Buzzwords We Really Need to Let Go Of (But Haven’t)

Buzzwords

Back in 2020, speakers at Content Marketing World were asked to nominate the most overused, eye-roll-inducing buzzwords in marketing—and even suggest better alternatives.

Fast forward to now… and unfortunately, not much has changed. If anything, these words are more overused, more misused, and somehow even more irritating than before.

So, let’s revisit the list and give these tired terms the send-off they deserve.

And the nominees are . . . . .

1. Empathy (Empath)

Yes, understanding people’s feelings matters. Of course it does.

But in marketing, “empathy” has become a bit of a smokescreen—often used as a polite way of saying “we’re trying to push emotional buttons to get clicks.”

Instead of leaning on the word, why not focus on being:

• useful

• meaningful

• actually enjoyable

Good content connects because it’s valuable—not because it’s trying too hard to feel something.

Empathy

"The action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experiences of another in either the past or present without having the feelings, thoughts, and experiences fully communicated in an objectively explicit manner."

Merriam-Webster

2. Unprecedented

This one was retired in 2002 and should have stayed retired. should have retired years ago . . . and yet here it is, still popping up everywhere.

It had a big comeback during COVID, but let’s be honest - we’re all a bit tired of it. If you feel the urge to write “unprecedented,” go ahead… then delete it and rewrite the sentence better.

3. Smarketing

Go on and take the extra second to say “sales and marketing.”

Smarketing is just tacky. Just . . . NO.

You can absolutely take the extra second to say “sales and marketing.” We’ll all survive.

“Smarketing” was meant to represent alignment between teams. Instead, it just sounds awkward and forced. Clear language beats clever mashups every time.

4. Low-Hanging Fruit (snackable content)

If something is easy, just say it’s easy.

Not everything needs a metaphor involving fruit.

Quick tips and bite-sized content have their place—but if you want to build real relationships, you’ll need depth too. People might scroll past a quick post, but they stick around for content they can actually sink their teeth into.

5. Leveraging

This one might be the worst offender.

Why say “leverage” when you could say:

• use

• help

• support

• improve

“Leverage” tries to sound smart, but usually just makes things harder to read. Simpler words feel more human—and that’s what people connect with.

6. Growth Hacking

This one sounds exciting… until you realise it’s just marketing with a cooler outfit.

“Growth hacking” often implies fast, explosive results - but in reality, sustainable growth comes from solid strategy, consistency, and good execution.

No hacks required.

7. Digital Transformation

After decades in the digital space, this term is still… fuzzy at best.

Everything in digital is constantly changing anyway—so calling something a “transformation” doesn’t really say much.

Instead, talk about what’s actually happening:

• improving systems

• updating processes

• evolving your business

Clear beats clever, every time.

8. Artificial Intelligence (AI)

This one gets thrown around a lot—and often incorrectly.

In many cases, what people really mean is machine learning systems using data to improve predictions over time.

That’s impressive on its own. It doesn’t need the sci-fi label.

Let’s call things what they are.

Final Thought

Buzzwords aren’t going anywhere—but that doesn’t mean we have to use them.

Clear, honest, human language will always win. And in a world full of noise, being easy to understand is a serious advantage.

So next time you’re about to write one of these . . . pause for a second.

There’s probably a better way to say it.

Vicki

Wicked Web