We have decided to make a selection of the 10 essential terms that you should know about content marketing. You know that in Marketing we suffer from a syndrome of putting a name and surname to everything.

Before talking about any other terms, I think it is essential that we start by clearly defining what is the Content marketingisn't it? Joe Pulizzi defines Content Marketing as:

A marketing strategy of creation and distribution of relevant and valuable content to attract, acquire and attract the attention of a well-defined target audience, with the aim of driving them to become future customers".

1. Call to Action (CTA)

A call to action means call to action and refers to the indicators in text or image that we create in order to lead our user to an immediate action. For example, in a banner we highlight a call to action button to get them to go to a page or make a purchase.

2. Landing page

A landing page is a landing page that is generated with the aim of capturing data or promoting a service or product. Users have been enticed to reach this page, either through a banner campaign or other related content. The objective of landing pages is for the user to make a certain conversion (lead capture or sale).

3. Funnel

We refer to the funnel when we show in the form of a funnel the process that a user goes through to complete a transaction. For example, the sales funnel starts from the moment we capture the attention of our potential customer until he/she makes a payment.

4. Lead

A lead is a user who has provided their personal data in exchange for obtaining something. It is a prospect, i.e. a possible customer who has a certain interest in what we are offering as a brand. The most common technique of attraction is through a landing page that highlights the gift and offers a form to get the details of this potential customer. A lead is the first step in a sales funnel, if you work them correctly you can get them to become a customer.

5. Lead nurturing

Lead nurturing refers to the set of multichannel actions that are carried out with the aim of incentivising and converting potential customers. Here is an example of lead nurturing:

1. Landing page to capture mail
2. Personalised welcome email
3. Mail with content related to that used to recruit
4. Create a personalised offer to incentivise purchase
5. Post after purchase with gift
6. Mail to build customer loyalty, ask for feedback and give the customer something extra.

6. Buyer Persona

The buyer persona is a kind of fictitious portrait that helps us to define our customer types in order to know them better and to design result-oriented actions.

7. Buyer Journeys

The buyer jouney is a model that allows you to monitor the behaviour, needs and problems of your target audience during the buying process.

8. Copywriting

Copywriting or persuasive writing in Spanish consists of writing the right words with the aim of influencing a specific audience. Nowadays copywriting is considered one of the most effective techniques in marketing. Copywriting increases the interest of the readers with a certain content and can become a very useful tool to sell.

9. Content curation

Content curation is all about searching for, finding and selecting the best content and then promoting it.

10. A/B Testing

A/B testing is done in order to analyse which type of content works best for your audience. For example, before sending an email marketing campaign you select 5% from your database to send them two tests with different headlines and a different content structure. After 24 hours you can analyse which email marketing campaign was more effective and send it to the rest of your audience. This type of test is used for many marketing actions, not only for Email Marketing, for example, in landing page campaigns it is also widely used.

There are more terms related to Content Marketing but with these ten you will be able to defend yourself without any problems. If you need a team of professionals, at Zapiplay you are always welcome. We help hundreds of businesses every day.