Glossary
The AI CMO glossary
Plain-English definitions for every term you'll hear from the Scripted team. No jargon required.
A
Adwords
AdWords is the former name of the service now called Google Ads. AdWords lets businesses create...
A/B Testing
A/B testing is an effective way of trying out two different versions of a marketing technique, to...
Accessibility
Website accessibility refers to ensuring that any individual can access the content on a website,...
Analytics
Analytics is the process of collecting and interpreting data or statistics. There are four types...
AI CMO
An AI CMO is an autonomous agent that learns your brand, manages strategy, and runs marketing...
Attribution
Attribution means connecting marketing activities to actual business outcomes like revenue and...
B
Blog Posts
Originally, blogs were called “weblogs” because they let people maintain online logs about their...
Branded Content
Branded content is a paid promotional strategy that has proven successful in the digital...
Brand Memory
Brand memory is the core knowledge base of your brand's truth, tone, audience, and past successes...
C
Content Tune Ups
A content tune-up improves the blog posts, landing pages, web pages, and other content that...
Content Marketing
Content marketing uses various types of online content to educate readers, build brand awareness,...
Call to Action (CTA)
Even though it commonly appears at the end, the call to action (CTA) is one of the most important...
Channel/media planning
Channel/media planning is a crucial process in which marketers decide on the best channels,...
Channels
Marketing channels refer to the various platforms and methods you use to reach and engage with...
Content Brief
A content brief is a document that defines a project’s specifications. When you create an...
Content Mission Statement
A content mission statement identifies several of your content marketing strategy’s critical...
Content Operations
Content operations (also known as ContentOps) is an implementation system that enables the...
Content Segmentation
Imagine you're a vegan browsing online recipes, and you keep stumbling upon meat-based dishes. Or...
Content Strategy
Content strategy refers to the measures your organization can implement to ensure content on its...
Content Workflow
A well-defined, properly documented content workflow is a key component of any marketing...
Curation
Content curation is one of the best strategies for content marketing and social media campaigns....
Customer Experience (CX)
From the first click on a website to the ambient glow of a specialty shop and the subtle...
Content Inventories and Audits
A content inventory and audit is a two-step process that reveals what assets your business uses...
Citations
Citations are inline references to factual sources. They're essential for the expert-backed work...
Compliance Guardrails
Compliance guardrails are the rules Paige follows to ensure all marketing work meets legal and...
E
External Links
External links include any links that connect pieces of your content with content on other...
Email Marketing
Email marketing gives companies a powerful way to connect with their customers and followers....
Editorial Calendar
If you are a content creator in any medium, you should learn how to create and use an editorial...
Expert Network
Our expert network is a vetted group of subject-matter specialists who provide the expertise and...
E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness, Trustworthiness, the standard our...
I
L
M
Marketing-Qualified Lead (MQL)
Marketing-Qualified Lead (MQL) is an essential term for businesses striving to understand their...
Metrics
Metrics provide the means to measure the effectiveness of your content marketing efforts. They...
Marketing Operating System
A marketing operating system is the integrated platform (Scripted) where strategy, execution,...
N
P
Press Releases
Press releases look rather simple, but they take quite a bit of skill to create. Not every writer...
Product Descriptions
Product descriptions tell your potential customers what they can expect when they order an item...
Personas
In marketing, personas are fictional characters that represent segments of your target audience....
Performance Intelligence
Performance intelligence is the system Paige uses to track what's working and automatically...
S
Social Media Posts
Social media posts have become one of the most popular ways for brands to interact with...
SEO (search engine optimization)
Search engine optimization (SEO) includes a broad range of strategies that can improve your...
Sales Funnel
A sales funnel represents the often invisible journey that potential customers go through, from...
Sales-Qualified Lead (SQL)
Sales-qualified lead is a term every business owner and marketing team leader should understand.
Search Engine Optimization
Search engine optimization (SEO) is the process of optimizing content to rank higher on search...
Shared/Social Media
Shared media is any type of content–text, images, audio or video–that is shared and interacted...
Subscribers
Subscribers can be individuals or organizations that make advanced, recurring payments for...
T
Transcriptions
Making a transcription involves listening to spoken words and reproducing them accurately with...
The Buying Cycle
The Buying Cycle tells us how people move from mere curiosity to being customers or even...
TAM
Understanding the concept of total addressable market helps businesses understand their target...
Topical Authority
Topical authority means demonstrating deep expertise in a subject area, which Paige builds by...