Content strategy glossary

An audience segment represents a group of people who share a common set of attributes. 

The authoring environment is where content is designed, created, chosen, discussed, and reviewed.

Content as a Service or CaaS is an integrated, enterprise-wide approach to content operations and management.

A content audit provides an evaluation of published content according to specific criteria, such as age, topic, usage, etc. 

Content briefs provide guidance to content creators. 

Content delivery encompasses activities following when the article is ready for publication until it is ready to be accessed by audiences .

Content design is a user-centered, goal-focused approach to the development of content items.

A content ecosystem refers to how the publication of digital content fits into the broader context of an enterprise. 

A content element is a distinct part or section associated with a content type.

A format determines the mode in which content is consumed, and influences the devices and channels where it is available.

A content hub is a fully integrated, central enterprise repository that manages all digital content available for publication. 

A content inventory provides a full listing of published or available-to-be-published/republished content items. 

A content item is any digital content that is delivered to audiences.

The content lifecycle tracks significant phases in the life of content.  

A content model provides a blueprint of different content components or parts that can be used in different ways.

Content operations encompass all the tasks associated with executing a content strategy, covering the entire content lifecycle.

Testing actual content with users before it is published can determine if it is understood and is helpful.

A content repository is a location where content items are stored. It is typically a content management system (CMS).

Existing content elements associated with a specific content type can be repurposed to create new content types that create different deliverables.

A single piece of content can be reused in many content items, improving efficiency.

Content strategy provides decision-making direction for all activities relating to the publication of digital content.

A content type is a managed, reusable structure for creating and delivering content relating to a specific purpose.

A content-first approach involves planning content around what one has to say, instead of how to present it. 

Customer journeys are simple stories about how customers move from their current situation toward a future situation.

Customization refers to the transformation of a generic version of content into a more specific version that is tailored to specific readers.

The delivery channel refers to the environment where the audience or consumer of the content will discover and access it. 

An editorial calendar is a planning tool that provides a representation of content that is in process and is scheduled. 

Engagement refers of how audiences are using the content. It covers how they perform tasks, and what selections and actions they take. 

Governance provides standards for the creation and management of content.

Internationalization of content refers to having a basic version of content that is free of cultural or nation-specific references.

Localization refers to the adaptation of content to meet the needs of specific local markets. 

Metadata identifies and describes content.

Multichannel refers to having equivalent, or identical, content available in many different delivery channels. 

Navigation provides pathways and choices that allow audiences to move between different content items.

Omnichannel refers to “orchestrating” the delivery of specific content to specific channels to respond to the customer journey. 

Optimization refers to methods to improve the utilization of published content items. 

Page-based content creation refers the conventional approach to creating and designing content according to the layout of a specific webpage.

Personas represent an individual who would be expected to be viewing content that’s been published. 

Personalization is the customization of content items to match the specific needs of individuals. 

A style guide covers text and imagery. It includes preferred spelling, grammar, and punctuation conventions to follow.

Taxonomies are a listing of terms used to represent meaningful categories, such as product categories, audience segments, or marketing initiatives.

UX writing refers to text copy used in the user interface. 

Voice and tone refers to brand voice and message tone.