We saw this in the content marketing niche. Everyone was repeating the same thing over and over again.
If I hear that word again, I'll puke all over my keyboard.
This word is:
"added value."
Sorry, I have to go to the bathroom for a moment…
So, I'm back.
Everyone has repeatedly emphasized that this term has been abused more than a punching bag in a boxing gym. This has led to me (almost) not reading any German marketing articles anymore. Because (almost) everyone says the same thing: blablabla, added value, blablabla.
And to be honest, that's not even true. Because georgia telegram screening we see so many, so many, so many examples of how companies have been successful with content that has absolutely no added value but is entertaining.
Think of EDEKA's "Supergeil". Or Nike's "The Last Game". We don't even have to go far: What was the last film you saw in the cinema? One with "added value"?
Find a new angle. Have something to say. Something of your own. If that means contradicting a guru, all the better.
When readers have nothing to read, it's called bad luck. When readers read someone who has nothing to say, it's called a plague.