Marketing Glossary
Your Guide To Writing A Content Brief [Guide]
A content brief is a concise document outlining key details like target audience, purpose, tone, and keywords for a specific content piece. It ensures clarity and alignment between content creators and marketing goals, streamlining the creation process.
HubSpot contributor Laura M. Browning has published an article featuring useful information on writing a content brief.
She says, “Although they sound similar, content briefs and creative briefs serve different purposes. A creative brief outlines a campaign, and may include more extensive messaging, deliverables from multiple contributors, and other details that give shape to the entire campaign.
A content brief focuses on a specific piece of content — my examples below are for written content, but you could use the same elements to create a content brief for videos, podcasts, or anything else you’re producing. If you’re using software like Content Hub, a brief will be the foundation for each piece of content.
Importance of Content Briefs
Sure, you could try to muddle through without one, but they save more time than they take to write.
I once worked on a project with several external partners, and other than Slack and Google Docs, nobody used the same organizational tools, and it caused a lot of frustration and confusion.”
Your Guide To Creating Social Media Strategy
A strong social media strategy is essential for brand visibility, audience engagement, and business growth. It ensures consistent messaging, targeted outreach, and measurable results.
HubSpot contributor Allie Decker has published an article on creating a strong social media strategy in 2025.
She says, “Social media is more than a promotional tool; it is a core component of brand engagement, sales, and customer retention. Without a structured plan, businesses risk investing time and resources in content that fails to drive meaningful impact.
“One of the biggest challenges, I think, social media marketers face is saturation and competition. There’s so much content on social media that sometimes it makes it challenging to stand out from the crowd.
“Having a robust strategy that understands the target audience includes strong copy and unique content can help to cut through the noise,” says Ellie Nash, social community executive at Kurago.
A strong strategy helps brands:
- Build authority.
- Engage audiences.
- Achieve measurable outcomes.”
You & AI: Creating Personalized Event Experiences, April 10 [Webinar]
Personalized event experiences enhance engagement by catering to attendees’ preferences and interests. They create memorable interactions, boost satisfaction, and drive higher participation rates.
MarketingProfs is hosting a webinar ‘You & AI: Creating Personalized Event Experiences’ on Thursday, April 10, 2025, at 2.00 pm ET.
The MarketingProfs team says, “Want more engagement at your next event? Personalize it for your attendees!
Easier said than done, of course. Although everyone remembers the personal touches that make an event memorable, organizing widespread personalization can quickly become a logistical nightmare. But today’s AI makes event personalization far easier, increasing the impact your events have on your buying audience.
Join Brooke Gracey, marketing director at Cvent, to discover why personalization matters and how AI can help you deliver it effectively.
In this free webinar, Brooke will cover:
- Common challenges with event personalization—and effective solutions to overcome them
- Critical aspects of data hygiene when you are creating customization at scale
- Practical ways to enhance your marketing campaigns and event experiences with AI”.
Your Guide To Managing Multiple Websites On WordPress
Managing multiple WordPress websites is easier with tools like WordPress Multisite and management plugins. They streamline updates, security, and content management, saving time and improving efficiency.
Search Engine Journal contributor Rhys Wynne has published a comprehensive article on managing multiple websites on WordPress.
He says, “In this article I’ll share the questions I ask myself to manage WordPress in a scalable fashion.
Which Version Of WordPress Is Right For You?
The first question to ask is before your WordPress website is even built and how your project is structured.
If you are running multiple instances of WordPress where each one is relatively similar, WordPress multisite may be suitable.
This is where you run one instance of WordPress but have multiple websites running off one database, and one copy of every plugin and theme. It means scheduled tasks, such as plugin updates and backups, only need to run on one codebase.
WordPress multisite is great for larger sites that are all relatively similar – so subdomains for each department, or different languages or locales are perfect for multisite.
If you have, for example, a site and a blog subdomain, both running on WordPress, then I’d recommend looking at this approach. You can even have a WooCommerce solution in one of those subdomains.”
Your Guide to B2B Marketing on TikTok
TikTok for B2B marketing offers a unique way to engage professionals with short, creative videos that showcase expertise, company culture, and industry insights. By leveraging trends and storytelling, businesses can enhance brand awareness and build trust with a broader audience.
MarTech contributor Constantine von Hoffman has published an in-depth article on b2b marketing on TikTok.
Hoffman says, “Data from TikTok and Nielsen also found that the platform is the fastest-growing channel for product discovery. According to the data, 15% of product discoveries begin on TikTok. According to TikTok data, advertisers are now seeing an average return of $2 for every $1 spent.
Demographics
Gender distribution: TikTok’s user base is relatively balanced in gender, with 54% identifying as male and 45% identifying as female.
Age distribution: While TikTok is popular among younger generations, a substantial portion of its audience comprises older demographics. For example, 21.7% of TikTok’s US user base are Millennials. Also:
- 18.2% of TikTok’s global audience are women aged 18-24 and women aged 25-34 make up 16.3% of users.
- Young male users account for 18% of TikTok’s audience.”
Your Guide To Keyword Intent
Keyword intent refers to the purpose behind a user’s search query, indicating whether they seek information, navigation, or a transaction. Understanding keyword intent helps optimize content for better search rankings and user engagement.
HubSpot contributor Anna Rubkiewicz has published an article explaining w
She says, “In my opinion, keyword intent doesn’t get the credit it deserves when it comes to its impact on SEO. Getting it right is one of the must-haves in order to secure high search ranking results. How so? Think of the very way search engines work.
Google and its counterparts aim to show users relevant content and pages that help answer their questions. If you address a specific problem or topic with a keyword that’s relevant to the person’s intent, then Google can tell and consider it in the engine’s rankings.
Also, on top of “just” pleasing search engines, remember that understanding keyword intent helps you position yourself for phrases that relate to your offer. For example, we want HubSpot to appear in searches for “CRM.”
Beyond that, we want to optimize for more specific intents, like “how to keep my small business organized” or “how to organize my contacts.””
Your content has evolved—your distribution hasn’t, March 13 [Webinar]
Brands have leveled up their content game — investing in high-quality production, expert-driven insights, and data-backed storytelling. But while the content itself has evolved, distribution strategies remain stuck in the past.
Content Marketing Institute is hosting a webinar ‘Your content has evolved—your distribution hasn’t. Here’s how to fix that’ on Thursday, March 13, 2025, at 1.00 pm EST.
The CMI team says, “In this session, we’ll expose the hidden gap between content creation and distribution and why most brands are unknowingly sabotaging their reach. You’ll learn how to break out of the owned-channel trap, tap into smarter distribution tactics, and ensure your content reaches the right audiences at scale.
Takeaways:
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- Understand why even the best content fails when distribution doesn’t match its quality.
- Learn the key distribution strategies that high performing brands use to amplify their reach.
- Discover how to measure distribution impact and optimize for long-term content success.”
Your content has evolved—your distribution hasn’t. Here’s how to fix that.
Your Guide To Creating Digital Marketing Portfolio
A digital marketing portfolio showcases your expertise, campaigns, and results across various channels like SEO, social media, and PPC. It builds credibility, attracts clients, and highlights your impact on brand growth.
Digital Marketing Institute team has published an article on creating an amazing digital marketing portfolio.
The DMI team says, “In this blog, we will guide you on how to create a marketing portfolio, along with tips and some great portfolio examples to use as inspiration by covering:
- What’s the difference between a CV and digital portfolio?
- How do you know when to use a CV or portfolio?
- What should you include in a portfolio?
- How do you set up a portfolio?
- 3 great examples of digital portfolios
What’s the difference between a CV and a portfolio?
The aim of a digital portfolio website is the same as a CV or resume. It will showcase your education, skills, experience, and professional style through examples of projects or marketing campaigns.
Plus, as a portfolio is digital you can be more creative and it’s easy to link to examples of your work, landing pages or microsites.”
Your Guide To Real-Time Bidding for Programmatic Ads
Programmatic ads automate the buying and placement of digital ads using AI and real-time bidding, ensuring precise targeting and cost efficiency. This data-driven approach maximizes ad performance by reaching the right audience at the right time across multiple platforms.
HubSpot has published a guide to ‘
Martina Bretous says, “In a traditional media buying process, the marketer has to buy ads manually.
Let’s say I find a magazine that serves my buyer persona. I ask the magazine publisher for their media kit, I choose the ad dimensions that fit my budget, and then I buy an ad for a certain amount of time. Once the time runs out, the ad is taken down.
Real-time bidding eliminates most of that work. With RTB, you can get space in that magazine — and hundreds of others — by letting a Demand-Side Platform (DSP) automatically choose the best publishers and ad spaces, and then bid on them for you.
You just set targeting parameters, such as maximum bid price and target audience. Then, the DSP uses these parameters to automatically determine where your ads are placed.
If you place the highest bid, the publisher accepts your ad automatically. Real-time bidding does all the bidding for you, so you don’t have to take any additional steps.”
Your Guide To Creating 2025 Social Media Budget
HubSpot contributor Alana Chinn has published an article on
She says, “From marketer to marketer, I know our budgets are often limited. A well-thought-out social media budget allows us to set realistic goals, understand our priorities, organize our activities, and, ultimately, spend our money wisely.
Without a budget, you risk overspending on frivolous activities with little to no funds left over to support your core objectives. It’s kind of like blowing your paycheck on clothes and travel before realizing you haven’t paid your mortgage.
A social media marketing budget also makes sure everyone in your organization is aligned with your strategy. And by everyone, I mean …
Social Media Budget Stakeholders
Here are the usual suspects involved in the social media marketing budget process:
- CMO and marketing managers+: Responsible for setting the strategy, communicating the requested budget to leadership, and guiding the execution of activities.”
