New to digital marketing? Here are 10 need-to-know terms.

Content Marketing

Develop your brand’s content marketing strategy around a commitment to creating and sharing information that is valuable and relevant to your target audience. The aim for this content is to drive specific actions, such as online sales or client inquiries.


When your content shows up in a person’s social media feed, you’ve created an impression. Impressions are not measured on action taken; the objective is to cast a wide net to achieve exposure for the brand. This is a key metric to record and monitor as you work towards growing brand awareness online.


CTR, or click-thru-rate, is measured by the number of clicks your content generates, which is related number of impressions made. (The greater the number of impressions, the better your chances are for the audience to further engage with your content, by linking to your website or other URL.) Click-thru rates are used to measure engagement, and reveal how relevant the content is to the audience.


Conversion occurs when a specific action - on your website, social media page, or paid search campaign - is taken by the user. This metric is quantified by users filling out a form, clicking on your ad, purchasing from your e-commerce website, etc.


When you invest in digital marketing, analytics are helpful means for establishing ROI (return on investment). You may analyze the success of everything, from digital advertising campaigns to the effectiveness of individual social posts. Most social marketers use a combination of native tools and independent apps to evaluate performance.


Storytelling is one of the best ways to express your mission and humanize your brand. Storytelling is the art of weaving your business’s message into a narrative via blog posts, social media content, videos and web pages. To stand out in the crowd, a good storyteller will paint a compelling picture for their audience or customer.


In digital marketing we optimize our website for better conversion rates, our email marketing campaigns for better click-thru rates, or our social media marketing strategy to build brand awareness and drive website traffic. As the word suggests, everything is made better through the art and science behind optimization.

Influencer Marketing

Influencer marketing identifies the critical movers and shakers within an industry who may hold sway over potential customers, and creates a marketing strategy around these influencers’ online activities. Influencer marketing may assume the form of sponsored blog or social media posts. The influencer is typically asked to try a certain product and/or service, and to review or otherwise write about their experience on the influencer’s social media profile or blog.

User Generated Content

User Generated Content (UGC) is any type of content created, shared and promoted by unpaid contributors or fans. On a steady rise over the last decade, UGC may refer to to photos, videos, testimonials, tweets, blog posts and more. These third-party endorsements are powerful tools in the larger marketing toolkit.

To illustrate, one example of this type of marketing or content creation is the “Share A Coke” campaign, in which the brand asked global customers to share an image via social media of them drinking from a personalized coke bottle.

But you don’t have to be a global brand to benefit from UGC or any of the digital marketing strategies and tactics listed above.

To learn more about digital marketing and to consider outsourcing your online efforts, please contact us to schedule a complimentary telephone consultation - and get ready to WorkTheBrand™.