Talk That Talk: Know Your Blog Business Buzzwords

One thing I started to pick up on pretty quickly once I began working at IFB is the wealth of business-related jargon we used that was totally foreign to me. Coming from a journalism education and a major ineptitude when it comes to business, I was long at a loss for words, quite literally.

As you start to grow your blog business and communicate frequently with brands and PR firms, it's helpful to know right off the bat a little bit about common vocabulary used in these types of emails and documents. This is by no means an exhaustive list, but it's a good place to start to familiarize yourself with common industry buzzwords!

Campaign: A campaign is an organized series of placements, advertisements or sponsored posts, meant to promote a particular marketing objective. This could be a new product launch, a re-design, a new spokesperson or seasonal push, for example.

Content Marketing: This is an broad-scope term that basically encompasses all marketing formats that involve the creation and sharing of content (blog or otherwise) for the purpose of attracting and engaging current (and potential) consumers with the objective of driving profitable customer action (sales).

Contract: The legally binding document that lists your services and deliverables and holds both you and the company you are working with accountable for the established outline of the project.

Deck: A deck is the non-specific document a blogger creates to send to a brand or company, usually about services you can provide for a particular event or project. Most likely you have a deck template with your information, and you can plug in the appropriate branding for each company.

Deliverables: This is a project management term that sums up both the tangible and intangible goods and services that are to be provided upon completion of a project. For example, as a blogger, your deliverables to a brand may be tweets, Facebook updates, blog posts, images or copy.

Invoice: This is the bill document you create indicating the products, quantities, and agreed prices for products or services (deliverables) you have provided for a brand or company.

Media Kit: Your site's media kit is a document you create that includes your about and information, site stats, social media stats, past partnerships and a list of services you provide. A media kit is helpful to send (or make available) to anyone who may be interested in partnering with you, whether it be a publication looking for contributors, an advertising partner, or a brand looking to involve you with a promotional project or giveaway.

Objectives: A brand's objectives are the measurable benchmarks of what they hope gain or accomplish upon completion of a project or campaign.

Pitch: A pitch is the informal term for your attempt to promote or sell your site or services to someone else. It could be written or delivered in person. A brand may also put together a pitch for you to sell you on a campaign, placement or sponsored content series.

Placement: Product placement, also called “embedded marketing” is a method of public relations used by brands to promote goods or services in a place that's typically devoid of  advertisements (like inside a blog post). An example of this would be a “c/o” or “gifted” item worn in an outfit post on your blog – the brand or PR firm who gifted you said item would classify this as a placement.

Proposal: A proposal usually follows a deck, and gives a much more specific and detailed outline of the services and deliverables you would provide for the specific brand and project at hand.

Seeding: Seeding is done by brands primarily for research. A company might send out product for review to a select demographic or audience (like fashion or beauty bloggers), and not necessarily want placement. Think of it like a new version of a focus group, aimed to get valuable pre-market feedback and potentially create word-of-mouth advocates for the product or brand.

Sponsored Content: Sponsored content on your blog is different from a placement, because it usually includes monetary compensation for you, on behalf of the brand or public relations firm. According to the FTC Guidelines, you must disclose on your blog if you have been paid to produce content or promote a brand in this way.

Tactics: The tactics of a project or campaign are the actions or strategies that are carefully planned to achieve the specific end (objectives) of said project.


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7 Responses

  1. Dee

    Great post for new bloggers like me. I hope it helps others and thanks so much for sharing.