Content Marketing Terminology

In this article I’ll explain what the following content marketing terms mean and why they are helpful to you, as an insurance agent who wants to make the most out of your online marketing strategy.

You’ve probably heard one or several of these words at some point and were not completely sure of their meaning. I’ll go through each of them to illustrate what they are and how they can help your content marketing strategy.

Here’s the list:

  • Blog
  • CMS
  • Conversion
  • CTA
  • Landing Page

Keep reading below to learn more about each of these terms.


Blog stands for “Web Log”. It’s used as a  “news” website with articles of niche-related content.

There’s no written rule as to how frequently it should be updated but the more often, the better. A few times a week is a good start.

A Blog is used to keep visitors informed of current events and updates from your field. It helps to position the website as an authority on your niche. It can also help with the SEO efforts (look for that term below).

The more content you publish, the more possibilities you have for people to come across you when searching for related queries. For example: you can take advantage of current events in the news to share advise that is relevant to your target audience.

Another practical example: a search engine won’t list your site in the result pages for terms that you’ve never published on your site/blog.

If you need more reasons to embark in blogging, read this post on the advantages of content marketing. If you’re already set and want to get writing, click on the links for content ideas for Health, Life and P&C insurance agents.


Stands for “Content Management System”. In our web context, it’s used to describe a system that serves as a medium to update and add content in a website without the need to manipulate code (such as HTML).

With Empowerkit, you can take advantage of Content Mode, a built-in CMS that allows you to post content without having to worry about codes or technical details.

cms Content Marketing Terminology


A successful conversion happens when a visitor of your site takes a specific action, persuaded by your marketing assets. This action is generally the actual goal of the site.

It’s tied to the term described below: CTA. Keep reading to see common examples of actions that visitors are often prompted to do.

A derived term from this is “Conversion Rate”. You can obtain your conversion rate by dividing the number of visitors converted by the total number of visitors.


Stands for “Call to Action”. It’s a marketing message that invites visitors to do something specific.

These “specific actions”, as stated above, are the actual goal of the website.

For example, these can be:

  • buy a product
  • subscribe to a newsletter
  • download a file
  • call a number

cta sample1 Content Marketing Terminology

Learn more about CTAs on by clicking the link and checking out the post!

Landing Page

A landing page is any specific web page used as an entering point for visitors to a website. It’s not necessarily the homepage, as people may “land” there directed from search results or ads, which target an inner section of the site.

Landing pages, for example, are usually set by website owners to target specific terms that people may be searching online. Those terms are keywords of your site.

The landing page of your main keywords may be your homepage, but then you may have other “long tail” keywords for which you’re trying to get your site ranking high on a search engine (see SEO/SEM). You can set a landing page for those.

For example: your site’s main keywords may be “life insurance Chicago”, so your site’s content will be set around this. But then you could have potential customers searching for “casualty insurance in Naperville” (a city close to Chicago). If you offer these services within the proximity of your main area of coverage, you’ll probably want’ to set a landing page to target these potential visitors.


SEO stands for “Search Engine Optimization”, while SEM for “Search Engine Marketing”.

Though they are technically different, sometimes are used interchangeably. This is because their implications and goals are very similar.

Both disciplines basically encompass a series of techniques used to get a website to “rank” (be positioned) higher on a search engine. This means, for a given search for a set of keywords (or terms), SEO strives to get a site listed among the first results (if possible: the first one).

seo first Content Marketing Terminology

The difference lies in that SEO is a component of SEM. The overall marketing strategy being the larger picture, and SEO a part of it. Perhaps the biggest and most important part, but still a subset. The other part of SEM is basically paid advertising.

We can list a few of the specific techniques of SEO that you can start using right away (diving into the SEO world is beyond the scope of this post) :

  • find the general keywords for which you want your site to rank (usually: name of your company, trade, city or cities of influence)
  • create structured content that uses these keywords (organize all your content into logical sections and the more you describe your products/services, the better)
  • build links from within your own site to other sections (tie your articles together with relevant references)
  • build links from external sites, with for example, guest posting (write a guest article for a third party with a link back to your site)

Get Empowerkit

All these are helpful assets to a marketing strategy, specifically a content one. You can take advantage of all of them with Empowerkit (and some third parties, such as Google Analytics for A/B testing).

May 23, 2013

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