Content marketing dictionary: jargon distilled

Evergreen content. Listicles. Telling stories. We cut through the jargon to give you the lowdown on a few key content marketing phrases...

 Content marketing dictionary: jargon distilled

Call to action

A trigger that will hopefully inspire a customer to take action – like buying something, sharing something or downloading something.

A call to action should be:

  • cleverly written – it’s promotional, but shouldn’t read like that
  • visual 
  • well-placed on the page – so people can see it

It can be a useful way to finish off a piece of content, too. Check out some tips from Econsultancy on great calls-to-action.

Evergreen content

Content without a shelf life. Not news- or time-specific, evergreen content is the copy gift that keeps on giving.

Offering you long-term value, evergreen content is always relevant – it’ll always be fresh for your customers and will (virtually) never go out of date. Great for seo, great for engagement.


  • how to install laminate flooring
  • best historic attractions in Liverpool
  • budgeting for university


Coming up with new ideas for your content. The ‘shun’ makes it sound a bit prim and proper, but ideation is really what underpins any successful content strategy. Ideas, concepts, stories and themes are the heartbeat of your content operation.

Some tips for good content ideation:

  • work with a company who can help you plan and deliver content
  • speak to your customers – find out what sort of things they’re interested in
  • harness your own experts – get them coming up with ideas for where you can take your content


Simple: content structured as a list. Take a quick look at BuzzFeed and you’ll get the gist: here’s 17 pictures of Conservative MP Ken Clarke not giving a damn. Or how about 64 ideas for things to write about from our very own blog.

Extremely popular, list formats work well because:

  • people can scan them
  • they’re easy to read
  • they can be both entertaining and informative


We’re always telling stories. Framing something with a narrative structure is something we do more or less every day. Increasingly, content marketing is becoming about telling stories.

Put simply, it means creating valuable content that connects with customers. Should story-telling replace the term content marketing? Perhaps.

How to start telling stories:

  • what message do you want to get across?
  • what content formats would help you tell your story?
  • where will you get your stories from?