Digital and Content Marketing Glossary

A/B TESTING:   An evidence-based evaluation method often used to compare two versions of a web page. For example, users might be sent to either the new or original version of a web page to determine which version people prefer.

ACCORDION: An accordion allows users to toggle the display of sections of content. 

AD SPACE: The area of a web page that is visible without scrolling down the page. This is the part of the page seen first and is considered to be one of the most valuable areas of the page.

ABOVE THE FOLD: This is the portion of the web site that is visible on the screen without scrolling.

ADWORDS: This is where advertisers pay to display brief advertisements, service offerings, product listings, video content, etc.

AFFILIATE MARKETING: An income generation model in which website owners place adverts on their site directing visitors to an affiliated company’s website. Income is normally earned when a visitor either visits or buys from the affiliated company’s website.

AGGREGATED CONTENT: Content that has been compiled from various sources. There are several flavours of content aggregation, from simple reuse of external content (often frowned upon, especially if content is uncredited), to news aggregation services, to content curation, in which internal content is compiled and consolidated. 

ALT TAGS: Short for “alternative tag”. This is a short text description, normally of an image on a web page. This text may be used by search engines to find images, and may also used by text-to-speech tools that allow visually impaired people to access a website. 

ANALYTICS: This is the discovery and communication of meaningful patterns in data. Popular analytics tools used in content marketing include Google Analytics, Google Webmaster Tools, and Facebook Insights. The data ranges from categories like customer behavior to acquisitions to conversions.

ANCHOR TEXT: The displayed text in a hyperlink – users click on this text to visit a new page. Anchor text is used by search engines and should be relevant and used naturally, otherwise it may be penalised by the search engine.

APP: Generally used to refer to programs designed for mobile devices such as smartphones and tablets. Such programs are normally relatively simple and provide specific functions, from games to travel planners.

ARTIFICIAL INTELLIGENCE (AI): Provides better recommendations through deep personalization. A.I. makes prediction easier, it supports better decision-making. It is a tool that can interact with every single consumer simultaneously while recording and analyzing every minute detail of that interaction. An AI can potentially know a consumer’s digital-self, better than they know it themselves.

ATTRIBUTION: The process of identifying the actions or marketing channels that led to a successful outcome (e.g. a conversion). Once identified, these actions or channels can be monitored and evaluated, further refining the marketing strategy.


BUSINESS TO BUSINESS (B2B): Short for “business to business marketing”, i.e. where one business markets its products or services to another business rather than to the public. 

BUSINESS TO COMMUNITY (B2C):  Business to consumer (B2C) refers to the transactions conducted directly between a company and consumers who are the end-users of its products or services. The business to consumer as a business model differs significantly from the business-to-business model, which refers to commerce between two or more businesses. 

BACKLINKS: Backlinks are incoming links to a webpage. When a webpage links to any other page, it’s called a backlink. In the past, backlinks were the major metric for the ranking of a webpage. A page with a lot of backlinks tended to rank higher on all major search engines, including Google.

BANNER ADS: A banner ad is a form of advertising delivered by an ad server online. This form of online advertising entails embedding an advertisement into a web page. It is intended to attract traffic to a website by linking to the website of the advertiser. 

BIG DATA: Datasets that are too big to be analysed using traditional tools and methods. Big data is a consequence of the expansion of technology and digital products. For example, huge numbers of data points are being collected daily on millions of internet users.

BOTTOM OF THE FUNNEL: A section of what is commonly referred to as the sales funnel: an idea representing the stages of a lead’s relationship with a company from prospect through to purchase. The bottom of the funnel is the last stage, where leads become customers.

BOUNCE RATEthe percentage of visitors to a particular website who navigate away from the site after viewing only one page.

BUYER PERSONA: A detailed report by a business on the makeup of the ideal customer/s. Information in this report includes hopes and fears, typical career choices, hobbies, and common objections to your product or service.

BUYING CYCLE: The buying cycle is a process in which a customer or a company buys a product or service after a specific period of time. It can also be defined as the process a customer undergoes before buying/renewing a product as per the requirements. 

BRAND AWARENESSthe extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.

BREADCRUMB LINKS: The trail of links often positioned near the top or bottom of a web page that orientates the user, letting them understand where the page they are on sits in the website’s overall structure.


CALL TO ACTION: A call to action (CTA) is a statement designed to get an immediate response from the person reading or hearing it.

CANONICALIZATION: The process of dealing with web pages that have multiple URLs. The existence of multiple URLs is problematic for search engines, as only one URL can be shown in a list of search results. Multiple URLs can also make web pages more difficult to index.

CLICK-THROUGH RATE (CTR): The average number of click-throughs per hundred ad impressions, expressed in percentage mode.

CO-MARKETING: Co-marketing is when two companies collaborate on promotional efforts for a co-branded offer. In a co-marketing partnership, both companies promote a piece of content or product, and share the results of that promotion.

CONTENT MARKETING: the process of creating and sharing valuable free content to attract and convert prospects into customers, and customers into repeat buyers. The type of content you share is closely related to what you sell. 

CONTEXTUAL ADVERTISING: Serving advertisements based on the content of a webpage.

CONVERSION RATE: The percentage of users who take a desired action.

CORNERSTONE CONTENT: This is the basic, essential information on your site that answers common questions, solves problems. A page that hosts cornerstone content helps readers by pulling all of your content about a specific topic together in one place. You’ll often link to your cornerstone pages in your articles and blog posts because they help define common topics you talk about on your website.

COOKIES: info that is stored on a user’s computer from a Web site. The users’ info, location, and other info is remembered for the user next time they enter the site.

COST PER ACTION (CPA): Ad payment model where payment is based solely on qualifying actions, such as sales or registrations.

COST PER CLICK (CPC): the cost paid per one click.

COST PER 1,000 IMPRESSIONS (CPM): Cost per thousand impressions.

DEEP LINKING: linking to a specific page or product within the site that is not the homepage.

DESCRIPTION TAG: an HTML tag used by Web page authors to provide a description for search engine listings.

ECPM: effective cost per thousand impressions (technically, “effective cost per mille”).

EMAIL MARKETING: promoting products, services or messages via email.

FAVICON: a small icon that is used to identify a site on a tab.

FRAMES: a structure that allows for the division of a webpage into two or more independent parts.

FREEMIUM: a pricing model that offers a free basic product with the option of upgrading to more premium plans.

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Lightbox:  This is a JavaScript library that displays images and videos by filling the screen, and dimming out the rest of the web page. 

Lead Generation: The act or actions taken in order to receive contact information from users.

Lead Form: A method for collecting email addresses that requires the user to leave his or her name and other contact information.

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