Content Types

A content type is a content template: a base type of page, asset or message, delivered in a place.

What you can do with a content type

• tableMeasurement Plan · Content Types
• tableCampaign Brief · Tactics
• tablePermission Plan · Preferences
• tableInstrumentation Plan · Channels

Its content types— 19

• Landing PageA campaign or purpose-built web page with one call to action, standing outside the site's entity-page structures.
• Product / Service PageThe evergreen page for one product or service: what it is, who it is for, and how to act on it.
• Location PageThe page for one physical location: address, hours, what is offered there and the actions available.
• FAQ PageA page of questions and answers on one topic, marked up so each pair can be surfaced on its own.
• Blog PostA dated editorial article with an author, a topic and a publish date.
• How-To GuideA step-by-step guide to doing one thing, marked up as a HowTo.
• Email NewsletterA recurring email digest sent to a subscribed list, carrying several items rather than one offer.
• Promotional EmailA one-off email built around one offer or announcement, sent to a segment with a single call to action.
• Nurture / Drip EmailOne message in a timed sequence sent after a trigger; its place in the series is part of what it is.
• Social PostA single post on a social platform: text, image or link.
• Social CarouselA multi-panel post on a social platform that a consumer swipes through: one placement, several frames.
• Short Video / ReelA short vertical video published natively to a social platform, distinct from the explainer video hosted on the website.
• Explainer VideoA video that explains a need, a product or a service, hosted on the website and read through the video funnel instrument.
• WebinarAn online event with a registration and a broadcast, delivered on a web surface rather than at a place.
• Whitepaper / eBookA long-form downloadable document, usually gated behind a form.
• InfographicA single image that explains a topic visually and is shared as a unit.
• Billboard / OOHA billboard or other out-of-home placement for one location or offer.
• Digital SignageContent shown on an on-site screen: an out-of-home placement that is digital rather than printed.
• SMS MessageA message delivered to a consumer by SMS: the parallel of the email and direct-mail templates on the SMS surface.

Why it matters

What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.

• Campaign is the accountable initiativeMarketing organisations accumulate layers — programme, portfolio, initiative, workstream — each added by a team that wanted one more level of roll-up. Every layer is another place spend and outcome can be attributed, and after two or three of them it stops being answerable which level owns a number. One accountable unit that may nest inside itself gives the roll-up without the ambiguity.
  Understand Campaign Hierarchy
• Use external content taxonomy as a mapping, not masteryAdopting an industry taxonomy as the master buys comparability and hands over governance of the vocabulary. When the external scheme revises, local meanings move with it, and a term that carried a specific operational sense is reinterpreted by someone else's committee. A mapping keeps both: the comparison when it is wanted, and the local meaning when it is not.
  Content Taxonomy
• Make outcome quality, calculation method and attribution inspectableAn outcome number is only as good as the inputs, exclusions and window that nobody wrote down. Media measurement standards exist because outcome claims circulate detached from their method, and a figure with no stated method cannot be challenged, reproduced or compared against anyone else's. Keeping what a measure means apart from how it is computed is what makes either one reviewable.
  Outcomes and Data Quality Standards · Declaring the Grain · Measuring Visibility in the AI Era · Data-driven multi-touch attribution models · Causally motivated attribution for online advertising · A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook · Why Three Exposures May Be Enough · Digital Audience-Based Measurement Standards
• Keep concrete creative separate from its classificationsA creative asset is one addressable thing that exists in a system of record. Its format, the role it plays, what is visible in it and the geometry it is delivered at are all descriptions of it, and each belongs to a different vocabulary. Folded into the asset they produce a record that is part file and part category, and can be neither counted nor found.
  DCMI Metadata Terms · IAB New Ad Portfolio: Advertising Creative Guidelines
• Delivery custody is a named chain, not one vendor fieldReaching someone involves several parties, and a single vendor field forces four questions into one answer: the manner of reaching them, the place it happens, the system that acts there, and who is accountable for it. The advertising industry built supply-chain disclosure precisely because an unstated intermediary is where accountability disappears.
  sellers.json and the OpenRTB SupplyChain object · PROV-O: The PROV Ontology