Boilerplate. To most, it’s a word for reusable content. To a Selection Committee, it’s a word that may send shivers down their collective spine. And to Marketers? It’s a guilty habit all too common and intractable.
The term comes from the early 1900s and refers to the sheet steel that was used to make boilers. This steel was more durable than softer, printing press metals, and thus it was suitable for mass reproduction of things like labels and stamps. Continue reading