Glossary

The words, without the dressing up

Every one of these gets used like everybody already knows what it means. Here is what each one actually is, and whether it is worth your attention.

Brand voice: The way you actually sound, written down clearly enough that an AI can copy it without turning you into everybody else.
Carousel: A post you swipe through, one card or one slide at a time.
Content calendar: A plan of what you'll post and when, across the platforms you use.
Content pillars: The three to five topics you post about again and again, so people know what you stand for.
CTA: The one thing you ask the reader to do next.
Engagement rate: The share of the people who saw your post and then did something with it, like a like, a comment, a save or a share.
Ghostwriter: Someone who writes posts that go out under your name.
Hook: The first line or the first second, the bit that decides whether anybody reads or watches the rest.
Impressions: How many times your post got shown, counting the same person twice if they saw it twice.
Lead magnet: A small useful thing you give away so somebody hands you their name and email in exchange.
MCP: A common plug that lets the AI you already use read real data out of a tool, so you stop copying and pasting.
Niche: The specific group of people and problems you post for.
Outlier score: A number that says how far a post beat what that account normally does, so you can spot a real winner instead of a busy week.
Personal brand: What people think of when they hear your name, built mostly by what you post and how you show up.
Posting cadence: How often you post, and how steadily.
Reach: How many different people saw your post at least once.
Reel: A short vertical video on Instagram that gets shown to people who do not follow you yet.
Repurposing: Turning one piece of content into others, like a video into posts or a post into a carousel.
Short: A vertical video under a minute on YouTube, shown in its own endless feed rather than to your subscribers.
Social proof: Signs that other people trust you, like results, reviews and who follows or comments.
Swipe file: A saved collection of posts, hooks and ideas that worked, kept to learn from when you write.
Thought leadership: Posts that share your own view on your field, so people come to you for how to think about it.