The word is short for vaporize and also comes in verb form (vaping). It means ‘to inhale and exhale the vapor produced by an electronic cigarette or similar device.’
Some of the runner-ups were contactless, (relating to mobile phones and payments) and slacktivism, (supporting a worthy cause with little or no effort such as signing an e-petition), and budtender, (the person who dispenses marijuana at a dispensary.)
So hearing about all this got me to thinking:
What’s the content marketing word of the year?
We all know Content Marketing is hot. But as The Onion reported earlier this year, content could be hotter, more social, relevant, and digestible.
Now, aside from the phrase content marketing itself, we have many choices for content marketing word or phrase of the year:
- Brand publishing
- Native advertising
- Thought leadership
- Content strategy
- Sponsored content
- Editorial mindset
- Journalistic content
And the list goes on. (Please add your own favorite in the comments?)
Cowards Hide Behind Semantics
I’m actually not going to pick which word or phrase should be chosen as best or most relevant or hottest buzz phrase.
Because I believe that cowards like to hide behind semantics. The word-obsessed folks among us (I’m sure you know one or two) use their knowledge of a topic and their fear of change to divert attention away from the thing we need the most: listening, understanding, empathy and emotional connections.
Or they like to use their semantic nit-picking as a way to interrupt really just about anyone who might be talking, in a passive-aggressive game of “I am smarter than you.”
I don’t care what words you use to describe content marketing. If you believe marketing has a marketing problem. If you know that marketing is more than just promotion and advertising. If you believe in your business’ mission and want to help your customers, then use whatever words you like.
Marketers of every size and shape are finding that the answer to reaching customers in today’s always-on, socially-connected, attention-starved world is to create content people want.
The Future of Content Marketing
Last week I presented on a webinar on the future of content marketing. I talked about how marketing has always used great storytelling to connect with people.
I talked about how we are becoming a much more visual society, scanning information for the details we need in less than a second.
I used some stats and research and graphs to show that content marketing is all the marketing that’s left. And my focus for the future of content marketing was for brands to be:
- Shareable (and snackable, consumable, digestible, and always-on)
But I don’t think any of these should be content marketing word of the year! I just know that your audience wants stories, not ads. And I hope to help you give it them!
So check out the presentation below. Or just follow the top 5 strategies for content marketing success.
Let me know what you think in the comments below.