Creating content for websites, blogs, and social media involves a mix of writing, design, and strategy. This glossary explains the most common content-related terms in plain English so you can understand the language creators, marketers, and AI tools use every day.
A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z
A
AI writing tool
Software that uses artificial intelligence to generate or improve written content. Examples include ChatGPT, Jasper, and Copy.ai.
Alt text
Descriptive text added to images so screen readers and search engines understand what they show. It also helps with accessibility and SEO.
Anchor link
A link that jumps to a specific section of a page. Commonly used in long-form articles and glossaries like this one.
Article brief
A set of instructions for writers outlining the topic, structure, keywords, and tone. A clear brief helps keep content focused.
Authentic voice
The natural tone and personality that makes your writing sound human and relatable. It helps build trust with readers.
B
Backlink
A link from another website to your content. It can boost SEO and signal that others find your work valuable.
Blog post
A written article published on a website, usually in a conversational style. Blog posts can inform, entertain, or promote ideas and products.
Body copy
The main text of an article, email, or web page — as opposed to headings, captions, or calls to action.
Brand voice
The consistent personality and tone a business uses across its content. It should reflect values and connect with the target audience.
Briefing document
A plan that outlines goals, target audience, and deliverables for a content project. It keeps everyone on the same page.
C
Call to action (CTA)
A phrase or button encouraging readers to take the next step — for example, “Download now” or “Start your free trial”.
Caption
Text that accompanies an image or video, explaining what it shows or adding context.
Content calendar
A schedule showing when and where content will be published. It helps plan ahead and maintain consistency.
Content pillar
A major topic your website focuses on, supported by related sub-articles or cluster posts. It strengthens topical authority.
Copy
Any written text used for marketing or communication. Good copy is clear, persuasive, and fits the audience’s needs.
Copyediting
The process of reviewing and improving text for grammar, flow, and clarity before it’s published.
D
Draft
An early version of a piece of writing. Most content goes through several drafts before publication.
Duplicate content
Text that appears in more than one place. It can harm SEO and confuse readers, so unique content is best.
Data-driven content
Articles or visuals created using research, surveys, or analytics. It builds authority and credibility.
E
Editing
The process of refining text to improve readability, tone, and structure. Editing is different from proofreading, which checks for errors.
Editorial calendar
A detailed publishing plan that includes topics, deadlines, and responsible team members.
Evergreen content
Articles or guides that stay relevant over time and bring consistent traffic months or years after publication.
Engagement
How people interact with your content — through comments, likes, shares, or time spent reading.
F
Fact-checking
Verifying information to ensure content is accurate and trustworthy.
Formatting
Using headings, bullet points, and short paragraphs to make text easier to read, especially online.
Freelance writer
Someone who writes content for clients on a contract or per-project basis rather than as an employee.
Feature image
The main image displayed at the top of a blog post or page. It helps attract attention and preview the topic.
G
GIF
A short, looping animated image used to add humour or movement to online content.
Guest post
An article written by an external contributor for another website, often used for networking or backlinks.
Grammar checker
A tool that spots mistakes in spelling, punctuation, or sentence structure. Grammarly and LanguageTool are popular examples.
H
Headline
The main title of an article or page. A good headline should grab attention and clearly explain what the piece is about.
Hook
The opening sentence or paragraph designed to grab the reader’s attention and make them want to keep reading.
Hyperlink
A clickable link that leads to another page or website. It helps guide readers and supports SEO.
I
Ideation
The process of brainstorming and developing new content ideas based on trends, keywords, or audience interests.
Infographic
A visual representation of data or information that’s easy to understand and share.
Intro paragraph
The first section of a piece of content, setting the scene and explaining what readers will learn.
Internal linking
Adding links between related pages on your own site to help readers navigate and improve SEO.
J
Journalistic writing
A factual and balanced writing style used for news articles or professional features. It focuses on accuracy and clarity.
K
Keyword
The word or phrase you want your content to rank for in search engines. It should match what your audience actually searches for.
Keyword density
The percentage of times a keyword appears in text compared to total word count. Overusing it can make writing sound unnatural.
L
Layout
The way content, images, and headings are arranged on a page. A clean layout helps readers flow through the information naturally.
Long-form content
In-depth articles usually over 1,000 words that cover a topic comprehensively and perform well in SEO.
Lead paragraph
The opening section that summarises the most important points of an article — often used in news or press content.
M
Metadata
Information about a page — such as title and description — that helps search engines understand and display your content.
Microcontent
Short pieces of content like social posts, headlines, or summaries designed for quick engagement.
Multimedia
Combining text, images, video, and audio to make content more engaging.
Monetisation
Turning your content into income through ads, affiliate links, or digital products.
N
Newsletter
A regular email update sent to subscribers with new articles, offers, or tips. It helps build loyalty and return visits.
Newsjacking
Creating content that ties into trending news or events to attract more attention.
Narrative
The story or flow of a piece of writing. Good narratives help readers connect emotionally with your content.
O
Outline
A structured plan for an article or post, showing headings and main points before writing begins.
Optimisation
Improving your content so it performs better — through clearer writing, stronger keywords, or better formatting.
Original content
Unique work created by you, not copied from others. It’s essential for credibility and SEO.
P
Page view
Each time someone loads a web page, it counts as one page view. Used to measure traffic and interest.
Persona
A fictional profile representing your target reader or customer. Personas help tailor tone, format, and content topics.
Plagiarism
Copying someone else’s work without permission or credit. It’s unethical and can harm your reputation and SEO.
Podcast
Audio content released in episodes, often used to share insights or interviews. It can support written content and reach new audiences.
Proofreading
The final step before publishing, checking for typos, punctuation mistakes, and formatting errors.
Q
Quote
Words taken directly from a person or source. Adding quotes can make articles more credible and relatable.
R
Readability
How easy a piece of writing is to understand. Short sentences, simple words, and good structure make it more accessible.
Repurposing
Turning one piece of content into different formats — for example, turning a blog post into a video or infographic.
Research
Gathering data, facts, and examples to make your content accurate and informative.
S
Schema markup
Code that helps search engines understand your content type, like articles, FAQs, or reviews.
SEO writing
Writing content that’s optimised for search engines while remaining natural and engaging for readers.
Short-form content
Quick, easy-to-consume pieces like social posts or short updates, often under 300 words.
Storytelling
Using narrative techniques to make content more engaging and memorable. Every good piece of content tells a story.
T
Tagline
A short, catchy phrase that sums up your brand or campaign message.
Target audience
The specific group of people your content is designed for, defined by interests, demographics, or goals.
Tone of voice
The personality behind your words — friendly, formal, playful, or professional. It should match your audience and purpose.
Topic cluster
A group of related articles linked to a central pillar page. This structure helps build authority on a subject.
U
UGC (User-Generated Content)
Content created by your audience — like photos, reviews, or testimonials — that adds authenticity and community value.
Unique selling point (USP)
The thing that makes your content or brand different from competitors. It’s what makes readers choose you.
URL slug
The part of a web address after the domain name. Clear, keyword-friendly slugs help SEO and readability.
V
Video script
The written plan for what’s said and shown in a video. A good script keeps visuals and dialogue aligned.
Visual hierarchy
The order of importance shown through design — headings, colours, and spacing guide the reader’s eye.
Voiceover
Narration recorded to accompany visuals in videos or animations.
W
Web copy
Text written specifically for websites. It’s usually concise, persuasive, and focused on user needs.
Workflow
The series of steps taken from idea to publication. A clear workflow helps teams stay organised and efficient.
Writer’s block
When you struggle to start or finish writing. It’s common — taking breaks or changing topics can help overcome it.
X
XML sitemap
A file listing your published articles and pages to help search engines crawl and index them.
Y
Yield
The results your content produces — such as traffic, engagement, or leads. Tracking yield helps refine your strategy.
Z
Zoom interview
A virtual interview conducted over video call software like Zoom. Commonly used for podcasts, research, or content collaborations.