Shelley Feist

Content Marketing Terms To Get Your Team on the Same Page

Yesterday morning as I was writing a blog post I thought, “I should produce a glossary of content strategy terms that could help make sure my clients and I get on the same page as we explore working together.” 

No kidding, about three hours later I saw in my email inbox this subject line:  

Screenshot of an email inbox.
“The Essential Content Marketing Glossary: 50+ Terms Your Need to Know” from the Content Marketing Institute.

Holy cow, I’m a manifestor!

I’m so happy to have found this resource and to share it with you.

After all, just like new digital marketing tools, the number of content marketing terms is developing fast and furious.  It’s a lot to keep up with. 

For me, terms help build understanding among individuals or teams that are trying to solve problems together. 

Terms are the common language and without a common language, all kinds of misunderstandings can develop.

Since I’m all about clarity, I have been working through definitions to ensure I’m prepared to build understanding with my nonprofit clients, and be consistent as I write about content strategy in this blog and in my social channels.

Simplifying – A Minimum Terms Set

I also buy into the idea of “minimum viable.”  I think of Seth Godin and his use of the phrase “the smallest viable market.”   

A glossary makes me think about a minimum viable set of terms and definitions – keeping things as simple as possible while laying down terms as important anchors for our work together.

So, with that, I’ve tweaked a few key terms for myself, drawing on the Content Marketing Institute’s glossary and Brain Traffic, a leader in content strategy. 

I view the terms as they resonate for me in my Content Clarity process.

Important Basic Terms We Use in the Content Clarity Process


A clearly defined group of individuals that willingly read, listen, view, or otherwise engage with your content in exchange for benefits they expect to receive. 

Content Strategy

A content strategy links your organization’s mission and brand promise to the creation, delivery, and governance of useable content.  

Content Marketing

The act of building an audience by publishing, maintaining, and spreading frequent and consistent content that educates, entertains, or inspires an audience.

Content Governance

Your unique internal system for setting priorities, creating content standards, and setting up accountability.

If you love to play with words– and want to go deeper on content marketing terms — be sure to check out these outstanding expert sources.

P.S.  Yes, the new year is here!  Are you ready? This 2022 Content Clarity Quiz for Nonprofits will give you a read on your organization’s readiness to draw more people to your cause!

P.S.S.  – More art to lift the nonprofit executive spirit!

In every blog post I’ll include an art moment. I do this for two reasons

1) because art is my second-greatest passion (after supporting non-profits) and

2) because art generates ideas, and we all need fresh ideas  So…enjoy! 

(These are not paid placements I’m just sharing things I think others might enjoy!)

Masterpieces bought at estate sales – it still happens! And other cool Titian and Picasso discoveries.

Seven lost artistic masterpieces were found in 2021.   

Share this post