MKTG 3520 - Module 1: Owned Media & Content Marketing

This set of flashcards covers key terminology from Module 1 of the MKTG 3520 course on Owned Media and Content Marketing, helping students understand core concepts and terms.

Owned Media

Content published using a marketing channel controlled by the company, such as their website or social media accounts.

Content Marketing

A strategic process focused on creating and distributing valuable, relevant, and consistent content to attract and retain an audience and drive profitable customer action.

B2B

Business-to-Business marketing, involving individuals or organizations selling products or services to other companies.

B2C

Business-to-Consumer marketing, involving individuals or organizations selling products or services directly to consumers.

Lead Generation (Lead Gen)

The process of attracting and converting strangers and prospects into someone who has indicated an interest in your company's product or service.

Demand Generation (Demand Gen)

Marketing strategies aimed at creating awareness and interest in a company's products or services.

Account-Based Marketing (ABM)

A highly focused business strategy in which a marketing team treats individual accounts as markets in their own right.

Inbound Marketing

A marketing strategy that focuses on attracting customers through relevant and helpful content, rather than interruptive advertising.

Marketing Funnel

A model that represents the stages a potential customer goes through before making a purchase, focusing on converting leads into customers.

TOFU (Top of Funnel)

The initial stage of the marketing funnel focused on generating interest and capturing attention.

MOFU (Middle of Funnel)

The stage in the marketing funnel aimed at nurturing and guiding leads toward becoming qualified customers.

BOFU (Bottom of Funnel)

The final stage of the marketing funnel that focuses on converting potential customers into actual customers.

Conversion

A desired action taken by a visitor that creates value for the organization, such as making a purchase or signing up.

Micro Conversion

Small actions that indicate user engagement or interest, such as signing up for a newsletter or clicking on a CTA button.

Macro Conversion

Significant actions that directly contribute to achieving business goals, such as completing a purchase or filling out a lead form.

Content Strategy

The plan for how content will be created, managed, and utilized to achieve specific business goals.