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These acronyms stand for Top of Funnel, Middle of Funnel, and Bottom of Funnel. Useful for thinking about a content marketing strategy in terms of its audience’s readiness to engage with a business or even transact financially.

Respectively, these acronyms stand for Total Addressable Market, Serviceable Addressable Market, and Serviceable Obtainable Market. 

When talked about together, the idea being emphasized is that your theoretical market size and your actual market size are never the same thing – the latter is always smaller.

A phrase that communicates all or most of a brand’s unique value proposition. Narrower remit than a slogan.

The distinctive cry, phrase, or motto of any party, group, or person.

Making content appear near the top of search results.

Forms of SEO include text, audio, image, and video. SEO is practiced on multiple platforms in addition to Google search, such as YouTube, Google Images, Pinterest, Bing, Quora, Reddit, and Facebook.

Acronym of search engine optimization.

Understanding the people in your market by assessing long-term emotional realities, values, opinions, mindset, interests, and lifestyles

This term is used in three ways; the first way is the de facto definition of positioning:

1. Perception. How an audience perceives your brand, as opposed to its alternatives. Perception includes how people think about it, feel about it, talk about it, and even engage with it, financially or otherwise. This is the actual positioning of your brand vs the desired positioning.
2. Strategy. The strategic activity of deciding on the desired audience(s) and positioning of your brand. This is an iterative and nonlinear process since desirable positioning frequently changes in response to market changes, including audience changes. It is a semi-objective decision-making process to the extent that it hinges on basic market economics.
3. Creative Expression. Orchestrating the transition from actual to desired positioning with creative output – ideas, words, images, sounds, or even experience. This is related to, if not identical to in many cases, Messaging, Thought Leadership, and Design Thinking. 

A person who is change-averse and reluctant to try new products and services 

A person who is addicted to the thrill of learning how to use new products and services.

Creating visibility and clarity as to the value of a business, solution, or ideas