We realize when you become a Content Creator there are a lot of new words being used that you may have never heard of. Understanding the vocabulary is important to understanding the contracts you sign.
We’ve rounded up some of the most commonly used words used to help you navigate creator contracts.
A brief is used in influencer marketing to provide clear context, deliverables and requirements to influencers that a brand is collaborating with. Brands will send influencers a brief when working with them as a way to manage expectations and ensure that content is delivered on brand.
2. Call-to-Action (CTA)
Sometimes abbreviated “CTA,” a call to action encourages people to do something. In content marketing, the CTA is the “so what?” of your content. It clearly tells people what they should do next to take advantage of whatever was discussed in the content.
3. Click-Through Rate (CTR)
The ratio of people who click on your content compared to the number of people who see your content. The higher your content’s CTR, the greater the number of people who are finding it worth checking out.
Conversion is the point at which a person receiving a marketing message completes the desired action. Conversion might be having a reader sign up for an email list, a viewer of a video make a purchase, or someone share a post on his or her social media profile.
The items that you are expected to produce, as confirmed in the outreach and negotiation phase. The deliverables might be an Instagram post, 10 images of the product or coverage at an event, depending on the campaign.
The action of making it known to consumers whether a brand has engaged you to produce content as an advertisement or marketing initiative.
7. Evergreen Content
Evergreen content is content that stays fresh and relevant at all times. It’s content that is always going to be up-to-date and accurate, even if you don’t edit or revise it every month or year.
Refers to the amount of time you are prohibited from working with competitors.
Engagement refers to the level of investment a customer has with a brand. Audience engagement with a brand or the content a brand produces often results in shares, comments or likes.
10. Media Kit
A digital document used by influencers when reaching out to brands for collaboration opportunities. A media kit is the CV or resume of influencers and contains information about their skills, experience, distribution channels, followers, contact details and other relevant statistics.
11. Payment Terms (Net 30/60)
The amount of time it will take for you to get paid after the agency/brand receives your invoice. Net 30 means you’ll be paid within 30 days of receipt of invoice and net 60 means 60 days after.
12. Perpetual Rights
The right to use the content forever, in any capacity.
13. Usage rights
You still own it, you maintain that ownership and you can do with it what you choose and then you’re granting a brand the right to use it in a certain way on certain platforms for a certain period of time.
14. User-Generated Content
User-generated content is the creation of content by the audience of a brand and not the brand itself.
When a brand is hiring you to create content and then you’re granting them ownership rights in the content. They own it and you don’t own it anymore.
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