Have you ever read a text, and interpreted it incorrectly because you misunderstood the tone? Unfortunately, it's easy to miss the intended message when it's in written form, and marketers must be aware of and mindful of this when creating content.
Here are five valuable points to incorporate when building your content's voice for maximum impact.
Let's count them down:
Number 5: Keep it simple, silly! Too often, writers decide long words and difficult to digest descriptions make them sound scholarly and the piece sound knowledgeable. Well, stop it! This type of writing turns readers off. Clarity and simplicity are underrated when it comes to content creation. Even high level content needs to be informative and easy to digest. Always opt for short, clear words and phrases to get your point across. Remember this quote from Albert Einstein:
"If you can't explain it simply, you don't understand it well enough."
Number 4: Strive for consistency. A content strategy hinges on your branding. Does your tone always match your brand? If your aim is to show innovation, your voice should be modern and edgy. If your goal is to evoke trust, use an educated, informative voice. Think about your brand before and during the creation of every piece of content.
Number 3: Build from your main message. In addition to consistency, marketers must remain loyal to their basic message. Consider your company's core values to create a valid, relevant voice. Content that shares your message and imparts how your product or service fills your audience's need increases engagement and conversion rates. On the other hand, disjointed messages confuse your readers, and run the risk of losing their attention.
Number 2: Be real. While this sounds like advice a mother would give her fifteen year old daughter, it benefits all of us. People do business with other people. Your audience is made up of regular people seeking information that educates them and/or helps them address a real world pain point. Stilted, formal text and complex sentence structure aren't nearly as inviting as a friendly, educated tone.
I saved the best, most important point, for last. Remember this point above all others.
Number 1: Avoid overly promotional, sales-y language. This is a rampant mistake made by marketers every day. Some writers can't resist the temptation to turn an informative piece of content into a sales flier. Just say no! Not only does this decrease your connection to your audience, it damages your relationship with them by breaking their trust. They were reading your content to gain information and knowledge, not to deal with a "hard sell." Keep your tone informative and educated, free of pushy, promotional tactics. Trust me, if you employ valuable content and lead them through the sales funnel with strategic calls-to-action, your audience will end up buying from you.
With regard to content creation, a company's tone of voice is essential in conveying a compelling message, connecting with targeted buyers, and remaining true to brand. Keeping these five points in mind before and during content creation reduces the chance of missing key, profitable lead conversions.
Are you prepared to effectively utilize your brand's voice to share your content? If you need assistance with this, or reaching other inbound marketing goals, contact us at 419.629.0080 today to consult with one of our highly experienced digital marketers.
