9 Marketing Terms For Content Creators

Build it and they will come.

While you’re busy churning out quality content, brands are keeping watch. When your followers grow from hundreds to thousands, companies will begin to reach out in hopes of sponsoring your posts. That is, they’ll offer you payment, goods or services in exchange for the opportunity to make an appearance in front of your audience. It can be as inconspicuous as a minor mention in a single blog post or as hit-the-reader-over-the-head as a series of stories across multiple channels dedicated solely to their brand.

Photo by Clark Tibbs on Unsplash

Also known as influencer marketing, collaboration or integration, this relatively new marketing tool is highly effective, so its popularity continues to grow. Influencers with fewer and fewer fans are being approached – in fact, we’re currently seeing the rise of the micro influencer, an individual with as few as a couple of thousand followers. So if you’re a content creator with a followship in the thousands, it’s not a question of if a brand will hit you up to collaborate, but rather of when.

When that moment comes, unless you have a background in digital marketing, odds are that you’ll feel pretty out of your depths. The last thing you want to do is undervalue what you have to offer simply because you’re not familiar with the lingo. To level the playing field and help you maximize opportunities, below is a primer on common industry jargon and what it means for you.

Photo by Brooke Lark on Unsplash
  1. Target Market: You may have heard this one before. This is the group a company has identified to be the most likely to purchase their goods or services. It has multiple commonalities, such as age, gender, buying habits, income level and values, among others. If a brand reaches out, you can assume they see overlap between their target market and your audience. Whatever insight you can offer about the group (likes, dislikes, interests, etc.) is invaluable and will help you build effective sponsored content.

  2. Buyer Journey: Another consideration for brands is where their target market is situated on their path toward making a purchase (or hiring a service, signing up for a webinar, etc.). Are they just learning about the product or are they on the verge of clicking “checkout”? If you know where your followers fall in the buyer journey, you can suggest content that will engage them.

  3. Marketing Strategy: Remember the earlier examples: a single blog post mention or a multi-channel campaign? Whether a brand opts for the former, the latter or something in between is dependent on their overall plan, called a marketing strategy. Often, you are a small peg in the gears of a larger scheme, so ask about the marketing strategy and you’ll be better able to support it.

Photo by James Pond on Unsplash
  1. Metrics or Key Performance Indicators (KPIs): These standards of measure are objective indicators used to determine the effectiveness of marketing efforts. Various programs, such as Google Analytics, can perform these evaluations. Learn the main metrics or KPIs (see below) and you’ll be able to clearly express your value during negotiations.

  2. Traffic: Unlike the road, on the web, traffic is a good thing! The more individuals are interacting with your content at any given time, the better. Beyond just a total number of visitors, this metric considers how many different individuals visit your platform, how often they do so and for how long.

  3. Page View: Each time someone lands on one of your pages, you’ve achieved a page view. Get to know your most popular pages and sell against them.

Photo by Daria Nepriakhina on Unsplash
  1. Impression: Every time a piece of content appears before a person’s eyes, it is considered an impression. The more impressions a good or service has, the more familiar it becomes. In theory, the more familiar something is to consumers, the more likely they are to purchase it. That’s where you and your unique audience come in!

  2. Click-Through Rate: This refers to the percentage of people who click on a link presented to them. A great way to visualize this is with newsletters. Let’s say a newsletter that includes a link is sent to 100 subscribers; if 75 people click on the link, the click-through rate is 75 percent. Calculate your average click-through rate so you can show brands what you have to offer.

  3. Conversion and Conversion Rate: Whether a company is looking to sign up new members or sell a product, every time one of your followers performs the desired action, you’ve achieved a conversion. The conversion rate, a percentage, is calculated based on how many visitors were converted. The higher your rate, the more valuable your platform is to a brand.

Talk the (digital marketing) talk and you’ll secure profitable sponsorship deals as well as enjoy repeat customers – cha-ching!

Author image

About Mary Levitski

Mary Levitski is a content creator with years of experience at national magazines. Her passions include decor, wellness, travel and food.