Powering Content

Appendix B. The Content Marketer’s Essential Dictionary

Affinity diagramming

A qualitative data analysis technique that allows researchers to make sense out of large amounts of seemingly disjointed data points. In affinity diagramming, you lay out individual insights and group them into buckets according to their level of similarity—or affinity. This technique is useful in developing content personas (see Personas).

Bounce rate

A measure of how effective your content is at retaining visitors when they land on it. A bounce rate specifies which percentage of your visitors entered the page and left quickly instead of staying to browse more content.

Content audit

A thorough revision of your catalog that involves deep diving into various types of data to unveil what has worked and what has not.

Content curation

The practice of finding, filtering, and shaping content ideas for production. Some also use this term to denote the act of spotting and serving relevant content to readers to prolong their original experience.

Conversion funnel

A series of steps that mark a user’s journey toward converting. Conversion could refer to any specific action that assists the completion of a company’s growth goals: purchases, signups, and downloads, among others. Each brand defines conversion depending on the business model it is operating under.

CRO

Conversion Rate Optimization. A set of practices to improve the odds of converting a user given a hypothesized course of action (funnel). ...