Terms You'll Need to Know as a Marketing Writer

Sarah George on Content Marketing

Marketing TermsIf you’re new to marketing writing, you may be confused by terms your teammates might use. How can you learn to write for your company if you don’t understand what they want? You need good communication.

In this article, you’ll see a detailed list of marketing terms and definitions. Specifically, we’ve covered terms related to audience, types of content, marketing, advertising, and marketing results.  

These terms help marketers express their ideas succinctly and are, therefore, important for you to learn. In addition, you can click on many areas within this article to learn more details about that topic.

Here are the terms you’ll need to know for marketing writing:

Understand your audience.


B2B is an abbreviation for the term business-to-business and refers to companies whose main customers are other businesses.


B2C is an abbreviation for the term business-to-customer and refers to companies whose main customers are individual consumers.

Market Research

Market research involves gathering, analyzing, and using data related to a company’s products and its consumers.


Personas are imaginary characters that companies can use to represent specific people in their targeted audience. These characters usually have specific names, backgrounds, problems, and desires.

Social media

Social media refers to virtual communities or networking websites in which people share ideas or media and interact with each other.

User stories

A user story is a short description of a customer’s desires, goals, and reasons for those goals told from the customer’s perspective.

User stories often follow a formula. For example: As a/an (insert type of customer), I want to (insert goal or desire) so that (insert reason).

Know common types of content:


A blog is a website or part of a website in which an individual or company provides informal, conversational content in chronological order.

Blog Post

A blog post is a specific piece of content published (or posted) on a website’s blog.


Content is any information presented to a customer or audience through various mediums, such as articles, videos, or infographics.

For more details about written content, visit our article What Is Content Writing?


Copy is writing used to persuade a customer or audience to an action within a sales or advertising context.


Crowdsourcing is the process of gaining new content or ideas from a company’s audience.


An e-book is a digital book that can be read on a computer, tablet, or mobile device.

Evergreen content

Evergreen content refers to information that is always relevant to a targeted audience. These would not include such topics as holidays, calendar events, news, or politics that will quickly become outdated.


An infographic is a chart or diagram used to represent information or data in a visual way.

Landing page

A landing page is an individual web page used in marketing to inform customers how to make a purchase or otherwise receive an offer.  


A podcast is an Internet-based audio file in which listeners can hear it online, download onto a device, or subscribe through a mobile app.

Viral content

Viral content refers to online content such as images, videos, or articles that spread quickly around the Internet.

White paper

A white paper is a concise business report that is used to explain complex information. It is often used to convey a business’s point of view on a particular topic.

Focus on content marketing:


Brainstorming is the act of coming up with new ideas as a group or individual.

Content marketing

Content marketing involves companies creating and sharing valuable information without selling directly. The idea is to generate interest around the company so that readers can interact and eventually purchase from the company later.

Content marketing strategy

Content marketing strategy is the specific process that a company uses to create and share its content.

Editorial calendar

An editorial calendar is an overview of content that is used to create and organize ideas as well as track the progress of content in one convenient location.


A hyperlink (or link, for short) is a part of a web page or document that points to another web page or document. The link is usually highlighted and underlined in a color different from the text.

Inbound link (or back link)

An inbound link is a reference from another person’s website to your website. Visitors who click the link will be directed to your web page.


A keyword is a word or phrase that describes the information on a web page. Search engine users type in these words and phrases to find relevant information.

Long-tail keyword

A long-tail keyword refers to a keyword that is targeting a more specific, less competitive audience from search engines. It usually includes several words as the keyword phrase.

Outbound link

An outbound link is a reference from your website to someone else’s website. Visitors who click the link will be directed to another person’s web page.

Search engine

A search engine is a website that organizes information from the Internet into a database. Users can then search for specific words to help them find information.


SEO is an abbreviation for the term search engine optimization. It involves organizing and building content in a way that maximizes how search engines find the information.

User experience

User experience refers to a person’s overall impression of a company’s product or website. In marketing, user experience is considered a specialized career field.

Focus on advertising:

A/B testing or split testing

A/B testing is the process of experimenting with different variations of a sales process to see which generates the best results.


Advertising is the action of influencing customers for a company, usually to influence buying decisions.


A call to action (or CTA) is a word or phrase that instructs a customer about what to do next.


Conversion refers to the act of a customer buying a company’s service or product and, therefore, making a sale.

Email marketing

Email marketing involves selling and relaying information to customers through online mail.


A sales lead (or lead, for short) refers to potential customers who are interacting with a company before a sales purchase.

Lead generation

Lead generation is the strategic process a company uses to gain potential customers and turn them into buyers.


Marketing is a broad term that includes all the processes involved in promoting a company to consumers. Marketing often focuses on teaching consumers about the company and product, but also includes advertising and market research.

Marketing automation

Marketing automation refers to software or technology that can perform repetitive marketing tasks for a company. It also gives insights into a task’s performance, sales, or audience response.

Sales funnel

A sales funnel refers to a company’s specific process of guiding customers to a buying decision. The funnel starts by informing and raising awareness with the customer and ends with a prompt to purchase.  

Social media advertising

Social media advertising involves using paid promotions to target customers on social media.

Social media marketing

Social media marketing is the use of social media, such as Facebook and Twitter, to promote or raise awareness for a company’s products.

Achieve marketing results:


In marketing, analytics involves interpreting data from customers in order to improve marketing results.

Bounce rate

The bounce rate refers to the number of visitors who leave a website after visiting only one web page.

Churn rate

The churn rate refers to the percentage of customers who unsubscribe from a company’s service, such as a subscription product or email newsletter.

Click-through rate

The click-through rate (CTR) refers to the number of people who click on a paid advertisement versus those who hover over the ad without clicking it.

Key performance indicators

Key performance indicators (KPIs) are specific measurements a company identifies as important to its marketing goals.


A metric is any measurement a company uses to interpret marketing data.

Open rate

Open rate refers to the percentage of email subscribers who open a company’s email.

Page view

Page view measures the number of pages a visitor views on a website.


ROI is an abbreviation for the term return-on-investment. ROI refers to a company’s gain versus the amount of money spent on marketing.

Social proof

Social proof refers to evidence given from the previous customers of a company to validate its product and gain new customers.

Unique visitors

Unique visitors refers to the number of individual people who visit a website within a set period, regardless of how many times each person visits.

Website traffic

Website traffic refers to the number of people who visit a website and the number of pages they visit during the Internet session.

Summary for terms in marketing writing:

  • Understand your audience.

  • Know common types of content.

  • Focus on content marketing.

  • Focus on advertising.

  • Achieve marketing results.


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