vital to your success in content marketing — buyer personas help you do just that. They’re little snapshots of your target audience that allow you to create content that speaks to their specific needs. Know what type of buyers you are dealing with. Is your buyer competitive, spontaneous, methodical or humanistic?
C is for Conversion Rate
Traffic is great, but every business needs new customers to sustain itself. Conversion rates give you an idea of how good you are (or how good your content is) at converting visitors into leads, or leads into customers. (Those are two of the most typical conversion rates content marketers measure, anyway. But feel free to get creative!)
Calls-to-action are a critical part of your content marketing, because they help convert all that site traffic you’re driving through content creation into actual contacts in your database. While not every piece of content you create requires a lead-gen call-to-action, your content should include some sort of CTA — whether to share your content on social, subscribe to your blog, or check out another page on your site.
Clickthrough rate (CTR) is one of the metrics that shows how engaged readers are with your content. Did they click on the CTA at the end of the blog post? Did that visitor turn into a lead? Did they even open the post?
This data can inform how you approach content creation, giving insight into which content types and subject matters are most appealing to your readers — and even what type of copy they enjoy reading.
Creating your own content can take more time than you have to lend to it. That’s where crowdsourcing comes into play. Allowing subject matter experts, customers, or freelancers to create your content for you is a prime way to get more quality content published in less time. Compile the content you get back into a really awesome offer and give credit to all the contributors — a win-win for everyone involved.
D is for Dedication
A vital ingredient to include in your content marketing gumbo. Try and try again with your marketing efforts.
Ebooks are a common type of content that many marketers use — often to help generate leads. They are generally a more long-form content type than, say, blog posts, and go into in-depth detail on a subject.
An editorial calendar is like a road map for content creation, showing you what kind of content to create, what topics to cover, which personas to target, and how often to publish to best support your inbound marketing strategy.
Maintaining an editorial calendar will keep you more organized and show you any gaps you may have in your content library. It also helps ensure you’re doing the right things for your personas and not going way off-track with the topics you’re covering.
An inbound link is when another website picks up your content and links back to it from their site. It’s one of the many criteria for great SEO that Google’s algorithm takes into account, because it’s a sign that your content is high-quality.
Every industry has influencers — people that the rest of us look up to because of their experience and intelligence. Knowing who these influencers are helps content marketers stay on top of trends and learn more about their industry. If you happen to have a relationship with an industry influencer, you might consider broaching the subject of co-creating some content together — it could help you increase your own authority and reach in your industry.
An infographic is a highly visual piece of content that is very popular among digital marketers as a way of relaying complex concepts in a simple and visual way. Read more about how to create a knockout infographic here.
Though initially a haven only for younger generations who wanted to post, edit, and share unique-looking photos, Instagram has grown into a premier social network that’s a viable opportunity for content marketers. Many businesses are taking advantage of the site by posting industry related photos that their followers and customers would enjoy seeing.
A keyword — or keyword phrase — is what a search engine user inputs when looking for information. Keywords are important for content marketers because the keywords your target audience are typing into search engines are typically good topics to create content about. Spend some time carefully, and analytically, picking keywords (both short and long-tail) to optimize your content and website pages.
Landing pages are the epicenter of your lead generation. For the purposes of content marketing, they are where your lead-gen content assets live so you can convert more visitors into leads, and leads into customers.
In content marketing, personalization means creating and delivering content — blog posts, emails, social posts, etc. — with both the persona, and the lifecycle stage of that persona, in mind.
Spend the same amount of time planning the promotion of your content as you do developing it. That means you should be using all the channels at your disposal — like email, social, your blog, even PPC — to get eyeballs on your content.
If you Google “ebook,” within 20 seconds, you’ll have over 170 million search results to choose from. But how many will you actually look at, never mind exchange your personal information for?
With the increasing popularity of content, there’s now a bigger need than ever to ensure that your content is jam-packed full of value. Don’t create content for content’s sake — take your time and make sure to keep a super high standard of quality in everything you publish. That way, your readers will keep coming back for more and sharing your content with their network.
Establishing the right quantity of content to create and share is also important to grow and maintain your audience. Not every business needs to create and share content at the same velocity, though. Choose the frequency that’s right for your business, and stick to that schedule relatively consistently so your readers know what they can expect from you.
Get active on social media. Don’t simply use it to push out your content, but when you do share your content, make sure you create a hashtag that enables you and your readers to interact with each other.
Take advantage of the broad spectrum of social sites that are out there today — yes, Facebook and Twitter are the obvious ones, but do your due diligence on the merits of using platforms like Google+, Pinterest, Instagram, etc.
You can optimize every piece of your content for sharing by adding social sharing icons, email-to-a-friend buttons, and lazy tweets. Make it ridiculously easy for your readers to share your content, because if you don’t provide the option, the chances of them doing the work for you are pretty slim.
Visual content is critical for content marketers who want to catch their prospects’ attention. Invest in things like infographics, videos, and data visualizations to help make your content more interesting to consume.
YouTube is a very popular platform for hosting your videos, because it has a pre-existing audience for you to tap into. Video marketing is effective for generating traffic to your main website, building brand buzz, and building a social media presence.
There are lots of tools out there now to help you create awesome videos without breaking the bank, too. For screen recording, try Camtasia. For free editing, try iMovie for Mac or Windows Live Movie Maker.
Zerys is a nifty little community of writers who want to create your content for you! If you’re stuck for time or resources, you can use Zerys to contract a writer.
Freelancers have proven to be excellent resources for marketing teams all over, so if you don’t think you can handle content creation internally, look into some outsourcing options.
What are some other core content marketing terms you think should make this list? Share your suggestions (and definitions) in the comments!