If you’ve ever done blog writing or copywriting for your brand, you know that creating a cohesive, consistent brand voice can be challenging. You may want your content to come across as casual and semi-sarcastic, but is this the voice you use on every occasion-even when writing about more serious matters? Maybe you want your brand voice to be exciting, passionate, and relatable, but what does that look like exactly? Simultaneously, you’ll want to communicate a message through your content that educates and inspires to the point where your content is being shared across the web.
It sounds like an impossible task, doesn’t it? Well, let us provide some guidance to conquer this not-impossible task.
Self-Editing is Key
Make sure that you know how smart your readers really are. The fact is, there are several surveys floating out there on the interwebs that tell you your readers are at a 4th grade reading level or a 6th grade reading level. How insulting! Your readers are smarter than that, and as long as you are writing a clear and concise message, you don’t feed them the bullcrap.
Self-editing can also allow you to better craft a clear message. Sometimes intention doesn’t always translate when you’re trying to find the words, but waiting a bit and coming back to the content piece will allow for some breathing room for your words.
Create a Clear, Concise Message
Writing for the web is hard. You have so many people with different purposes visiting content online and consuming it. The only thing all of them have in common is they don’t have the patience or the attention span to read through a detailed novel. Clarity is first and foremost what you need to accomplish when generating digital content.
People don’t have time to wade through repetitive nonsense or a sea of adjectives. Think about the tactics that Homer used when writing The Iliad and do the complete opposite of that.
Personify Your Brand
In order to curate a distinctive tone, one of the easiest tricks to use is to personify your brand. In other words, if your brand was a person, would it be male or female? How old with he or she be? What kind of hobbies would he or she have? What would be his or her primary values? What personality traits are prominent? These are the same tactics many marketers and advertisers use to define an audience, but it is also helpful when developing a voice for your brand.
By thinking of your brand as more of an individual, you can create how you want other individuals to think of your brand, and create a distinctive tone that allows the content to stay consistent, no matter who is writing it.
Know Your Industry
Do you know that old ad agency saying: Know Your Audience? Well, we have another one for you: Know Your Industry. By understanding how your brand fits in within its own market, you can understand how you should be generating your content. If your brand is striving for growth, start to look at other potential competitors in your particular vertical to see what type of content they’re writing. Is it newsworthy, industry updates? Are they consumer education pieces? Do they take a more salesy approach?
Know where you fit in as a brand to your particular vertical, and make sure that your content is competitive.
Measure Your Success
Looking at Google Analytics to see how your content is performing is not only helpful, it’s a necessity. If you’re just getting started at creating content for your brand, try a couple of different voices and types of content out in the beginning. Make sure you distribute your content in the right places to get some eyes on it. That way, you can measure what elements are more successful than others. Listen, we get it. Blog writing can be time-consuming, and when you throw in factors like creating a brand voice, optimization, distribution, education, it can be overwhelming. That’s why The Contentinators®, an Epic Content Marketing agency can create incredible blogs for your brand that are optimized and ready to go. All you have to do is hit publish. Take a look at our blog writing packages, and contact us for more information.