Glossary
Content Strategy Glossary
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.
Example: Sharing a 30-second podcast clip on Instagram.
Fun fact: Audiograms get 5x more engagement than static images on audio-focused posts.
Authenticity
Content that feels genuine, raw, and human.
Example: An unedited selfie of the team working late.
Fun fact: 90% of consumers say authenticity is important when deciding which brands to support.
Batching
Filming/writing multiple pieces of content in one sitting.
Example: Shooting 5 short videos on Monday for the whole week.
Fun fact: Task-switching wastes 20% of your brain's capacity; batching prevents this.
Behind-the-Scenes (BTS)
Unpolished content showing how things work.
Example: A quick video showing the messy desk behind the camera.
Fun fact: BTS content breaks down corporate walls and builds immense consumer trust.
Brand Voice
The distinct personality and tone of your brand.
Example: Wendy's Twitter being sarcastic; Sharey being helpful.
Fun fact: 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.
Example: Click the link in our bio to try Sharey for free!
Fun fact: Emails with a single clear CTA increase clicks by 371%.
Carousel
A single post with multiple swipeable images/videos.
Example: A 5-slide post titled "Top 5 photography tips."
Fun fact: Carousels are currently the highest engaging post format on LinkedIn.
Content Calendar
A schedule detailing what to post and when.
Example: Planning all of December's holiday posts in November.
Fun fact: Brands with documented content strategies are 3x more likely to succeed.
Content Pillars
3-5 core themes your brand consistently posts about.
Example: Sharey's pillars: AI Tech, Team Culture, Creator Tips.
Fun fact: Having pillars prevents "creator's block" and keeps messaging focused.
Copywriting
Writing text designed to persuade or prompt action.
Example: Writing an ad script that makes people want to buy.
Fun fact: Legendary copywriter David Ogilvy believed the headline is 80% of a post's success.
Creator Economy
Independent creators monetizing their content online.
Example: A YouTuber making a living off sponsorships and views.
Fun fact: The Creator Economy is currently valued at over $250 billion.
Crowdsourcing
Asking your audience to submit ideas/content.
Example: Asking followers to vote on your new app logo.
Fun fact: Lay’s potato chips famously crowdsourced new flavors, driving massive sales.
Curation
Sharing the best content created by others (with credit).
Example: Sharing an industry news article with your own thoughts.
Fun fact: Curating saves time while positioning you as an industry thought-leader.
EGC (Employee-Gen Content)
Content created by a company's own workforce.
Example: An engineer posting a vlog of their workday.
Fun fact: Content shared by employees gets 8x more engagement than content shared by brand channels.
Evergreen Content
Content that remains relevant for a long time.
Example: A guide on "How to hold a camera properly."
Fun fact: Evergreen blogs can drive compounding traffic for years after publishing.
FOMO (Fear Of Missing Out)
Using urgency to drive immediate action.
Example: Only 3 seats left for our webinar tomorrow!
Fun fact: 60% of millennials make reactive purchases due to FOMO.
Gamification
Adding game elements to content to boost engagement.
Example: Hiding a discount code somewhere in a video.
Fun fact: Gamification can increase user engagement by up to 48%.
Hook
The first 1-3 seconds designed to stop the scroll.
Example: Starting a video with "Here's a secret nobody tells you..."
Fun fact: You have less than 3 seconds to hook a Gen-Z viewer on TikTok.
Infographic
A visual representation of data or information.
Example: A colorful chart showing social media growth stats.
Fun fact: Infographics are liked and shared on social media 3x more than other any other type of content.
Influencer Marketing
Partnering with popular figures to promote a brand.
Example: Paying a tech-reviewer to demonstrate Sharey.
Fun fact: Businesses make $5.20 for every $1 spent on influencer marketing.
Micro-Blogging
Short, value-dense text posts.
Example: A quick 3-sentence tip posted on Threads or X.
Fun fact: The original limit for a micro-blog (Twitter) was 140 characters, based on SMS limits.
Micro-Influencer
Creators with smaller, highly engaged followings.
Example: Partnering with a photographer who has 15k followers.
Fun fact: Micro-influencers have up to 60% higher engagement rates than mega-stars.
Niche
A highly specific topic or target audience.
Example: Content creation for remote construction teams.
Fun fact: Riches are in the niches: highly targeted audiences convert at much higher rates.
Relatability
Content that makes the viewer feel seen/understood.
Example: A meme about the struggle of remembering passwords.
Fun fact: Relatable humor is the #1 reason people share posts with their friends.
Repurposing
Adapting one piece of content into multiple formats.
Example: Turning a long blog post into 5 short LinkedIn posts.
Fun fact: It allows brands to scale output without scaling their workload.
Storytelling
Using a narrative structure to share information.
Example: Telling how a customer solved a crisis using your tool.
Fun fact: People remember stories 22 times better than facts and figures alone.
Tone of Voice
The emotion and attitude your brand conveys in text.
Example: Using emojis and casual language to sound friendly.
Fun fact: A consistent brand tone makes a company 3-4 times more likely to experience brand visibility.
Trendjacking
Capitalizing on an existing internet trend/meme.
Example: Using the latest trending audio on Reels for a team video.
Fun fact: Done right, trendjacking can boost reach by 100x compared to normal posts.
UGC (User-Generated Content)
Content created by customers/fans, not the brand.
Example: A customer posting a photo of your product in their home.
Fun fact: 79% of people say UGC highly impacts their purchasing decisions.
Visual Identity
Consistent colors, fonts, and graphic styles.
Example: Using Sharey's specific blue and font on every image.
Fun fact: Color increases brand recognition by up to 80%.
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Related reading
Social Media Glossary
The social media terms your team actually needs to know — algorithm, engagement rate, dark social, shadowban, and more — explained in plain English with real examples.
Photography Glossary
Aperture, bokeh, golden hour, rule of thirds: a plain-English photography glossary for marketers who need to brief or judge a shot, not become a photographer.
Videography Glossary
B-roll, jump cuts, frame rate, safe zones: a plain-English videography glossary for marketers who brief, shoot, or review social video.
Sharey & AI Content Glossary
AI prompts, brand guardrails, capture briefs, zero-edit publishing: a plain-English glossary of the AI-guided content creation terms behind sharey.