The okwrite Content Marketing Glossary

Common terms, buzzwords, and phrases in the world of content marketing.

Content Marketing

Content Marketing is a type of online marketing strategy that creates and distributes content (typically written or image content) that is focused on being of value to a certain set of people. Content marketing excels when producing relevant and informative information through blogs, but it is also present in web copy, through distribution platforms and social media posts, and in other forms of marketing.

Inbound Marketing

A marketing technique that draws customers through content marketing (see above), through the unique brand of a business and by following search engine best practices. It is reserved from traditional style marketing in that it allows customers to participate in the relationship with the company.

Outbound Marketing

A style of marketing that is known as traditional marketing. This style is a “push” method that uses paid advertisements to promote a service, product, or brand to a wide range of audiences in order to attract sales. 

B2C or Business to Consumer

B2C refers to a style of marketing or communication tactic as well as a business transaction. As a marketing strategy, B2C differs from Business to Business (see below) because this type of marketing speaks directly to the consumers or potential consumer audiences. B2C uses tactics like emotion and empathy as part of a marketing narrative and to bring in sales. As a transaction, B2C refers to consumers purchasing directly through business as opposed to a retailer or wholesaler.

B2B or Business to Business

B2B refers to a style of marketing or communication tactic as well as a business transaction. As a marketing strategy, B2B is business marketing and speaking directly to other businesses, retailers, or wholesalers in order to sell a product or service. As a transaction, B2B refers to the transfer of sales between businesses, retailers, or wholesalers.

Content marketing strategy

A content marketing strategy a type of marketing that aims to bring in consumers through highly valuable content (written or image) through a series of variables. Strategies can vary widely but generally focus on creating a sales funnel, by offering levels of conversions (such as products or services to purchase, reasons for purchasing), and much more.


An enterprise is a business or company. In sales, an enterprise is typically a business with 50 employees or more. 

SMB or small to medium business

A small to medium business is a business or company that is small, with 1-10 employees, or a medium business, which ranges from 10-50 employees.

Brand, marketing

A brand is a set of graphical images and elements, fonts, a business name, and associated items that refer to a company or business. A brand is an identifiable way to refer to a company. Branding in marketing also relates to things like thematic colors that are associated with a brand, a catchphrase or company philosophy.

Brand building

Brand building, also referred to as building brand awareness refers to the ways in which a marketing team or company will want their brand to be known to the broader public and the tactics used to create this publically-identifiable brand. 

A sales funnel

A means by which potential new customers can begin to interact with the sales division of a company or business. A funnel is usually supported through an online presence, such as a website or social media, and offers that audience ways to support, promote, or be involved with a brand. 

Target audience

A company’s target audience refers to the audience that would want to potentially purchase a service or product from a company. This is usually developed from the actual consumer base of a company, if the company is actively generating revenue, or it could come from the proposal and market research.

SEO or search engine optimization

Search engine optimization is a tactic that marketers use in order for websites to show up in search engines. This is based on the algorithm that a search engine uses in order to pull up search queries. Search engine algorithms look at the quality of webpages compared to other pages, organic results, the quantity of traffic and more.


In terms of sales, a lead is a person or business who could potentially be a consumer or client. Leads are generating by acquiring data that can work as an entry point for the potential consumer. Advertising, trade shows, direct mails, third parties, and content marketing promote sales leads. 

Thought leadership

Thought leadership, in terms of content marketing, is an individual or entity that is recognized as an authority or expert on a given topic. Their expertise is often looked for and is highly valuable. Thought leaders are regularly asked to speak at conferences, public events, and through informative avenues (such as TED talks or webinars) in order to educate a wide audience of people.


Optimization is the act of improving or making more effective a business, situation, or resource. Marketers often optimize content in order to yield more web traffic.

CTA or Call-to-Action

A call-to-action is content that encourages or entices a viewer, reader, listener, potential consumer, or target audience to act in a specific way. This way is usually relevant to a company and is designed to get the consumer to interact with a company through instruction or directive. 

Organic Traffic

Organic traffic in marketing refers to a type of web traffic that is not acquired through paid advertising but it generally the result of a consumer naturally finding a web site, service or company. Organic traffic might be the result of a brand educating about a given topic and then a potential consumer has a positive viewpoint of that brand.


Authority generally refers to a level of power that enables someone to give orders or make decisions; this is typically an individual higher-up. In terms of marketing, authority is usually bestowed to a thought leader, but it can also refer to a company, business, brand, or individual who is in charge of a given service, product, or organization. 

SERPs or Search Engine Result Pages

Search engine results pages are the pages that pull up after a search engine query has been called. These pages are generally ranked as being more authoritative if they are on the first page. Generally, pages on the first page perform better than other pages, but this is not always the case.

Buyer’s persona

A buyer’s persona refers to the estimation of a personality type that would reflect who a company’s buyer is. Therefore, this estimation allows companies to understand the types of people who are willing to and have in the past shopped for a given company so they can marketing and sell more effectively to that persona. 


Omnichannel refers to all the channels in which online content can be distributed. This also refers to a type of retail method that provides all types of avenues for purchasing a product, such as in-person, online, and by phone.


The reach, in terms of marketing, relates to the number of people and range that a brand, company, or marketing plan can reach. This tries to identify the number of people that are affected, the different types of people affected, and the geographical locations. 

Brand ambassadors

Brand ambassadors are people, individuals, or organizations that represent a brand vision, goal and tone. A brand ambassador will be supported by the brand some way fiscally in order to be a positive image, role model, or promoter for a given brand. 

User-generated content

User-generated content is content that is not generated by a business or company. This type of content is generally viewed as differently from content produced by a business and conveys more trust. User-generated content can be social media posts, blog posts, web-based videos and more. 


The tone in written content generally means the type of feeling that written content can convey. Generally, the tone is the attitude of a character, a piece of writing, etc. It can convey the sense of being educational, or they can be casual and witty. 

Niche (market or topic)

A niche in terms of marketing is a specialized position that a product or service appeals to. Market or topical niches will only speak to the very specific audience and subset that it is informed in.


In a competitive market, products or services may be sold in ways that are similar between companies. Therefore, competition forces companies to change how they sell their product as a way of being more appealing than others.