A personal website written by someone who is passionate about a subject and wants the world to know about it with. It is the easiest and simplest way to get your thought leadership ideas out and into the market.

Blog Strategy

Creating a series of blog entries that promote a central message that is critical to your core business messaging.

Brand Awareness

The success of your corporate identity and brand existence.

Brand Strategy

Employing marketing strategies and tactics that strengthen your brand identity, differentiate your company within the marketplace, and present clearly to your target market your value proposition.

Content Marketing

Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of media, including news, video, white papers, ebooks, infographics, case studies, how-to guides, Q&A's, photos, etc.

Content Strategy

Refers to the planning, development, and management of informational content-written or in other media

Custom Copy

Original, tailored copy-in a variety of forms-that details your value proposition, thought leadership and subject matter expertise.

Custom Media

Custom media (or, customer media) is a marketing term referring broadly to the development, production and delivery of media (print, digital, audio, video, events) designed to strengthen the relationship between the sponsor of the medium and the medium's audience. Typically, custom media is sponsored by a single marketer (a company, brand, association or institution) and is designed to reach a tightly focused audience of customers, members, alumni or other constituency.


Electronic book; any book published in electronic or digital format, a fun and thoughtful way to get useful information to clients.


A written periodical report, prepared by or for a group or institution that is of tremendous value as a way to deliver a regular series of thought leadership content.


Graphic visual representations of information, data or knowledge intended to present complex information quickly and clearly.[1][2] They can improve cognition by utilizing graphics to enhance the human visual system's ability to see patterns and trends.

Marketing Strategy

A marketing strategy is a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage. A marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

Lead Generation

The creation or generation of consumer/stakeholder interest in your brand and products and services.

Market Research

Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy.

Market research is a key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition. Market research, which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making.


An ongoing series of audio downloads available by subscription; very popular as thought leadership content in some markets

Search Engine Optimization

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

Social Media

Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.

Social media depends on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes to communication between organizations, communities and individuals.

Social Media Marketing

Social media marketing refers to the process of gaining website traffic or attention through social media sites.

Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.

Thought Leadership

Part of business vernacular, thought leadership refers to the process of becoming a subject matter expertise in a particular area.

Video content, vodcasts, vlogs

A form of blogging for which the medium is video; regularly updates offer a powerful opportunity to demonstrate thought leadership.


A live online educational presentation during which participating viewers can submit questions and comments, often feature guest speakers and prominent members of industry, sometimes those who do not work for sponsor company.

White paper

An authoritative report issued by any organization; usually PDF-formatted that identifies a market problem or argues a specific position and supplies solution; common tool used to introduce technology innovations and products.


Used by companies who want to be seen as important players in distinct markets, to reach people you want to reach and help them to organize content. It is used to allow customers to add their our FAQ's and others supply answers; interactive.

- Glossary Sources -