Content Marketing Glossary

Sep 8, 2020 | Agency Blog, Content Marketing

Successful content marketing starts with the story you want to tell.

Content marketing focuses on creating and distributing relevant and consistent content to increase website traffic, qualified leads and ultimately drive sales.

Although that describes content marketing in a nutshell, a successful content marketer knows there are many different steps, strategies, platforms and channels involved in the process. To help you become more fluent in the content marketing language and map out your content strategy, Vela’s digital marketing team put together this glossary of terms.


An SEO Glossary of Lingo and Terminology for Beginners

Web page traffic

This includes key website metrics such as unique page views, which track how many new visitors come to your page, and page views, which count all visits.

Traffic sources

A breakdown of page views will indicate the sources your content is being discovered from, such as paid search, organic traffic, email marketing or other sources.

Bounce rate

This is the length of time a visitor stays on your site. The longer visitors stay, the more your search engine rankings will improve.

Referral traffic

This statistic tells you how well your backlinking and content syndication strategies are working.

Keyword ranking

By tracking the performance of your keyword strategy, you’ll understand how your content is ranking for your chosen keywords.

Social media metrics

By tracking metrics such as likes, shares, comments, retweets, video views, clickthrough rate and more, you’ll be able to optimize your posts on social media with content that drives traffic to your website.

Email metrics

Open rate shows how many people open your email. Clickthrough rate shows how many people click through in your email to view your content.

Conversion metrics

By tracking metrics such as leads generated, conversion rate and close rate, you can understand how many leads your content is generating, how well your content converts visitors into leads, and at what rate the leads you generate become customers.

Quality score

Quality score is the way Google measures the effectiveness of your ads in Google Ads. Achieving a higher quality score will lead to lower prices when bidding on ad placements and a better ad position.

Cost-per-click (CPC) and cost-per-thousand-impressions (CPM)

In CPC, you pay every time someone clicks your ad. For CPM, you pay one price per thousand impressions.


This type of promotion aligns with content that is tied to lead generation.

Close rate

By tracking the rate at which your paid leads become customers, you’ll have a deeper understanding of the types of content that are attracting leads that convert.

Buyer persona

This is a representation of your target audience based on research of what this audience wants, their goals, how they think, and why they make specific buying decisions.

Domain authority

A number that will help to determine how your site will rank compared to other sites on a search engine.

Editorial calendar

This is a planning document that helps a team of creators schedule their workflow. It can also help you follow content, authors and publish dates.

Evergreen content

This type of content never goes out of date or style. It usually is about a topic that remains relevant to readers, no matter what is currently popular in society.

H1, H2, H3 tags

H1 tags contain targeted keywords related to the page title. H2 tags are subheadings with similar keywords to the h1 tag, as are h3 tags for the h2 tag. This continues as a hierarchy, but the first 3 tags are the most important as they have the most SEO value.


This is essentially data that provides information about other data. It helps to make content more visible to the relevant audiences in search engines.

Pillar page

A pillar page is a website page which provides a comprehensive overview on a topic. A topic cluster is a collection of interlinked articles and website pages centered around one umbrella topic. The pillar page links to topic cluster content, and the topic cluster content links to the pillar page.

That should get you started on the path to speaking Content Marketing more fluently!

To learn more about content marketing strategy, check out some of the blog posts below. If there are any terms we missed in this glossary, please feel free to let us know in our chat feature or in the comment box at the bottom of this post.

When you’re ready to take your content marketing strategy to the next level, give us a call. Our expert content marketing strategists will be ready to help you tell your story.


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