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Glossary

108 of the Most Popular Content Marketing Terms

Have you ever found yourself… in a meeting and someone uses a bunch of content marketing terms you don’t know but should?

At that moment, you likely decided to either:

  1. Fake it ‘til you make it, hoping no one asks you a related question
  2. Ask for clarification, outing yourself as not knowing
  3. Walk out of the room (disguising a “bloody nose”)

Hey, you’re here now, ready to level up, and we dig that!

This glossary on online marketing demystifies the terms you should know and gives you access to the content strategy terms the industry insiders use so you sound wicked smaht.

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There are currently 5 terms in this directory beginning with the letter E.
E
Editorial Calendar

What is an editorial calendar?

An editorial calendar is a tool that helps plan, track, and publish content.

Why use an editorial calendar?

Using a content calendar helps track progress and ensures you post content regularly. Posting content consistently means your visitors always have new and relevant information to read, which builds trust.

It improves efficiency and organization, leading to increased traffic to your website.

When should I create an editorial calendar?

You should always use an editorial calendar to outline your upcoming content.

How do I start an editorial calendar?

A content calendar can be as simple as a spreadsheet with columns for each step of the content creation process. Or it can be a more complex system, including scheduling and marketing automation features.

Editorial Style Guide

What is an editorial style guide?

An editorial style guide is a document that provides guidelines for all published content to maintain consistent branding.

Why is an editorial style guide important?

An editorial style guide is important because it provides a reference for your content production team. It helps you avoid spending time editing so you can focus on creating more lead-generating content.

When should I use an editorial style guide?

You should use an editorial style guide when creating any promotional material for your firm, including all content.

How do I create an editorial style guide?

To create an editorial style guide, follow these steps:

  1. Meet with your content production team to align writers and editors with your firm’s brand
  2. Draft a list of rules to explain your preferences across content
  3. Update your guide to cover discrepancies that arise
Engagement

What is engagement?

Engagement refers to the level of interaction someone has with your content.

Why is engagement important?

Engagement indicates how much people like and respond to your content. It gives you insight into improving your content to increase loyalty and customer retention.

When should I look at engagement?

You should look at engagement when outlining your content marketing plan to determine any changes you want to make.

Reference engagement on your competitors’ content when completing a competitive review.

What’s an example of engagement?

Some common indicators include:

  • Amount of time spent on your website
  • The number of likes and comments on a piece
  • How many pages someone viewed on your website
Evergreen Content

What is evergreen content?

Evergreen content is information that’s always relevant and useful and doesn’t become outdated over time.

Why is evergreen content important?

Evergreen content is important because you don’t have to spend time updating or refreshing it. Once posted, it stays on the internet, promoting your firm 24/7.

It’s information visitors can continue to refer to, which offers extended support and deepens your relationships with current and potential clients.

When should I use evergreen content?

You should use evergreen content to build your content archive. Link to your evergreen articles and blog posts as you create content.

How can I create evergreen content?

To create evergreen content, follow these tips:

  • Write about topics that are always popular (examples: “how long to I have to file a lawsuit?” and “should I get a lawyer for…?”).
  • Use timeless images and examples.
  • Avoid using trendy words or phrases.
  • Focus on providing valuable information.
  • Don’t use current trends or dates (example: “best ways to contact a lawyer in 2022”).
External Links

What are external links?

External links are hyperlinks that point someone to a web page outside your website.

They contrast internal links, which direct someone to another page on your website.

Why do external links matter?

External links matter because they:

  • Help visitors find more information about the topics they’re interested in.
  • Make navigating the internet easier.
  • Allow you to share information without explaining it in your post.
  • Improve your credibility.

External links are important because they boost your search engine optimization (SEO). Search engines look for external links when they crawl a web page and reward valuable content.

Increased SEO leads to your content showing higher in the search engine results pages (SERPs), more views on your content, and more people clicking to your website.

When should I use external links?

You should use external links in your blog posts, articles, and newsletters to provide additional information or resources.

When you use external links, use them naturally. Overdoing them can be distracting and annoying, causing visitors to leave your website.

How do I use external links to boost SEO?

Use external links to boost your SEO by following these guidelines:

  • Make links relevant.
  • Link to reputable sources.
  • Use anchor text
  • Include only helpful links.
  • Confirm the links work.