50 Marketing Terms You Need to Know

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 allthe 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.

General Marketing Terms

1. Bottom of the Funnel

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.

2. Case Study

An in-depth analysis of work a company completed for a client or customer that highlightsthe goals, process, and services used, as well as the results achievedthrough the services.

3. Email Marketing

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.

4. Inbound Marketing

A form of marketing focused on creatingcontent that naturally draws targetedaudiencesinto a company’swebsite by earning trust and providing value to those specific audiences.

5. Lead Nurturing

The process of educating qualified sales leads through valuable, relevant content delivered via a series of touchpoints before the purchase decision is made.

6. Marketing Funnel

A model illustrating the process companies use to attract visitors, convert them into leads, and nurture them beforethey finally reach the buying moment.

7. Key Performance Indicators (KPIs)

A set of quantifiable metrics a companyuses to evaluate itsperformance against its specific, strategic goals.

8. Middle of the Funnel

The stage in the marketing funnel whereprospects have officially identified their problemand a need to solve it.

9.Outbound Marketing

A form of marketing focused onpushing a messageouttoan intended audience by, for example, attending conferences and trade shows, cold calling, and paying for TV ads.

10. Public Relations (PR)

A strategy complementary to marketing that’s responsible for positioning a company in a positive light throughmessages from the company oran individual, which are delivered by third-partysources to boost credibility and earn trust with new audiences.

To learn more about PR and how it can work alongside your content strategy,

11.Return on Investment (ROI)

A common ratio that helps evaluate profitability and efficiency by measuring thebenefit a company gains for the resources it put into a project or investment.

12.Sales Funnel

The process by which individuals or companiesdiscover a problem or need, identify potentialsolutions or vendors, conduct research, andmake a final purchase decisionthat addresses that specific need.

13. Top of the Funnel

The beginning of the marketing funnel, where prospects are just starting to identify a problem, look for more information, and learn about potential solutions.

Content Marketing


An incoming hyperlink from one web page toanother website.

15. Blog

An owned media asset that a company orindividual uses to publish and distribute high-quality content that educates, entertains, and engages a specific audience.

16. Buyer Journey

The process buyers go through as theyresearch product and service options and educatethemselves before making a final purchasedecision.

17.Content Management System(CMS)

The software on which a website or blog is builtto manage its content.

18.Content Marketing

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.The Ultimate Guide to Content Marketing.”)

19.Content Marketing Funnel

The different stages — from education topurchase — that content strategiestake leads through.

20.Content Metrics

The system of measurement that companiesand individuals use to determine theircontent’s success,including traffic, social shares, engagement,conversions, number of leads generated,time on site, pageviews, etc.

21.Customer Relationship Management(CRM)

A system that manages a company’sinteractions with current and potentialcustomers by usingtechnology to organize, automate, andintegrate sales calls and emails.

22.Content Syndication

The processof 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 apiece of content in an externalpublication or media outlet.

24.Earned Media

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.

25.Editorial Calendar

The schedule an organization uses to plancontent creation,manage content production, and ensure consistent publication each month.

Download our  to organize your content creation efforts.

26. Gated Content

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.

27.Guest Post

An original piece of high-quality, expert content, such as a writtenguest 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, thatare used to explain information or data.

29.Knowledge Bank

A customizable template that stores and organizes a thought leader’s expertise, audience insights, and industry knowledge to enable consistent, efficientcontent creation.

Download your customizable  to help your team create better content more efficiently.

30.Organic Distribution

A method of distribution by which content is naturally circulated among an audience, such as through social media shares, referrals, and search engine results.

31.Owned Media

Marketing assets a company has control over,including its website, blog, whitepapers, and emailcampaigns.

32.Paid Distribution

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.

33. Sales Enablement

The process, technology, and content used by marketing and sales toenable the sales processand empower sales teams to sell more efficiently.

Learn how to bring your marketing and sales teams together to create powerful content by downloading “.”

34.Thought Leader

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 aboutselecting your company’s thought leaderand buildingauthentic thought leadership.)

Download “” to discover how your company can use content to build its influence.

35.Unique Visitors per Month (UVM)

The number of new people who visit a websitein 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.

37.Website Traffic

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.

 to discover how to create whitepapers that are worth the download.

Digital Marketing

39.A/B Testing

The process of testing two variations of aspecific element, while holding everything elseconstant, to determine which version createsa better long-term result.

40.Bounce Rate

The percentage of visitors who navigate awayfrom a site after viewing only one page.

41.Call to Action (CTA)

An instruction located on a web page,article, whitepaper, or infographic that’s designed to prompt a user to take a specificactionthataligns with a company’s long-term goal.

42.Click-Through Rate (CTR)

The percentage of people who view aparticular link and ultimately click on it.

43.Conversion Rate

The percentage of users who complete anaction 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 intoa search engine to find the information he orshe is looking for.

45.Landing Page

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.

47.Marketing Automation

Software platforms and technologies designedfor marketers to more effectively manage onlinemarketing and automate repetitive tasks.

48.Marketing Qualified Lead

A lead who is more likely to become a customercompared to other leads based on his or heractivity before converting, often determined through marketingautomation.

49.Search Engine Marketing (SEM)

A form of internet marketing that involves thepromotion of websites by increasing theirvisibility in search engine results pages throughoptimization and advertising.

50.Search Engine Optimization (SEO)

The practice of influencing a website’s visibilityin a search engine’s organic, unpaid search resultsthrough generating backlinks, incorporating relevantkeywords, publishingcontent, and using other techniques.

Now that you’re a marketing jargon pro, become a content marketing pro by downloading our 4-step guide!

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