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# Content Strategy Terms

Terms for planning what to post and why: content pillars, calendars, repurposing, evergreen content and the ideas that keep a feed consistent.

## **A**

**1 term**

[**A/B Testing****Content Strategy** A/B testing is running two versions of a post or ad, identical except for one change, to measure which one resonates more with your audience.**Read definition → **](https://www.postpone.app/social-media-glossary/ab-testing)

## **B**

**1 term**

[**Brand Voice****Content Strategy** Brand voice is the consistent personality, tone and language style a brand uses across all of its social media communications.**Read definition → **](https://www.postpone.app/social-media-glossary/brand-voice)

## **C**

**8 terms**

[**Call to Action (CTA)****Content Strategy** A call to action, or CTA, is a prompt telling your audience exactly what to do next, such as click, comment, share, subscribe or buy.**Read definition → **](https://www.postpone.app/social-media-glossary/call-to-action) [**Caption****Content Strategy** A caption is the written text that accompanies a social media post and provides context, personality or a prompt to engage.** Read definition → **](https://www.postpone.app/social-media-glossary/caption) [**Carousel Post****Content Strategy** A carousel post is a multi-image or multi-slide social media post that users swipe through one frame at a time.** Read definition → **](https://www.postpone.app/social-media-glossary/carousel-post) [**Content Calendar****Content Strategy** A content calendar is a planning schedule that maps out what you will publish, when it goes live and on which platforms it appears.** Read definition → **](https://www.postpone.app/social-media-glossary/content-calendar) [**Content Curation****Content Strategy** Content curation is finding, organizing and sharing valuable third-party content with your audience alongside your own original posts.** Read definition → **](https://www.postpone.app/social-media-glossary/content-curation) [**Content Pillar****Content Strategy** A content pillar is one of the core themes or topics that form the foundation of everything you post on social media.** Read definition → **](https://www.postpone.app/social-media-glossary/content-pillar) [**Content Repurposing****Content Strategy** Content repurposing is adapting existing content into new formats to reach different audiences across multiple platforms.** Read definition → **](https://www.postpone.app/social-media-glossary/content-repurposing) [**Copywriting****Content Strategy** Copywriting is writing short-form text designed to grab attention, build interest and drive a specific action from the reader.** Read definition → **](https://www.postpone.app/social-media-glossary/copywriting)

## **E**

**1 term**

[**Evergreen Content****Content Strategy** Evergreen content is any post or article that stays useful and relevant months or years after you publish it.**Read definition → **](https://www.postpone.app/social-media-glossary/evergreen-content)

## **H**

**1 term**

[**Hook****Content Strategy** A hook is the opening line, image or sound designed to stop someone from scrolling past your post in the first one to three seconds.**Read definition → **](https://www.postpone.app/social-media-glossary/hook)

## **S**

**1 term**

[**Storytelling****Content Strategy** Storytelling is using narrative structure, with characters, conflict and resolution, to make content more engaging and memorable.**Read definition → **](https://www.postpone.app/social-media-glossary/storytelling)

## **U**

**1 term**

[**User-Generated Content (UGC)****Content Strategy** User-generated content, or UGC, is the photos, videos, reviews and posts created by your customers or fans rather than by your brand.**Read definition → **](https://www.postpone.app/social-media-glossary/user-generated-content)