Content and Copywriting Glossary

Content and Copywriting Glossary

We have all been there. We have been looking for an expert copywriter to help us to produce relevant, quality content for our website, but have been faced with lots of business and marketing related jargon, and while we can have a bit of a guess at what some of them mean, we aren’t quite sure.

If you are finding yourself in this situation, fear no more, as we have put together a super handy list of some of the content and copywriting terms that you may come across.

An A to Z of content and copywriting terms

Above the fold: This is the part of the page that you can see without having to scroll down

Affiliate marketing: This is the process of earning a commission by promoting other company’s products. You find something that you like, promote it to others, and take a small chunk of the profit for each sale that you make. 

Analytics: This involves looking for trends and patterns in data that may inform your business strategies. Popular analytics tools include Google Analytics, Facebook and Instagram Insights and Google Webmaster Tools. 

B2B: This is business to business marketing. As the name suggests, it is where a business’s target audience is another business. Mailchimp and Adobe are two examples of B2B.

B2C: This is business to consumer marketing. This where a business sells to the end-user, or a consumer. Coca Cola, for example, is a B2C business.

Backlinks: Backlinks are when a website links to a page on an external website. Backlinks play an important role in most search engine algorithms

Blog: A blog is a form of published content on the internet. They are an ideal way of communicating your expertise with website visitors.

Bounce rate: The percentage of visitors entering and leaving your site, rather than continuing to view other pages within the same site. 

Click-through rate (CTR): The number of times that a website visitor clicks on a link based on the number of times it has been seen.   If 50 people saw the link and five people clicked on it, the CTR would be 10 per cent. This is particularly used when talking about email marketing.

Content writing: Content marketing is a method of creating and sharing free content in order to attract website visitors and convert them into paying customers. Content should always be valuable and relevant. 

Copywriting: Copywriting is the process of writing compelling marketing and promotional materials that inspires people to take some form of action, such as making a purchase, clicking on a link, donating to a cause, or getting in touch for further information.

Cornerstone content: Cornerstone content is a post or page that defines your brand and supports your website. It is the content that users will read and instantly recognise as the main themes that your business represents.  Ideally, your website should have around 3-5 key pieces that link to other posts on your site, creating a funnel with the cornerstone content at the top.

Digital commerce: This is the buying and selling of goods and services using the Internet, mobile networks, and commerce infrastructure

Direct marketing: These are marketing efforts aimed at a specific demographic through sales, mailing or sending catalogues—to elicit a response from the customer.

Engagement: The ability to attract the attention of the audience and to persuade the audience to take part in some kind of task. It may be to share content on social media or to leave a comment.

Hashtag: A label created for a social media site such as Twitter or Instagram that allows users to search for content within a particular topic. 

Impression: In digital advertising, when an ad is fetched from the source and seen, it is counted as an impression, whether it is clicked on or not. 


InfographicAn infographic is a collection of eye-catching imagery, charts, and minimal text that gives an easy-to-understand overview of a topic.

Keyword: A keyword is a term used in online marketing to describe a word or group of words used by an Internet user to perform a search in a search engine or search bar. Keywords are very important in an SEO strategy and should be the core of any copy written for the web (presented in content, titles and SEO elements)

Landing page: A landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a user lands after they click on a link in an email or an ad.

Link building: This is the process of getting other websites to link back to yours to show search engines that your site is trustworthy and authoritative.

Market research: Market research is the process of determining the viability of a new service or product through research conducted directly with the potential demographic.

Mobile marketing: These are the advertising or promotional messages that appear on mobile devices like smartphones and tablets.

Multimedia: Using a variety of text, graphics, audio, video, and animation in one place

improve seo

Search engine optimization: Also known as SEO, this is the process of getting traffic from organic search results generated by search engines such as Google or Bing. 

Search engine results page (SERP): This is the page generated by a search engine in response to a keyword enquiry. This usually consists of a linked headline, a description of the content, emboldened keywords, and the URL of the website.

Target market: This is the people who make up the group that the marketer wants to focus on. A product or service can have more than one target market. Separating an audience into smaller, more concise target markets is known as segmentation.

Top of the funnel: This is the point where a potential customer makes their first interaction with a company

Unique page views: This is a metric that tells you how many people have viewed pages on your website.

Unique selling proposition: Your USP is the thing that makes you and your business special – it is what makes you stand out from your competition.