I’ve reached a point with a couple buzz-words that I like to call the “fuck off point” or as I would put it — I’ve developed a case of the “fuck off” syndrome.
I’m sure i’m not alone in this.
How many times recently have you been reading a nice piece of content (ps: that’s one of my words, it hurts to write it) and come across that buzz-word that just eats at you. For no real apparent reason other than the fact that it has been so overused, so hyped, that it has been some-how heroically risen onto a pedestal of glory. Everything and all things of awe link back to this buzz-word, and it’s absolutely ubiquitous.
You know the words i’m talking about. “Cloud” oh you fluffy mother-fucker you. Every dot-com dynamite wants to somehow promote their own “Cloud” feature or functionality. Yes, the actual practice of using cloud-like architecture is beautiful in essence. No, talking about how you use it doesn’t make me any more likely to use you as a product service.
Say that your shit works in a “glorified eco-system of ecstatic awesomeness” for all I care, just don’t make me read that self-righteous, persona-catering bullshit of a word ever again. Never did I think I would have a disdain for my favorite Final Fantasy VII character but sure-nuff’ the tech world did it for me.
“Content” has been used to describe more nothings than anything else on the web. “Create good content” they said, “content is king” they preached. Yes, but what the fuck is content? I don’t know if every single marketer on the web is writing for C-level execs, or if they just don’t know what they’re writing about themselves, just hoping to ride that buzz-word to the top of Google.
If you are going to talk about content, talk about what content is. Talk about how to use it. Don’t talk about the “need for good content” that’s like saying “breathing is a good practice, do some of that” — though I do have a bad problem with breathing in Systema (a Russian martial-art form I have recently started to study) but that’s way beyond the point.
You want to know what good content is? It’s not a new philosophy, it’s not new to marketing, it’s what we’ve been using since the dawn of marketing. It’s not a suggestion, suggesting “good content” in marketing is essentially suggesting people to market.
David Ogilvy used content marketing before the internet even existed.
That is a prime piece of content marketing. Black and white, and from long before a micro-processor was even thought of.
Any piece of information, any visual, anything that drives user-intent, all of it can be categorized as “content” so essentially if you are following buzzing trends, making “content” is doing what you’re already doing. Being creative with content styles, however is different.
The internet is so clogged up with vague bullshit. We don’t need anymore. Using your niche’s buzz-word isn’t cool, you know what is cool? 1 billion dollars. No, just kidding, being creative in place of such buzz words. If someone said that they’re automatic backup system was run by time-traveling monkeys from lost cities in the amazon I would laugh my ass off, then probably buy their shit.
Buzz-word riding isn’t cool, it’s vague, it’s fluff, it’s not actionable and it doesn’t stand out anymore. It’s actually honestly repulsive.
So much so that my “fuck off syndrome” just led me to bounce off a multi-interview blog post immediately upon seeing the words “make better content” even after I had gotten through 3/4 of the copy.
Stand out, man. I mean, this injustice will not stand, dude.