10+1 Buzzwords : Content Marketing Definitions That You Need To Know

Yes, content marketing is all about telling your existing and potential customers how your product or service can make a big difference in their lives without sounding like a desperate door to door salesman. It is not just about jotting down a few lines on how to use something or what it does but building strong relationships with your growing audience. But what does it take to make content that really does click with people? Our industry fondly calls them ‘buzzwords’. Buzzwords are basically marketer fascinations that last for a couple of months; basically until they find another interesting way to sell their products and services. The most difficult thing to do here is keep a tab on what’s trending, the buzzspeak as well create a content strategy and execute it on a regular basis.Yes, we understand running from pillar to post is what you’re being paid for but let’s make that a little easier for you so you can tread at your own speed. Here are 10 buzzwords and content marketing definitions to watch out for this year.

Content Marketing definitions and buzzwords

10+1 Buzzwords : Content Marketing Definitions That You Need To Know

1. Storytelling

Storytelling as a Content Marketing technique that was introduced in 2012 by the co-founder of Contently, Shane Snow. He described storytelling as the number one business skill for the coming 5 years. Storytelling is the art of convincing your target audience to buy your products and services without actually giving them a sales pitch. Unlike other marketing techniques, storytelling is portrayed as customer centric. If you’re trying your hand at this one, make sure you have read The Art Of Storytelling.

2. Storyscaping

In continuation to storytelling, storyscaping discourages the use of ads for promoting brand products and services. It is a technique that pushes brands to create something that is more customer centric.

This technique should not be misunderstood as complete eradication of advertisements; it only asks marketing professionals to make those ads more real in nature instead of aimed at their sales target. The only thing you need to make sure, create a world that isn’t just relatable, but unique to your brand!

3. Growth hacking

A term which has constantly been in the news for its relationship with startups, growth hacking is now a successful marketing buzzword. It is a marketing technique developed by startups using creativity, analytical thinking and social metrics to sell products and gain exposure.

Growth hackers are basically professionals who make use of SEO, website analytics, content marketing and A/B testing to create and execute a low cost marketing strategy. The most popular growth hacking techniques include social media and viral marketing.

4. Viral marketing

Viral marketing is a marketing technique that refers to creating a buzz around the brand’s products and services using existing social networks. The main goal of this technique is to increase the brand’s awareness. Internet memes and memetics play a major role in its execution.

Even though there are a lot of posts claiming to let out the secret to going viral, there is no hard and fast way of executing a viral marketing strategy that will be a sure shot success.

5. Snackable content

Snackable content is often referred to as short form content that is suitable for various social platforms. It is the short form of an in-detail content piece so that it becomes easier to read and takeaway the key points from it.

The latest ways brands have been executing this is by using video marketing tools like Vine – short videos to put across their brand’s message or promote a product/ service showing its utility.

6. Crowdsourced content

Also know as user generated content (UGC), it is the technique of pulling in content from the user’s circles instead of stuffing the strategy with your own. This content usually includes fan art, testimonials, shout outs etc.

This content marketing technique has proven to be the best way to encourage positive relationships with customers.

7. Conversation marketing

More and more brands are engaging in conversations with their target audience via different media; including social media platforms and apps like Kik, Snapchat, etc. The idea of this to focus on creating a bond with users based on trust.

Even though most of these conversations are automated, they are a great way to start a conversation with your following.

8. Owned media

Owned media refers to your own channels and online media property, for instance a blog, that can be distributed using paid channels to drive in more audience and build a loyal audience. This technique can be executed even by those on a budget.

Owned media can also enable you to generate a following without having to pay people for consuming your content through email, social media and direct traffic.

9. Inbound marketing

Inbound marketing is a holistic, data driven approach to marketing that attracts individuals to a brand and converts them into lasting customers. We described the concept before as,

Inbound marketing basically means that you get the visitor or customer to your site and then through your customer relationship management system or through a customer decision making journey excite them enough to purchase your product (see more here).

This marketing technique makes use of customer centric tactics, SEO and blogging to drive in more attention to the brand’s products and services.

10. Data driven publishing

If you think analyzing and using every bit of data available is only meant for the analytics department, you’re mistaken. Brands today are using this data to optimize their content and distribute it in such a way that it becomes a hit in their audience.

Big online brands like BuzzFeed, Vox, Upworthy etc are already making use of data driven publishing, and the results are what you see today!

And here’s the additional one that is bound to put a smile on your face – hello, less work!

11. Evergreen content

Evergreen content refers to an informational content piece that never goes out of date, and can be used repeatedly in different ways on various platforms. This type of content succeeds on its presentation, clarity and usefulness; resulting in better SEO and continual popularity of the site it is published on.

If you’re looking for ideas, here’s a list of evergreen content ideas that you can use on your blog anytime!

Got a buzzword that this list doesn’t cover? Feel free to add to the list by dropping it in the comment box below! We’re always willing to learn new buzzspeak.


Vanhishikha Bhargava

Digital Storyteller at Brandanew
A passionate social media marketer, Vanhishikha specializes in content creation, and utilizes her skills to create compelling copy for social media and digital campaigns. She is Brandanew's digital storyteller.