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Content in 2018 – why buzzwords should just buzz off

17th January 2018 by Barry Begg | Content

content 2018 stop buzzwords

Take Your Buzzwords and…

When a new year begins, so does the sharing of opinions on what is going revolutionise the content game in the year ahead (and beyond). Really, I should probably be talking about what’s going to happen in 2019 to show just how ahead of the game I am.

If you haven’t already, you should read Richard’s take on SEO predictions for 2018. It’s a funny read.

Wait, should I encourage you to click off my post so quick? Will you come back? Who knows. If you do click, please come back. Or, even better, read every word from me and then click on the link to Richard’s. I’ll be generous and put another link to Richard’s copy at the bottom of the page.

Anyway, I’m genuinely (I have to be) interested in content for the year ahead but I’m also interested in which content related buzzwords will appear – or even just which ones refuse to go away. Disclaimer – I think you should avoid buzzwords, at all costs. They’re for people who want to sound important or to pretend they know what they’re talking about. Trust me, everyone can see right through your buzzwords, and you.

Empathetic content

Whit?! What does that even mean?

‘We totally understand how you feel, and we’ve actually got a product that relates to just how you’re feeling. We might even tell you a bit of a story beforehand with our meaningful content that really gets you but we’ll make sure we catch you at the sweet spot of the conversion funnel at some point.’

Maybe I’m being a bit harsh on this one. It’s a genuine tactic, but only if it’s based on genuine empathy. I’d always suggest you treat your audience and potential customers with genuine interest and care.

Just like we can see through buzzword users, your customers can see through fake empathetic content.

Content marketing

Yeah, I know, it’s not 2015.

Maybe I just put it in for a keyword.


All content should always be optimised. It’s so obvious that it hurts to talk about it.


Just as I was in the middle of writing this, Forbes published an interesting post on the subject of influencers. Have we seen peak influencing? Is it the micro-influencers that now count?

Let’s face it, a lot of those that seem to have the most ‘influence’ will have a fake audience anyway. Bought = Fake = Worthless. So, if a ‘micro-influencer’ is someone who has less than 5,000 followers but all of those followers are legitimate and engaged then I say ‘welcome, let’s talk.’

Brands, marketers, content creators – we should only be interested in what’s real. If an influencer has a small but genuine audience that believe in what they’re saying then that should be embraced. The same goes for your email list – as our amazing friend Shelley Walsh recently pointed out when she sent an email titled: ‘Why I Deleted 1,000 Subscribers’. If you’ve not signed up, you should do it here.


Even the big man above, the all seeing eye, the supreme being and the gatekeeper whose secrets people make a career out of speculating on, talks about micro-moments.

I am of course, referring to Google. In their own words:

Micro-moments occur when people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something. They are intent-rich moments when decisions are made and preferences shaped.

Think, search and buy. It happens. You need to make sure you’re there before your customers, because If they don’t buy from you, it’ll be your competitor. You’ve got to keep up. Be there, waiting.

Thumb stopping content.

Stop. Just stop completely and not just your thumb. I can’t handle this kind of thing. People actually say it and write it. If I’m ever unfortunate enough to be in a meeting – or fortunate enough, depending how you look at it – and somebody says this, I don’t know how I’ll react. I know how I’d like to react. I definitely won’t be nodding my head.

How will we be approaching content in 2018?

  1. Buzzword free.
  2. We’ll be driving even better results this year than we did in 2017, by focusing on quality over quantity for all of our clients – and for ourselves.

Before you go, here’s that link from Richard again that I promised you earlier.

Bring on 2019.

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