They are just like nails on a chalkboard, they indicate a bad image every time you hear or read them. Unluckily, you hear and read them a lot, and you cringe every time. These ‘Buzzwords’ used by content marketers are usually overused, poorly used, misused, and generally annoying.
Doug Kessler, the co-founder, Velocity says “Buzzwords are like weeds: They’re just flowers that are in the wrong place”.
So, these are 10 Buzzwords to avoid and banish from your marketing strategy. As an appreciation of the 10th anniversary of CMWorld’s, we will share with you 10 nominees. And if you have one to share, write it in the comments.
1. Unprecedented
This is true, yet we got enough reading them! Write that phrase if you want, then remove it and use the next one as your lead. Adele Revella, CEO, Buyer Persona Institute
2. Smarketing
You can put just more second to write ‘sales and marketing’ Smarketing is a smarmy word. – Viveka von Rosen, chief visibility officer, Vengreso
3. Low-hanging fruit (and snackable content)
Just say easy, simple, quick. And really, any other word– regardless of the length, be easy (snackable) to eat? – Cathy McKnight, vice president strategy and consulting, The Content Advisory
4. Leveraging
You can use a verb like ‘help’ for example, it’s more human. Adam Morgan, executive creative director, Adobe
5. Growth hacking
It’s a marketing buzzword that indicates short-lived or false growth. It’s simply marketing. – Rachel Mann, digital engagement supervisor, American Fidelity Assurance Company
6. Going viral
We have long defended exiling “going viral” from our vocabulary of marketing and from our business objectives. And if NOW is not the time to banish this phrase, when it will be? – Erika Heald, founder, Erika Heald Marketing Consulting
7. Empathy
I’m so happy we have admitted that our audience is human beings and have feelings, yet let’s all promise to stop using this word as a way to manipulate their emotions to get more clicks. So, “useful,” “enjoyable,” and “meaningful” are all preferable words for marketing. – Jennifer Jordan, vice president and head of content (US), Babbel
8. Digital transformation
Digital is transforming constantly, even for companies who think they know it all. Something new might come tomorrow and disturb the entire process. Transformation though has a lot of ways and variables to be explained. Rather, talk about the ongoing journey. This implies an outstanding process, not just an off point one, that will happen then will end. – Andi Robinson, global digital content leader, Corteva Agriscience
9. Bold
I don’t actually dislike ‘boldness’ if it’s suitable and relevant for the brand. However, to move to that level we have to establish a strong foundation, understand our audience and brand inside out, get more experience and outcomes that will support our confidence. Perhaps not the alternative yet a confidence need for boldness is based on results. – Inga Batur, senior editor, and copywriter, Zavarovalnica Triglav (Triglav insurance company)
10. Artificial intelligence (AI)
This is utilized all over the world and it usually means machine learning. – Brian Piper, director of content strategy and assessment, University of Rochester
Also, Ahava R. Leibtag, President, Aha Media Group, had 3 more words that need to be banished “archetypes, consideration, measurable ROI, and journeys”.
Ruth Carter, the evil genius, Carter Law Firm, has one more call, he said that we need to stop saying half-words and speak with abbreviations and instead we say the whole word. It may take a longer time but it’s always better.
In conclusion, let’s reflect on what Christoph Trappe appropriately, chief marketing officer, The Authentic Storytelling Project, said that you have to show not just tell. Why would you just say something that needs you to pay more attention to?
