Every industry has its jargon, acronyms and language that is shared only by those within the profession. Such shorthand is necessary and understandable; people, particularly those who deal with highly technical information, benefit from methods that help them quickly communicate ideas among themselves. Sometimes acronyms spill out into the general population and become so widely used that they can be comfortably employed by writers in any industry with the understanding that most people will be aware of their meaning. But more often, industry terms are confusing to those who have no cause to them them regularly.
There is a difference, technically between acronyms and initialisms. Acronyms form a new word that is pronounced as such, like SNAP, while initialisms form a series of letters that is read as letters, like FBI or ACH. Both acronyms and initialisms should be used thoughtfully and sparingly when writing for a broad audience – and especially when writing for marketing purposes.
Marketers are one group of professionals who seem to be able to use endless acronyms to describe fundamentally non-technical information. Why do marketers like acronyms so much? This question may be unanswerable, but the practice should still be addressed. According to Marketing Profs, 64 percent of marketing professionals say that producing enough content is their biggest challenge. Maybe the constant demand of producing new content forces people into a bubble from which they forget not everyone knows the language of their trade. Or, maybe content producers sincerely think that peppering their articles with acronyms makes them seem knowledgeable….
But that assumption is BS: Bad Strategy... CONTINUE READING
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