MKTG 3520: Module 2 Content Strategy & Frameworks

These flashcards cover key terms and concepts related to content strategy, marketing communications, and the analysis of owned media in MKTG 3520.

Owned Media

The digital assets, properties, and platforms a brand or company owns and controls.

Content Strategy

The strategy of creating and distributing valuable, relevant, and consistent content to attract and engage a target audience.

Content Inventory

A systematic process of assessing a brand's existing content to evaluate its effectiveness and usefulness.

Content Audit

A qualitative evaluation of a brand's owned media to assess its effectiveness based on best practices and audience needs.

Touchpoint

Any instance of interaction between a consumer and a brand.

Hero Content

High-impact content that is designed to attract a large audience and create brand awareness.

Hub Content

Regularly produced content that nurtures ongoing relationships with the audience.

Hygiene Content

Essential content that addresses frequently asked questions, providing basic information about a brand.

Evergreen Content

Content that remains relevant and valuable over time, regardless of trends or seasons.

Data and Analytics

Information collected from owned media platforms that helps evaluate content performance and audience engagement.

Content Marketing Pyramid

A framework that illustrates different levels of content creation, from foundational core content to promotional micro-content.

Micro Content

Short, digestible pieces of content often used in social media or digital communication.

Core Content

Comprehensive, high-value content that serves as the foundation for all derivative and promotional content.

Content Calendar

A structured schedule that outlines what content will be published, where, and when.

Qualitative

Data that describes qualities or characteristics, often used in content audits to assess effectiveness.

Quantitative

Data that can be measured and counted, typically used in content inventories to assess content volume and distribution.

Gated Content

Content that requires users to provide personal information, such as an email address, in exchange for access.