Objective – A desired result to achieve by a particular time; usually broader than a goal, an objective can be broken into several more specific goals; there are organisational and marketing objectives.
Offer – In content marketing these do NOT have to mean things for sale, they can refer to high quality content that is ‘gated’ behind a password or requiring an email subscription entry in a form on a landing page. An offer might be for a checklist, worksheet, template, free webinar, ebook, free software, etc. It’s what you are ‘offering’ in exchange for something else (an email opt-in, small payment, trial).
Opener – The part of content or copy that comes after a headline. It should be compelling, engaging and entice the reader to keep moving down the page. Also known as an ‘introduction’ or ‘introductory paragraph’ [but is usually just 1-3 sentences].
Opt-in – When some material is restricted in access and requires the giving of contact info or a request to specifically receive the material; example, for email marketing someone must opt-in to the list /membership, showing they choose to receive your messages; See also, Lead Magnet, offering something to encourage someone to opt-in to receive an email newsletter (give an ebook, coupon, video, e-course, free event ticket).
Optimisation – Marketers use this term all the time. In common language, optimization means to get the most out of something. In digital marketing, it means to get the most out of content, landing pages, emails, apps, and ads. You want sky-high conversion rates across all of your marketing.
Adobe looked at what tactics lead to the highest conversion rates. The best companies:
- Make decisions based on testing: 70% of Adobe’s top performers test to see what works and what doesn’t.
- Allocate resources to optimisation: If you don’t devote any energy to optimisation, how can you expect to succeed at it?
- Target content: Use automation and data to place targeted content in front of leads. When leads see content that suits them, they’re more likely to convert.
- Collaborate across departments: Digital marketing is broad. Done well, it requires buy-in from content writers, developers, sales, and management.
- Work well on mobile: Phone content is vital these days. 83% of Adobe’s top companies described mobile as important to their marketing work.
Organic Search Results – Listings in search engine results that were not paid for (similarly, Organic Traffic is that which comes to a site through individual’s searching on their own, clicking a link that is not sponsored, a paid ad, etc); appear ‘organic’ or ‘natural’ because results show in listings only based on standard algorithm of the search engine and ‘natural’ process of crawling and indexing sites (not influenced by any payments).