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New at Content Marketing? Boost Your Performance with these Essential Terms



JULY 2017

You’ve probably been here: you look at a job application or one of your assignments, and you don’t recognize one or more of the terms listed. You start to become insecure because you know you’re qualified for the role or the project, but aren’t familiar with that exact term. Maybe that term is something you’re experienced in, and you just never heard it referred as that. Or, maybe you’re not familiar with that term and this project could be an opportunity for you to learn a new skill.

Digital content marketing is always evolving and always expanding. While these terms are relevant in modern marketing, they probably didn’t even exist five or more years ago. Scroll through this list and be the first in the office to understand these new terms and trends in digital marketing. And even if you are familiar with all or most of these terms, use this guide as a checklist for your next campaign.

Get ready to plunge into the core of digital marketing!

  • Analytics:

Knowing the analytics of your social media and/or your website is the most important factor in knowing if your content is succeeding or failing. Measuring the analytics means to find out the activity on your posts, statuses, and other forms of content you create. You can either measure them within the CMS or social media platforms (WordPress and all social media accounts can display this information). Or, a third-party service such as Google Analytics and Socialbakers can give you more of an in-depth insight on your followers and their activity.

  • Clickthrough Rate:

Relating to analytics, the clickthrough rate (CTR) shows how often your audience has clicked through your posts. This metric not only shows the amount of clicks on different web pages, but within the web page. Let’s say you link another page in your blog, or you link your social media to your blog. The CTR will be able to provide this information so you know the engagement of your followers. The CTR is essential because you’ll know if a one-time visitor turns into a subscriber, or a “lead.”

Another metric of CTR is if the visitor opened the page or if they just shared the article based on the headline/title (happens more frequently than you would expect). If your article was shared rather than read, this could tell you that you’re writing powerful headlines but the content wasn’t interesting enough for that follower to read the page. These metrics not only monitor if you’re doing well, but where you can use improvement.

  • Blogging:

Blogging is a form of content (usually written or expressed in video-format, known as a “vlog”) that reaches out to your audience based on keywords and topics of interest. Blogging is essential when driving site traffic and establishing leads.

  • Calls-To-Action:

Usually abbreviated as CTA, a call-to-action helps to intrigue your audience even further. A CTA is displayed at the end of an article, blog, vlog, etc. which entices an action from your audience (a subscription, share, etc.).

  • Dynamic Content:

Maybe you want to spice up your blog or try a new approach altogether. You don’t want to “surprise” your already-devoted followers, so this is when dynamic content becomes useful. This is when you implement different techniques in your content; for example, maybe one blog will have a new CTA or maybe you’re choosing to write about a different topic. Using this approach will help you measure the reactions from your followers: if it’s working or not, if you should permanently use this approach, or maybe the dynamic content works better than niche content.

  • Evergreen Content:

On the topic of dynamic content, a best practice of utilizing dynamic content is combining a new or niche topic with an evergreen one. Evergreen content is content that will always evoke a reaction or generate interest from your audience. An example is: if you run an entertainment blog, celebrity news can be combined with an exclusive interview or a fashion column. Maybe that interview or column won’t generate the best traffic, but you’ll make that up with the news features. And to increase CTR, you can link a news article written about the specific celebrity you’re interviewing or are featuring in your column.

If you’re just writing an evergreen-based blog, know you’ll serve as compelling for visitors but you’ll still need to boost your SEO performance. SEO will be mentioned later on in this list.

  • Conversion Rate:

This formula technically existed before the digital age, but it especially holds relevancy in eCommerce. This rate defines how many visitors are turning into customers, or even turn into followers of your blog/website/social media. The beautiful quality about conversion rates is they can be measured outside of sales. Bloggers/internet personalities/PR use conversion rates to measure the effectiveness of their promotional techniques.

  • Editorial Calendar:

This is your best bet when organizing your content. You’ll be able to plan ahead when devising what content to create, what topics to cover, who to target, and your publishing schedule. Keeping an editorial calendar will help to identify your content schedule so you’ll know what works best or when to try something new.

So what’s the best way to create an editorial calendar? You can use Microsoft Excel or Google Spreadsheets to start. There are also free services that specialize in creating editorial calendars.

  • Hashtag:

When you put a “hashtag” on a post, you’re allowing that post to reach a larger audience by appealing to specific interests. For example, if you were to post about a dog and you just typed the caption, “here is a dog,” then that post will only reach your current followers. However, if you typed, “here is a #dog,” then that post will reach your current followers AND others who search the “#dog” hashtag.

It’s a good promotional method to use hashtags that pertain to the content you post. You can also use sources to search popular hashtags. Instagram has this on the “search” tab of the app, but you can also use third-party programs such as Hashtagify. Just remember to always make sure your hashtags are relevant to your post. If you’re posting a picture of a cat and you use “#dog” because it’s trending, anyone who sees the post will be very confused.

  • Tagging:

Unlike the hashtag, tags help Google identify your content. This will let Google know how your content can be found in a search result. This is especially helpful when utilizing search engines results to drive more traffic. In CMS platforms and YouTube (if you run a video blog) there is an area to input tags before publishing your article. Look through your blog or descriptions and find keywords to use as tags. You don’t want too many keywords, but enough to where your content will appear in relevant searches.

Tagging is also referred to as mentioning another person in a post. This can boost your audience since your posts will reach your followers, AND the other person’s audience will see the post on their feed. However, don’t tag unless the post is relevant to the person you’re tagging. An example is, if you collaborated with that person/page/website or simply want to help promote them. If you’re mass tagging accounts to try and boost your own post, it’s more likely that none of those accounts will appreciate that action.

  • Keywords:

Clarifying more on the “keywords” term that appeared in the last couple of definitions, keywords are the core of search engine optimization (SEO). When someone searches a term in a search engine such as Google, the search engine will provide a list of results to that search. These terms are what marketers know as “keywords.” You want to make sure your content appears on the search, which is why using keywords is essential. As well as using keywords as tags, bolding these terms will also help Google find them and will include them on the search results. Keywords can be a combination of one word or a phrase consisting of two-or-more words.

  • SEO:

This term came up in a couple of definitions, but what is it? SEO is the act of creating content that increases strength in search engine results. In short, the better your SEO performance — the higher up your content will appear in Google searches. Identifying keywords is a major factor, but there are also other ways to increase SEO performance such as a well-written headline or title, design and convenience of your web page (this is why it’s essential to hire a web designer), labeling all media (images, etc.), links and other resources, and HTML best practices.

Are you unsure if your SEO performance is good? A source such as BrightEdge will look at your content, judge its SEO value, and will give you insight on improving your SEO performance.

  • Landing Pages:

Also referred to as a “home page,” this is the first page that appears on your website. Since this is the first page that is seen by your visitors, it’s essential that the layout is convenient and that the design is top-notch.

  • Visual Content:

When you read a blog, do you enjoy looking at a bunch of words? Maybe the modern generation of bookworms will answer “yes,” but the majority of web users will probably say no. Writing for the web means you can utilize more formats; these include numbers, bullets, smaller paragraphs, etc. But in-between these words, you can input content that will boost the performance of your blog and interest from your viewers; these include images, memes, GIFs, infographics, etc. This will allow your blog to flow easier and be more compelling for your readers.

A more updated version of this article is included in the first issue of our monthly gazette, The Write Agenda. You can read more of the latest trends and tactics in content marketing by ordering your free copy today. Contact us to request it via ourcontact page or you can receive it together with our latest content tips eBook when you order your professional content from us.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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