Glossary

We have included this Glossary for reference – you are not expected to remember all the new terms.

You can refer to the Glossary throughout the course by returning to this step or by downloading the PDF version of the Glossary which is available in the Downloads section.

If you come across any other words that you would like us to add to the Glossary, please add them to the Comments section.

Select the pink hyperlink letters displayed below to jump to alphabetical sections of the Glossary.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A

accessible

Ensuring there are no barriers that prevent interaction with or access to websites or content by people with physical or mental impairments

attribution

Assigning authorship or creatorship to a particular person
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B

brand, branding

The name and/or other identifying logos and marks of a particular product

blockquote

An extended quotation styled so it stands out on a web page
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C

call to action

Content which invites or compels a user to do something specific

copy

The text of marketing material

crop, cropped

Use photo editing software to cut an image

content stream

On a social platform, a page containing combined posts from all the accounts followed by the individual viewing the page

caption

Descriptive text which provides details of the subject matter in a photograph or other image

commission

Order or authorise the production of a piece of content

Creative Commons

A set of public copyright licences which enable content to be shared and used

A legal right to use literary, artistic or musical material
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D

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E

export

Save a copy of a file in a particular format so it can be used by a different application
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F

feed

An ordered list of data items. In social media, an ordered collection of posts by users.

font

The typeface, size, weight and other formatting styles which can be used to display text

fair use

Limited use permitted by copyright
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G

H

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I

inline, i.e. inline images

Incorporated into a body of text rather than in a separate section

image

Visual representation of a thing eg a photograph is an image
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J

K

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L

line break

The end of a line of text/the beginning of a new one

landscape

Image format in which the longest sides are horizontal; wider than it is tall
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M

medium

How content is delivered or displayed. Format.

metrics

Quantifiable measures to track performance
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N

newsfeed

See ‘content stream’ and ‘feed’
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O

online

Controlled by or connected to a computer or on the internet

offline

Not on a computer or the internet
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P

pullquotes

Brief quotation, fact or statistic taken from the main content of a page or article, used as a page layout graphic element and styled to be attention grabbing and stimulate interest in the content

persona

Fictional character that represents a user type for a particular site or product

portrait

Image format in which the shortest sides are horizontal; taller than it is wide.

public domain

Belonging or available to the public as a whole; not subject to legal restrictions
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Q

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R

ranking

Position in hierarchy

ratio

Relative scale, for an image

royalty, royalty-free

License which means you can pay once but use a particular image forever, in different ways (as long as they are permitted by the license holder) without having to pay for further usage
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S

SEO, search engine optimisation

The science of increasing the quantity and quality of web traffic to a page or site by increasing its visibility to internet search engines

search engine

Software application which indexes content from a data set and allows users to search for references within it

scroll, scrolling

Moving the part of the screen which is visible

stock image

Professional photographs bought and sold royalty free, which can be used for commercial design and illustration purposes
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T

tone

A company or brand’s personality, expressed through the way they use language

target audience

Particular defined group which a product or service is aimed at
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U

V

W

X

Y

Z

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This article is from the free online course:

How to Create Great Online Content

University of Leeds