Content Marketing Glossary

A

Aggregate – the process of compiling and grouping information.

Ann Handley – Chief Content Officer at MarketingProfs, a leading marketing resource for marketing professionals. Co-author of Content Rules.

Autoblogging – refers to the process of automatically posting content to your blog or website. Content is commonly generated by an RSS feed or other type of aggregator. Oftentimes mistaken with content curation, autoblogging offers less control over the specificity and customization of content published.

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B

B2B Marketing – Business to business marketing – marketing directly to business as your target market

B2C Marketing – Business to consumer marketing – marketing directly to consumers as your target market

Blog Marketing – an online marketing program, or program component, whereby the blog is the focal point. Blog marketing will encompass components of both Search Engine Optimization (SEO) and content marketing.

Brand Awareness – a measurement of a consumer or web searcher’s awareness of your brand. In an online marketing program, brand awareness can be measured by such metrics as direct website traffic and branded search (i.e. traffic that arrives at your website using your company’s name.)

Brand Building – a common objective of an online marketing program. Strategies and tactics are deployed with the purpose of generating awareness of your company name, particularly in online circles. The effectiveness of brand building initiatives can be measured by such metrics as direct website traffic and branded search (ie traffic that arrives at your website using your company’s name.)

Brand Engagement – refers to the attachment between a brand and a consumer. Common measurements of brand engagement include blog comments and social media interaction.

Brand Visibility – a primary benefit of content curation. Brand visibility refers to the amount of exposure your company receives in marketing channels, commonly online. Content curation, by combining original content marketing with the collection and publication of relevant industry articles, raises your brand visibility around critical industry issues. Success of a brand visibility program can be measured, in part, by the amount of content your company ranks for in online searches centered on a particular subject.

Business Blogging – a blogging initiative launched for the purpose of meeting a corporate objective, most commonly, increasing website traffic or building brand visibility.

Business Blogging Software – a software platform designed to make it easy for blog writers working on behalf of a company to create and publish content that can be more easily found via search engines.

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C

CC Chapman – is a media creator, entrepreneur,  and online marketing expert. Co-author of Content Rules. Founder of digitaldads.com.

Content Aggregation – compiling and publishing syndicated and non-syndicated web content, including text, images and video. Commonly mistaken with content curation, content aggregation offers less control over the specificity and customization of content published, and does not involve any annotation or contextualization. Commonly a compilation of automated RSS feeds.

Content Curation – the process of an individual (or team) consistently finding, organizing, annotating (contextualizing) and sharing the most relevant and highest quality digital content on a specific topic for a target market.

Content Curation Portal – a content specific destination where curated content can be published. Oftentimes, a content curation portal is a part of a blog or online newsroom or a microsite. (e.g., http://www.greendatacenternews.org)

Content Curation Software – a software platform that enables efficient and effective content curation to complement a more comprehensive content marketing strategy.

Content Curator – the human element of content curation, referring to the team member within an organization tasked with finding, organizing, reviewing and adding insight to curated content prior to publication.

Content Marketing – the process for developing, executing and delivering the content and related assets that are needed to create, nurture and grow a company’s customer base. Stages of the content marketing process include: strategy; content development; asset development; and channel leverage across outbound marketing, inbound marketing and sales enablement.

Content Quality – key attributes: 1) Originality – Is the content expressing a perspective that I am getting nowhere else; 2) Authority – Even if the opinion(s) being expressed is not original, is the author well established on this topic; 3) Reliability & Consistency – Does the reporting source consistently act as a reliable source of content for this topic; and 4) Depth – Does the content have comprehensiveness and depth, or is it just shallow fluff?

Content Rules – a guide on how to create blogs, podcasts, videos, ebooks, webinars and other online content. Co-authored by CC Chapman and Ann Handley.

Content Shock – the state where content consumers simply lack the the ability to consume all the content that they desire or encounter.

Contentcurationmarketing.com – Curata, Inc’s curated blog site dedicated to content curation best practices, tools and industry news.

Curata – launched by Curata, Inc., Curata is an easy-to-use online marketing solution for content curation and content marketing. With Curata, marketers can quickly curate content on specific issues or topics to establish thought leadership, own industry conversations and drive qualified web traffic.

Curate – the act of finding, organizing, annotating (contextualizing) and sharing the most relevant and highest quality digital content on a specific topic for a target market.

Curation Nation – the 2011 book by Magnify.Net Founder and CEO, digital curator and filmmaker Steven Rosenbaum

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D

Digital Marketing – the process of leveraging electronic channels, most commonly the Internet, in promotional initiatives.

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E

e-Newsletter – a simple, effective and powerful tool for staying in touch with customers and prospects by providing timely, relevant and actionable information via email.

eBook Curation – The method of curating eBooks online for the purpose of sharing. Think of an online eBook library, where the publications on particular topics are made available for the people who would be most interested.

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F

Filtering – the act of applying critical thinking to content in order to present only the most compelling and relevant information to an audience.

Find – the act of searching or locating. (in the context of curation, it includes discovering)

Friend – a connection on social media site Facebook and, for marketers, a potential source of brand building and lead generation through social content curation.

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G

Get Content, Get Customers – a 2009 book by content marketing thought leaders Joe Pulizzi and Newt Barrett

GetCurata.com – URL for Curata, a content marketing solution developed by Curata, Inc. Bookmark GetCurata.com to stay up to date on the latest content curation eBooks and case studies.

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H

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I

Internet Marketing – refers to the process of leveraging online channels in promotional, branding and content marketing initiatives.

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J

Joe Pulizzi – Founder Junta42 and Content Marketing Institute and Co-Author of Get Content Get Customers: Turn Prospects into Buyers with Content Marketing

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K

Key Performance Indicator (KPI) – measure of performance used to define and evaluate how successful a content marketing program is over a period of time

Knowledge – Knowledge is power, which is what content curation gives marketers when it comes to engaging customers and prospects.

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L

Lead Generation – refers to the creation of consumer inquiries for your company. A common objective, or KPI, of Business-to-Business (B2B) marketing programs.

Lead Management – refers to the process of generating, organizing, scoring and communicating with inquiries generated by marketing initiatives.

Lead Nurturing – the process of consistently communicating with leads generated by marketing initiatives that are not yet ready to become buying customers. Communication tactics include direct follow-up, or consistently sharing content via email marketing campaigns or blog RSS feeds.

Lean Content – borrows from other forms of lean thinking such as Eric Ries’ Lean Startup methodology for building a product. The premise here is that you iteratively create content that’s lightweight and minimal by testing a series of hypotheses and their corresponding experiments. Rather than exerting a lot of effort on content that makes strong (and often unfounded) assumptions about customer preferences, lean content focuses on publishing something as quickly as possible in the “leanest” possible manner. Then based on that, you can build on your successes (and failures) to iteratively build a better product by repurposing the output of your previous experiment.

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M

Maintain – keep up to date, curate regularly to keep your voice and brand prevalent in your market.

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N

Newt Barrett – a content marketing thought leader and author.

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O

Organize – synonymous with Internet marketing, refers to the process of leveraging the Internet for promotional initiatives.

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P

Pawan Deshpande – founder and CEO of Curata, creators of content curation solution Curata. Pawan’s background includes engineering positions at Microsoft and Google, and he has been awarded patents in social networking and natural language processing.

Public Relations Curation – A focused approach to content curation dedicated to the topic or subject of Public Relations. This could mean curating press releases, PR tips, stories from which other PR professional can learn and more.

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Q

Query – to question, or to inquire.

Questioning the current m.o. – All great innovations begin with a simple question: is this the best we can do? Content curation makes the case for changing some fundamental aspects of an organization’s marketing strategy, while retaining the fundamentals that matter, such as high-quality content, effective distribution and a way to measure results from curation efforts.

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R

Rohit Bhargava – Senior Vice President, Strategy & Marketing, Ogilvy, Bhargava is an online marketing thought leader credited with one of the industry’s most cited definitions of content curation.

RSS Feed – defined as ‘really simple syndication,’ an RSS feed is a content aggregators that automatically update registrants on material ranging from news to blog posts

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S

Search Engine Optimization (SEO) – methodology encompassing a variety of tactics, including keyword research and content creation, designed to help web content be more easily found and served by search engines.

Share – to distribute, the act of distributing.

Social Bookmarking – the process of saving links to web pages that can be shared publicly online.

Social Curation – the process of curating on a particular topic though a user generated forum or community

Social Media – refers to online channels, including Facebook, Twitter and LinkedIn, designed to host online communication, networking and social connections and conversations.

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T

Thought Leader – a recognized, oft-cited expert in a given field or industry.

Thought Leadership – a primary benefit of content curation. Thought leadership status is gained when your brand is recognized, and cited, as an expert on critical industry issues. Creating a consistent stream of industry-relevant content is a key tactic supporting a thought leadership objective.

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U

User Interface – back-end of a content curation management platform that the curator leverages to organize and share content.

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V

Venue – a channel or outlet on social and online media that provides marketers with an opportunity to provide content, engage in dialogue and raise brand awareness.

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W

Web content – written copy, videos, embedded audio clips, downloadable documents and other materials that form the bases of an organization’s website and can be searched, crawled and shared with customers and potential customers.

Website Curation – The process of curating online content via a website, as opposed to other popular channels such as a blog or social media. This could be as simple as a sidebar with a feed of curated stories or even having a section of a website devoted to curation.

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X

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Z

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