Do you know the difference between large language models and natural language processing?
What about AI-optimized content versus traditional SEO? Or B2B versus B2C when you’re actually selling to both?

Consider this your cheat sheet for terms that trip up even seasoned marketers, broken down into plain English so you can actually use them with confidence.

Answer engine optimization (AEO)
Also referred to as generative engine optimization (GEO), this is the practice of tailoring your content so it appears in AI query results.

Above the fold
The portion of a web page visible without scrolling, named after the broadsheet newspaper layout of old. It’s prime digital real estate where you want your most important content or messaging.

Archetypes
Personality types that brands embody to connect emotionally with customers and shape how they communicate and position themselves in the market.

Attribution
Identifying which marketing touchpoints deserve credit for conversions. It’s like figuring out whether to thank your website, a direct mail campaign or Sue from sales for bringing in that big client.

Audit
A systematic examination of your content assets to identify strengths, weaknesses and opportunities. Consider it a health check-up for your marketing — sometimes uncomfortable but always revealing.

Bait piece
Also known as a lead magnet, a bait piece is useful content web visitors can download in return for giving you their contact info, generally an email address. This allows you to continue the conversation, generally through a nurture campaign (see below).

BOF
Bottom-of-funnel strategies aimed at converting qualified prospects into customers. This is the “Let’s make it official” stage where you help them take that final step to purchase.

Business-to-business (B2B)
B2B marketing focuses on products or services sold to other companies. It’s like selling industrial-sized chocolate fountains to caterers instead of personal-sized ones to chocolate enthusiasts.

Business-to-consumer (B2C)
B2C marketing targets individual purchasers for personal use. This is marketing directly to the people who will use your product, without decision-by-committee or procurement processes in the way.

Conversion
When a potential buyer takes your desired action, turning from prospect to lead or customer. It’s that magical moment when casual window shopping turns into, “Shut up and take my money!”

Call to action (CTA)
This is the mechanism that brings your potential buyer to the next step in the sales process. Your CTA could be an “add to cart” button, a link to sign up for your newsletter or a QR code that puts them in direct contact with a sales rep.

Customer journey mapping
An analysis of how customers interact across channels to uncover patterns, identify intent signals, (hopefully!) predict behavior and personalize experiences at each stage of the buying process.

Curation
The art of gathering, organizing and presenting existing content (both yours and others) to provide value to your audience. It’s like being the content DJ — mixing others’ tracks into your unique playlist.

Direct to consumer (DTC)
A retail model where brands sell directly to customers, eliminating middlemen to gain greater control over pricing, customer relationships and brand experience. Etsy is a prime example of the DTC sales model.

Dwell time
How long visitors spend on your page before returning to search results. The longer they stay, the more content they theoretically consume.

Earned media
Publicity gained through promotional efforts other than paid advertising, like press coverage or social shares — the digital equivalent of word-of-mouth popularity.

Funnel
A visual representation of the customer journey from awareness to purchase. It’s your customer’s adventure map, showing how they transform from “Who are you?” to “I can’t live without this!”

Generative AI
AI that produces original content (like text, images or video) based on learning from existing data and responding to prompts. But it’s only as good as the information it has to work with.

Infographic
Visual representations of information or data designed to make complex info easily digestible — like the graphic novels of the data world.

Intent signals
Behavioral clues that suggest a prospect is actively considering purchasing from you. These could include downloading a white paper or research report, adding an item to their cart or multiple visits to a pricing or service page.

Large language model (LLM)
An LLM is a type of AI that can recognize and generate text, among other tasks. LLMs are trained on huge sets of data (hence the name “large”).

MOF
Middle-of-funnel tactics that nurture leads who are considering their buying options. This is your chance to say “Let me tell you why we’re awesome” while they’re actively comparison shopping.

Natural language processing (NLP)
The field of AI that enables computers to understand, interpret and manipulate human language, allowing machines to process text and speech to grasp meaning, sentiment and intent.

Nurture campaign
A sequence of timed emails or direct mail pieces tailored to prospects based on their behaviors and stage in the buying journey. These are designed to educate, build relationships and move prospects closer to buying over time.

On-page SEO
Optimizing individual web pages to rank higher in search results through relevant keywords, meta tags and quality content.

Owned media
Content channels that your brand controls, like your website, blog or social accounts. We’d argue social isn’t exactly “owned” since you’re at the mercy of the platform, but that’s another post.

Paid media
Exposure purchased through channels like display ads, sponsored content or PPC campaigns.

Personas
Fictional character profiles based on market research that help marketers understand their target audience’s needs, behaviors, goals, pain points and buying habits.

Repurposing
Transforming existing content into different formats to reach new audiences, extend its lifespan and make the most of your content investment. Like turning yesterday’s roast chicken into today’s amazing tacos — same ingredients, fresh experience. A simple example is providing a transcript of video content for those who prefer reading to watching.

Retargeting
A marketing approach that targets users who’ve previously engaged with your business to encourage them to return and complete a conversion. These can take the form of digital ads, postal mailers or nurturing emails.

SERP
Search Engine Results Page, showing listings in response to a search query. It’s the digital equivalent of the Olympic winners’ podium — positions 1-3 get trophies and everyone else gets participation ribbons.

Social proof
Evidence that others have purchased, used and approved of your products or services. Social proof can include online reviews, sharing of your content or media mentions of your brand or product.

TOF
Top-of-funnel marketing focuses on raising awareness and attracting new prospects. This is where you cast a fairly wide net and say “Hey! Over here!” to potential buyers who might not even know they need you yet.

User-generated content (UGC)
Your fans, buyers and brand evangelists do the work for you, publicly sharing their experiences or opinions. Picture an unboxing video and you get the idea. UGC builds trust and provides social proof (see above).

Whew, that was exhausting! Marketing evolves constantly, and so does its vocabulary. Bookmark this blog for the next time someone drops a buzzword in a meeting and you need a quick translation, and check back often for updates.

Any terms we’ve missed? Email us at compost@fahouryink.com.