Optimizely Content Marketing Platform glossary

  • Updated

Mastering a new platform requires understanding the terminology.

For Optimizely Content Marketing Platform (CMP) developer information, see the Optimizely Content Marketing Platform Open API and Webhooks developer guide and the Optimizely Content Marketing Platform Open API developer reference.

Glossary Terms

Term Definition
Admin

Admin users have access to everything, and can view and modify all tasks.  Admins also manage individual users, create teams, configure workflows, and adjust organization settings.

Analytics

The Analytics module provides information you need to optimize your strategy, including action (conversion) analytics and ROI (depending on your tech integrations).

Calendar

The calendar view shows tasks, events and campaigns in timeline and editorial. views. Modify your view using filters to focus on work that matters to you.

Campaigns

The Campaigns module lets you plan, collaborate, manage, and report on individual marketing initiatives. Each campaign has its own distinct user and team permissions, analytics, and topics. Although campaigns are separate projects, they can run concurrently. They are distinguished by color on the Calendar.

Collaborator

A collaborator can act on assigned work (such as approving, publishing, commenting, etc.) or a shared and specific campaign or task. A collaborator cannot create campaigns or tasks. 

Creator

A creator has access to the entire platform, with the exception of administrative settings. A creator can create and contribute on campaigns and tasks they create or those that are shared with them.

Custom Fields

Use custom fields to capture additional information (typically for publishing to a CMS) but does not need to be part of an organization’s taxonomy. Note: You cannot search or measure custom fields.

Dashboard

The dashboard is your home screen for the CMP that displays in-progress activities, content performance, and operational efficiency metrics.

Events

Events are often used to indicate a noteworthy activity on the Calendar, such as an industry event or holidays for teams. Each event is assigned to an individual campaign. Set events (like upcoming conferences or dinners) on your calendar view.

Feeds

Feeds are a collection of articles based on sources or articles that you’ve selected, licensed and published. Use feeds to output your content in a structured format that a CMS, such as Drupal, can understand. The CMP supports JSON and XML feed outputs.

Fields
Labels are merged with custom fields under the heading of Fields for unified treatment in core areas of the platform. Users can manage fields, assign fields to campaigns and tasks, filter on fields in the Plan module, and perform inline edit operations on the List view in the Plan module.
Idea Lab

Idea Lab provides SEO, competitive, and social trend data, so you can discover new topics, social trends, commonly searched questions, and keyword recommendations to optimize your SEM strategies.

Labels

Labels mirror your marketing organization's content taxonomy. Organize and filter your marketing content and activities across every CMP module.

Library

Library is the CMP’s digital asset management feature that simplifies asset organization and facilitates collaboration across global and local instances.

Marketplace

Users can search for licensed images from the NewsCred network of image providers, which can help create your content in tasks.

Notepad

Notepad captures and saves your original ideas and Idea Lab research, so you can turn ideas into searchable, ranked content.

Notifications

Customize the types of notifications you receive and whether you receive alerts by email or in-platform. The platform also shows alerts for comments, changes in status and upcoming due dates.

Request 

A work request is a ticket submitted by users for work from a team. A requestor fills in a form, and when a request is accepted, a task is created and the content or asset created through that process. 

Requests (module)

This feature stores your submitted, accepted, declined and completed requests. Use filters to find requests you created or that are assigned to you and view their status. 

Site

A blog or news site powered by the NewsCred CMS. Using the NewsCred CMS means you can benefit from CMP's social posting and analytics functions.

Social Accounts (settings)

A section in Settings that lets you configure integrations between your CMP instance and LinkedIn, Facebook and Twitter, for seamless distribution to those channels.

Social Post

Any task which involves publishing to the social channels that the CMP supports. (Facebook, Twitter, LinkedIn).

Tasks (module)

This feature stores your in-progress, scheduled, and published activity. Use filters to find work that’s relevant to you and your team. There are two different views - list and grid.

Task (generic)

A generic task can be a marketing activity (content, event, etc.) that supports a campaign or sub-campaign. Each task moves through a workflow for approving (or completing) that activity.

Teams

Create teams for workflow steps with multiple options for approvers.

Templates

Admins can create multiple customized form templates for use in various modules in the CMP. Apply templates to work requests, task briefs and campaign briefs.

Users

Users are the people who contribute to the work in the CMP. Users have role-based permissions.

Workflows

A workflow is a defined process path for each activity, which automatically notifies the person responsible for each function when the prior step is  completed. You can assign a workflow to each type of activity that takes place in the CMP based on what is needed from each team to complete it. Send activities back in the workflow for re-review, adjust due dates at any stage, and change approvers. Workflows ensure that no step is missed because it is assigned to a person or a team who must complete it before the task can be finished.

Metrics glossary

Understanding the metrics can help you make informed decisions.

Term Definition
Search volume Reports the average number of monthly searches for a keyword for the past 12 months. Higher search volumes indicate more audience interest in that topic but also implies more competition to rank highly in Google search results for the keyword.
Cost Per Click (CPC) Average price that advertisers paid for a keyword over the last 12 months. Typically, the higher the CPC, the more competitive it is to rank highly in organic Google search results for the keyword.

Opportunity 

A score that indicates the likelihood of your content to rank highly in Google search results, based on the popularity (search volume) and competitiveness (CPC) of keywords. For example, keywords that are popular, but not competitive will have greater opportunity. Creating content about high-opportunity keywords will likely result in better search rankings. 

Ranking

The keyword rank informs you of the position that you would see in a search engine like Google when the particular keyword(s) is searched for. The ranking for the previous period is shown within parenthesis for easy comparisons. Rankings are updated every 1-4 weeks to reflect any changes in current vs previous positions.
Keyword rank The position that you would see in a search engine like Google when a particular keyword is searched for. Rankings are updated every 1-4 weeks to reflect any changes in current vs previous positions.
Targeted keywords

Broad topics that interest your audience and are what you want to own as part of your SEO strategy. Idea Lab recommends related topics that build your site authority, boost SEO targeted keyword performance and offer the best opportunity to rank high in search results. Additional recommended keywords are based on your chosen targeted keywords. 

Traffic The share of organic search traffic that is driven to the domain for the given keyword in the past 12 months.

Workflow actions

Action Name Description Dependency 
Find Content Gives the step assignee access to search the Library (and/or Marketplace), or upload, edit, and delete content. 

Must have content added to complete step in a rigid workflow. 

Find Content action cannot come after Write/Edit Content action.

Write or Edit Content Gives the step assignee permission to access the content editor to write or edit content. 

Must have content added to complete step in a rigid workflow. 

Write or Edit Share Gives the step assignee permission to write or edit content in the social share widgets on the Publishing tab. None
Set Publish Destination Gives the step assignee permission to set a Publish Destination. (including feeds and social channels) None
Set Publish Date

Gives the step assignee permission to alter the Publish Date.

Note: If the date is left unaltered, content will publish when the task is completed.

Set Publish Date action must be preceded by the Set Publish Destination action.

Select Image Gives the step assignee permission to add a featured image for an article.

Select Image action must be preceded by the Write/Edit Content action. 

Publish or Share Gives the step assignee permission to publish the content or share to social media.

Publish or Share action must be preceded by the Set Publish Destination action and the Set Publish Date action.

Must have content or a social share added.

Approve Gives the step assignee the responsibility of approving the article.

Approve action must be preceded one of the following actions: Find ContentWrite/Edit Content, or Write/Edit Share. 

If Brand Compliance is turned on for the workflow, user can approve creative guidelines.

Edit Custom Fields Edit Custom Fields
Gives the step assignee permission to make changes to custom fields. (Additional Information) 

May require fields validation to move forward unless another step has the action.

Edit Labels Edit Labels
Gives the step assignee permission to make changes to label.

May require fields validation to move forward unless another step has the action.