Many of you already know these terms, but maybe — just maybe — some of you don't. In that case, because I don't want you to feel like the new kid on the block, I am going to give you a web 2.0 marketing vocabulary cheat sheet.
Thanks to me, no one will ever have to know that you weren't exactly sure what these words mean and why they are important.
And, the post will give you a pretty good idea of what is involved with marketing in today's business world.
22 Web 2.0 Marketing Terms You Need to Know
The first four terms all mean “marketing you do on the internet.” Good news, right?
- Digital marketing
- Internet marketing
- Online marketing
- Web marketing
Maybe it's totally obvious that digital/internet/online and web marketing are the same thing, but, then again, ten years ago these terms hadn't even been invented. When you think of it that way, it makes sense to check in.
This next term is, in my opinion, closer to capturing what you and I, as solopreneurs really need to accomplish in order to make our businesses flourish.
- Integrated marketing communications: This is the practice of combining online and offline marketing and communications. It means making sure that your marketing efforts happen both online and off, and that all parts of your marketing plan work together as a whole. It could be called Holistic Marketing, but then you'd sound like you were from California. . . .
This next term refers to marketing based on, you guessed it, the values of the company in question. I have tried to redefine the term to mean content marketing (see below) that is rooted in socially conscious entrepreneurship. Then again, I am from California.
- Values-based marketing: Marketing that closely ties business strategy to the values of the company (think: Body Shop).
- Content marketing: This form of marketing relies on producing written copy, images (including graphics) and video to offer value to potential clients and start a sales funnel.
- Sales funnel: This is the structure of how your online offerings lead from free content to customer retention.
- Social media marketing: Although social media marketing also requires content, this content is delivered on platforms such as Twitter and Facebook. It can also be considered a subset of content marketing because longer content, such as blog posts, is often promoted on social media platforms.
Web Design & Content Strategy
- Web design: I like to put web design on marketing lists because one thing not everyone understands is that a website is a marketing tool and web developers, ideally, either understand marketing or work closely with marketers in order to create, from the beginning, necessary sales funnel infrastructure including landing pages, free downloads, integration with email services like MailChimp, search engine optimization and more.
- Information architecture: IA professionals create the structures and labels on websites that support content and allow people to navigate easily and intuitively.
- Persona: This is a distilled model of who you are creating your content for. Using a persona, everyone involved in producing content can tailor it to speak to one “person” who represents your target audience instead of trying to speak to the masses.
This leads us to. . . .
- User experience: User experience refers to all of the aspects of a website, including esthetic considerations and technical aspects such as site speed and navigation, that contribute to how a person feels while using the site. We've all been on frustrating, slow sites with confusing navigation. User experience experts help create positive experiences through high quality design, programming and content.
- Content strategy: Content strategy is considered by some a subset of user experience. It is the process of taking a business development strategy and translating it into actual content on, for example, a website or social media platform.
- Content auditing: This is the process of listing out what content exists, what content still needs to be created or found and who is responsible for each piece.
- Content curation: Like museum curators, content curators find, identify, group and promote creative work — only they do it on the web instead of in a museum and their goals pertain to business goals instead of public enrichment. However, valuable content is what builds trust and moves people through a sales funnel so, although the goals are different, in fact a good content curator will provide the same “wow” factor as a good museum curator.
Content Creation & Production
The next two marketing terms are interchangeable.
- Content creation and
- Content development
Both of these terms pertain to making content for the web, including text, images and video.
Like the terms above, the following two terms mean the same thing. Both refer to creating a set of goals and a timeline for content creation. More complex calendars also note outcomes for analytics and track where content was promoted.
- Content calendar and
- Editorial calendar
Once you have planned out your overall marketing and content strategies and identified the need for high quality content, you need a:
- Production process: Your production process involves who will curate and create content and how they will do it, including whether the individuals involved need to work with other team members such as graphic designers, developers and community managers.
To round out the list:
- Web analytics: It is important to include web analytics whenever marketing is discussed. The reason is, if you don't measure the results of your strategies and production processes, you will never know if what you are doing is paying off or if you should change gears.
These 22 web 2.0 marketing terms should help you feel confident when you talk about marketing, give you a better idea of what makes today's marketing different from traditional marketing and even help you improve your own strategies and processes.
Do you have questions or comments? Are there web 2.0 marketing terms you think should be included? Let us know in the comments.