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Marketing intent — the full vocabulary
This page is generated. Do not edit it by hand — run
scripts/atlas-vocab.py.
There are 12 registered values and nothing in use outside them.
Where it is stored: content_item.marketing_intent — 6,581 rows carry a value.
How the registry and the data line up: 8 of the 12 registered values appear in the data, and nothing appears that is not registered.
What this axis answers
— no definition written yet.
The values
A bold value carries more than its row — tagging rules, a confusion map, or worked examples — and has its own entry under “Value details” below.
| Value | Stored as | In use | What it means |
|---|---|---|---|
| Product Marketing | product_marketing | 1,861 | Asset exists to market a product |
| Feature Marketing | feature_marketing | 1,508 | Asset exists to market a specific feature/capability |
| Brand Marketing | brand_marketing | 1,463 | Asset exists to build the brand itself — identity, values, platform-level storytelling |
| Customer Advocacy | customer_advocacy | 503 | Asset exists to let customers/users advocate — stories, testimonials, showcases |
| Education & Support | education_support | 398 | Asset exists to educate, support, or document usage |
| Partnership Marketing | partnership_marketing | 352 | Asset exists to market a partnership/collaboration |
| Corporate Communications | corporate_communications | 277 | Asset exists as company-voice communication — news, PR, org announcements |
| Research & Thought Leadership | research_thought_leadership | 219 | Asset exists to publish research or establish point-of-view leadership |
| Employer Brand | employer_brand | — | Asset exists to attract/retain talent |
| Commerce & Promotion | commerce_promotion | — | Asset exists to drive a purchase/offer — promos, sales, seasonal commerce |
| Community & Creator | community_creator | — | Asset exists to build community or ride creator/influencer channels |
| Cause & CSR | cause_csr | — | Asset exists to advance a cause / corporate social responsibility |
Value details
Feature Marketing
feature_marketing · 1,508 in use · kind: intent
Asset exists to market a specific feature/capability
Never tag it when — The "Feature Campaigns" grouping teams browse = campaign_type(feature_launch) × product/feature links — NEVER this scalar (adjudication §2.1)
Brand Marketing
brand_marketing · 1,463 in use · kind: intent
Asset exists to build the brand itself — identity, values, platform-level storytelling
Never tag it when — Campaign CONTAINER stays campaign_type (F13); subject altitude stays content_level
Partnership Marketing
partnership_marketing · 352 in use · kind: intent
Asset exists to market a partnership/collaboration
Never tag it when — The partnership RELATIONSHIP edge lives in relationship_events/campaign_companies (R4)
Registered, never used
4 of the 12 registered values have never been written to a row. For a young axis that is expected; for an old one it is a question worth asking.
employer_brand, commerce_promotion, community_creator, cause_csr
How complete this page is
Of 12 registered values, 12 carry a written definition (100%) and 0 carry tagging rules (0%). Every number on this page was counted from the live database when the page was generated — none is stored, and none was typed by hand.
Where to look next
- What this is FOR, in plain language — the Content chapter.
- Every other vocabulary — the vocabulary index.
- What is still undecided about it — the open questions.
- The exact tables and columns — the data reference.