Get Rid of The Filler From Your Tech Content

Julia Borgini
5 min readJan 31, 2020

The B2B buying cycle might be long, but that doesn’t mean your tech content marketing should be. You only need to use the number of words it takes to convince your buyer to keep you on their vendor shortlist. That’s it.

Stuffing your content & copy with unhelpful words and phrases that add nothing to what you’re trying to say is getting you nowhere. It bores your readers, complicates your ideas, and waters down your ideas.

Your tech marketing content needs a light touch to succeed. Cutting those filler and unhelpful words from your content & copy will make it sparkle. Your word choice is how you increase value for your readers, not the word count.

13 Words & Phrases to Banish from Your Tech Content

When re-reading your tech content, ask yourself this question, “What does it add to what I’m trying to say?” If the answer is “nothing”, delete it. Be ruthless in your editing and ditch these unhelpful words and phrases tout suite.

1. In order to

I’m guilty of this one all the time. I use it in my first drafts and then sometimes forget to swap it with something shorter. — usually “to”. No sentence ever suffered by replacing in order to with to, believe me. So make your sentence clearer by ditching it and using to instead.

2. Really

Really is the lazy writer’s way of exaggerating the magnitude of the noun that follows it, but it has no real meaning. If you say your product is “really fast”, that doesn’t tell customers or prospects anything. Readers want to know how fast it is, so quantify it. “Our product is 5 times faster than previous versions.”

They respond better to content that gets specific and granular, so swap out really with an accurate and precise descriptor.

3. A Lot

This is another vague term that adds nothing to your copy. Saying your latest service is “a lot different than our competitors” actually robs them of the experience of knowing how your service is. They understand that it’s somehow different, but aren’t sure how or why. They’ll need more specific information to connect with your copy on a deeper level and eventually make a…

Julia Borgini

Canadian Writer + Geek — Copywriter for Top Tech companies. Inspiring marketers to be more "human" since 1999 —