Content Marketing & Editorial

This category explains the central terms around editorial planning and content production – from content strategy and editorial calendars through buyer personas and the customer journey to SEO copywriting and content distribution.

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Buyer Persona A buyer persona is a semi-fictional, research-based profile representing a core segment of a company's target audience …

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Call to Action (CTA) A Call to Action is a specific prompt within a piece of content or a web page that tells readers exactly what to do …
Content Brief A content brief is a short document that writers receive before they start, setting out the target keyword or topic, …
Content Calendar (Editorial Plan) A content calendar is a dated plan recording which content will be published when, on which channel and by whom, …
Content Gap Analysis A content gap analysis compares the topics and keywords a company already covers with content against what its audience …
Content Hub A content hub is a central, well-structured collection of related content on a particular subject area – often a pillar …
Content Marketing Content marketing is a marketing approach in which valuable, relevant content is created and distributed to attract a …
Content Repurposing Content repurposing means adapting a single piece of content into several different formats or channels, turning a blog …
Content Strategy A content strategy is the overarching plan that defines why, for whom and with which goals a company creates and …
Customer Journey The customer journey is the full sequence of touchpoints and stages a person moves through — from first becoming aware …

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Evergreen Content Evergreen content is content that stays relevant and useful long after publication without needing frequent updates, in …

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Storytelling (Content Marketing) Storytelling in marketing means conveying information through a narrative structure – characters, conflict, resolution …

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Tone of Voice (Brand Voice) Tone of voice, also called brand voice, is the consistent style, vocabulary and emotional register a company uses …