Glossary

Content Strategy Glossary

September 11, 20265 min read

Content strategy attracts more buzzwords than almost any other marketing discipline. This glossary strips the jargon down to plain definitions — what each term means, a concrete example of it in action, and why it matters for teams building an always-on content engine.

Audiogram

An image overlaid with a moving sound wave/caption.

ExampleSharing a 30-second podcast clip on Instagram.

💡 Audiograms get 5x more engagement than static images on audio-focused posts.

Authenticity

Content that feels genuine, raw, and human.

ExampleAn unedited selfie of the team working late.

💡 90% of consumers say authenticity is important when deciding which brands to support.

Batching

Filming/writing multiple pieces of content in one sitting.

ExampleShooting 5 short videos on Monday for the whole week.

💡 Task-switching wastes 20% of your brain's capacity; batching prevents this.

Behind-the-Scenes (BTS)

Unpolished content showing how things work.

ExampleA quick video showing the messy desk behind the camera.

💡 BTS content breaks down corporate walls and builds immense consumer trust.

Brand Voice

The distinct personality and tone of your brand.

ExampleWendy's Twitter being sarcastic; Sharey being helpful.

💡 Consistent brand presentation across all platforms increases revenue by up to 23%.

Call to Action (CTA)

A direct prompt telling the audience what to do next.

ExampleClick the link in our bio to try Sharey for free!

💡 Emails with a single clear CTA increase clicks by 371%.

Carousel

A single post with multiple swipeable images/videos.

ExampleA 5-slide post titled "Top 5 photography tips."

💡 Carousels are currently the highest engaging post format on LinkedIn.

Content Calendar

A schedule detailing what to post and when.

ExamplePlanning all of December's holiday posts in November.

💡 Brands with documented content strategies are 3x more likely to succeed.

Content Pillars

3-5 core themes your brand consistently posts about.

ExampleSharey's pillars: AI Tech, Team Culture, Creator Tips.

💡 Having pillars prevents "creator's block" and keeps messaging focused.

Copywriting

Writing text designed to persuade or prompt action.

ExampleWriting an ad script that makes people want to buy.

💡 Legendary copywriter David Ogilvy believed the headline is 80% of a post's success.

Creator Economy

Independent creators monetizing their content online.

ExampleA YouTuber making a living off sponsorships and views.

💡 The Creator Economy is currently valued at over $250 billion.

Crowdsourcing

Asking your audience to submit ideas/content.

ExampleAsking followers to vote on your new app logo.

💡 Lay’s potato chips famously crowdsourced new flavors, driving massive sales.

Curation

Sharing the best content created by others (with credit).

ExampleSharing an industry news article with your own thoughts.

💡 Curating saves time while positioning you as an industry thought-leader.

EGC (Employee-Gen Content)

Content created by a company's own workforce.

ExampleAn engineer posting a vlog of their workday.

💡 Content shared by employees gets 8x more engagement than content shared by brand channels.

Evergreen Content

Content that remains relevant for a long time.

ExampleA guide on "How to hold a camera properly."

💡 Evergreen blogs can drive compounding traffic for years after publishing.

FOMO (Fear Of Missing Out)

Using urgency to drive immediate action.

ExampleOnly 3 seats left for our webinar tomorrow!

💡 60% of millennials make reactive purchases due to FOMO.

Gamification

Adding game elements to content to boost engagement.

ExampleHiding a discount code somewhere in a video.

💡 Gamification can increase user engagement by up to 48%.

Hook

The first 1-3 seconds designed to stop the scroll.

ExampleStarting a video with "Here's a secret nobody tells you..."

💡 You have less than 3 seconds to hook a Gen-Z viewer on TikTok.

Influencer Marketing

Partnering with popular figures to promote a brand.

ExamplePaying a tech-reviewer to demonstrate Sharey.

💡 Businesses make $5.20 for every $1 spent on influencer marketing.

Infographic

A visual representation of data or information.

ExampleA colorful chart showing social media growth stats.

💡 Infographics are liked and shared on social media 3x more than other any other type of content.

Micro-Blogging

Short, value-dense text posts.

ExampleA quick 3-sentence tip posted on Threads or X.

💡 The original limit for a micro-blog (Twitter) was 140 characters, based on SMS limits.

Micro-Influencer

Creators with smaller, highly engaged followings.

ExamplePartnering with a photographer who has 15k followers.

💡 Micro-influencers have up to 60% higher engagement rates than mega-stars.

Niche

A highly specific topic or target audience.

ExampleContent creation for remote construction teams.

💡 Riches are in the niches: highly targeted audiences convert at much higher rates.

Relatability

Content that makes the viewer feel seen/understood.

ExampleA meme about the struggle of remembering passwords.

💡 Relatable humor is the #1 reason people share posts with their friends.

Repurposing

Adapting one piece of content into multiple formats.

ExampleTurning a long blog post into 5 short LinkedIn posts.

💡 It allows brands to scale output without scaling their workload.

Storytelling

Using a narrative structure to share information.

ExampleTelling how a customer solved a crisis using your tool.

💡 People remember stories 22 times better than facts and figures alone.

Tone of Voice

The emotion and attitude your brand conveys in text.

ExampleUsing emojis and casual language to sound friendly.

💡 A consistent brand tone makes a company 3-4 times more likely to experience brand visibility.

Trendjacking

Capitalizing on an existing internet trend/meme.

ExampleUsing the latest trending audio on Reels for a team video.

💡 Done right, trendjacking can boost reach by 100x compared to normal posts.

UGC (User-Generated Content)

Content created by customers/fans, not the brand.

ExampleA customer posting a photo of your product in their home.

💡 79% of people say UGC highly impacts their purchasing decisions.

Visual Identity

Consistent colors, fonts, and graphic styles.

ExampleUsing Sharey's specific blue and font on every image.

💡 Color increases brand recognition by up to 80%.

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