Monday 15 January 2018

Content Marketing: A Glossary of Terms

Content Marketing: A Glossary of Terms
Content Marketing: A Glossary of Terms

Here are some content marketing terms you need to know when talking the talk. This list is not exhaustive but a starting point and we will be adding to it as time goes by - enjoy.

A

Analytics

Making use of analytics is the only way you'll have an idea of which of your content is delivering for you and which is not.

B

Blogging

Blogging is a core component any content marketing strategy, it will driving traffic, bring quality leads and establish you as a thought leader. Your blog should be built from a foundation of topics and keywords that you've discovered are important to your audience.

Buyer Persona

Through the creation of fictional customers we can define your target audience their needs and motivations. Any project will benefit from scenario planning and creating personas, they make it easier to focus on your customers by being reminded of who they are. Learn more here about personas.

C

Calls to Action - CTA

Calls to action are critical element of your Content Marketing Strategy – not all content needs a CTA but they will help new visitors engage more deeply with you, funnel visitors towards your various goals and convert them.

Click Through Rate - CTR

The Click through rate CTR is a method which helps you define your content based on its popularity and shows how engaged readers are.

Conversion Rate

Using your analytics package you can work out how well your content is converting visitors into leads.

Crowd Sourced Content

Crowdsourcing is the process of obtaining content by soliciting contributions from large groups of self-identified volunteers and online communities. Each contributor, acting on their own initiative, adds a small contribution that combines with those of others to achieve a greater result.

D

Dynamic Content

Dynamic content is a method of displaying different content based on the interests or past behaviour of the viewer.

E

Editorial Calendar

An editorial calendar is your content creation plan – it will show you specific content based on your known persona and how often it’s published.

Evergreen Content

Evergreen content provides ongoing traffic to an item of content which does not really age.

Experimental Content

This type of content provides an opportunity for experimentation; it can be made up of many formats and is designed to increase traffic from unexpected sources and increased your brand awareness outside of your normal customer base.

F

Formats

Try and find different ways to deliver your targeted content. We all like to view video, infographics, FAQ’s or slide shares. Try different formats and find out which works the best for your users.

H

Hashtag

The hashtag use began with Twitter but has extended to other social media platforms. Hashtags are a method for you and your audiences to interact with each other about your content.

I

Inbound Link

If you are discovering lots of inbound links on your analytics you know your content is good. An inbound links are links from other websites to content you have posted. It's also very helpful for SEO.

Influencers

Bloggers and online editors who are seen as an authority are known as influencers. If you know who these people are you might try pushing information towards then or even co-creating content to assist with your own authority.

Infographic

We previously discussed trying different formats of content, an infographic is a great example and is currently very popular among audiences. An infographic will illustrate complexity in a very refined visual way.

K

Keyword or keyword phrase

A keyword or keyword phrase is what your potential users type into their favourite search engine – its how unaware users find your brand. The right keywords are important for so searches will reveal your content to your intended audiences.

L

Landing Pages

A landing page is any web page that a visitor can arrive at or “land” on and there is two basic types. A Click Through Landing Page have the goal of funnelling your visitors to another page. A Lead Generation Landing Page is used to capture your target audience data, such as a name and email address.

Lifecycle Stages

Lifecycle stages are broken down into three stages: awareness, evaluation, and purchase. It’s important to select your content based on each of these stages.

N

Newsjacking

Newsjacking is all about gaining a higher profile by capitalising on a popular industry related news items. Cover it with your own content which is helpful and relevant. Google will reward your website if your cover news quickly by bumping up your placement in search results.

P

Personalise

Personalisation means creating content with your persona and their lifecycle stage in mind – it has other meanings in web development.

Q

Quality

There is ever bigger need to ensure that your content is valuable for your intended audiences. Take time and create high quality information, your readers will come back and share even it with their network.

S

Social Optimisation

Make it very easy for audiences to share your content with by adding social share icons to your content pages.

V

Visual Content

Creating content in a variety of formats help make your content interesting. Visual content done right do not only make it easier to understand complex information and boost website traffic.

 

 

new-news

6 June 2024

Performance AI or Game Changer AI?

We think the workflows for just about every company in just about every industry will be reengineered in the coming years.

Read More >

download

9 May 2023

A New Dawn for Law Firms, Open AI’s ChatGPT

Reflecting on my 20 years of professional tech developments, I’ve seen lots come and go but Open AI’s ChatGPT is ground-breaking. 

Read More >

download-june

15 February 2023

Adopting AI in Your Law Firm: Embracing the Future of Legal Practice

The legal industry is experiencing a significant transformation with the advent of Artificial Intelligence AI. 

Read More >

AI-news

24 August 2021

Artificial Intelligence is a game changer and is changing law firms for good

Adopting AI will improve profits through efficiencies and it will serve more clients who can now afford legal services.

Read More >

news-chatbots

5 April 2021

The Pros & Cons of rule based and AI, Machine Learning chatbots.

So let’s look at how AI, machine learning chatbots differ from the first generation rule based chatbots

Read More >

news-survey-16

23 February 2021

Use chatbots as a natural extension of what your law firm does.

We’ve observed the most successfully adopted technologies are a natural extension of what we are already doing do on a day to day basis.

Read More >

news-accessible-chatbots

22 February 2021

How to make your law firm chatbot accessible

Why wouldn’t you design your chatbot to be inclusive, accessible and helpful to neurodivergent users?  

Read More >

news-chat-bots

16 February 2021

Screening leads on your website with chatbots

Your chatbot can qualify leads and book appointments with the right member of your legal team.

Read More >

news-guide-relevant

2 February 2021

Three ways you can keep your website relevant

Keeping your website relevbant isn't easy. In this article I've created three things for you to consider.

Read More >

news-cro

19 January 2021

How to convert website visitors to leads

In this summary article I focus on how to encourage your website visitors to engage with your website.

Read More >

news-benchmark-survey

14 January 2021

Take the Online Marketing Law Firm Benchmark

We'd like to invite you to take the Online Marketing Law Firm Benchmark.

Read More >

news-what-content

12 January 2021

What content should you have on your website?

In this summary I’m going to take you through what content you should have on your website.

Read More >

icon-guide-know-clients

2 December 2020

Learning to listen to your clients

Do this well you will help potential clients convert into new clients. 

Read More >

icon-book-open-flat-UI

10 November 2020

Understanding intent of your potential clients

Two types of website visitor intent that is worth learning about because it will get you more enquires.

Read More >

icon-essential-guide-ML

22 October 2020

Chatbots, the how and why?

In this article I’d like to describe how you can use Chat Bots and why they will help you and your clients.

Read More >

essential-guide-law-firm-website-redesign-uvp

14 October 2020

How to create clear messages on your law firm website

In this article we talk about a tried and tested method of how to create clear messages.

Read More >

essential-guide-Ixd

6 October 2020

How to how improve the look of your law firm website

Lets explore the process of how you can improve the look of your law firm website.

Read More >

essential-guide-law-firm-website-redesign-start

29 September 2020

How to start your Law Firm website redesign

In this Law firm Essential Guide to website redeisgn article I’m going to take you through how to start your website redesign. 

Read More >

essential-guide-law-firm-website-redesign

22 September 2020

Law Firm Essential Guide to Website Design

WEB has created and published a series of articles and supporting content about Law Firm website redesign

Read More >

ML-AI

30 July 2020

AI and Machine Learning - what can chat bots do?

We know technology has dehumanised commercial relationships - this is a game changer.

Read More >

logo-200-200

Web
20 March 2020

COVID-19 Update

I wanted to personally let you know what WEB is doing during the Coronavirus COVID-19 pandemic. 

Read More >

icon-pwa

11 August 2019

Why PWA’s are the future of both Apps and Websites

PWAs can be considered the combination of mobile apps and websites and offer you the best of both worlds. 

Read More >

icon-pwa

29 June 2019

What is a Progressive Web App?

Progressive web applications (PWAs) are websites that give your users an app like experience. 

Read More >

news-task

25 January 2019

Conducting Task Analysis

As part of understanding what your users are looking for on your website you may want to consider task analysis.

Read More >

news-results

9 January 2019

Why emails need to be optimised for mobile.

According to recent research 41% of Europeans would either close or delete an email not optimised for mobile.

Read More >

news-redesign-3

9 January 2019

Website relaunch, how to get it right.

So you’ve just re-launched your website, revenue has dropped in fact page views has dropped and your bounce rate is up.

Read More >

news-car

9 January 2019

Cart abandonment rate average 68.63%

You might be surprised to hear the majority of shoppers that add something to their cart don’t complete their purchase. Find out why.

Read More >

news-inpage-analytics-icon

8 January 2019

Critical information on where users click

In-Page Analytics allows you to view how users interact with your website. 

Read More >

news-email-roi

3 January 2019

Improve ROI for Email Campaigns

Remember the first 40 characters in an email subject line are critical when recipients make an informed decision about to open or ignore.

Read More >

news-news

14 November 2018

Part 2 of 4 Law firm website redesigns - how to get it right

Law firm website redesigns can be a challenge, here are a few tips to make your task easier.

Read More >

news-news

23 October 2018

Part 1 of 4 Law firm website redesigns - how to get it right

Law firm website redesigns can be a challenge, here are a few tips to make your task easier.

Read More >

logo-ddf

8 July 2018

How to Access More

We asked freelance marketing consultant, writer and photographer, working in arts, culture and tourism, specialising in digital Rob Martin to write about a website we both worked on specifically about the topic of accessibility.

Read More >

news-optimisation

1 July 2018

What is Mobile Optimisation?

Mobile optimisation is about looking the requirements of users on the move and page load speed. 

Read More >

news-a-z

15 January 2018

Content Marketing: A Glossary of Terms

Here are some content marketing terms you need to know when talking the talk.

Read More >

news-SeeNowBuyNow

4 January 2018

‘See Now, Buy Now’ Catwalk Shows Drive Sales

Designers and retailers tell of their biggest sales days from shoppable catwalk shows.

Read More >

home-small-analytics

13 November 2017

Content Marketing Essentials

Content Marketing - essentials, tips on how to make an impact in just 30 minutes a day.

Read More >

news-video1

11 October 2017

Engaging audiences with Video – a new platform

Web are beta testing a new video platform which will greatly improve online engagement.

Read More >

news-a-z

18 April 2017

A - Z of Tech Terms

Here's a handy glossary of tech terms to help you navigate from your bandwidth to your backend.

Read More >

 
Need to improve your business? Let's grab a coffee and talk about stuff.

Fill in your name and we'll get right back to you.

 



This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
 
Founded in 1995, based in Edinburgh’s tech community, WEB is a company with a focus on simple digital products designed for Law Firms including AI and AI & machine learning chatbots – The team includes designers and software engineers.
 
 

Work in progress since 1995.
Got any questions? Just get in touch.

 

Keep in Contact

Never a miss out. Subscribe and you’ll get our latest case studies, articles and news.

Email Address
 
 
© WEB 2024 - 10 Constitution Street Edinburgh EH6 7BT. Tel: 0131 454 3311