The marketing jargon dictionary
Most industries are jam packed full of their own jargon.
And marketing is no different.
CPC. CRO.
Backlinks, dwell time, top of funnel, domain authority - what are they on about?
Well, this just happens to be our bag. So we’ve got you covered.
In this dictionary, you’ll find an A-Z of all the weird language marketers use and what the heck it means.
You’ll find related terms, and towards the bottom of the page, a list of acronyms to boot.
In this dictionary of marketing jargon, you’ll find:
Common marketing terms and their definitions
Marketing acronyms and their definitions
Ready to sound like a pro?
Common Marketing Terms
A/B testing
Also called: Split testing.
A/B testing is a method of experimenting with two different ideas.
It’s used to determine which idea gives a better user experience (UX) based on the response rates.
Common marketing elements subjected to A/B testing include webpage copy, pop-up ads, and email subject lines.
Acquisition
Also called: Customer acquisition.
Acquisition is the process of bringing new customers onboard. This can be done using a variety of marketing and sales methods.
Effective customer acquisition comes from building a long-lasting, intentional strategy that results in new customers. Nice!
Advertising
Where marketing is about identifying customer needs and how to meet them, advertising typically refers to paid media. In the past, this was predominantly newspapers, radio, and TV.
While those things are still an option, today we see more focus on Google and Facebook, followed by other platforms like YouTube, TikTok, Instagram and so on.
Advocate
Also called: Brand advocate.
Advocates are current or past customers that actively promote a brand, product, or service online. The promotion can come in the form of mentions on social media, positive reviews, or word-of-mouth marketing (telling your mates).
Advocacy marketing is the process of converting customers into brand advocates through specific marketing strategies, such as incentives and outstanding customer service.
Affiliate marketing
Affiliate marketing involves enlisting the help of third-party publishers (content creators) that promote a brand’s products or services in areas outside of their own website or platform.
These third-party publishers are called affiliates, and they typically receive commissions when sales are made. These incentives can include money, free products, company discounts, and other offerings.
Affiliate marketing allows companies to build an audience without just touting their own products or services (see Social proof).
Analytics
Also called: Marketing analytics or data ops.
Marketers need to know if their activities are paying off, if the investment is worthwhile (and how worthwhile it is). They do this using a range of tools that are collectively referred to as analytics.
These technologies and processes help businesses evaluate the success of various marketing efforts, with the goal of spending smarter and prioritizing the right actions.
Anchor text
Anchor text refers to words that are hyperlinked. They usually appear blue by default.
Anchoring your links in text (rather than calling them out explicitly) is often better for a website’s SEO and user experience.
(See what we did there…)
Automation
Automation is using technology to complete routine tasks without the need for manual input.
It can be used for various marketing activities such as email marketing, social media scheduling, ad campaigns, and much more.
Automation allows you to spend less time on repetitive stuff and more time on doing the work that matters.
Backlinks
Also called: Inbound links, external links.
Backlinks are hyperlinks from one webpage to another. When a company describes their backlinks, they’re referring to other websites linking back to their webpages.
The quality and quantity of backlinks going to the site are important ranking factors for search engines. The more that authoritative and relevant sites are talking about you, the better you must be, right?
“Backlinks that point to your website indicate to search engines that your content has value. In fact, backlinks are one of the most powerful ranking factors.”
Black hat
Black hat marketing refers to unethical internet marketing, such as using deceptive or manipulative strategies to achieve a goal.
This can include untruthful or misleading messaging, results that are promised but cannot be guaranteed, and a business-first approach to search engine optimization (SEO) (as opposed to user-first).
But Google (and us humans) are smarter than that, so don’t try it.
Blog
“Blog” comes from the word “weblog”. Save that one for your next pub quiz!
Blogs are typically longer-form written content about a particular topic. They can be super impactful for SEO when targeting certain keywords (see Keywords) and can help companies demonstrate their knowledge and authority around a subject.
In a marketing context, blogs are generally published to help show up for the right keywords on Google, and attract leads.
Bounce rate
Bounce rate is the percentage of visitors that leave a webpage without taking an action. This might include clicking through to another page, filling out a form, or purchasing a product.
Bounce refers to the action of leaving (bouncing from) the page.
Bounce rates are measured to determine how effective a webpage is at getting visitors to perform the desired action of that page. But you have to find your yardstick first:
“If you’re looking to figure out what a good Bounce Rate is, make sure that you’re comparing your site to other sites in your category.”
Brand
At face value, a brand is the trading name of a company, like Paste & Publish.
But the term “brand” takes more into account. It’s also a personality and values construct that companies create for customers to identify with them. This “branding” helps one company appeal to a particular audience more than a competitor, and to articulate what they’re about.
For example, Paste & Publish isn’t just a marketing agency brand. We have values that guide our business practices and help us connect with our target audience.
Brand awareness
Brand awareness refers to the degree of brand recognition within its industry.
Building brand awareness is one of the primary purposes of marketing. Ideally, the more people that know and connect with you, the better your sales will be.
Brand awareness can also grow into brand affinity, which refers to the emotional connection consumers have with the values of a particular brand.
When a customer feels an affinity towards a brand, they may remain loyal to that brand regardless of whether its prices are the higher or lower than competitor products.
Brief
Also called: Marketing brief, creative brief.
Briefs are short documents summarising key details of specific tasks.
They help individuals understand a task assigned to them and ensure all contributors to a specific project have the same understanding.
When you’re all on the same page, everything tends to go smoothly. Briefs help with that.
Briefs often include the project mission and goals, messaging, demographics, challenges, and timelines.
Buyer persona
Also called: Avatar, customer avatar, audience, marketing persona.
A buyer persona is a research-based, somewhat generalised profile of your ideal target customer. Before you can design messaging and advertisements, you need to understand who you’re talking to, right?
They often include details such as customer demographics, psychographics (attitudes and beliefs), behaviour, motivations, goals, and challenges.
The better you know who you’re selling to, the better you’ll be able to serve them.
“Buyer personas help ensure that all activities involved in acquiring and serving your customers are tailored to the targeted buyer’s needs.”
Campaign
Also called: Marketing campaign, advertising campaign.
A campaign is a set of planned activities that fit into a wider marketing strategy.
One strategy can have numerous campaigns running simultaneously or at specific times, each with their own measurable goals and budgets.
Here’s a visual of where campaigns sit in the wider marketing structure:
MARKETING STRATEGY
The overarching scope for the department and its impact on the wider company
MARKETING PLAN
A translation from the strategy of what we’re doing, why, and how we’ll measure success
MARKETING CAMPAIGNS
The groups of content and activities scheduled in the plan
MARKETING BRIEFS
The instructions for carrying out specific activities
In marketing and advertising, a campaign is the course of action used to promote products or services through different media types.
Campaigns begin with a set goal and are then mapped out based on what a business decides will be the most efficient method of achieving that goal.
Case study
Also called: Case history, user study, user case.
A case study analyses a specific instance (case) in which a product, service, or business was used or applied to achieve specific results.
Case studies are used in marketing to demonstrate the effectiveness of a company’s approach to a particular problem, and to help warm up their potential customers who are considering whether to buy.
They’re often presented as a story, beginning with a person or business encountering a problem and ending with how a particular solution helped them resolve that problem.
“Case studies are an invaluable asset when it comes to establishing proof that what you're offering is valuable and of good quality.”
Churn rate
Also called: Customer churn, attrition rate, drop-off rate.
Churn rate is the rate at which customers stop buying from a company or don’t reorder. It is commonly defined by the percentage of people who discontinue their subscriptions within a given time. This is a particularly important metric to track in businesses with recurring revenue such as SaaS and productised services.
Churn rates are used to measure the loss of customers, just as growth rates measure the acquisition of new customers.
Cold email
Cold emailing is a type of email marketing that involves sending unsolicited emails to people with whom a business has not had prior contact.
Cold emails are not usually considered spam because they are personalized, honest about their purpose, and intentional.
Co-marketing
Co-marketing is a marketing strategy where separate brands or organizations work together to expand their reach.
It usually only makes sense to spend money on co-marketing when two brands share a target audience but are not competitors.
Content
Content, in marketing-speak, refers to any media created by a business (typically to be shown to past, current, and potential future customers).
Common types of content used in marketing include blogs, case studies, tutorials, social media posts, infographics, videos, podcasts, and more.
Content marketing relies on highly valuable content attracting potential customers that meet a company’s target audience profile.
Content calendar
Also called: Editorial calendars.
Content calendars are written schedules detailing dates, times, and locations for upcoming content.
Content calendars are a large part of ensuring a content marketing strategy runs smoothly. After all, what’s an organization without a bit of organization?
They may also include elements like post format, title, metadata, completion status, and more.
Content marketing
Content marketing is a marketing strategy that involves regularly publishing relevant content online to attract, engage, and retain customers.
It’s an approach that helps to promote brand awareness, establish expertise in a specific field, and connect with target audiences.
“The consistent use of content marketing establishes and nurtures relationships with your prospective and existing customers. When your audience thinks of your company as a partner interested in their success and a valuable source of advice and guidance, they’re more likely to choose you when it’s time to buy.”
(Psst… in case you hadn’t noticed, we’re a content marketing agency. Interested in finding out more about leveraging the huge potential of content marketing for your biz? Check us out).
Read more: What do content marketing specialists do? (And how does it generate results?)
Content writing
Content writing refers to the planning, writing, and editing of written content used in a content marketing strategy.
This can include the writing found in blogs, email newsletters, social media posts, scripts for podcasts and videos, and more.
Conversion
A conversion happens when a customer does something you want them to do. It could be buying a product, signing up to your emails - or whatever the goal of the specific marketing activities in question is.
Conversion path
A conversion path is the process that a potential customer goes through to take a desired action (see Conversion).
It begins with the original marketing message and finishes with the potential customer taking the action, with potentially a few stops along the way.
Understanding the behavioral steps that your customers go through is extremely helpful in mapping out their buying journey. This information allows you to understand which activities most result in hitting your KPIs so you can do more of that and less of the things that don’t.
Conversion rate
A conversion rate is the percentage of visitors that take a desired action (see Conversion).
Conversion rates are an important metric used to determine the success of a marketing effort, find flaws in a conversion path, and understand the wants and needs of a target audience.
Here’s an example of email conversion rates (i.e. % of people that clicked on an email):
“The average conversion rate peaked in 2018 at 18.49%. While 2019 and 2020 had significant pullback, it is still a respectable 15.11% conversion in 2020. In 2021 we saw a further decrease in overall conversion rates to 15.22%.”
Copywriting
Copywriting refers to a style of writing text (copy) with a marketing goal.
It differs from content writing because of its intended purpose, which is usually to make a sale or prompt conversions (see Conversion). But the lines are sometimes blurred between the two.
Copywriting can be found in advertisements, website pages, product pages, landing pages, and brochures, just to name a few.
Core Web Vitals
Core web vitals refer to three technical aspects of search engine optimization (SEO): LCP, CLS, and FID. They’re all about how webpages function.
Do they load quickly? (See LCP). Do images and text move around on the screen a lot before loading? (See CLS). How long does it take a visitor to interact with the page? (See FID).
These metrics tell search engines if a webpage offers a good user experience (UX). And the pages that do will be more visible in search results pages.
Cross-sell
Cross-selling is when you offer a product that is similar or complementary to the product a customer was looking to buy. (See also Upsell).
Customer
Also called: client or buyer.
A customer is a person or organization that purchases goods or services from a business.
The difference between a customer and a consumer is that a consumer is a person that consumes (uses) a product or service, while the customer is the one that makes the purchase.
In marketing, the two terms are often used interchangeably.
Demographic
A demographic is a group of people that have been identified by a common attribute such as gender, nationality, age, or income.
Demographics are used in marketing to divide and quantify potential customers into segments with the intention of creating unique marketing messages for each group.
For example, you might create an ad that specifically targets men in their 50s by using language that’s proven to be more effective for that demographic.
“Demographic segmentation allows you to collate your customers in a way that then lets you identify the best way to promote your goods or services to them.”
(Note that demographics differ from psychographics which focus more on qualitative aspects of customers such as interests and beliefs). (See Psychographics).
Digital marketing
Digital marketing is an umbrella term that categorizes all brand/product promotion forms that involve electronic devices.
It refers to marketing campaigns that appear on digital devices, such as computers and mobile phones.
Common forms of digital marketing include display ads, videos, search engine marketing (SEM), blogs, social media posts, and emails.
Direct marketing
Direct marketing refers to any marketing efforts that do not involve a third-party (for example, an external advertiser).
Common forms of direct marketing include brochures, flyers, newsletters, emails, phone calls, and text messages.
Domain
Also called: Domain name.
Domain names make it easy to find things on the web. They’re the name you see in a URL, e.g.: pasteandpublish.com.
(Not to be confused with the URL, which is the path, e.g.: pasteandpublish.com/services.)
Everything we see online is hosted on a server somewhere. The actual addresses (IP addresses) for webpages are just long strings of numbers, so domain names are connected to these for better usability.
They also tell us whether a website is secured or not.
You can tell this by checking the https status at the start of the address.
Domain authority
Also called: Domain ranking.
Domain authority is a metric first developed by Moz that describes the relevancy of a website in regard to a specific subject area or industry.
While it is used to predict how likely a website is to appear in search engine results pages (SERPs), it is not a ranking factor used by Google to determine anything.
Domain authority is based on several variables, including quality of information, the prestige of the website and its authors, backlinks, information and website centrality, and competitiveness around a subject.
Direct response
Direct response is a type of advertising/marketing with the goal of compelling customers within a target audience to act immediately.
Direct response marketing is driven by persuasive and focused copywriting.
While other marketing strategies typically focus on building brand awareness and keeping a product at the top of consumers’ minds, direct response uses calls-to-action (CTAs) to affect behavior rather than awareness.
Drip marketing
Drip marketing campaigns are a component of email and SMS marketing, and consists a constant flow of marketing materials being sent to customers over a period of time.
Drip marketing aims to create sales or sign-ups through long-term repeated exposure to a particular product or service.
Dwell time
Dwell time is the amount of time a website visitor spends on a webpage before clicking back to the search results page.
It is a metric used to inform marketers of how successfully their webpages capture and hold a target audience's attention.
eBook
An eBook is an electronic file specifically designed to be read on a computer or handheld device.
They’re often designed as downloadables that potential customers can buy or have for free. The idea is that they’re swapped for an email, and that email can be used in follow-up marketing activities.
Email marketing
Email marketing is a type of marketing that involves sending emails to current or potential customers to achieve a specific goal.
It may be used to sell a product or service directly, build relationships between a brand and a consumer, generate leads, establish brand authority, and more.
Email marketing covers everything from direct response emails and newsletters to drip sequences and educational content.
“Email marketing can help you build a relationship with your audience while also driving traffic to your blog, social media, or anywhere else you’d like folks to visit.”
End user
Also called: Consumer, user.
The end user is the person that consumes or makes use of a product or service a business has sold.
They are different from a customer because they are not necessarily the one that purchases the product or service. However, often the end user and customer are the same person.
Engagement
Also called: Customer engagement.
Engagement is when a consumer interacts with a brand or piece of content in some way.
This can include clicking on a link, messaging a chatbot, opening or responding to an email, commenting on a post, sharing a video, liking a photo, or any other (intended) form of connection.
Customer engagement can measure the strength of a brand’s relationship with its audience.
Events
In marketing terms, we’re talking about desired actions being taken by a potential customers here.
Tracking pixels (see tracking pixel) can be added to websites to record when a visitor performs a certain action. This is the “event”.
Tracking these events tells us about behaviour and triggers that can better inform marketing strategy.
Event marketing
Event marketing involves promoting, hosting and attracting people to attend an event - either in person or online.
Evergreen content
Information or content that won’t go out of date.
For example, this blog right here. Marketing terminology doesn’t drastically change from one month or year to the next, so we might just need to add a new definition here and there to keep it fresh.
Otherwise, like a good Jack pine tree, it’s evergreen.
Unlike, for example, “Top marketing strategies for 2022”. You probably won’t click on that once it’s out of date.
External link
External links are hyperlinks that take you to a different website.
Adding external links to relevant and trusted websites within a piece of content is one element of search engine optimization (SEO).
It also helps improve user experience by giving a reader the option to further explore a topic mentioned in a piece of content.
Flywheel
The flywheel model is the concept of a self-fulfilling sales machine with great customer experience at its core.
The idea is this:
Attract strangers to a brand from your target audience.
Nurture that relationship by engaging them with interesting content or insights.
Give them the best possible sales experience when they complete a purchase.
Keep engaging with them and reward them for referrals.
Continue nurturing that relationship so they become a brand advocate and not only repeat their custom, but bring others into your ecosystem too.
That flywheel can be incredibly powerful and self-sustaining when set up well.
Friction
Friction is anything that inhibits a potential customer’s ability to perform a desired action (see Conversion).
Friction can be caused by distrust in a website, brand, or payment system; unclear instructions; broken links; poor design; and other obstacles.
Preventing friction increases conversions and is an integral part of creating a good user experience (UX).
Gamify
Gamify is the verb form of gamification, which is the act of adding games or applying gamelike elements to something.
Gamification is used in marketing to encourage participation by adding a sense of fun and entertainment to something.
Guest post
Also called: Guest blog.
Guest posts are content written for someone else’s website.
Guest posts are used by businesses to increase brand awareness (by appealing to a new audience) and bring traffic back to their own website.
They’re also used in search engine optimization (SEO) strategies to acquire backlinks (see Backlinks) from trusted websites.
Usually you would partner with someone that has a similar target audience but isn’t a competitor.
“Guest blogging on reputable sites is a great way to leverage the success of blogs that are already popular in your industry.”
Hashtag
Hashtags are words or phrases preceded by the hash (#) symbol.
They’re used on social media platforms like Twitter and Instagram as a form of tagging, which enables content to be found through searches. You can see what’s being talked about the most right now, and how it’s being discussed.
Hashtags have become an essential element of social media marketing (SMM) as they help to attract new visitors to a brand’s social channels.
Savvy marketers will often keep up with trending hashtags to learn what their audience is interested in right now.
Heatmap
Marketing heatmaps show people’s behavior on a webpage.
The “hotter” the colours, the more clicks or interactions happened on that part of the page.
Heatmaps often tie into A/B testing (to help determine the success of the test) and CRO (see A/B testing and conversion rate optimisation).
Marketers use heatmaps to help them understand how visitors are using their website and which elements might be hindering or encouraging them to take a desired action.
Inbound marketing
Inbound marketing is all about bringing new customers in.
This might be through compelling content and SEO, ads, influencers, collaborations, and more.
The opposite would be outbound marketing, where you find the customer. You might do this via cold calls and emails, or attending tradeshows, for example.
Inbound marketing helps brands build long-lasting relationships with current and future customers by solving problems and improving their lives in a non-salesy way.
Influencer marketing
Influencer marketing involves partnering with social media influencers (those with large or highly engaged followings), and promoting your brand through them.
You want to partner with someone that has the same target audience as you, good engagement with that audience (lots of comments, likes, messages, and interactions with followers), and has built trust with their audience.
This way, when they promote your brand, their audience should trust the endorsement.
Infographic
Infographics are information displayed in a graphical format. I.e. a nice image that tells a story.
They’re used frequently in content marketing strategies (see Content marketing) and to help educate consumers on a specific topic.
We used one under Flywheel above to demonstrate the concept.
Internal link
Internal links are hyperlinks to another page within your site.
Like external links, internal links are an important element of search engine optimization (SEO). They help to create an internal network of pages within a website, so that search engines can see how all the information is connected.
Search engines index webpages by crawling other ones. So by including internal links to your pages, you’re helping their visibility.
Internal links are also an important part of user experience (UX), as they help site visitors navigate a site.
Keywords
How long ago did the dinosaurs go extinct?
Unless you’re a paleontologist, you’d probably need to Google that question. What would you put into the search bar?
Perhaps… “Dinosaurs go extinct?” or “when did dinosaurs die?”
These search terms are called keywords. Keywords are single words or entire phrases (often not proper sentences) that people use to search for things.
Keywords are the cornerstone of search engine optimization (SEO). This is because you need to know what your target audience is searching in Google so that you can show up there, right?
Using keywords strategically is a fundamental aspect of reaching customers via search engines.
Keyword research
Keywords are the words or phrases you punch into Google’s search bar (see Keywords).
Keyword research involves finding out what your target audience searches for that you can use in your marketing strategy. You want to find keywords with lots of searches but not too much competition.
You can use tools like Ahrefs and Ubersuggest for this.
The idea is to use these keywords to create content and catch Google’s attention when a searcher uses those same phrases.
“Keyword research isn't just about verifying how many searches a particular keyword has — it's also about exploring the many varied ways that people use language to research an idea or topic.”
Keyword stuffing
Keyword stuffing refers to overloading a page with keywords (see Keyword) to show up on Google when people search those phrases.
Keywords might be forced into sentences and not read well, or are constantly repeated.
This was a legitimate strategy a few years back. But Google’s bots have become more sophisticated, and so must your strategy.
It’s an unpleasant experience for the user, and Google penalises sites for it.
It’s important to weave keywords into content naturally so that the user is always put first.
Landing page
A landing page is a webpage that potential customers land on when they click through from another site.
They’re used to capture information, such as an email address or phone number, in exchange for valuable information (see Lead magnets).
Lead
Also called: Prospect.
A lead is a potential customer.
Leads are often divided into three categories: Cold, Warm, and Hot.
Cold leads are potential customers that haven’t contacted your company or displayed interest in a product or service you have to offer. They’re from your target audience though so could benefit from your solution if they knew about it.
Warm leads are people that have shown some interest and require a bit of nurturing (see Lead nurturing) before you should attempt to convert them (see Conversion).
Hot leads, also known as qualified leads, meet all the criteria of someone ready to buy whatever it is you’re offering. They know who you are, and they’re interested. They might have shown this by engaging with your content, subscribing to your newsletter, and asking about services. You just need to seal the deal.
Lead generation
Lead generation is the process of attracting potential customers to a business and increasing their interest in products or services through nurturing (see Lead nurturing).
The end goal of lead generation is to convert leads into customers. This is typically done by a salesperson or team.
Lead magnet
Lead magnets are free items or services given in exchange for a potential customer’s contact details (and consent to receive marketing emails).
By obtaining their contact details, businesses can engage these prospects with the brand through email marketing and other methods.
Some examples of lead magnets include white papers (see White paper), newsletters, downloadable guides, ebooks, quizzes, and samples.
Lead nurturing
Lead nurturing is the process of engaging potential customers with a brand by providing relevant information, support, content, and entertainment.
Lead nurturing aims to guide a customer along the journey from showing interest in a product or service to making a purchase.
Lifecycle marketing
Lifecycle marketing is the strategy of taking an entire customer’s journey into account as they move from stranger to lead, to customer, to brand advocate (see sales funnel and flywheel).
Lifecycle marketing focuses on tailoring the messaging that a customer sees based on their new, existing, or developing relationship with a brand. With the goal of increasing the percentage of people that take a desired action at each stage of their journey.
The idea behind this strategy is to make nurturing relationships as natural as possible, just like they would be in a physical store or personal relationship.
Long-tail keyword
Where short-tail keywords (see Keywords) are typically a word or two that people use to search for things, long-tail keywords are longer, more specific versions.
For example, “volleyball” is a keyword that will turn up many results in Google.
“Volleyball lessons in Sydney” is a long-tail keyword.
This is far more targeted, it gives a much clearer indication of search intent (see Search intent), it is usually easier to rank for organically and cheaper to buy placements if you’re using using paid ads.
It’s estimated that 70-90%+ of searches are long-tail keywords.
Long-form content
Long-form content is a piece of writing over about 500 words.
The idea of spending time and money creating this type of content is to demonstrate your authority on a subject. For example, our website tells you we’re a content marketing agency.
But how do you know our level of expertise?
Our long-form blog content helps us show that we really are leaders in the industry!
Marketing funnel
We can’t physically talk to every potential customer, right?
We’d need a team of millions. And let’s be honest, no one wants to handle that payroll.
A marketing funnel helps us design different experiences for different people - for the ones that know nothing about us, and the ones that know everything. Every interaction with our brand should suit that potential customer.
Why? So that someone who doesn’t know us doesn’t get a hard-sell advert. They’re not going to pay any attention to it and we’ve wasted money.
Marketing funnels are typically split into three parts.
The top of the funnel (TOFU) incorporates strategies to build brand and product awareness (attracting leads).
The middle of the funnel (MOFU) or consideration stage, incorporates strategies to maintain interest and further educate about a provided solution (warming them up).
And the bottom of the funnel (BOFU) or action stage, incorporates strategies to persuade potential customers to complete their purchase (converting them into customers).
Metadata
“Metadata describes unseen HTML elements that directly communicate and clarify website information for search engines.”
When it comes to marketing, metadata is really important.
It helps search engines understand the aspects of a website that would otherwise be difficult to interpret.
For example, you might have seen the option to add alt tags to images on a website. This is an opportunity to tell a search engine what this picture is so that it helps with your overall SEO rankings.
Microsite
A microsite is a webpage or cluster of webpages that act as a separate entity for a brand. It might be one page people are sent to if they use a QR code from an advert or want to sign up for something.
They often exist with their own domain (see Domain) and are used in marketing for various purposes, such as bringing attention to a specific marketing campaign and targeting specific audiences.
Mobile marketing
Mobile marketing is a type of digital marketing designed to reach target audiences via their cellphones, tablets, and other mobile devices.
It includes various marketing strategies such as texts, social media, push notifications, and apps.
And it’s big. More people search using their phones these days than desktop.
So optimising a mobile strategy is a crucial part of marketing today.
Mobile optimisation
Mobile optimisation enhances the customer experience (see CX) on mobile devices by adding or removing certain elements.
It can be applied to email marketing, websites, applications, advertising, and more.
If your customer base commonly uses mobile to consume your content, it’s super important that you optimise for mobile to convert those leads.
Native advertising
Native advertising is when you design an ad to match the platform it will show up on.
For example, creating a video ad to show up on YouTube, or changing the size of your image for Instagram Stories vs. the Facebook News Feed.
This helps brands match the format of the content their target audience are already consuming and more naturally catch their attention.
Newsletter
Newsletters are brief, industry-relevant documents delivered to a list of subscribers by physical mail or, more commonly, email (e-newsletters).
They can be used to simply keep people up to date with company news. Or they can be a strategic tool in sales funnels (see Sales funnel), designed to nurture potential customers and convert leads (see Lead and Conversion).
Open rate
Open rate refers to the percentage of recipients that open an email.
It’s a metric used in email marketing to determine the effectiveness of a subject line, preview text, advertisement, or other element of communication.
Organic traffic
Organic traffic refers to the number of visitors that find your site organically, i.e., without paid advertisements (see Paid advertising). It’s usually measured every month.
Organic traffic is the primary goal of search engine optimization (SEO). The idea is to increase visitor numbers without ploughing marketing dollars into adverts that will expire.
Instead, you build up your presence through content marketing and other longer-term SEO strategies that will outlive paid ads and get you more for your money.
Interested in how this works? Chat to us about it.
Outbound marketing
Outbound marketing is all about reaching out to customers through marketing materials and sales activities, rather than trying to draw them into something.
It includes cold calling, trade shows, seminars, and more. There will usually be some kind of introductory offer, discount code, or free trial to encourage prospects to engage with the brand.
Paid advertising
Also called: Biddable media, PPC advertising, media buying.
Paid advertising is an advertising method that involves placing bids in real-time auctions to win ad slots on various platforms and networks.
Types of paid advertising include Google ads, display ads, and promoted listings.
Path to purchase
Also called: Customer journey, buyer journey.
The path to purchase refers to all the steps a person takes across different channels and campaigns to become a customer.
For example, it could begin with viewing an ad or clicking on a search result, and typically ends with the customer paying for a product or service on the business’s website (or in store).
An ideal path to purchase is one that guides a potential customer from start to finish without any hiccups along the way (see Friction), and with the lowest customer acquisition cost (see CAC).
Pillar page
Pillar pages are usually a blog overview of a theme or topic, with lots of links out to more detailed guides on related elements.
Here’s an example of a pillar page that we created for a client:
How To Sell On Amazon In 2022 by A2X
This is a long blog that explores everything you need to know about selling on Amazon.
It’s broken down into various sections and just covers the fundamentals for each. Then it links out to more detailed guides that we also created on those sections for people to do further research if they want to.
Pillar pages are helpful in search engine optimization (SEO) because they give searchers access to a host of resources related to their search.
And SEO is all about serving users.
Pixel
Also called: Tracking pixel, 1:1 pixel, pixel tag, marketing pixel, Facebook pixel.
Pixels are small bits of tracking code embedded inside anything from banner ads to emails. Similar to cookies, they are placed to track user behaviour, conversions, visits, and other useful marketing metrics.
These tiny pieces of code can help to optimise marketing campaigns and boost performance.
Product-market fit
Product-market fit means that there’s a demand for a product. Businesses want to achieve product-market fit.
It’s often thought of as the magic bullet in the world of start-ups and scaling. But in reality, it just means there’s a need for this product and an audience willing to pay for it.
Pop-up
A pop-up is a small window that suddenly appears in the foreground of webpages, apps, and other digital media.
They might let people know about deals, downloadables, sales, newsletters, and more.
Pop-ups are mainly used in marketing for advertising and lead generation (see Lead generation).
Ranking factors
When we talk about ranking factors, we’re referring to the things search engines take into account when organizing their results pages.
Ranking factors include:
The core web vitals of a website (see Core web vitals).
A website’s authority (how many other sites are talking about it and linking to it).
How long people tend to stay on the website (see Dwell time).
And lots more!
Search engine optimization (SEO) is all about understanding ranking factors and improving a site to maximize as many of them as possible.
Referrals
Referral marketing is a marketing strategy where your past or existing customers bring in new customers by speaking positively about your brand or products to other people.
Referrals are helpful because they typically cost the company nothing and have a much higher trustability than marketing that comes directly from the brand.
You might prompt these by offering rewards, a points system, or a giveaway.
Remarketing
Remarketing is the process of sending marketing messages to leads or customers that have already been marketed to previously.
This technique usually means less money spent on ads and higher conversion rates.
Retention
Retention refers to keeping existing customers interested in a brand so that they continue to buy products or services.
Retention marketing is an important and relatively cheap marketing strategy. It costs much less to retain a customer than to find a new one.
Retention and acquisition are opposing goals in marketing. One focuses on current customers while the other focuses on new ones.
Retweet
Retweet can be both a verb (to retweet something) and a noun (a thing that has been retweeted). A retweet is a post that has been reposted or forwarded on the social media platform, Twitter.
In social media marketing (SMM), retweets help to build brand awareness and function as a form of social proof.
Sales funnel
Similar to a marketing funnel, a sales funnel is a systematic approach that takes potential customers through the process of making a purchase (see Path to purchase).
However, sales funnels differ because they do not concern the acquisition phase (see Acquisition). Instead, they focus on converting leads into customers.
Commonly, modern sales funnels also focus on after-the-sale strategies, such as customer retention (see Retention).
Sales funnels and marketing funnels are not the same thing. They’re often used interchangeably and mixed up, but they have very different objectives (see Marketing funnel).
Search intent
Also called: User intent.
Search intent refers to the intention of someone using a search engine. Why are they looking for this particular thing?
If you’re interested in attracting the right kind of visitors, you’ll want to optimise for search intent. This means understanding in detail exactly what someone searching something is really looking for, and giving it to them.
Here’s an example.
If someone searches “vegetarian lasagna”, they could be looking for a number of things. Perhaps a recipe, a restaurant that serves it, a food delivery service with it on the menu - how do you know which it is?
By entering this into a search engine, you can see what most users are actually looking for. The top results will be the most popular, and reveal the common search intent of the user.
Search term
Also called: Search queries, keywords.
Search terms are words or phrases entered into a search engine when performing an online search. Search terms typically contain or are keywords (see Keyword).
Segmentation
Market segmentation involves grouping potential customers with something in common.
It helps marketers plan their activities and campaigns based on the needs and desires of a distinct audience. It helps with messaging, avoiding faux pas, and connecting with a target audience.
Demographics and psychographics are two examples of how you might segment an audience (see Demographics and Psychographics).
Social media
Social media refers to websites and applications that allow users to create and share content or communicate with one another in networks.
Examples of popular social media channels include:
Facebook
Instagram
LinkedIn
TikTok
YouTube
Snapchat
Social media is a powerful tool in digital marketing. It allows brands to connect with their target audience on a deeper, more meaningful level.
Social proof
Social proof is evidence that other people have felt positively about a product, brand, or service.
In marketing, social proof is a powerful tool for gaining consumer trust and acquiring leads.
It can come in the form of testimonials, case studies, reviews, social media comments, statistics, and those logo footers you often see:
E.g. “as seen in Forbes”.
Traffic
Also called: Website traffic, visitors, users.
Traffic refers to the number of people that visit a website or page within a website.
It’s an important metric in online marketing and is used to determine the success of advertising campaigns, search engine optimization (see SEO) efforts, and more.
Trust signal
Trust signals are pieces of evidence found online that help customers feel better about purchasing a product or service from a business.
Examples of trust signals include positive reviews, money-back guarantees, and lists of affiliated brands or media mentions. They signal that a potential customer can trust the business (enough to hand over their hard earned cash).
For example, a 30 day money-back guarantee.
Not to be confused with social proof, which is a type of trust signal.
Upsell
Upselling is the act of promoting additional products to a buyer at the checkout stage, or a more expensive alternative (see Cross-sell).
Suggested products at checkout screens and last-minute offers are examples of common attempts to upsell.
Since the customer has got to this stage of their journey, it’s easier to encourage them to spend a little more.
User
A user is anyone that interacts with something you’ve put out there.
It could be visiting your website, reading your blog, signing up for your newsletter, using your product, or any other activity that you’ve facilitated.
Qualified lead
A qualified lead is a potential future customer that has willingly given information to a business, such as their contact details.
They are particularly important for B2B (see B2B) and higher value purchases which take more consideration.
Qualified leads can be split into three separate categories: Sales Qualified Leads, Marketing Qualified Leads, and Product Qualified Leads (see SQL, MQL, and PQL).
These show where in the purchasing journey they are.
Unique visitor
A website might show 3,000 visits in a month. But how do you know whether that’s one visit per person or one person visiting 3,000 times?
A large portion of the traffic (see Traffic) might be repeat visitors.
It’s important to understand how many individuals have actually visited, and this is referred to as unique visitors.
Unique visitors is a metric used to measure the reach and success of a brand’s marketing strategy, advertising campaigns, and content exposure.
Viral
“Going viral” refers to a piece of information or content - such as a blog, photo, or video - being rapidly and widely circulated around the internet from one user to another.
Vlog
Vlog is an abbreviated term for a “video blog” or “video log”.
It might be hosted on its own website or through a platform like YouTube.
Webinar
A webinar is an online seminar where participants can watch a live presentation from their electronic device.
Webinars are often used in marketing to promote new products, increase brand awareness, build trust, partner with other authorities in the industry, and educate or entertain a target audience.
They are often live, and later made available on demand - sometimes for a fee or for exclusive access.
Welcome series
Also called: Welcome flow, welcome automation, welcome sequence.
A welcome series is a sequence of predefined emails sent to people who have newly subscribed to a brand’s email marketing activities.
They’re used to establish brand awareness, educate about products and services, and onboard new users.
White paper
White papers are informational documents, often used as lead magnets (see Lead magnet), that promote or educate about the features of a specific product, solution, service, or methodology a business offers.
Compared to other marketing materials (for example, brochures), white papers tend to contain more technical and less-flashy information intended to persuade a reader of the superiority of the solution being discussed.
Acronyms
API (Application Programming Interface)
An API is a connection between computers or computer programs.
Web APIs are connections that allow communication between computers that are joined by the internet, and are often also referred to simply as APIs. These are crucial tools for marketing automation systems today that make activities scalable and efficient.
AOV (Average Order Value)
AOV is a metric used to track the average monetary value spent each time a customer places an order on a website or application. It is calculated by dividing total revenue by the number of orders placed.
AOVs are used to evaluate overall online marketing efforts and pricing strategies.
B2B (Business to Business)
B2B, also spelled B-to-B, is a transaction type between two businesses, such as the sale of a product from a manufacturer to a wholesaler.
B2B transactions tend to happen in the supply chain, where one company will provide a product or service to be used by another company to produce something else.
B2B marketing is the process of marketing products or services from one business to another rather than to individual consumers.
B2C (Business to Customer)
B2C is a transaction type between a business and a consumer who will be the end-user of the product or service (without the use of a middle person).
B2C marketing is the process of marketing products or services directly to individual consumers.
BOFU (Bottom of Funnel)
A marketing or sales funnel (see Sales funnel) is used by marketers to nurture online relationships with potential customers in a way that feels natural and non-salesy.
These funnels can look a little different across industries and companies, but in general, there are three segments: Top of Funnel (see TOFU), Middle of Funnel (see MOFU), and Bottom of Funnel.
These segments refer to where a customer is in their relationship with a brand. At the BOFU, they are considering buying a product or service after some interaction with the brand.
Of course, this doesn’t always happen. Not every customer starts at the top of a sales funnel - some jump straight to buying.
Content or ads that target BOFU (unlike TOFU and MOFU) customers are trying to sell. They might offer discount codes or free trials to sweeten the deal and make it easier for a first-time customer to make that leap.
CAC (Customer Acquisition Cost)
CAC is the total cost of all efforts, expenses, and resources related to acquiring a new customer (see Acquisition).
It is a key metric used alongside customer lifetime value (CLV) to measure the value created by a new customer to a business.
You don’t want the value of your customers to be less than what you spent to get them, right?
CLS (Cumulative Layout Shift)
CLS is a metric used to identify the visual stability of a website’s interface.
It is an important metric in search engine optimization (SEO) because Google uses it to judge the user experience of a website.
CLV (Customer Lifetime Value)
CLV is the average amount a customer spends with a business over the duration of their relationship.
It can be calculated in a few ways - one of them is:
Customer average order value x number of orders over lifetime (frequency x timeframe)
It’s important to measure CLV because the value of a customer’s first order may not accurately reflect what they’re worth to a business in the long-term.
And if that worth isn’t accurate, then it’s difficult to justify putting more resources into customer acquisition. When really, the true value of each customers might come from their spending later in the relationship.
It also helps marketers better demonstrate the value of their activities to a business over time.
CMS (Content Management System)
A CMS is computer software designed to organize and manage the creation of digital content used in a content marketing strategy.
It can also be the backend of your website or blog.
CPA (Cost Per Action)
CPA is referred to in two ways:
How much it cost to get a lead or customer to take an action in the sales funnel. This might be to download a lead magnet (see Lead magnet) or sign up to a newsletter.
More commonly, it’s used to optimise advertising (on Facebook in particular).
CPC (Cost Per Click)
Also called: PPC (Pay per click).
CPC is the metric that measures how much it cost to get someone to click on your ad.
CPI (Cost Per Impression)
Also called: CPM (Cost per mille; mille = thousand impressions).
CPI is the cost of an ad per thousand impressions (people seeing it). CPI ads are often used for top of funnel (see Sales funnel) or retargeting campaigns.
CPL (Cost Per Lead)
CPL tells you how much each sales lead cost you to earn.
CPL is a useful measure of how successful your sales funnel stages are (see Sales funnel).
CRM (Customer Relationship Management)
“Customer relationship management (CRM) is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is simple: Improve business relationships to grow your business.
A CRM system helps companies stay connected to customers, streamline processes, and improve profitability.”
CRM systems can be used to build relationships with your individual customers, service users, colleagues, and suppliers.
They help you to plan and organise the numerous streams of data coming in from the different areas of your business from marketing to sales, social media and customer service.
It gives you a clear overview of your customers and your business in one place.
CRO (Conversion Rate Optimization)
CRO is the process of increasing the percentage of conversions (see Conversion) on a website or mobile application at each stage of the buying (funnel) process.
The journey starts with a hypothesis which is tested, analysed, improved and tested again. The idea is to optimise activities and increase conversion rates.
CTA (Call To Action)
A CTA is prompt designed to provoke an immediate response from the user to take a desired action.
They’re an essential part of marketing and sales copywriting and fundamental to any page or ad that is designed to convert.
CTAs help to give consumers clear direction about what they should do next.
“The best call to action is one that is concise, catchy, and gets the audience to click over to your website.”
CTR (Click-through Rate)
CTR measures how many people saw an ad, post, or marketing material, versus the number that engaged with it (clicked on it).
For a blog, it might be how many searchers click on the blog from Google, versus how many just saw it (impressions).
On social media, it might be how many people saw a post versus how many clicked on it.
For emails, it might be how many people opened the email versus the number that clicked a button.
CX (Customer Experience)
“A remarkable customer experience is critical to the sustained growth of any business. A positive customer experience promotes loyalty, helps you retain customers, and encourages brand advocacy.”
CX is similar to user experience (see UX). However, it refers to the impression customers have of a brand throughout the entire buyer’s journey (in contrast to a specific page or group of pages that ‘users’ interact with).
FID (First Input Delay)
FID measures how long it takes for a user to engage with a website. This might be filling out a form, for example.
It helps us measure how interactive a website is and whether it’s user-friendly.
KPI (Key Performance Indicator)
Also called: Performance indicator.
KPIs are metrics used to determine how business or marketing activities are performing against wider business goals.
For example, a top-of-funnel KPI (see Sales funnel) might be blog views.
A middle-of-funnel KPI might be email signups.
KPIs help ensure that marketing activities are measured objectively and intentionally.
LCP (Largest Contentful Paint)
LCP is a metric used to identify the loading time of a website from a user’s perspective.
It is an important metric in search engine optimization (SEO) because Google uses it to judge the user experience (UX) of a website.
It’s assumed that a bad LCP will have significant negative impacts on rankings.
LSI (Latent Semantic Indexing)
When we write content, we target certain keywords (see Keywords).
But Google knows that there are hundreds of different ways to describe one topic. It understands synonyms. And that’s what LSI refers to.
For example, the main keyword for this blog might be “marketing jargon”. But Google understands that someone who searches “marketing terminology”, “terms in marketing”, or “marketer language” is probably after similar content.
MOFU (Middle of Funnel)
A marketing or sales funnel (see Sales funnel) is used by marketers to nurture relationships with potential customers online, in a way that feels natural and non-salesy, while moving them towards purchasing.
These funnels can look a little different across industries and companies, but in general, there are three segments: Top of Funnel (see TOFU), Middle of Funnel, and Bottom of Funnel (see BOFU).
These segments refer to where a customer is in their relationship with a brand. At the MOFU stage, they have interacted with the brand. They might have looked at their socials, read a blog, or considered signing up for updates.
Content or ads that target MOFU customers aren’t usually a hard sales pitch, but rather a series of communications aiming to getting people ready to buy. For example, they might focus on alleviating any concerns that would stop a customer buying from them.
Or inform or educate them on specific offerings and products, hoping to move them to the BOFU stage.
MQL (Marketing Qualified Lead)
An MQL is a person from your target audience that has granted permission for you to market to them. They might have done this by providing their contact details.
NPS (Net Promoter Score)
NPS is a metric that measures customer or employee satisfaction and loyalty.
It is calculated by surveying customers on how likely they are to recommend a product or service and is used to help improve customer service, product design, delivery systems, and more.
“Aggregate NPS scores help businesses improve upon service, customer support, delivery, etc. for increased customer loyalty.”
PPC (Pay Per Click)
Also called: CPC (Cost Per Click).
PPC is an advertising model where you only pay when someone clicks on your ad or content. Your ad might be on Google, social media, or anywhere on the internet.
Tracking your pay per click ads is a great way to track your ROAS (return on ad spend).
“PPC marketing is a great way to increase awareness, demand, and leads.”
PQL (Product Qualified Lead)
A PQL is a potential customer who has tried out a product in some way and experienced its value. They might have started a free trial, for example.
That use turns them into an MQL (marketing qualified lead).
ROAS (Return On Advertising Spend)
ROAS is a useful metric to help determine the success of an ad campaign. By calculating ROAS, you can figure out how much revenue was earned for every dollar you spent on advertising.
Not to be confused with ROI (below).
“When creating a campaign or marketing strategy, ROI vs. ROAS is not an either/or decision.
ROIs are best leveraged to help gain visibility over long-term profitability, and ROAS might be more helpful in optimizing for short-term or very specific strategies.
When building out a high-level mobile marketing campaign or strategy, utilizing both ROI and ROAS formulas is a best practice.”
ROI (Return On Investment)
ROI is the revenue made on an investment after all the costs of that activity have been deducted.
For example, I might spend $10,000 on a marketing campaign which makes $30,000 in sales. The cost of those goods sold tallied $15,000.
I calculate ROI as follows:
$30,000 (revenue) - $15,000 (COGS) - $10,000 (marketing investment) = $5,000.
ROI is usually expressed as a percentage. Here, it’s 50% of the original investment.
“When you put money into an investment or a business endeavor, ROI helps you understand how much profit or loss your investment has earned.
Because it is expressed as a percentage, you can compare the effectiveness or profitability of different investment choices.”
Don’t confuse ROI with ROAS (see above).
SEM (Search Engine Marketing)
SEM is a marketing method that involves promoting a business’s website by increasing its visibility in search engine results pages (see SERP).
This is achieved through paid advertising and/or search engine optimization (SEO).
SEO (Search Engine Optimization)
SEO is the process of improving the quality and quantity of visitors to a specific webpage or website through search engines.
In marketing, SEO looks at how search engines qualify certain webpages for search results and uses this information to attract internet users from a specific target audience.
There are a number of different things that go into optimising a website. These include off-page SEO techniques (see Backlink/Guest post) and on-page SEO techniques (see Keyword research/Metadata/Internal link).
“Keyword research is the foundation of any good SEO strategy. If you know how to use keywords effectively, you can develop content that attracts more people to your website.”
SERP (Search Engine Results Page)
SERPs are the page snippet results you see on search engines when you search for something, e.g:
You’ll often notice a mix of paid ad results and organic results (not paid).
The goal of Search Engine Optimisation (SEO) is to show at the top of SERPs without paying for advertising space. This is why:
“Sistrix analyzed over 80 million keywords and billions of search results to understand how users engage with SERPs.
Average CTR falls sharply after position one, the study finds, with the second and third positions having a 15% and 11% click-through rate respectively.
Unsurprisingly, the tenth position in Google has an abysmal 2.5% click-through rate.”
SMM (Social Media Marketing)
SMM is a type of marketing that involves promoting a brand, product, or service through various social media channels and networks.
It can be used to engage with target audiences, promote new products, establish brand tone, and more.
SQL (Sales Qualified Lead)
An SQL is a lead that is likely to convert to a customer. That’s because by this stage, they will have shown interest in a product and met certain criteria to prove they’re a good fit.
“The lead qualification criteria may differ depending on your company size and offerings, but in general, a sales qualified lead:
1. Has a need for your product or service
2. Has expressed interest in your company, product, or service
3. Has the budget to buy your product or service
An SQL is the highest-ranking lead a salesperson can ask for. It’s not guaranteed they’ll make a purchase, but the odds are higher than a sales accepted lead (SAL), marketing qualified lead (MQL), or cold lead.”
Not to be confused with an MQL (marketing qualified lead, see MQL). These customers aren’t as far down the sales funnel (see Sales funnel), so aren’t typically as close to buying as SQLs.
TOFU (Top of Funnel)
A marketing or sales funnel (see Sales funnel) is a concept used by marketers to nurture relationships with potential customers online, in a way that feels natural and non-salesy.
These funnels can look a little different across industries and companies, but in general, there are three segments: Top of Funnel (TOFU), Middle of Funnel (see MOFU), and Bottom of Funnel (see BOFU).
These segments refer to where a customer is in their relationship with a brand. At the TOFU, they either don’t know the brand at all, or they haven’t engaged with them yet.
Content or ads that target TOFU customers don’t try to sell them anything. They might try to bring that customer into their ecosystem by asking for social media follows or newsletter sign-ups.
URL (Uniform Resource Locator)
A URL is the digital address of a webpage. It indicates the location of a specific webpage and can be found in the address bar at the top of an internet browser.
UX (User Experience)
UX refers to how a person interacts with a system, product, or service.
It includes the ease of use, utility, and efficiency as perceived by the person.
In marketing, UX is an important focus for businesses trying to make it easier for people to find, purchase, use, and recommend their products.
UX directly impacts the conversion rate of any webpage or campaign.
UTM (Urchin Tracking Module)
A UTM is a tool used by marketers to track the behaviour of their users, the performance of campaigns, and where they get the most conversions.
It consists of adding tags at the end of URLs to track the source of traffic.
For example, you might offer a free trial for your newsletter subscribers and want to know how many of your new free trial sign-ups came from that newsletter button.
A UTM tag allows you to measure that.
With that information, you’ll know more about how engaged your subscribers are, and which actions they are taking in their buying journey.
“Urchin was originally a web analytics software, developed by Urchin Software Corporation and designed to track the behavior of unique website visitors. Google bought it in 2005 and the acquisition led to the creation of Google Analytics, which became the most popular web data analytics tool across the internet.”
WOM (Word-of-Mouth)
WOM marketing is what every brand should aspire to. It’s where customers believe in a product or brand so much that they promote it themselves.
It’s arguably the most important form of marketing and a key driver in brand growth.
Why?
“According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising.
Technology has increased social connectivity making it easier than ever for consumers to do your marketing for you. Very well planned messages have been shared by millions within the span of days.”
Learn more…
Marketing is a super fast-paced and evolving industry. But that’s what makes it exciting!
Here are some of our favourite marketers and content so you can keep learning:
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