By Dennis McCafferty on

How to Avoid Drowning in a Sea of Jargon

Dennis McCafferty

McCafferty: “My natural inclination is to bury such terminology, not to praise it. Yet, I came to the realization that we all need jargon to effectively ‘speak’ to the target audience. But pick and choose your spots very selectively and carefully.”

(If you like this blog, please share it. Thanks!)

A funny thing happened on the way to writing a recently published thought piece about jargon overload: I concluded that industry buzzwords actually serve a necessary purpose.

As the resident ex-journalist guy here, my natural inclination is to bury such terminology, not to praise it. Yet, as the prestigious Content Marketing Institute asked me to write again for its high-profile articles page, I spoke extensively to other accomplished content-marketing professionals and came to the realization that we all need jargon to effectively “speak” to the target audience.

But pick and choose your spots very selectively and carefully. Because you don’t want to lose your intended audience due to an abundance of obscure and/or overused and/or empty words and phrases. At our high tech PR firm, we’re constantly working with IT clients on creating impactful messaging which cuts through the buzzword clutter. (And we even had fun making a short, funny radio ad on the topic, a spot locally aired on WTOP.)

So how do you find the middle ground? What do you do if a brand’s executives insist upon this kind of messaging? Fortunately, my fellow marketing/content counterparts and I did our best to come up with answers to these and other questions. So please read about the pluses and pitfalls of industry jargon. And if our approach to brand content marketing sounds like a great fit for your company, we’d love to talk about it when you contact us.

@dmccaff

Dennis McCafferty is Director of Content for W2 Communications.

Dennis McCafferty, Vice President of Content

As Vice President of Content, Dennis McCafferty brings more than 20 years of experience in editorial, working in all forms of content: metro/national newspapers, regional/national magazines, custom publications/content marketing, radio, TV, blogs and social media. Since joining W2 Communications, Dennis’s projects have included white papers, industry-publication byliners, blogs, op-eds, podcasts and case studies for the range of the agency’s clients.

Previously, he launched his own B2B/B2G/custom-publishing business, DM Enterprises, and worked with clients such as IBM, Advanced Micro Devices, USAA, Nationwide, Amtrak, Ritz-Carlton, MasterCard, GM and many others for their content marketing needs. He has also contributed to Baseline, CIO Insight, Washington Technology and VARBusiness magazine, among other titles.

From September 1997 through March 2010, he served as Senior Writer at USA WEEKEND, for which he interviewed newsmakers such as Presidents Bush and Clinton, Caroline Kennedy, Donald Trump and Web founder Tim Berners-Lee. Before WEEKEND, he was a staff writer for the Atlanta Journal-Constitution, where he won a national, first-place award for investigative reporting.

One Response to How to Avoid Drowning in a Sea of Jargon

singles websites says: October 14, 2018 at 1:55 am

I spent four years trying EVERYTHING in Online Dating, and through a huge amount of trial and error, I produced a system that I will share for you. This book will take you, step by step, through everything you need to know to double, triple or even quadruple the number of women you meet online.

Leave a Reply

Your email address will not be published.

Contact Us

The professionals at W2 Communications welcome the opportunity to learn more about your project and discuss the many ways we can help you succeed.