Finding a Professional Voice for Your Content
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Content marketing is a great way to get the word out about your products and services in a natural, organic way. But it’s important to figure out your company’s point of view so you can create a coherent and professional voice for your content marketing. Follow these steps to start finding the professional voice of your business:
Determine your core values – What do you want to say to the world? What is important to you? Do you want your business to be a beacon of light to your audience, shining down on them and creating joy and happiness? Do you want your business to be a wake-up call and teach lessons to your audience? What do you want your audience to think about when they think of your brand?
Get to know your audience – Marketing is all about what’s in it for them not what’s in it for you. Every story you tell – whether in an article, a video, or a press release – should be created with your audience in mind. The best way to do this is to understand who your audience is. How you speak to your audience is directly related to how well you know them.
Identify the value your company offers to your audience – No matter which products or services you offer, you can bring value to your customers’ lives. This value can come through more time, less worry, or another intrinsic value. Your value might be tangible as well, but usually your company’s value lies in how it solves your audience’s problems. For instance, a breath mint company doesn’t sell candy. It sells fresh breath.
Differentiate your business from your competition – How will your business stand out from the crowd? One way to do this is to decide how your company expresses its values to your audience. How will your company deliver the goods or services you’ve promised? How will your company provide more time, more health, more of whatever value your company offers while also sticking to and expressing your core values?
Decide if your voice is casual or formal – Once you combine all of the above information, decide if your audience will respond better to a casual or a formal voice (or even something in between). How you speak to your audience will determine if they will understand your message.
Determine acceptable language and terms – After you decide whether your voice is casual, formal, or something in the middle, you can create a list of terms and language your company will use throughout your content marketing, regardless of format. For example, a formal statement is, “I would like to inform you about a sale we are having over Memorial Day weekend.” But a casual statement is, “Hey, y’all! Check out our Memorial Day weekend price cuts!”
Create a company stylebook – Whether you create all of your company’s marketing content by yourself or you employ help, creating a company stylebook will keep all of your communication uniform and consistent. Be specific about which fonts to use and under which circumstances. Document your company’s approved terminology too. All of this will help your company effectively communicate with your audience.
Don’t be someone you’re not – The worst thing you can do as you create and develop your professional voice is to be someone you’re not. If you generally are not formal, don’t try to be formal. If you would feel fake being casual, don’t do it. Be yourself. If you’ve chosen your audience well, it will be easy for you to be who you are and to market to them in a successful way using your own voice.
Finding your professional voice for your content marketing doesn’t require that you become someone you’re not. It requires that you learn more about who you are, what your business stands for, and who your audience is. All of this will make your content marketing efforts more effective.
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