Your Entry Point to Marketing Terminology: What Do These 5 Commonly Used Marketing Phrases Really Mean?

If you have a business, you’ve probably heard a lot of marketing buzzwords. You may wonder what they mean. Content marketing? Editorial calendar? Engagement? These words can sound confusing, but they’re really not. We’ll explain the meaning of some of the most common marketing phrases.

Content Marketing

This is one of the most confusing marketing buzzwords. How can you market without content, right? When marketers talk about content marketing, they’re talking about using different types of published content to sell products and services. These include:

  • Blogs
  • Videos
  • Infographics
  • Case studies
  • eBooks
  • Whitepapers
  • Checklists
  • Interviews
  • Social Media Posts
  • Gifs and Memes

Editorial calendar

In its simplest form, an editorial calendar is a list of ideas a content marketer might want to turn into blog posts or other types of content. As they brainstorm types of content they might want to publish throughout the year, some of them might actually get put on a calendar, but some of them may not. Developing good content takes time, and editorial calendars need to be filled with good ideas.


Engagement refers to how well your audience responds to your content, brand, or something else. Sometimes you can’t measure your return on investment, and that’s fine. When you can’t measure it with actual numbers, you can use engagement. Good ways to measure engagement include:

  • the amount of time your audience spends on your page
  • how far they scroll before they exit the page
  • the number of likes or follows a piece of content receives
  • comments left by readers or watchers.

Return on Investment

This one is used in investing, but it’s also become a marketing term of sorts. In marketing, return on investment, commonly abbreviated ROI, means how much money your investment in a certain type of marketing, like Facebook ads, made for your company. You would measure return on investment for marketing the same way you measure it when it comes to investing – take the amount of money your investment made for you, subtract the cost of the investment and divide it by the cost of the investment. So let’s say you spent $5 on a Facebook ad for a certain campaign. If you made $50, you would do (50-5)/5. Your return on investment is 9%. Once you’ve figured out your return on investment, you can decide whether to use that marketing tactic again in the future.


IoT means “Internet of Things.” These things include smartwatches, pet cams, computerized thermostats, and any other tangible item that can connect to the Internet. These things can be remotely controlled and monitored, and many of them have become central to our lives. The Internet of Things is important to marketing because it allows marketers to tailor their message to consumers. They can find out what kind of things consumers use, and create marketing messages for those things or that will reach them through those things.

All of these marketing terms are common because they’re important. Data and measurement are becoming important indicators for business success, especially for businesses that are primarily Internet-based. They show how much data is becoming important to marketers. As technology continues to advance, more and more jargon is going to be introduced to reflect what’s important.

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