Marketing Jargon Buster: our Guide to buzzwords and jargon!

Our Marketing Jargon Buster

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Every business and every industry has its jargon, acronyms, and particular language. That includes marketing and communications. That’s why we’ve written our marketing jargon buster.

As a business we make huge efforts to ensure that the plans and strategies that we write are always in plain, accessible English. We appreciate that you don’t want to wade through a thesaurus. You just want to move your business up a gear by enhancing your marketing right? To help we’ve created a jargon buster of some of the key terms that are used that deserve a little bit of definition.

Our Marketing Jargon Buster
We’ve put together our marketing jargon buster to help you understand some of the terms that are used in marketing and communications.

Call to Action:

Often in the form of a button or link on a webpage or a blog. Its purpose is to invoke a response. CTAs could be messages like “book now for a free consultation” or “book here now”


All of the materials that are used in your communications. Written, video, images, online, and offline.

Content Marketing:

A bit like inbound marketing, content marketing is the creation of content to reach key audiences and encourage them to visit your website, shop, or make contact in a way defined by your business. Content can be anything from text to graphics to video that you produce and publish.

Gated Content:

Content like white papers, e-books, webinars, or other content made accessible only by leaving details on a form. This can be a useful tool because you can identify individuals because you can then start to engage directly with them.

Inbound Marketing:

Marketing activity that reaches out to your audience and encourages them to come to you. So content including social media, public relations, newsletters, blogs etc. You can read more in our Guide to Successful Inbound Marketing

Key messaging:

They are the most important messages that you want to communicate about your business. They are part of your marketing strategy because they form the backbone of everything you say. one of your key messages is that we speak in plain English so our marketing jargon buster supports that.


Words that people use to search for whatever they are looking for. So identifying the right keywords and incorporating them into your website and content can make the difference between you being found by the right people or not.


Short for marketing communications and is the targeted interaction with your potential leads and customers using social media, email, advertising etc.

Mission Statement:

A brief description of the purpose of your business. It describes your purpose for people in your organisation and the public.

Pay per Click(PPC):

Advertising on social media or the internet where you pay each time someone clicks a link on your advert.

Public Relations(PR):

The maintenance, protection, and promotion of reputation, usually of a business or individual. This includes engagement with the media, creation of messaging to defend brands against adverse publicity, and promotion of the positive activity.


The process of connecting with previous users of your site by targeting ads to a defined audience (your previous website visitors) as they browse other webpages.

Search Engine Optimisation(SEO)

The successful combination of readable content including keywords and phrases. Optimised content is written in such a way that the search engines will track so that they can rank your website. SEO also includes technical aspects of your website that need to be created correctly for the same reason

UX/User Experience:

This is what your customers, and potential leads experience on their journey through your channels to your website, how they make contact with you, and why. It’s often overlooked but is critical to the lead generation process. Get this right if you want your audience to do the things that you want them to do. The goal should be to provide a seamless experience with content relevant to your target audience.

Vision Statement:

An inspirational description of where you want your business to be in the future. It helps you to set the direction that you want your business to go. It’s likely to only be changed slightly, however your operational goals will be reviewed regularly.


An automated tool that allows you to capture data from visitors to your website or content. For instance, if someone downloads a piece of gated content you can create an automated process that might send them an email saying thank you or asking if you can help.

And there’s more….

These are just a few examples of the words and phrases that make up marketing jargon.

We hope our marketing jargon buster has helped you to understand some of the language used by marketers! For more information get in touch!

You can check out our services here

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Stonehouse Communications marketing Agency near Colchester Essex

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