Buzzword marketing works very well in all industries, and it gets you a lot of content opportunities and blog post ideas.

Provided it’s done right, at the right time, and in front of the right people.

Anyways, this idea could inspire you to get your content marketing to the next level:

Once you’re done blogging about the “boring” stuff, and once all the major needs of your target market are illustrated with the features of your product or a service (business blogging in a nutshell),

It’s time you launch a buzzword.

Invent something!

Before you get intimidated, — you don’t actually have to invent anything new, just put a fresh on evergreen things.

Or marry two or more concepts in your industry.

Borrow an approach elsewhere.

Implant an obscure sports term onto an industry challenge.

/Just don’t use Star Wars or Harry Potter. Forget them forever please/

Even though you don’t have to be a full-time writer or a crazy nerd to come up with a buzzword concept, there is still a barrier to entry.

You need some taste & intuition.

Experience & staying in the game will get you there.

Examples of buzzword launches

The marketing world is full of buzzword examples.

I am sure you love using some and you scoff at others.

By definition, buzzword marketing will be getting you both love and hate, and both get you exposure!

Here’s a few off the top of my head:

Not really a skyscraper

At one point Brian Dean took a basic evergreen link building technique (improve someone’s content and outreach for their backlinks) called it the “skyscraper technique”, explained it in amazing detail on a well-designed website, and promoted the hell out of it.

Now every SEO under the Moon uses that term.

Remember “storytelling”? Me neither

We all noticed how they launched and forced the storytelling meme.

Really, storytelling is just copywriting — but with a very expensive and inexplicable twist.

Not really hacking

Growth hacking. It’s marketing, right?

But supposedly cheap, creative, and focused on growth.

I mean, isn’t all marketing supposed to be like that?

But at one point everyone wanted to hire a growth hacker, not a marketer.

Where are you leading me

…or thought leadership content.

This content type can be described in dozens of ways, because it’s just anything fun that’s not taken from keyword lists, competition traffic reports, or competitors’ blogs post titles.

Thought leadership is anything new, interesting, fun, or outrageous you post based on your industry experience and intuition.

The post you are reading right now can be called a thought leadership piece.

There’s nothing inherently special about it, it’s just writing out the good stuff to help people. And yet there’s a whole thought leadership content sub-industry in marketing and copywriting now.

In fact, thought leadership content is one of the meaningful buzzwords someone has launched, because publishing content like that sets you apart from the competition. I have a practical guide on adding thought leadership content to your content plan, check it out.

What goes in

Enter inbound marketing.

I mean, all marketing online is inbound, and has always been.

Outbound marketing is usually called sales.

But at one point everyone started throwing “inbound marketing” around.

It’s just content

Here’s one of the latest buzzwords in SaaS content marketing — product-led content.

Again, there’s nothing new about the concept — it’s just effective content that addresses a problem of your target market by plugging your product features throughout your SaaS blog.

The name is sexy though, so here we go:

Getting too meta in here

Launching buzzwords is a buzzword I just launched.

A meme if you will.

A concept that you can re-pack something that has been done into a conscious and noticeable sexy name.

Put together the rules for your buzzword activity. Find familiar examples of it in real life. Make your readers go “aaah!”

Come up with with rules, best practices, and explore mistakes. Bam — you got a whole new world where you’re the king.

Will launching buzzwords stick? I don’t know.

The best part of buzzword marketing is that even if you start getting backlash and hate — you will still be getting the clout. Buzzword marketing is designed to keep forking for you even on the way out.

It’s definitely a great piece of content that I’ve enjoyed working on, and I got a dozen new content ideas just by putting this post together.

Thing is, ideas have sex with each other and give birth to new ideas (perfectly formulated by James Altucher ages ago).

So the more content you create the more buzzword opportunities you will see.

Jump on them!

Here’s what you get by launching buzzwords

There’s a set of clear practical benefits you get when you launch your own buzzword.

In a general, you get to revitalize your content marketing, re-package your expertise into new bits, and showcase your authority to the target market once again.

Also, specifically, you get to have:

Easier content planning

You get to build your content plan with a dozen or two of decent topics.

Say, your buzzword is XYZ. These would be your foundational topics:

• What is XYZ
• XYZ benefits
• XYZ best practices
• XYZ in NICHE / XYZ for INDUSTRY
• XYZ examples
• reasons to be doing XYZ ASAP in 2024

— and so on.

Eventually, you get to write a book with that buzzword in the title, book speaking events explaining your buzzword, start a cult, and name your yacht after it.

Branding and leadership benefits

You anchor to the authority of your own creation.

First you promote the buzzword you’ve launched, then it promotes you.

Bigger checks

If the buzzword catches on, you stand out from the competition. Potential clients are now asking for it, and most of them would LOVE to buy it directly from the inventor, and pay premium price for it.

People love magic pills.

No one cares that you will sit down and send 500 emails to get 5 shoutouts from bloggers. They want the good growth hacking stuff.

No one wants to hear about your writers and editors pillaging through their drafts. They want to wire payments for that strategic AI content.

The buzzwords you ride affect your revenue.

New niches instead of competing in the old ones

You create ponds where you are the biggest fish.

Even if you’re lazy and don’t become the biggest — you’re the oldest and the smartest one.

Easier marketing for your brand

You get publicity, mentions, and links. Buzzwords are amazing link and lead magnets, and they instantly put you.

Can you ride someone else’s buzzword?

Absolutely nothing wrong with that, and that’s what most people in most industries do.

But you’d need to jump on someone else’s buzzword early enough, and be in some way complimentary to the author of the buzzword. Just make sure you understand the concept correctly.

Can you grow by hating on buzzwords?

Now, dismantling buzzwords could also be a type of content for your marketing. I’ve done a fair share of that, because so many buzzwords are cheesy and shallow.

But the ROI is so much better when you are riding your own buzzword confidently and happily.

Also, hating and sarcasm are tiring. You pick your words carefully and people will still get pissed off. It’s just a high-maintenance activity.

The takeaway here is…

Maybe you will create the next buzzword in your industry?

Imagine the ripples.

Post originally published on our Medium blog