Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In today’s social media driven B2B space, Content marketing stresses on delivering high-quality, relevant and valuable information to prospects and customers and in-turn drive profitable consumer action. What you write and present does more than just retaining reader attention and improving your brand loyalty.
B2B Marketing and Sales is a content driven genre for the simple reason that it is perceived as a means of persuading decision-making. In simpler words, a prospect will buy if you convince him well. Yet, with so much content, videos, white-papers and a lot more research floating around, there has been noted a considerable rise in the use of empty, meaningless jargon that can just be classified as “just the way people in the industry speak”.
Having said that, there are some words and phrases that are so ingrained and yet so dull that it gets difficult to be innovative. Getting rid of them won’t necessarily help improve your SEO, but standards of writing are guaranteed to rise. Just like Valeria Maltoni puts it, ‘Your writing doesn’t have to be boring just because it’s for other businesses. Businesses have people who read stuff.’
Here are Caroline Gilmour’s top words and phrases that Content Marketers should ban to add relevance to their content:
- Key (when used to mean important, pivotal or fundamental)
- In the current economic climate (and variations)
Caroline Gilmour further states that, these above mentioned words are a problem when they creep outside the world of software and step into the word of B2B Social Media because they usually tend to rust up copy due to their technical associations to the industry.