Content Marketing Glossary

Our content marketing glossary lists all key technical terms and their definition, creating the perfect foundation for you to get started with practical content marketing. If you want to use the glossary offline, simply click on the PDF button and download it free of charge - enjoy!



An advertorial, also known as infomercial, is the placement of an advertisement that simulates editorial content.

In doing so, it offers potential customers added value in the form of reliable information. In general, editorial content is considered more credible than adverts.

In outbound marketing, own products are frequently presented as the best choice. Editorial content, on the other hand, conveys that an independent party is recommending the product or service.

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Bad Neighbourhood

This category includes websites that utilise Black hat SEO tricks to improve their search engine ranking by unlawful means.

A website establishes a bad neighbourhood, if the following characteristics can be observed:

Bad links: This includes all links that are known amongst SEO experts as negative PPC (pills, porn or casino). Everyone will be familiar with spam from these areas.

Many links exist: A website should contain a significantly higher proportion of content than links. At a ratio of 95% links to 5% content, Google’s alarm bells are ringing.

Spam: A disproportionate amount of spam on a website is harmful, even if the website operator has no ill intent. If the spam is not reined in, this is followed by the bad links mentioned above.

Advert spamming: If a website looks like a billboard, neither the user nor Google is impressed.

Substandard content: Websites need unique content. Software that simply changes the content or its fragments only superficially creates new content and therefore achieves exactly the opposite effect.

If a website displays these characteristics, it is punished by the search engines – or worse, it is completely banished from the search results. Links to sites like these can equally entail negative consequences for the original website.

You can find out, if a website appears on a bad neighbourhood list, by entering the following information in the Google search bar: site [enter URL of website here]

If no search results are displayed, it would be better not to link to the website.

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Black Hat SEO

These are tricks that infringe Google’s webmaster guidelines. Black hat SEO is utilised in an attempt to provide websites with a better ranking than they really deserve.

If infringements are detected, Google, Bing and Yahoo punish these websites.

Two old black hat SEO tricks that should be avoided at all costs: Hidden keyword stuffing and duplicate content.

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Originally rising to fame as weblogs, blogs allow any internet user to create and publish their own content.

Blogs are typically updated regularly with relatively short articles and posts. These are often drafted by the publisher himself and reflect the views of the author.

Today, blog posts are a heavily used form of communication with the target group and an important component of inbound marketing.

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Blog Marketing

This form of marketing embraces all processes that comprise the promotion of a website, a company, a brand or a service via a blog.

This includes marketing measures through the placement of adverts on blogs, as well as recommendations and reviews by the blogger.

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Bounce Rate

Also known as the exit rate, it indicates the time that passes before a visitor leaves a web page again.

Google takes account of these data when calculating the ranking of a website. The bounce rate allows an evaluation of how captivating an advertising presence is and whether or not it attaches the target group.

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Brand Communication

To put it simply: Brand communication comprises all activities that influence the customers’ opinions about a company and its products.


Crispy Content | Brand Communication

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Branded Content

Brands, for instance in the areas of entertainment or education, develop and curate content, in order to create additional value for the end customer.

Branded content does not aim to sell a product or service. Thus, this is not a paid advertisement, sponsoring or product placement. Rather, it primarily intends to raise increased awareness of a brand through additional information in any given editorial format.

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Brand Journalism

Unlike the advertising copywriter, the marketing journalist focuses on the creation of customer specific contents.

This form of content marketing picks up on news, trends and developments within the sector. A brand can thus establish itself as an opinion leader or expert within an industry sector on top of raising awareness of itself as a brand.

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Brand Messaging

A communication strategy, which provides a uniform image of the company or the brand on all available media channels.

This also includes the appearance in the search engine results.

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Brand Reputation

Brand reputation encompasses the public’s reaction to the outward appearance of a company.

Business Blogging

Business blogging is similar to regular blogging, however, it consistently follows a marketing strategy.

Inbound marketers that maintain a business blog enrich the texts with keywords that the target group frequently use in a search in a meaningful way. Given that the overarching objective is always  the generation of leads, blog posts are usually combined with a call to action. This means that valuable information on the effectiveness of the business blogging activities can be collected and contacts to potential customers can be established.

While we’re at it: Download the Crispy Content – Content Marketing Glossary e-book here!

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See Content Management System.


In content marketing, these contents usually consist of texts, videos, photos, infographics or slideshows.

Content plays a critical role as a traffic and lead generator within the overarching inbound marketing strategy of content marketing.

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Content Channels

Naturally, each and every brand wants their target group to find the content created. Therefore, every company uses a variety of channels for content distribution.

This can take the form of company websites, e-mail marketing, the company’s own social media websites or other platforms that reach the potential customer.

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Content Curation

Online content on a particular topic that is available inline is reviewed and collated.

This content, often videos and photos, is either processed in an article close to the subject or rearranged and placed in an entirely new context. Content curation allows a creative content marketer to create contents relevant to the target group quickly while still offering a significant added value.

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Content Management

Content management comprises the administration of digital contents in the form of images, videos, audio files or texts.

This is carried out in the stages of creation, processing, quality control, publication, update, long-term storage and deletion.

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Content Management System (CMS)

CMS is often also referred to as backend or administration area.

This software is used for the creation, publication and management of online content.

WordPress is the most popular CMS in the world and available as a free version.

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Content Marketing

Content marketing is a type of marketing that has gained significant relevance as part of inbound marketing in recent years.

Content marketing aims to inspire customers, build a relationship with them and finally provide the impetus for the use of a service or the purchase of a product through the targeted creation and distribution of relevant high quality content.

Content marketing should always be seen as a long-term strategy and it comprises a continuous process. The focus of the publication of content is primarily on the company’s own content channels, the owned media. Of course, the company will strive to generate an interest level with the publication, which induces third parties to incorporate and promote these contents in their channels, the earned media.

In other words: Content marketing is the art of skilful communication with the target group that achieves a product or service selling by itself. It is far more important to serve as a source of information and entertainment, rather than constantly praising the company’s own products or services. The company earns credibility and is rewarded by converting consumers into customers that stand behind the brand an in an ideal scenario even act as brand ambassadors within their respective environment.

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Content Marketing Strategy

Developing a content marketing strategy means developing a keen sense for the information that the desired target group is seeking.

The delivered content should effect a pre-defined consumer behaviour. In the development of a content marketing strategy, a publishers’ approach is required, rather than the approach of an advertising agency. It revolves less around sales cycles, but rather focuses on establishing a continuous contact with the target group with respect to relevant and valuable messages.

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Content Migration

The transfer of online content within a content management system or CMS into an external CMS.

Content migration in this context not only comprises technical aspects, but it may also require the adjustment of images, texts or meta descriptions. The higher the variance of the updated contents in the front end, the greater the effort in the migration.

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Content Planning

The development of a plan for the regular publication of content.

The content plan defines who owns what content, in what format content is made available, who receives, edits and releases such content, and when and where it is published. It further specifies how often the content is updated and in which project deadlines must be adhered to.

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Content Provider

This is a provider that supplies texts, graphics or other content for websites, blogs, or other distribution channels to provide visitors with added value through the published contents.

Content Seeding

Content seeding on social media platforms aims to induce the company’s own fan base on Facebook, Twitter, Google+, Tumblr or its own blog to like the posted content and ideally to share it.

The more people see, share or like the content shared in this manner, the greater the success for the SEO of the linked website.

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Content Syndication

The processes of placing a blog, website or video content on third party websites.

This either takes place with entire articles, excerpts of these, simple links or thumbnails.

The objective of content syndication is to drive the circulation of content through contextual integration, either to raise awareness of the brand or a product, or to generate more traffic on the company presence.

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Content Targeting

An advertisement service from Google and other search engines.

By means of keywords selected by the advertising customer, the relevant adverts are presented to the visitor of contextual websites.

For instance, if a blog is about sights in big cities, adverts from providers of city tours or airline offers are integrated automatically.

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The target group must be able to establish a connection between the supplied content, the visited website and their own real-life environment.

If this connection cannot be recognised, the content appears inauthentic. Even elaborately produced content fails to lead to user interaction in the wrong context, or it may even lead to negative sanctions.

For example: A video on flatland BMX doesn’t really belong on a site about road cycle racing, even though both target groups move on two wheels.

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When the visitor of a website or a mobile offer reaches one of the planned objectives of the provider, a conversion takes place.

This means, for instance, that something is bought, a form is filled in and submitted, a white paper is downloaded or the visitor signs up to a newsletter. Conversions may also be important, if a website’s focus is not on e-commerce. Thus, information websites that depend on advert bookings strive to convert a first-time visitor into a returning visitor.

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Copyright Infringement

Copyright infringements can very quickly become an expensive affair.

Therefore, the tasks of a content marketer include review of used content prior to its integration in the company’s internet presence. At the moment, the placement of photographs and crediting the author are sensitive topics, and their legal treatment differs depending on the target market. While in Germany the “Right to Quote” (“Kleine Zitatrecht”) applies, the USA uses the principle of “Fair Use”.

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Copywriting in inbound marketing is the art of drafting texts that induce a customer to buy a product.

In this digital age of copywriting, this is of great importance. Content marketing, SEO and intelligent web design are important components of a well-rounded inbound marketing plan, however, it is the copywriting that brings together the individual components. Texts make the web design meaningful and are therefore usually responsible for the success of an online presence.

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Corporate Blogging

In corporate blogging, content is produced that focuses on sector-specific news, expert tips, best practice examples or even company updates from the perspective of a brand.

SMEs and global players equally use this form of content marketing. Blog posts are written both by internal management staff, and by external SEO professionals or authors with sector specific expertise on behalf of the company.

Glossary | Corporate Blogging

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A crawler, also known as a bot or a spider, is a program that is utilised by search engines to search the internet for information.

The content of a website is then crawled when the bot searches a website and its linked pages.

The more fresh content, ideally exclusively unique content, the crawler discovers, the higher the Google ranking the website achieves.

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Creative Services

All services that require creative work, including design tasks or copywriting.

Creative services are typically offered by design, marketing, PR or advertising agencies. Only larger companies tend to have their own in-house departments that cover creative services.

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Deep Linking

Deep linking describes the integration of hyperlinks into the content.

Deep links refer to sub-pages that – unlike the homepage or the landing pages of an online or mobile offer, cannot be reached directly by a single action. In online marketing, deep linking is utilised to retain the visitor for longer and to lead him to pages that contain further informative content to then increase the conversion of a website with a call to action.

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Duplicate Content

In the context of SEO, this is content that has been copied from a third party website or that has been used repeatedly.

Duplicate content is often used to increase keyword density or to save time. The use of unique content is recommended, because Google and other search engines scan websites for duplicate content and punish them by lowering the ranking.

An example of duplicate content is news sites that copy headlines and content of articles from other sources without change.

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Editing requires a higher level of precision than proofreading.

The editor captures the whole thing in its entirety: How smoothly does the text read, how is it structured and does it take account of all internal specifications on the brand identity, the SEO, the links that will be placed, etc. The role of the editor can also include the areas of responsibility for design, graphics and layout.

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Editorial Calendar

The editorial calendar is basically the schedule for content creation and it shows what type of content will be produced, which subjects are covered, how personas are defined, and how often content should be published to efficiently follow to content marketing strategy.

Editorial Content

This content comprises texts, videos, photographs, graphics and illustrations of a website that do not aim for a sale.

It stands in contrast to adverts or general sales-oriented content, such as product descriptions.

These contents provide added value in the form of free information that induces the user to return due to its credibility and entertainment value.

Crispy Tip: High quality, up-to-date content improves search engine ranking.

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Educational Content

Since the Google update Hummingbird aims to provide the appropriate answers to search queries in complete sentences and questions, the publication of “educational” content is a logical step.

This can include pure text sections, but also video tutorials that carry a meaningful description.

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Email Marketing

E-mail messages are certainly not as fancy as Twitter or Pinterest, however, as a marketing channel as part of content marketing, they are still of great importance today.

It is a fact that e-mail marketing as a distribution channel offers the best ROI and in addition, it still is the preferred business communication tool.

Well designed e-mail marketing campaigns take the position of each customer in his customer lifecycle into consideration, as a targeted approach and the dynamic provision of offers goes hand in hand with a higher conversion rate.

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Evergreen Content

While news reports only impact ranking and traffic for a short period of time, so called evergreen content gains importance over time.

A look at the website statistics highlights which contents have the potential to emerge as evergreen content. This type of content can yield valuable backlinks for a website and thereby truly become a permanent SEO hit.

Evergreen content has a good chance, if it survives regular adjustments to search engine algorithms and renewed crawling, and of even profiting from updates, such as Google’s Hummingbird by rising in the search engine rankings.

Crispy Tip: The URL of an article should always remain unchanged with reference to new posts and updates in the text.

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Facebook Marketing

With over a billion active users a month, Facebook is a fantastic platform for sharing content and its viral distribution.

If the content arouses the interest of the relevant users, it usually distributes all by itself.

Facebook is a communication platform. This is something one should internalise to utilise the entire potential of the social network. Shared video content or images attract a lot of attention, which in turn sparks reactions, including in the form of comments. These reactions are mapped as user activity on the timeline of one’s friends and followers, which means an exponential increase in the scope of the content relative to the number of friends. It should be a matter of course to react to one’s followers, particularly since a lively profile leads to further interaction.

Even though Facebook marketing is a core component of inbound marketing, other social networks should not be neglected. Only by creating a skilful presence on all channels that are visited by the target group and linking all these channels together can a comprehensive visibility be ensured.

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Fresh Content

In the world of SEO, this is current or dynamic content that makes the website attractive.

Fresh content contributes to the website being awarded a higher position within the search results, the so-called search engine results pages (SERP) by the search engines.

Some search engines crawl websites more often, once they notice that the content is renewed or updated regularly.

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Gifographics are animated infographics.

Animated gif can’t be shown anywhere, e.g. Facebook, however, they are becoming increasingly popular on networks, such as Google+ or blogs, such as Tumblr.

Gifographic | Social Signals

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Google AdWords

AdWords is Google’s version of search engine advertisements.

You can find additional information under PPC.

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Google Algorithm

The Google algorithm is Google’s formula for calculating the relevance of a website with respect to search queries by search engine users.

Apart from the PageRank system, 200 additional criteria are included in the algorithm to list websites in order of their importance. These criteria are regularly amended to ensure a high relevance of the results and to thwart any attempts to outsmart the system.

Over the years, Google has already changed and renamed its algorithms several times. The last updates were called Panda, Penguin and Hummingbird and each of these received various version updates. The big changes contained in the Hummingbird algorithm with its context-based classification benefited some websites, while other sites with weak content crashed spectacularly.

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Google Authorship

The search engine result pages (SERPs) have increased their information content.

For instance, a small image of the author is shown next to the snippets of articles, enriched with additional information, such as his name and the number of his followers. Google takes this information from the Google+ profiles.

However, the authorship tags are only shown, if the author has been verified. Google’s idea behind this is to provide SERPs users with content from reliable authors.

Search engine results that are completely linked with a Google+ account show higher click-through rates than those that are not.

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Google Hummingbird

This update of the Google search algorithm went live in September 2013.

Google Hummingbird closely examines search queries, in particular search phrases, in order to gain an understanding of the context and on that basis to provide the user with more specific results. Useful content was already an important factor of content marketing before this algorithm adjustment. However, with Google Hummingbird it has significantly more impact. The number of search queries in the format of complete questions is on the increase and it is thus advantageous to create unique content that provides answers, in order to increase the probability of appearing at the top of the search engine result pages.

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Google+ Marketing

Google+ is a social network that allows users to categorise family, friends, colleagues or business partners according to pre-defined or individually created circles.

Just like with other social networks, the creation of a personal page and a differentiated corporate page for the publication and sharing of content is recommended. Google+ offers content marketers a significant SEO value, as social sharing gains importance in the search engine algorithms.

The integration of the Google Hangout video conference application is yet another benefit that makes Google+ an attractive B2B network. These conferences can be recorded and published directly on YouTube.

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Google Panda

An update of Google’s search engine algorithm that primarily incurred ranking losses for websites with little or no duplicate content.

Panda was activated in March 2011 and due to the crashes in traffic figures, it was strongly criticised by website operators.

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Google Penguin

This update of Google’s search engine-algorithm was launched in May 2012.

Penguin downgrades websites that have a history of forcing a high ranking through over-optimisation. Since the introduction of Penguin, meta tags are ignored in the evaluation of the ranking, as many webmasters overly enrich these with keywords. It equally allows the detection of artificially generated backlinks to weak websites, a so-called bad neighbourhood.

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Google Ranking

Google employs over 200 criteria to rank websites. Google protects the complete list of the individual factors, as well as their weighting like the Holy Grail.

This algorithm is modified more than 500 times a year and it receives comprehensive updates at monthly intervals.

Crispy Tip: Google ranking often gets mixed up with the PageRank.

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A buzzword that was born out of the social network Twitter, though today, it is also used in networks, such as Facebook, Google+ and Instagram to emphasise the focal points of a message.

A hashtag is marked by placing a hash in front of the word.

So for instance, if you want to share this glossary on Twitter, the message could look something like this: Wow, #CrispyContent have compiled a really helpful #ContentMarketing #Glossary.

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One simply cannot stress enough how important a catchy headline is.

Regardless of how hot the unique content is: An article with a boring headline is damned to die the painful death. This is why it’s well worth the time and effort to come up with a headline that makes a strong statement.

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Inbound Links

These are links of third party websites that link to the landing pages or the homepage of one’s own web presence.

The number of such inbound links from reliable sources is taken into account by Google’s search algorithm.

Crispy Hint: You should avoid becoming part of a bad neighbourhood. Links should be developed organically, based on the content marketing strategy.

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Inbound Marketing

Content marketing is part of inbound marketing.

In contrast to the old outbound marketing methods of buying advertising space or email lists, inbound marketing focuses on the creation of high quality content that naturally draws the target group to a company or a product. If the published content is aligned with the interests of the potential buyer group, organic inbound traffic is generated, and in the end, this can also be converted.

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Information graphics or infographics present complex information and relationships in a clear and easy-to-understand manner.

Infographics are not a product of the internet. However, the internet has greatly contributed to the popularity of this content medium.

Crispy Hint: A special version of infographics is the gifographics.

Crispy Content | Infographic

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Instagram Marketing

Instagram is a video and photo community app for smartphones that allows brands to advertise the classical way with photographs and videos without requiring high technical expenditure.

Instagram marketing provides an opportunity for sharing recorded content almost in real-time, which allows cost efficient documentation, especially at events. It comes as no surprise that 59% of the biggest brands in the world are active on Instagram.

Instagram was taken over by Facebook for about one billion US Dollars in April 2012.

Crispy Content | Brand Communication


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Internal Link

A link on a website that links to another page within the same domain.

Internal links are used to simplify the navigation within a website for the user. Together with interesting content, they encourage the user to extend his visit to the website. Internal links are one of the factors that play into the Google ranking.

Crispy Tip: Google punishes over-the-top internal linking that serves the sole purpose of influencing search engine rankings.

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Key Performance Indicator (KPI)

KPIs are measurements that serve to quantify objectives and thereby allow an evaluation of the performance of the online marketing strategy.

Typical KPIs include ad impressions, unique visits or customer acquisition costs. They provide the company with information for the determination of the current performance and the future direction of the marketing campaign.

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Keywords, sometimes also referred to as keyword phrases, are the buzzwords or word combinations according to which search engines, such as Google, Yahoo or Bing index websites and list them in their search results.

When choosing keywords for search engine optimisation, the following should be noted:

It should be ensured that a keyword covers a high search volume and that it is not too difficult to achieve a top ranking. Of course, the keywords should also be relevant for the target group. Once the keywords have been determined, the content of the website must be designed around these, using on-page and off-page optimisation.

Crispy Tip: Too high a keyword density is considered keyword stuffing and is punished with a lowered ranking by Google.

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Keyword Density

The keyword density defines how often certain terms and word combinations that have been determined as part of a keyword strategy and that are included in a search query, appear in a content marketing article.

Keywords are a central element of content marketing campaigns. However, exaggerated use of keywords can lead to a negative perception by the reader and a negative impact on the evaluation by the Google search algorithm.

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Keyword Marketing

Keyword marketing is the utilisation of keyword optimised content and keyword specific linked texts that markedly improve the search engine ranking of a website with respect to the relevant search queries.

It is therefore an essential component of search engine optimisation. Keyword marketing is also used to place keyword-based adverts; for instance, in Google’s AdSense program.

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Keyword Research

This is research to find suitable keywords for SEO or paid search campaigns.

Keyword research typically takes into account the search volume, the competition and the relevance as a deciding factor. In content marketing, keyword research is used to take up issues relevant to the target group, to produce interesting content and to make it easy to find this content through keyword integration in the text or the header.

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Keyword Stuffing

If a text is excessively enriched with keywords, this is known as keyword stuffing.

The text will typically appear artificial and less appealing to read, and it will therefore generate fewer inbound links. Pages that place their bets on a single keyword often exhibit a lack of semantically related terms and broad vocabulary, and in the long-term, this leads to a lower website ranking.
The relative number of keywords that can be accommodated in a text before it be perceived as keyword stuffing is not set in stone.

Crispy Tip: Create content for people, as texts that are smooth to read are less at risk of being classed as black hat SEO by Google’s search algorithm.

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Landing Page

Once a customer has been approached with a marketing campaign, he will be transferred to a page designed for this campaign. This landing page aims to convert the user.

The conversion objective may be that the visitor downloads a free e-book, utilises a webinar or signs up for a newsletter. In return, marketing and sales receive user information and therefore leads. Of course, the conversion objective can also be the conclusion of a purchase. The quality of a landing page will determine, whether a visitor is converted or whether he leaves the page. In order to increase the conversion rate, inbound marketers create landing pages that target various target groups at different stages of the purchase journey.

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Lead Generation

All measures that stir up an interest in the product or the services of a company amongst potential customers.

Websites, e-mail marketing, SEA and SEO are examples of common means of lead generation.

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Link Building

This broad term describes the various strategies and tactics used by website operators or marketers to generate third-party links.

This way, not only the direct traffic to the site increases, but the search performance is also improved at the same time. The Google Panda update used to force websites to earn inbound links through high quality content.

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Link Farming

This term means the reciprocal linking of websites with the objective of achieving a higher ranking in the search engine results.

This process is based on the fact that Google evaluates websites according to both the quantity and the quality of the links that lead to a web presence. In theory, a highly linked website boasts great popularity amongst the web users and this improves the search engine ranking.

However, search engines class this artificial form of link building as black hat SEO and now punish the relevant domains with radical ranking downgrades all the way to invisibility.

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Link Profile

Search engines examine the number and the quality of links that lead to a website and links that lead away from the website.

These are called inbound links and outbound links and together, they shape the link profile.

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A localisation goes way beyond a translation, given that content is adjusted to cultural differences, perspectives and dialects.

Small but significant regional variances affect the spelling and choice of words. The localisation of a website not only affects the copywriting, but it also includes the adjustment of photographs, illustrations, integrated audio, or even the colour scheme.

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A meme is a behaviour or a style that is spread from person to person; basically, a form of verbal propaganda.

It’s an idea that – with respect to content marketing – is spread virally via blogs or social media networks. In this context, a meme can be an image, a video, a website, a hashtag, a word creation or even a deliberate misspelling. Memes are often spread within a subculture first; for instance, amongst fans of a certain musical style, a sport or a lifestyle. With its countless communication media, the internet provides the necessary aggregator to facilitate an explosion-like distribution of a meme.

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Meta Description

They describe the content of a website. On a website, the meta descriptions are not visible to the visitor.

The crawler of the search engine, on the other hand, reads this information and uses it to create a preview text that is shown in the search results. Meta descriptions are equally read and depicted by social networks.

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Meta Keywords

These are keywords that are stored in the meta data of a website.

However, Google no longer uses the meta keywords to index or rank websites.

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A microsite, also referred to as minisite, is a lean website with a small number of sub-pages.

It is often part of a more extensive internet presence. The microsite typically presents itself independently of the company’s main website in terms of subject and visual appearance. It usually has a stronger focus on a particular offer and is therefore designed around a particular target group. The microsite is often created for advertising and sales purposes and often provides in-depth information on a certain topic in combination with entertaining and playful content.

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Off-Page SEO

Off-page SEO refers to inbound links and other external factors that have an impact on the search engine ranking of a website.

Domains and social media that provide links play a critical role. The inbound marketer can only influence the off-page SEO indirectly. This is why it is so important to develop an efficient content marketing strategy to encourage the target group to share and link by providing high quality content.

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On-Page SEO

On-page SEO limits itself purely to the optimisation of one’s own website for an evaluation by the search engines.

Apart from a clean HTML code, the placement of keywords in the content, the headline tags, the URL or the image tags are the most popular strategies.

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Outbound Marketing

Compared to inbound marketing, outbound marketing is often viewed as the out-dated, less effective and pushy measure of customer acquisition.

Typical outbound marketing measures include cold calling, direct mail shots, trade fair visits, but also online advertising media, such as online banner adverts or e-mail distribution via purchased e-mail distribution lists.

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Originally, only the PageRank, a system developed by Google founders Larry Page and Sergey Brin, was used to determine the ranking position of a website.

Originally, only the PageRank, a system developed by Google founders Larry Page and Sergey Brin, was used to determine the ranking position of a website. This evaluation included both the number of links to a website, and the number of links to the linking websites.

Today, PageRank is one of more than 200 factors comprising the Google algorithm and it therefore only plays a subordinate role now.

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Page Views

Each user visit on a website equals one page view. The more page views a website has, the more traffic is generated.

As a user can create a great number of page views on a website, the unique page views are counted to determine the number of unique visitors over a certain period of time.

Many people get page views and hits on a website mixed up. Technically speaking, hits are objects of a website that are loaded when the website is visited. So, for instance, if a website contains two images, a visit creates one page view, but two hits.

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The profile of the customer or the target group created by Marketing.

The persona helps the inbound marketer to gain a specific image of his ideal customer. This image takes into consideration things like demographic and psychographic information. The more precisely a persona can be developed, the better the decisions made with respect to content marketing.

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Press Release Marketing

Press releases are composed and distributed in a targeted manner to encourage mainstream media and bloggers to report on a brand, an event, a product or a service.

Ideally, search engine optimisation benefits from press release marketing, as traffic is created on one’s own website via search engines, social media and e-mails.

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This is the website’s position within the search engine results.

Crispy Tip: The rank of a webpage is not the same as the PageRank.

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Responsive Design

Responsive design or responsive website design, or short RWD, adjusts websites to the display formats of desktops, tablets, phablets and smartphones by moving, reducing, enlarging or re-structuring content.

This is increasingly important, as the proportion of search queries from mobile devices is on the rise.

Thanks to responsive design, the crawlers of the search engines no longer need to differentiate between URLs for stationary and mobile devices. For the Googlebots, for instance, it would theoretically be possible to index the pages of a website and to cache it.

Crispy Tip: Responsive website design benefits SEO and is a must-have for each and every company, particularly in e-commerce.

Crispy Content | Responsive Website Design

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Search Engine Advertising (SEA)

SEA is also known as paid search. The advertiser places an offer for the publication of his advert, when a certain keyword is entered.

These are usually text ads that are shown over the top or to the right of the organic search results. The advertiser usually only pays for the search engine advertising, if a user clicks on the advert. This billing method is called PPC.

Crispy Hint: On-page optimisation, e.g. through unique content and keywords can lower the cost per click while raising the ad ranking.

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Search Engine Optimisation (SEO)

SEO aims to improve the position of a website within the search engine rankings.

Inbound marketers can often affect the ranking very precisely through on-page SEO and to an extent through off-page SEO. SEO specialists attempt to identify the ranking factors of a current version of a search engine algorithm and adjust their measures accordingly. The regular updates of the algorithms through the search engine operator ensure that the process of SEO can never be completed, and that it continues like a cat-and-mouse game.

MSEO, the multi-lingual search engine optimisation, goes a step further with its respective adjustments for various countries and markets. A successful MSEO requires the localisation of great parts of the entire content.

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Social Media

Facebook, Instagram, Pinterest, Tumblr, Vine, Twitter, YouTube, LinkedIn and Google+ are some of the most popular private and professional social media networks.

They are easily accessible platforms on the web that allow the quick publication and distribution of content through social interaction. As core components of inbound marketing, the great variety of social media facilitates an increase of the visibility of brands and products and the achievement of planned objectives.

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Social Media Marketing (SMM)

SMM utilises the social networks as a marketing tool.

The objective of SMM is the creation of content that the users will distribute in their social networks and thereby raise greater brand awareness and a closer customer relationship of the brand, product or service.

SMM gives companies access to direct feedback from their existing and potential customers. The interactive elements of the social networks also offer users the opportunity to ask questions or even to be heard by the authorities. This makes companies appear more tangible and personal.

This aspect is part of social customer relationship management, or Social CRM.

Not all SMM promotions will bring forth an immediate effect. Sometimes, months will pass by before the first successes can be noted. However, it is usually worthwhile to regularly analyse all channels and posts and show some persistence. If social media appearances are only maintained irregularly, social media marketing is destined to fail.

Social media optimisation (SMO) is a crucial component of SMM.

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Social Media Optimisation (SMO)

SMO is a central integral part of social media marketing.

On the one hand, it comprises the active sharing of content via social media channels; on the other hand, it deals with the integration of social media functions into one’s own website so that visitors distribute the content in their own networks. Comprehensive sharing functions increase the likelihood of this content being shared or re-processed as a mashup. The provision of short URLs and embedded codes is very helpful.

Social media optimisation also takes into account the content creation. Contents are designed to attract attention with a strong headline and to offer the reader a contribution worth sharing on closer inspection.

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Social Video

This video content is produced in order to be shared as often as possible on social networks, such as Facebook, Twitter or Google+.

However, videos that are created with social media apps, such as Vine or Instagram, are also called social videos. In contrast to pure text, video content has the greatest potential of being acknowledged and shared

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This includes any type of unwanted communication.

Initially, the term used to refer to unwanted e-mails, SMS or comments in forums or on web pages. Today, it also includes low quality websites and black hat SEO tactics, as well as keyword stuffing.

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As a continuous series of illustrations, a storyboard visualises crucial scenes of a script.

The storyboard is created before video content is produced, so that important changes can be implemented at this early stage. Visualisation allows a more comprehensible picture of the final product, but also highlights weaknesses in the concept and also helps in the estimation of the production costs.

A storyboard is often used to obtain the approval for the video production by a customer.

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A text is transferred into another language.

Crispy Tip: Many people get a translation mixed up with a localisation.

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Tumblr Marketing

The blogging and social media platform Tumblr is home to more than 130 million blogs.

It is one of the top 15 websites of the USA and, according to Comscore, Tumblr takes 28th place of all websites worldwide for traffic figures. According to Yahoo, which acquired Tumblr in 2013 for 1.1 billion Dollars, the blogging platform records 300 million unique visitors a month. 50% of these users are below 25 years of age and 53% of all users are female. With the growing number of blogs and users, companies are also becoming increasingly interested in using Tumblr as a marketing tool to increase their scope and raise brand awareness.

With respect to the content, the bloggers primarily utilise visually strong contributions in the form of videos, photographs or animated gifs.

Crispy Content | Tumblr

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Tutorial Marketing

The basic thought behind tutorial marketing is that people visit websites in order to learn, not in order to purchase.

However, if the visitor establishes a positive connection between the useful content and the product or service offered, then the brand is imprinted on the visitor’ memory and the probability of converting the visitor into a customer increases significantly.

Crispy Tip: Good tutorials, in the form of text and video content, generate links and traffic and therefore contribute to search engine optimisation (SEO).

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A short message that is send via the microblogging platform Twitter.

Sending a tweet is also called “tweeting” or “twittering”.

Crispy Tip: The integration of images into a tweet greatly increases its perception.

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Unique Content

This content is new and cannot be found in this form on any other webpage on the internet.

The creation of unique content is important to gain search engine relevance, or at least to avoid being punished for simply copying content from another website.

Unique content is the heart of a content marketing strategy. With the right implementation, the customer base grows, while the increase in traffic improves the search engine ranking.

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URL Shortener

Providers, such as or offer the user the opportunity of shortening long URLs.

There are many reasons why you may want to shorten a URL. For one, URL may consist of a very combination of numbers and letter, and secondly, Twitter limits the maximum message length to 140 symbols. Some URL shorteners offer additional features, such as tracking or real time analysis. According to Matt Cutts, the person responsible for web-based spam at Google, shortened URLs have no negative effect on SEO.

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User Experience (UX)

This broadly used term describes the way, in which a user interacts with a website User experience includes aspects, such as aesthetics and functionality, but it also comprises the website speed.

Improving the user experience has a positive impact on the search engine ranking and the conversion rate.

Crispy Tip: A responsive website design improves the user experience.

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Vanity URL

Instead of a generic URL, a company or a person uses an individually suitable, ideally personally chosen URL within a website.

Vanity URLs are typically required within the social networks. is an example for a vanity URL, is a generic one.

The vanity URL has a stronger visual impact and a stronger relevance for SERP. The URLs of social media profiles can thus shared more easily and they can be advertised in the classical media.


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Video Marketing

The medium of a video is utilised to attract attention to a product, brand, service or event.

Video marketing includes the production of video content and the distribution through social media channels and search engines. Even through the video itself cannot be evaluated by the search engine’s crawlers, meta descriptions, headlines and descriptions of the content can be placed around the video content and these can be read by the crawlers. This facilitates the generation of inbound links and traffic by the video and therefore a positive impact on SEO is achieved.

Videos are frequently shared in the network. Video content that is kitted out with a meaningful description and targeted keywords, benefits from high visibility on video platforms and a high video ranking in Google SERP. The combination of videos and written content has proven to be a successful SEO strategy.

Crispy Tip: Video tutorials lend themselves to supporting the SEO by transcribing the video content and by integrating the text in the article.

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Vine Marketing

Vine is a video sharing app by Twitter for smartphones.

The short films are recorded either in one piece or in several sections that are assembled into a video of a maximum of six minutes in the end. The videos are played in an infinite loop and they are automatically listed on the Twitter timeline.

Companies can use Vine as a teaser for new products and services. With a little creativity and by bearing the target group in mind, it also allows the cheap creation of viral content.

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Viral Content

This is content, mostly in form of videos or images, that gains popularity quickly through sharing within the network.

However, viral content is not long-lived and it is not expected to convey any revolutionary ideas.

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Viral Marketing

Existing social networks and blogs are used to place content that raises brand awareness or that achieves a different marketing objective.

Content is designed and created in a way that sparks an interest amongst the target group and that is readily and quickly shared by the users. A viral campaign can be planned and implemented, yet this serves only to drive up the probability of its success, the desired effect cannot be guaranteed. Furthermore, the value of successful viral marketing is impossible to convert to actual sales figures.

That viral marketing works has been proven by Samsung and Ellen DeGeneres at the Oscars 2014 with the most tweeted image of all times.


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White Hat SEO

White hat SEO aims to improve the search engine ranking in consideration of the guidelines of the search engine operators.

This is the exact opposite of black hat SEO.

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YouTube Marketing

YouTube is a video sharing platform that allows users to upload, share, watch and rate videos.

In November 2006, YouTube was bought up by Google for 1.65 billion US Dollars. Today, YouTube is the biggest video sharing platform in the world and it is often used a starting point for viral video content.

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Zero Moment Of Truth (ZMOT)

“Zero Moment of Truth” is the title of a book that was written by Google’s Managing Director of US Sales & Services, Jim Lecinski.

He describes how and why customers tend gather information online before buying a product or using a service.

Zero Moment Of Truth

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