Arming yourself with more knowledge about marketing will only make you more successful in your business. Even if you yourself don’t perform the marketing tasks or even develop the strategy, the more you know, the better you can guide those who do this work for you. This is the second of a three-part series of marketing vocabulary terms you need to know and understand.

Check out Improve Your Marketing Vocabulary Part 1

Customer Relationship Management (CRM)

A set of programs that allow you to manage contact information and all of your interactions with potential and existing clients. The software can track communication like email, phone calls, faxes and deals, send personalized emails, schedule appointments, and track instances of customer service and support.

Dynamic Content

Website, ad, or email body content that changes based on your existing knowledge about the visitor, such as their interests and past behaviors, to create a personalized experience. The website’s server and its applications work together to produce unique content based on user requests. Dynamic content is customizable, extensible, interactive, and coherent.


A digital version of a printed book or other long-form content often used by marketers to generate leads. An e-book usually poses complex information in a visually appealing, informative and entertaining way.

Editorial Calendar

A means of organizing and mapping out content creation to better control the process. An editorial calendar can show you what types of content to create, what material to include, who to target, and how often to publish to best support your content marketing strategy.

Evergreen Content

Timeless, high-quality content, or content that remains relevant throughout time.  Evergreen content continues to provide value without being affected by the passage of time, so that it can be referred to even long after it was first published. This makes content much easier to find via organic searches and increases SEO value.

Inbound Marketing

A strategy designed to draw in new prospects via content creation, as opposed to marketers having to go out to get their attention. Inbound marketing pulls potential clients toward your company with interesting, relevant content that appeals to those leads. When your published content pertains to your prospects interests, they naturally gravitate to your website, where they can be converted to clients.

Key Performance Indicator (KPI)

A unit of performance measurement used to track how successfully a company is accomplishing its defined business objectives. KPIs can be used to evaluate progress towards marketing goals, effectiveness of marketing campaigns, and performance compared to industry standard metrics.


A word or phrase that sums up the entirety of a web page, so that it is more easily found via organic searches. Keywords allow search engines to pair a search query with the most suitable web pages so that qualified searchers are connected with your site.

Landing Page

A website page that includes a lead generation form, which is used to obtain visitor information by offering a marketing bid such as an e-book in exchange for contact information, which can be used to convert those prospects into clients.

Lead Nurturing

Lead nurturing is the process of initiating and cultivating relationships with customers at every stage of the sales funnel to create trust and establish consumer confidence by concentrating marketing strategies on communicating with your leads to provide them with relevant information and answer their questions at each stage — from the time that you first interact with a prospective client to the time that they are ready to buy.

Long-Tail Keyword

A keyword or phrase that consists of at least three words, used to refine organic search results. A long-tail keyword includes one general search term and two or more additional, more specific words. By narrowing your search results, more qualified visitors will land on your website, which will help raise your conversion rate.

Marketing Automation

Marketing automation is software that businesses can utilize to automate and streamline marketing actions such as emails or social media. The software replaces repetitive, manual tasks with automated campaigns or posts.

Middle of the Funnel

The stage of the sales funnel in which you nurture your leads. In the Middle of the Funnel, marketing hands off to sales, who make a case to your prospects for what your company has to offer.

Mobile Optimization

The process of formatting your website to be more easily accessible from mobile devices. Mobile optimization allows your website to reformat its content so that it looks good and can be read on smaller screens like tablets and smartphones.

There’s a lot of information here for you to digest. And there’s more where this came from, so check back for part three next week!

Contact me today for more information on content marketing!