Deciphering Marketing Jargon: Buzzwords and what they mean

If you’re planning on hiring a marketing agency but are not familiar with some of the buzzwords, we’re here to help.

While there are many marketers and social media “experts” out there, there are also many who may try and bluff their way into a position.

If who you’re hiring to do your marketing isn’t familiar with these terms, then it might be best to look elsewhere.

Search Engine Optimisation

Also known as SEO, Search Engine Optimisation is utilising a selection of techniques to increase the amount of traffic to a site by obtaining high-ranking placement in a search engine e.g. Google. Basically, by working on SEO you try and ensure that a site will be found in the search results using certain keywords.

Key Performance Indicators (KPIs)

KPIs can help you define and measure your goals. Essentially, it just means the values that you plan on measuring your performance against.

Brand Identity

What’s the overall persona that you want to establish through the logo, images, tone, colour scheme etc?


Headlines that are crafted with the sole purpose of getting the reader to click on the piece. Their aim is “mystery” but that doesn’t always mean that that’s a good thing. Many readers get annoyed when they feel that they’re being deceived by the publisher. Proceed with caution.

Evergreen Content

This is content that requires minimum or no updates after it’s been written. It’s content that doesn’t expire in the short-term. Ideally, it’s a piece of work that is always of interest to the readers all year around. This kind of content can help deliver traffic to your site months or even years after it was published.

Pay Per Click (PPC)


PPC is the amount of money to spend to get your advert clicked. It’s used to direct traffic to a website through online advertising.

Mobile Optimization

This means designing and having an active site that’s formatted for mobile. Whether the consumer is reading on desktop or mobile you want to make sure that it’s easy to read.


B2B Marketing

Meaning “Business-to-Business”, this refers to when a business makes a direct commercial transaction/directly markets goods and services another business.


Infographics are a visual representation of information. These days often they’re a large vertical diagram with many images to highlight certain points.

User Generated Content (UGC)

This is content that has been contributed to by online users (often voluntarily). Wikipedia would be a huge example of UGC. Content can be anything from pictures, videos, blog posts and is really focused on the users promoting the brand rather than the brand itself.


In a marketing context, it’s looking at the data of your techniques; this can be website reports, social media insights, PPC results etc. By looking at analytics you can see trends and invaluable insights that you can take action on.

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