108 of the Most Popular Content Marketing Terms and Definitions
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:
- Fake it ‘til you make it, hoping no one asks you a related question
- Ask for clarification, outing yourself as not knowing
- 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.
What is a target audience?
A target audience is a group of people a company targets with its advertising and marketing efforts. It’s defined by people’s geographic, demographic, and psychographic characteristics.
Why is a target audience important?
A target audience is important because it determines who you’re marketing to and offers insight into how to reach them. You can then create a connection with potential clients that results in more cases for your firm.
If you don’t know your audience, you’ll spend time and money on marketing that doesn’t generate leads.
When should I look at my target audience?
You should look at your target audience when you want to understand their consumer and media consumption habits. This allows you to tailor your content marketing to fit their needs.
You should have your audience in mind every time you create content, but “audience” is extremely broad. To make your content more relatable, create an ideal customer avatar (ICA) and market specifically to that person.
What’s an example of a target audience?
For example, your target audience may look like this:
Key geographics:
- Location: Miami, Florida
- Languages: Primarily English, some Spanish
Key demographics:
- Age range: 30-55
- Gender: 60% female, 40% male
- Common job titles: teachers, store managers, stay-at-home parents
Key psychographics:
- Values relationships when hiring people
- Doesn’t know enough about the legal world to make informed decisions
- Fears working with someone who doesn’t understand them
- Has never worked with a lawyer before
- Loves to provide for their family
Preferred channels:
- Organic search
- Email newsletters
What is thought leadership content?
Thought leadership content is valuable information you share using your expertise, insight, and passion.
Why is thought leadership content important?
Thought leadership content is important because it builds your credibility and makes you the go-to source for information. This positions you ahead of others in your field and allows you to develop relationships with future clients.
When should I use thought leadership content?
You should use thought leadership content when you’re strategizing how to stand out from your competitors.
What are examples of thought leadership content?
Examples of thought leadership content include:
- Case studies
- Podcasts
- Resources like downloadable eGuides and eBooks
- Personal narratives
What are trust factors?
Trust factors are pieces of content that show your audience you’re a reliable source of information.
Why are trust factors important?
Trust factors are important because they help potential clients feel comfortable reaching out to you and ultimately hiring your firm.
This generates leads and builds awareness for your firm (and gain more client-grabbing trust factors).
When should I use trust factors?
You should use trust factors when designing your website, in blog posts, and on social media platforms.
What are examples of trust factors?
Examples of trust factors include:
- Client testimonials
- “As seen in…” sections (example: As seen in Forbes Magazine)
- Data indicating your success (example: Our firm helped John A. win a 1,000,000 settlement in 2022)
- Case studies