A2 terms

• Apparel DesignApparel design is the design of clothing and wearable goods, from a brand's merch line to a full retail collection.
• Article SyndicationArticle syndication is republishing an article you have already published on other sites and platforms to reach readers who would never have found the original.

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B4 terms

• Blog CreationBlog creation is the work of planning, writing, designing and publishing articles on a brand's own site, so the brand has something worth reading that...
• Blog WritingBlog writing is the craft of producing regular articles for a brand's own site, written to be found by search and read by people.
• Branded ContentBranded content is entertainment or editorial funded by a brand and made to be watched or read for its own sake, carrying the brand through the story rather...
• BTS PhotographyBTS (behind-the-scenes) photography captures the making of a shoot, a film or a campaign, giving a brand a second layer of content and a record of the work.

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C13 terms

• Campaign PhotographyCampaign photography is the set of still images shot to carry a marketing campaign across advertising, retail, social and press.
• Concept DevelopmentConcept development is the stage of creative work where a strategic brief is turned into a single, workable idea that a campaign or film can be built on.
• Concept TestingConcept testing is putting an idea in front of its audience before it is produced, to learn whether it lands and why.
• Content CalendarsA content calendar is the schedule that lays out what a brand will publish, where and when, so that every channel stays consistent and nothing goes out by...
• Content HubA content hub is a central section of a website that gathers everything a brand publishes on a subject into one organized, linked destination.
• Content LocalizationContent localization is the adaptation of content for a specific language, region or culture, so that it reads as if it had been made there in the first place.
• Content MarketingContent marketing is the practice of earning an audience's attention by making things worth their time (films, articles, guides, series) and letting...
• Content StrategyContent strategy is the plan that decides what a brand publishes, for whom, on which channels and to what end, so every piece serves the same story.
• Creative ConceptsA creative concept is the central idea behind a campaign or film, the thought that sets its tone, message and look before anything is made.
• Creative DirectionCreative direction is the discipline of deciding what a piece of work should be, then holding every choice along the way to that decision until it reaches...
• Creative Effectiveness ReviewsA creative effectiveness review is a structured look back at how a piece of creative actually performed against its goals, used to decide what to keep,...
• Creative R&DCreative R&D is the time and budget an agency sets aside to explore new formats, tools and ideas before any client asks for them.
• Cross-Platform Content CreationCross-platform content creation is making one idea for many places at once, so a campaign arrives on television, in the feed, on a billboard and in a store...

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D2 terms

• Digital DownloadsA digital download is any file a person can get instantly from a brand's site or store, such as a guide, template, media kit, wallpaper or track.
• Dynamic ContentDynamic content is content that changes depending on who is looking, based on what a brand knows about their location, behavior or history.

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E6 terms

• E-booksAn e-book is a long-form digital publication, usually a designed PDF, that a brand offers to teach a subject in depth and, often, to capture a lead.
• E-books and Digital DownloadsE-books and digital downloads are content assets such as guides, reports, templates and lookbooks that a brand offers for download, usually in exchange for...
• Editorial PhotographyEditorial photography is photography made to tell a story alongside writing, in magazines, features and brand journals, rather than to sell a product directly.
• Editorial StrategyEditorial strategy is the set of decisions that gives a brand's content the point of view, voice and standards of a publication.
• Event PhotographyEvent photography is the coverage of a live brand moment, from a launch party to a conference, captured as it happens for press, social and the archive.
• Evergreen ContentEvergreen content is content that stays accurate and useful long after it is published, so it keeps finding readers and viewers for years.

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F1 term

• Fashion PhotographyFashion photography is photography of clothing and accessories made to sell a mood as much as a garment, in campaigns, editorials, lookbooks and e-commerce.

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I7 terms

• Ideation SessionsAn ideation session is a structured meeting where a team generates, builds on and narrows down ideas to answer a creative brief or solve a problem.
• Influencer ContentInfluencer content is content made by or with creators who have their own audiences, published in partnership with a brand to borrow their reach and...
• InfographicAn infographic is a single visual that explains information, data or a process through charts, illustration and short text.
• Infographic DesignInfographic design is the craft of turning data or a complex process into a clear, accurate visual that people can understand at a glance.
• Interactive ExperiencesAn interactive experience is a piece of brand work that responds to what people do, from an installation they can touch to a website they can play.
• Interactive StorytellingInteractive storytelling is narrative in which the audience makes choices that shape what they see, hear or discover.
• IP DevelopmentIP development is the creation of original, ownable creative properties, from series and formats to characters and products, that a brand or studio controls...

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L2 terms

• Long-Form ContentLong-form content is any piece, written or filmed, that is long enough to go deep: a documentary, a feature article, a guide, a series, rather than a post...
• LookbooksA lookbook is a curated set of images that presents a collection or a brand's style, showing how the pieces look together and how they are meant to be...

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M2 terms

• Motion GraphicsMotion graphics are animated graphic design: type, shapes, logos and data set in motion to explain, introduce or brand a piece of video.
• Music Video TreatmentA music video treatment is the director's written and visual pitch for a video: the idea, the look and the plan, laid out so the artist and the label...

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N1 term

• New Format ExperimentsA new format experiment is a small, deliberate test of an unfamiliar format, platform or technology, run to learn whether it deserves a bigger investment.

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O1 term

• On-Location PhotographyOn-location photography is photography shot in real places outside a studio, using the setting, its light and its atmosphere as part of the image.

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P2 terms

• Podcast ProductionPodcast production is the work of planning, recording, editing and publishing an audio or video series that people subscribe to.
• Product DescriptionA product description is the copy that tells a shopper what a product is, what it does and why it is worth buying, on a product page, in a catalog or on a...

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R1 term

• RIOT OriginalsRIOT Originals are the products, platforms and projects we make for ourselves, with no client brief, to explore ideas we think should exist.

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S4 terms

• Short-Form ContentShort-form content is any piece built to be consumed in seconds or a couple of minutes: a vertical video, a post, a short article, a single idea delivered fast.
• Sizzle ReelA sizzle reel is a short, fast-cut film that compresses a brand, a season or a body of work into one to three minutes of its best moments, built to generate...
• StoryboardingStoryboarding is drawing a film or animation shot by shot before it is made, so everyone can see the sequence, the framing and the pacing in advance.
• Studio PhotographyStudio photography is photography made in a controlled space where the photographer sets every light, surface and backdrop.

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T4 terms

• Thin ContentThin content is a page that offers little or no original value to the person who lands on it, such as scraped, duplicated, auto-generated or barely written...
• Thought Leadership ContentThought leadership content is writing, video, research and talks that share genuine expertise and an original point of view, positioning a company or its...
• Top of the Funnel Content (TOFU)Top of the funnel content is content made for people who do not know a brand yet, designed to earn attention and awareness rather than an immediate sale.
• Trend ForecastingTrend forecasting is the practice of reading signals in culture, design and behavior to predict what people will want next.

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U1 term

• User-Generated Content (UGC)User-generated content is anything made about a brand by the people who use it rather than by the brand itself, from a review and a photo to a video that...

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V1 term

• Video ScriptingVideo scripting is the writing of what a video will say and show, scene by scene, before anyone picks up a camera.

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W3 terms

• Web StoriesWeb Stories are Google's open, tap-through format for full-screen visual stories that live on a website and can appear in Google Search and Discover.
• White PaperA white paper is a long-form, research-based document that explains a problem and argues for an approach to it, published by an organization to establish...
• White Papers and Case StudiesWhite papers and case studies are the two workhorse formats of business-to-business content: a white paper argues a position with evidence, and a case study...

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#1 term

• 10x Content10x content is content built to be ten times more useful than the best page already ranking for the same search.

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