13 buzzwords that need to die in 2013

1. Content marketing

This is probably the biggest buzzword right now. But truthfully, I’m not sure why. Content marketing didn’t just arise out of the blue with the advent of social media. It’s something great companies have been doing for more than a century. It’s about finding a way to “market” and tell your brand’s stories in a compelling way.

2. ROI/ROE

Oh, good old ROI, ROE, ROR, or whatever the cool marketing people call it these days. Just because you use “return on investment” or “return on engagement” to beef up your pitches, decks and case studies doesn’t mean you actually found a way to measure it.

3. Social business

I’d like to think a “social business” is any business that will still be around in five years. Enough said.

4. Viral/viral video

Every time I hear “make it go viral,” I want to strangle something. You can’t make something go viral. Virality is a byproduct of creating awesome content.

5. Inbox zero