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Content Strategy Glossary

Check out Kentico Kontentʼs glossary of terms relating to content strategy and content operations. Understand what these important terms mean and how they relate to one another.  

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    Audience segment

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

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    Authoring environment

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

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    Content as a Service (CaaS)

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

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    Content audit

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

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    Content brief

    Content briefs provide guidance to content creators. 

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    Content delivery

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

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    Content design

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

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    Content ecosystem

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

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    Content element

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

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    Content format

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

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    Content hub

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

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    Content inventory

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

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    Content item

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

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    Content lifecycle

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

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    Content model

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

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    Content operations

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

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    Content prototyping and testing

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

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    Content repository

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

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    Content repurposing

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

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    Content reuse

    A single piece of content can be reused in many content items. Content reuse improves both efficiency and consistency. 

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    Content strategy

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

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    Content type

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

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    Content-first planning and development

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

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    Customer journey

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

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    Customization

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

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    Delivery channel

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

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    Editorial calendar (or content calendar)

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

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    Engagement (or content usage and interaction)

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

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    Governance

    Governance provides standards for the creation and management of content.

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    Internationalization

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

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    Localization

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

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    Metadata

    Metadata identifies and describes content.

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    Multichannel

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

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    Navigation

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

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    Omnichannel

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

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    Optimization

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

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    Page-based content

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

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    Persona

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

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    Personalization

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

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    Style guide

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

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    Taxonomy

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

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    UX writing (or UX content)

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

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    Voice and tone

    Voice and tone refers to brand voice and message tone.

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