Stop using the word “authentic”.

There are plenty of popular marketing terms that irritate me (“subject-matter experts,” “micro-moments,” “thought leadership”), but “authentic” bothers me the most. While crappy buzzwords are usually just convoluted ways of saying simple things, “authentic” is especially problematic because of its hollowness. Marketers frequently use it in a way that’s either meaningless or contradictory.

Source: Why We Stopped Using the Word ‘Authentic’ – The Content Strategist

Marketers ruin everything.

Press releases don’t work.

Unless you have regulatory reasons to do so (SEC Reg FD, FINRA, FFIEC, etc.), there’s no longer a reason to send out press releases. No one is reading them, no one is engaging with them, and they offer no search marketing benefit to you. You’re almost certainly getting no ROI from your spend, and you could spend that money elsewhere, like on social media content amplification, syndication, or original content creation.

Source: Press Releases Don’t Work – SHIFT Communications PR Agency – Boston | New York | San Francisco | Austin

Press releases aren’t enough.

With the exception of news announcements, this kind of brand-centric broadcasting has increasingly become prime material for the digital trash can. Instead, publishers want stories and other content that offer something genuinely useful for their audiences, whether this is the results of a recent survey, a beautiful series of illustrations or a guide to accomplishing a particular goal.

Source: A Guide to Successfully Promoting Content to Publishers – Builtvisible.

On reductive thought leadership.

The reductive thought leadership sets off a nasty cycle that overshadows the good work from publishers that deserves to get shared. All too often, that thoughtful journalism gets overshadowed by generic thought leadership. Not only are those thought leadership posts bad, but they also tend to lead to meaningless, supportive comments from people who suck up to executives and decision-makers. The suck-ups, in turn, mirror the advice content they see from established professionals with their own blandly inspirational memes and hashtags.

Source: How Microsoft Could Turn LinkedIn Into a Legitimate Facebook Rival – The Content Strategist