Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Blog
A blog is a digital publishing format that enables brands to share insights, news, and educational content on owned channels.
Case study
A case study showcases how a product or service solved a real-world business challenge, providing proof of value for prospective buyers.
Content
Content refers to any asset that communicates a brand’s message and drives engagement across the buyer journey.
Content atomisation
Content atomisation is the practice of breaking down a large, comprehensive piece of content into multiple smaller assets optimised for different...
Content distribution
Content distribution is the process of delivering assets to target audiences through owned, earned, and paid channels.
Dynamic content
Dynamic content refers to digital assets that automatically adapt based on a user’s profile, behaviour, or stage in the buying journey.
Ebook
An ebook is a long-form digital asset used to educate or inform target audiences on a specific topic.
Evergreen content
Evergreen content refers to marketing assets that retain their relevance and value over time, continuing to attract traffic long after they're first...
Focus keyword
A focus keyword is the primary search term a piece of content is optimised for. It signals to search engines the main topic of a page.
Gated content
Gated content requires users to provide information (such as name or email) before accessing an asset, like an ebook, report, or webinar.
Hub-and-spoke model
The hub-and-spoke model structures content around a central “hub” asset, such as a research report, which is supported by related “spoke” pieces.
Infographic
An infographic is a visual format used to communicate information quickly and clearly by combining text and data-driven visuals.
Lead magnet
A lead magnet is a value-driven asset, such as a guide, webinar, or toolkit, that's offered in exchange for a prospect’s information.
One-pager
A one-pager is a concise, single-page asset that summarises a solution or value proposition. It’s designed for quick consumption by time-pressed...
Owned channel
Owned channels are marketing assets a business controls directly, such as its website, email list, blog, and social profiles.
Pillar content
Pillar content is a comprehensive resource that anchors related subtopics, forming the foundation of a content cluster or SEO strategy.
Podcast
A podcast is an audio content format used to share insights, interviews, or discussions with target audiences.
Research report
A research report presents original data or insights, positioning a brand as an industry authority.
Thought leadership
Thought leadership is the practice of sharing insights, expertise, and informed opinions that help audiences understand complex issues or emerging...
Topic cluster
A topic cluster is a content strategy framework where a central pillar page links to multiple related sub-topics, often using the traditional...
Topic taxonomy
A topic taxonomy is a structured framework that organises content themes into logical categories and hierarchies.
Ungated content
Ungated content is freely accessible without requiring personal details or form submissions. It's designed to build trust, authority, and reach.
Webinar
A webinar is a virtual session used to educate audiences, showcase expertise, or facilitate product demonstrations.
Whitepaper
A whitepaper is an in-depth, authoritative document that explains a complex issue and offers a data-supported point of view.