Glossary
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Content
Content.
Content is the backbone of any successful digital marketing strategy. From blog posts and videos to infographics and social media updates, content is how brands communicate, engage, and build trust with their audiences. But creating impactful content isn’t just about creativity—it’s about understanding the strategies, formats, and techniques that drive results.
This section of the glossary breaks down the key terms you need to know to master content marketing. By familiarising yourself with these concepts, you’ll gain the tools to craft content that resonates with your audience, supports your SEO efforts, and drives meaningful engagement.
Glossary Index for: Content
Anchor Text
The clickable text in a hyperlink. Using relevant and descriptive anchor text helps improve SEO by signalling to search engines the content’s relevance to the linked page.
Canva
Canva is a graphic design platform that provides tools for creating social media graphics, presentations, posters, websites, and more. It was founded in 2013 by Melanie Perkins, Cliff Obrecht, and Cameron Adams in Perth, Australia . Canva is known for its user-friendly drag-and-drop interface, which makes design accessible to everyone, regardless of their skill level. Canva operates on a freemium model, offering both free and paid plans. The platform includes a vast library of templates, fonts, images, and design elements that users can customize to create professional-looking designs. Canva also offers collaboration features, allowing teams to work together on projects … read more
Related to:
Content, Social Media, Tools
Comparison Keywords
Search phrases used by users evaluating different options, such as "ERP vs CRM" or "Best ERP software for SMEs." These keywords often target users in the consideration stage of the funnel and are excellent for driving high-intent traffic.
Content Silos
A website structure strategy where related content is grouped into clusters, with internal links connecting them. This helps establish topical authority, improves SEO, and creates a better user experience by making content easier to navigate.
Organic Traffic
Website visitors who arrive through unpaid search engine results. Generating organic traffic is a key objective of SEO and content marketing strategies.
Pillar Pages
In-depth, comprehensive pages that act as the central hub of a content cluster. They link to and from related subtopics, helping to organise content, establish topical authority, and improve SEO through strategic internal linking.
Search Intent
The purpose behind a user’s search query, which can be informational, navigational, transactional, or commercial investigation. Understanding search intent is essential for creating content that matches user needs and ranks well in search engines.
Related to:
Content, SEO, User Behaviour
Time on Page
Average amount of time users spend viewing a specific page or screen.
Related to:
Content, Engagement, Google Analytics, SEO, User Behaviour
User-Generated Content (UGC)
Content created by users, such as reviews, social media posts, or testimonials. UGC builds trust, drives engagement, and can be leveraged in marketing campaigns to amplify reach.
Related to:
Content, CRO, SEO, Social Media
WordPress
WordPress is a versatile, open-source content management system (CMS) used for building websites and managing digital content. Launched on 27 May 2003 by developers Matt Mullenweg and Mike Little, WordPress has grown to become the most widely used CMS in the world. As of 2024, it powers over 40% of all websites globally, ranging from personal blogs to large corporate websites and e-commerce platforms. Built on PHP and using a MySQL database, WordPress is highly regarded for its flexibility, ease of use, and an extensive ecosystem of themes and plugins. This has made it a go-to platform for both beginners … read more
Related to:
Content, Web Design
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