PR guru Adam Sherk has done the content marketers a real service. He has systematically complied a list of the most overused buzz words the PR world has to offer.
Buzz words are like whiskey in the old Western movies: one shot gives the young cowboy confidence to face the villain at high noon, but after a few shots the cowboy thinks he is good enough to shoot the tail off a rattle snake, but but is actually drunk, uncoordinated, and in bodily danger.
The danger in using these words is far greater for content marketers than for PR professionals. Content marketing only works when it is credible. When content marketing looks like a product promotion it gets ignored like a product promotion.
Says Sherk, “Leader” was the most used term by far — funny how many companies, products and services anoint themselves as “the leader” or “a leader”. And it is not surprising to see “unique” in the top five since we all think we’re special, now don’t we. I was glad to see “revolutionary” with less than 5,000 mentions. That one was overused like crazy in the 1990’s."
See all 98 buzz words on Sherk's blog