Content that Speaks For You

How to's  |  Dec 07

When many of us hear the term “content”, we think copy, or images and videos. Then there are those of us who hear the word content and think nothing at all. Whether you go with the former or the latter the good news is content is on your mind.

Even with great products and great service, a business can only be as successful as the content it uses to attract customers and create brand advocates. This is when having content that speaks for you comes into play.

In order to create content that speaks for your brand, you have to know what it is you want your brand to convey.
To do this, you have to have a clear idea of what your brand is, what it is your brand offers and have a clear, consistent content strategy to develop purposeful content.

Creating content that speaks for you relies heavily on your brand tone and brand voice. When used together, these determine the manner in which you speak to your audience.

So, what’s the difference between brand tone and brand voice?
Your brand tone is how you speak to your audience. This determines what messages you will use when engaging with your audience.

Is your brand tone short and matter of fact, are you causal, friendly? Or are your messages filled with sarcasm and edgy jokes?

Whichever of these best represents the way you generally engage with clients is your brand tone.   

Brand voice, on the other hand, is a little more in depth.

When you think of brand voice, you first have to consider the audience you want to attract. Once you have a clear idea of who your audience is you can create a brand personality that dictates your brand’s voice.

Be sure to consider which voice your audience would be most receptive to, in addition to the brand voice of your competitors.
Should your brand voice be warm and inviting? Is it passionate? Is it educational?

For example, Apple generally takes on an enticing, yet passionate voice. Then, they take that same passionate voice and use a casual tone to attract a more laid back audience.
Samsung, on the other hand, uses a more detailed, educational voice. They then pair that educational voice with a matter of fact like tone to attract a more technical audience.
Once you’ve created your brand tone and established your brand voice, you can now create a content guide that defines the keywords and phrases that people will use to identify your brand.

For example, Burger King uses the word King throughout their user-facing content in a way that resonates with its audience while branding their products in a consistent way.
McDonald’s, on the other hand, does the same thing with their user-facing content by adding “Mc” to most of their use-facing content.
These simple gestures make it so that even if their logo isn’t present, the simple mention of either “King” or “Mc” lets users know which brand they’re dealing with.

Whether you’re in the fast food industry, or something completely different, it is important to use words and phrases that users can instinctively connect to your brand without having to do any extra work.

Once you’ve established a brand voice and tone that your audience can easily use to identify your brand, you can create content that speaks for you without having to guess whether or not users will be receptive to it.

Here are a few questions you can ask yourself to help establish both your brand’s tone and voice:

1. Who is my target audience?
2. How do they normally speak?
3. What do I want them to do when they see my brand?
4. What is your audience most likely to respond to?
5. What should I say to get them to do business with me?

Once you’ve answered these questions, you’re well on your way to creating content that speaks for you. 
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