I remember my first job in marketing. Aside from the environment being extremely fast-paced and deadline-oriented, it was also filled with jargon. Quite frankly, sometimes I felt like I was learning a new language, which didn't make getting acclimated to the industry any easier.
No amount of marketing coursework in college could have prepared me for all the terms that were thrown around in meetings and calls. Over time, and after many Google searches, I was able to start talking the talk — but I'd be lying if I said I couldn't have used a cheat sheet or dictionary to help me out.
That's why we've created this comprehensive list of marketing terms to know. It's broken down into three categories — general, content, and digital marketing terms — to help you find exactly what you need, when you need it.
The final stage of the buyer journey where leads have identified their problem, selected the solution they want to use, and are close to making a purchase decision.
An in-depth analysis of work a company completed for a client or customer that highlights the goals, process, and services used, as well as the results achieved through the services.
The process of sending a strategic message directly to a contact or group of contacts via email for the purposes of educating, engaging, and/or encouraging them to take a specific, profitable action.
Email marketing is an essential part of distributing content and engaging your audience. Download "" to learn more.
A form of marketing focused on creating content that naturally draws targeted audiences in to a company’s website by earning trust and providing value to those specific audiences.
The process of educating qualified sales leads through valuable, relevant content delivered via a series of touchpoints before the purchase decision is made.
A model illustrating the process companies use to attract visitors, convert them into leads, and nurture them before they finally reach the buying moment.
A set of quantifiable metrics a company uses to evaluate its performance against its specific, strategic goals.
The stage in the marketing funnel where prospects have officially identified their problem and a need to solve it.
A form of marketing focused on pushing a message out to an intended audience by, for example, attending conferences and trade shows, cold calling, and paying for TV ads.
A strategy complementary to marketing that's responsible for positioning a company in a positive light through messages from the company or an individual, which are delivered by third-party sources to boost credibility and earn trust with new audiences.
A common ratio that helps evaluate profitability and efficiency by measuring the benefit a company gains for the resources it put into a project or investment.
The process by which individuals or companies discover a problem or need, identify potential solutions or vendors, conduct research, and make a final purchase decision that addresses that specific need.
A person who has a breadth of experience and knowledge in a particular area, industry, or topic.
The beginning of the marketing funnel, where prospects are just starting to identify a problem, look for more information, and learn about potential solutions.
An incoming hyperlink from one web page to another website.
An owned media asset that a company or individual uses to publish and distribute high-quality content that educates, entertains, and engages a specific audience.
The process buyers go through as they research product and service options and educate themselves before making a final purchase decision.
The software on which a website or blog is built to manage its content.
A strategic approach to marketing that's focused on consistently creating and distributing high-quality, valuable content to attract, engage, and convert a specific audience and drive profitable action. (Learn more about this essential strategy by checking out ".")
The different stages — from education to purchase — that content strategies take leads through.
The system of measurement that companies and individuals use to determine their content’s success, including traffic, social shares, engagement, conversions, number of leads generated, time on site, page views, etc.
A system that manages a company’s interactions with current and potential customers by using technology to organize, automate, and integrate sales calls and emails.
The process of republishing content a company has created, such as a blog post, infographic, or video, on third-party sites to maximize reach and, typically, earn a link back to the original post.
Someone who writes and publishes a piece of content in an external publication or media outlet.
A mapped-out strategy and process for sharing out a particular piece of content or promo item.
Media exposure a company earns organically, often by accomplishing something truly newsworthy and attracting media attention, distributing press releases, securing press mentions, contributing thought leadership content to publications, and achieving word of mouth.
The schedule an organization uses to plan content creation, manage content production, and ensure consistent publication each month.
High-quality owned content, housed behind a form, that website visitors can only access by submitting contact information and that fuels a company's lead generation.
An original piece of high-quality, expert content, such as a written guest post, infographic, or video, that's contributed to an external publication or outlet to help a thought leader reach, engage, and build trust with a new audience.
We surveyed publication editors to discover what they're looking for in the guest posts they publish. See what they had to say by downloading your copy of "."
Visual images, such as charts or diagrams, that are used to explain information or data.
A customizable template that stores and organizes a thought leader's expertise, audience insights, and industry knowledge to enable consistent, efficient content creation.
Any content a company hosts on its own website.
Any content that is placed on another website.
A method of distribution by which content is naturally circulated among an audience, such as through social media shares, referrals, and search engine results.
Marketing assets a company has control over, including its website, blog, whitepapers, and email campaigns.
A method of distribution by which content is circulated and amplified among a target audience via paid promotion, such as promoted posts on social media and paid ads on search.
The process, technology, and content used by marketing and sales to enable the sales process and empower sales teams to sell more efficiently.
Learn how to bring your marketing and sales teams together to create powerful content by downloading "."
An industry expert who shares his or her expertise with a broader, targeted audience with the purpose of educating, improving, and providing value to the industry as a whole and building trust with key audiences. (Check out these resources to learn more about selecting your company's thought leader and building authentic thought leadership.)
The number of new people who visit a website in one month.
An online seminar hosted by a company or multiple companies in partnership that provides value and education to a specific audience and fuels lead generation by requiring attendees fill out a registration form.
A measurement of the number of visits a website receives.
Content, which is usually gated, that educates audiences by providing exclusive and in-depth information, analysis, and research about a particular topic on which a company is an expert.
Grab your copy of our guide to gated content to discover how to create whitepapers that are worth the download.
The process of testing two variations of a specific element, while holding everything else constant, to determine which version creates a better long-term result.
The percentage of visitors who navigate away from a site after viewing only one page.
An instruction located on a web page, article, whitepaper, or infographic that’s designed to prompt a user to take a specific action that aligns with a company's long-term goal.
The percentage of people who view a particular link and ultimately click on it.
A thorough examination of how existing content is performing on a website, which may lead to making adjustments in order to increase results.
The percentage of users who complete an action on a company's website, such as downloading a piece of content or submitting a contact form.
A specific word or phrase that a user types into a search engine to find the information he or she is looking for.
A website page that contains a form used for capturing visitor information and converting visitors into leads, often by providing a valuable, gated asset, such as a whitepaper or webinar, in exchange for that contact information.
A potential client or customer for a company.
Software platforms and technologies designed for marketers to more effectively manage online marketing and automate repetitive tasks.
A lead who is more likely to become a customer compared to other leads based on his or her activity before converting, often determined through marketing automation.
A form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through optimization and advertising.
The practice of influencing a website’s visibility in a search engine’s organic, unpaid search results through generating backlinks, incorporating relevant keywords, publishing content, and using other techniques.