Glossary
Buyer personas: A clear picture of your target audience, based on their common characteristics, interests, problems, and desires.
Call to action: A suggested activity that guides people toward an outcome.
Case study: Analysis of how other businesses achieved success.
Channel overload syndrome: The experience of being overwhelmed because information is transmitted faster than people can receive it.
Content: Free and valuable material regularly developed to attract people to your business.
Content-focused ads: Marketing messages that drive people to your free content, not your products and services.
Contrarian stories: Articles that examine the opposing viewpoint of commonly held beliefs and practices.
Coopitition: Contraction of “cooperation” and “competition,” coopitition describes when competitors cooperate with each other to accomplish a larger goal, even as they compete against one another.
Discovery system: A set of steps regularly performed to ensure you find the best content and people in your industry.
Editorial calendar: A monthly, quarterly, or annual content publishing plan.
Editorial guide: A reference source to help writers create consistently great content.
Elevation principle: The theory that says that to grow your business, you must combine great free content with the support of outside experts, but eliminate overt marketing messages.
Escape velocity: The speed required to ensure your business escapes gravity drag. See also Gravity drag.
Expert interviews: ...
