Glossary of Content

On the surface, content marketing appears to be simple: Produce excellent content, distribute it on platforms that are well-liked by your audience, and profit from their enthusiasm and attention for your brand.

Of course, everyone is aware that there is much more to it. But when having trouble grasping the fundamental concepts, methods, and strategies, it might be challenging to delve into the subtleties, complexities, and conditional decision-making. Even seasoned experts can perceive important concepts differently, which makes it difficult to communicate and put initiatives into action.

This glossary of frequently used phrases in content marketing was put together by me to assist reduce confusion. Although it is impossible to get agreement on all definitions, it is possible for your team to do so, and that provides the solid foundation required.

It helps to specify the phrases you use to describe the job you do in order for everyone on your team to have a shared knowledge of content strategy principles, guides, and tools. Here is a dictionary of several content strategy terminology I have used for online projects as a jumping-off point, along with some attempts to define concepts in plain language.

Matrix of Contents

For development, design, and content strategy, a content matrix lists every piece of material that appears on your website. A content matrix, for instance, may list every sort of page on your website together with every type of material that appears on each one.

Target audiences, digital assets, metadata components, and communication objectives are examples of additional information. As they work to create your website, programmers, designers, and content specialists will have a road map from this information. Other content tools, including content models and content templates, frequently draw information from a content matrix.

Term-centric strategies


Audiences are focused, precisely identified groups of people and/or organisations that voluntarily read, listen, view, or otherwise interact with your brand's content in return for advantages they anticipate obtaining.

Business case & buy-in

An organization's justification for spending money on content as part of its marketing plan is captured in a business case. It's usually presented to senior management in the form of a document or a presentation, and it's a useful tool for gaining the understanding and support of stakeholders needed to effectively carry out the programme.

While a single author can produce excellent writing, the most impactful content is frequently developed through a collaborative process. Your team consists of authors, designers, marketers, and other professionals who collaborate to develop new products and user experiences. Use the content design glossary template to keep everyone focused on a single creative strategy. The terms your design team uses can all be included and defined in one place using our template.

Search engine optimization

In order to have content appear as high up as possible on Google's and other search engine results pages (SERP), SEO is a collection of strategic approaches and tactics. The more popular your material is, the more likely it is to be clicked, which drives more traffic to it.

Editorial Schedule

An editorial calendar serves as a kind of road map for content development, outlining the types of material to be produced, the subjects to be covered, the personas to be targeted, and the ideal timing for publication.

By keeping an editorial calendar, you may stay better organised and identify any content library gaps. Additionally, it makes sure you're acting in accordance with your personas' needs and that you're not deviating much from the subjects you're discussing.

Allocated Gold

Gold Gold bullion held by a third party on behalf of the investor. This third party can be a bank or a dealer (as in the case of GOLD STOCK). The gold is separated from other metals that may be held by the bank/dealer and is identified by its unique bar numbers. GOLD STOCK's Canadian Depository Program allows you to purchase precious metals and have them stored on a segregated and allocated basis in our secured vault facilities. Our convenient and flexible investment plans allow you to add, sell or withdraw your holdings at any time.


Take part in social media. When you publish content, make sure to include a hashtag that will allow you and your readers to engage in conversation. Don't just use it to push out your content.

Utilize the variety of social media platforms available today. Facebook and Twitter are obviously the most popular, but you should also consider Google+, Pinterest, Instagram, and other sites.

Metrics, as opposed to KPIs, are business-as-usual statistics that quantify contributions to your firm but aren't targeted at the most important objectives, such as website page views or social media post "likes." Consider these as the "what-needs-to-be-true" figures that can aid in the accomplishment or improvement of your KPIs.


It's always a good idea to try and find new ways to deliver your content. Have you tried video? Webinars? Google Hangouts? Facebook or Twitter Chats? An email tip series? Podcasts? SlideShares? Try out a few and see what works best for your audience. A little bit of research on where your audience is hanging out will help you with this one.


A mixture of two or more metals. Metals such as silver, nickel, copper and zinc are often mixed with gold to create what is known as Alloy Gold.

Approved Refiners

A select group of refineries whose metal production is seen as meeting minimum standards for purity and whose bars are accepted for delivery against contracts on futures exchanges and on the spot market. Find a complete list at the Gold Bars Worldwide website. Download Gold Bar Manufacturers

Ask price

The lowest price at which you could buy. See Ask pricing at


The Fire Assay Method is centuries old, but it’s still one of the most reliable methods for determining the metal content of ores that contain precious (noble) metals - gold, silver and platinum. Ore from the mine or exploration sampling program is scientifically sampled using a statistically accurate method fitting the desired accuracy. It is then prepared by crushing, splitting and pulverizing -- a process referred to as sample preparation. Gold Stock performs various full refining services. Visit our website or call for more information about our assaying services.


A generic term for a bar of gold or silver. Bars come in various sizes. Visit our online shop to learn more about the gold, silver and platinum bars we carry.

Base Metal

Typically a metal from the group comprised of copper, aluminum, nickel, tin, zinc and lead. These metals tend to oxidize, tarnish or corrode when expose to the elements. They are abundant in nature and thus more cheaply valued than the rarely found and expensive to mine precious metals.


An investor who believes that a particular security or market is headed downward . Bears attempt to profit from a decline in prices.


The "bid" is the current highest price at which you could sell.


Someone who believes prices are going to rise.


A generic term for gold and silver.

Call Option

An agreement that gives the buyer the right, but not the obligation, to purchase an agreed quantity of an underlying commodity at an agreed price sometime in the future.


Karat is basically a unit used to measure the purity of gold. The higher the karatage, the purer the gold.


A common instrument issued by banks or qualified bullion dealers to signify ownership of a quantity of unallocated metal. The certificate negates the need for an investor to hold physical metal.

Cut-off Grade

The minimum grade required in order for a mineral or metal to be mined or processed economically. This is typically expressed in terms of grams or ounces per ton. Material above the cut-off grade is considered to be ore, while material below the cut-off is considered to be waste.

Face Value

The legal tender value of a bullion coin. It is the minimum value guaranteed by the issuer but does not necessarily reflect the current market value or the value of the precious metal content of the coin.

Fine Ounce

This is a troy ounce of pure gold content in a gold bar. A descriptive measurement for gold which has a minimum purity of 99.5%.

Fine Weight

The metallic weight of a bar, ingot or coin, as opposed to the ‘gross weight’, which includes the alloying metals.


The purity of a gold bar expressed as a decimal, e.g. 0.995.


The twice-daily (first at 10:30am, and then again at 3pm) act of setting gold prices by the five members of The London Gold Market Fixing Ltd. This rate is used as a benchmark for pricing the majority of global gold products and derivatives.

Gold Standard

A form of monetary system which existed at various times up until 1971. The basis for the system is one where a country's currency is backed up by physical bullion and where the notes and coins of a country can be exchanged for the underlying metal.


The act of locking a sale price for a future contract to protect against market validity. E.g. Gold producers can hedge against falling gold prices by taking up a position in the gold futures market.


A bar of gold, silver, or other metal, typically oblong in shape.


A standard gold bar containing 1 kilogram of fine gold and traded widely around the world.


A 1 oz platinum coin minted by the Western Australian Mint in Australia. The Koala coin is 99.95% pure.


The act of borrowing gold or silver to fund day-to-day working requirements or hedging positions.

Maple Leaf

A 1 oz gold coin minted by the Royal Canadian Mint. The Maple Leaf is 99.99% pure. Gold Stock is a DNA Bullion Dealer for the Royal Canadian Mint. See the Gold Stock collection from The Royal Canadian Mint.

Mint State

A bullion coin in 'perfect' condition that has never experienced general circulation.

Mint Mark

A small mark on a coin identifying the mint that manufactured the coin.

Numismatic Coins

Numismatic coins are considered collectible and are valued for rarity, and/or historical significance, not as much for their actual metal content.


A 1 oz gold coin minted in China and issued by the People's Bank of China. This coin is 99.9% pure.

Paper Gold

Contracts to buy or sell gold which do not involve an actual exchange of physical metal. Paper gold could be used to describe futures contracts, options or certificates.


Refers to actual underlying metal as opposed to a claim on the metal represented by paper gold.


Refer to any dollar value over and above the London Spot price which may be charged by a physical seller to deliver metal to a market other than London.

Pure Gold

Gold having a purity of 24 carats or 99.99%. See ‘Karat’.

Royal Canadian Mint

Government-owned Canadian refinery based in Ottawa. The RCM, a good delivery refinery, refines gold & manufactures the world famous Maple Leaf gold coin. GOLDSTOCK Corp is an authorized DNA Bullion dealer of the Royal Canadian Mint.

Royal Mint

The Royal Mint, a 1,000-year-old institution owned by HM Treasury and the world’s leading export mint, has successfully been producing precious metal coinage since the 9th Century and has throughout this time continued to strike coins in gold, silver and soon platinum.

Spot Price

Market price for gold based on present pricing as opposed to future contract.


Commonly used in physical gold markets to describe a transaction entered into with another party whereby gold in one location is 'swapped' for gold in another location. The cost of the swap implies theoretical shipping, insurance, and financing costs, and also reflects demand for metal in a particular location.


Unit of measurement used widely in India and the Middle East. One tola is equivalent to 11.1 grams or 0.375 ounces.

Troy Ounce

Unit of measurement dating back to the Middle Ages. 1 Troy Ounce is equivalent to 31.1034807 grams.

TT Bar

Ten tola bar containing 3.746 ounces of gold. The bars are popular in India and the Middle East.

Two-Nines five (0.995)

Gold with a purity of 99.50%. This is the standard accepted by the London Bullion Market Association, (LBMA), for delivery against ‘spot’ bullion contracts.

Unallocated Gold

A claim on a quantity of gold bullion held by a bank or dealer on behalf of the owner. With an unallocated account the customer doesn’t have an entitlement to any specific bullion bars, and is a creditor of the bullion bank or dealer. In other words, when you buy unallocated metal you aren’t actually owning physical bullion, but rather a document saying your account is worth the same as the metal’s futures price.


The relative rate at which a security tends to move up or down. Uncertainty in the market tends to increase the level of price volatility.


A term used to describe small gold bars, (usually less than 50 grams).

World Gold Council

An industry based nonprofit organization sponsored by a number of gold producing companies. The role of the World Gold Council is to promote the use of gold around the world.