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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 3 terms in this directory beginning with the letter P.
P
Paid Search

What is a paid search?

A paid search is a form of online advertising where marketers pay to promote their company.

Often, they pay to have their web page show at the top of the search engine results pages (SERPs). When someone searches for a keyword, paid ads appear in the SERPs alongside the organic search results.

Some paid searches, like Google Ads search campaigns, only charge you when someone clicks on your ad. This is called pay-per-click (PPC) advertising.

Why are paid searches important?

Paid searches are important because they drive traffic to your website and allow you to track that traffic. You can use this data to learn more about your target audience and optimize your marketing approach.

Paid searches can position you ahead of your competitors, drawing visitors to your website before they scroll further down the SERPs.

When should I use a paid search?

You should use a paid search when you’ve identified a popular keyword your target audience is using.

You’ll need a budget set aside for your paid searches, and different keywords have different price points.

What are examples of paid searches?

Examples of paid searches include:

  • Pay-per-click (PPC) ads
  • Native ads
  • Social media ads
  • Banner ads
Passive Voice

What is passive voice?

Passive voice is writing where the subject has something done to it.

It contrasts with active voice where the subject of a sentence does something.

Why does passive voice matter?

Passive voice causes sentences to be wordy, confusing, and less impactful than active sentences.

When should I use passive voice?

You should avoid using passive voice when possible.

However, passive sentence structure is sometimes necessary, like when you’re trying to be vague about who is responsible for something.

What’s an example of passive voice vs. active voice?

  • Passive voice: My client has been threatened by the school board.
  • Active voice: The school board threatened my client.
Pillar Page

What is a pillar page?

A pillar page is a web page that acts as a hub for related content. It includes broad information about a topic, linking out to other pages containing in-depth explanations.

Why are pillar pages important?

Pillar pages are important because they:

  • Help organize your website.
  • Boost the number of internal links in your website.
  • Make your website more crawlable for search engines.
  • Provide users with comprehensive information.

Pillar pages improve user experience, boost search engine optimization (SEO), and increase click-through rates on your website. This increases lead-generating opportunities and number of cases for your firm.

When should I use a pillar page?

You should use a pillar page when you want to drive traffic to your website.

What are examples of pillar pages?

Examples of pillar pages include:

  • The ultimate guide to filing for divorce
  • How to determine who’s at fault in an accident
  • Reasons why you should get a lawyer