The glossary
What this is
24 plain-English definitions of the podcasting, content, search, and compliance terms that come up when a wealth management firm starts publishing.
Each definition is written to stand on its own, so it makes sense quoted out of context — by a colleague or by an answer engine.
SEO & AEO
- Answer Engine Optimization (AEO)
- Answer Engine Optimization (AEO) is the practice of structuring content so AI answer engines like ChatGPT, Perplexity, and Google's AI Overviews surface and cite it directly in their answers.
- Generative Engine Optimization (GEO)
- Generative Engine Optimization (GEO) is the practice of optimizing content to appear in and influence the responses generated by AI systems such as ChatGPT, Gemini, and Perplexity.
- Programmatic SEO
- Programmatic SEO is the practice of generating many targeted, useful pages at scale from structured data and templates — for example, one page per audience segment, location, or defined term.
- Schema Markup (Structured Data)
- Schema markup is structured data, usually written in JSON-LD using the schema.org vocabulary, that labels the meaning of a page's content so search and AI engines can understand and reuse it.
Compliance
- Books and Records (Recordkeeping)
- Books and records requirements are the rules that require financial firms to retain records of their business — including advertisements and marketing communications — for specified periods.
- FINRA Rule 2210
- FINRA Rule 2210 governs broker-dealers' communications with the public, classifying them as correspondence, retail, or institutional communications and setting approval, recordkeeping, and content standards for each.
- SEC Marketing Rule (206(4)-1)
- The SEC Marketing Rule (Rule 206(4)-1 under the Investment Advisers Act) governs how registered investment advisers advertise, including the use of testimonials, endorsements, and performance claims.
- Testimonial & Endorsement Disclosure
- Testimonial and endorsement disclosure refers to the SEC Marketing Rule requirements that advisers clearly and prominently disclose key facts when using client testimonials or third-party endorsements in advertising.
Content Marketing
- Call to Action (CTA)
- A call to action (CTA) is a prompt that tells the audience the specific next step to take, such as booking a call, subscribing, or downloading a resource.
- Centers of Influence (COIs)
- Centers of influence (COIs) are trusted professionals — such as accountants, attorneys, and other advisers — whose relationships and referrals can send high-quality clients to a firm.
- Content Cluster
- A content cluster is a group of related articles covering the subtopics of a broader theme, all interlinked and connected to a central pillar page.
- Content Repurposing
- Content repurposing is the practice of turning one piece of content into many formats — for example, a podcast episode into clips, an article, an email, and social posts.
- Evergreen Content
- Evergreen content is content that stays relevant and valuable long after it is published, continuing to attract audience and search traffic over time rather than expiring like news.
- Lead Magnet
- A lead magnet is a valuable free resource — such as a guide, checklist, or tool — offered in exchange for a prospect's contact information to start a marketing relationship.
- Pillar Content
- Pillar content is a comprehensive, authoritative page on a broad topic that anchors a content cluster and links out to more specific articles about its subtopics.
- Topical Authority
- Topical authority is the depth and breadth of trusted coverage a site has on a subject, which search and answer engines use as a signal that it is a credible source to rank and cite.
Audio & Video Production
- Dynamic Ad Insertion (DAI)
- Dynamic ad insertion (DAI) is podcast technology that inserts ads into episodes at playback time, so the ads can be targeted, updated, or swapped without re-editing the audio.
Podcasting
- Episode Transcript
- An episode transcript is the full written text of a podcast episode, used to improve accessibility, searchability, and the reuse of spoken content into other formats.
- Podcast Hosting
- Podcast hosting is a service that stores a show's audio files and generates the RSS feed that distributes episodes to podcast apps and directories.
- Podcast RSS Feed
- A podcast RSS feed is a standardized file that lists a show's episodes and metadata, which apps like Apple Podcasts and Spotify read to distribute the podcast to listeners.
- Show Notes
- Show notes are the written summary that accompanies a podcast episode, typically including a description, key topics, timestamps, guest details, and links.
Distribution
- Podcast Cross-Promotion
- Podcast cross-promotion is the practice of shows promoting each other — through swapped ads, guest appearances, or shared audiences — to grow reach without paid advertising.
- Podcast Network
- A podcast network is a collection of shows organized under a shared umbrella that cross-promote and often share production, distribution, or advertising resources.
- Share of Voice
- Share of voice is the proportion of the total conversation or visibility in a market that a brand owns, relative to its competitors, across channels like search, social, and media.
Let's talk about what your firm could publish.
No pitch deck, no pressure — a conversation about what a real content program looks like when every advisor on your bench has a voice.
Prefer email? hello@milemarker.co