What is connection between Content and Media? Crafting the perfect voice for your online brand is hard work. That’s no reason to shy away from it though. Because nailing the tough bits of online marketing is your best shot at edging out the SEO competition.
Your digital voice is the bridge between you and your audience. An opportunity to show your individuality and stand out from the crowd. A chance to strike a chord with your target persona. Speak to them in a voice they can relate to, with a tone that says “you came to the right place,” and they’ll keep coming back for more.
The hard work pays off. You don’t want to wing it when it comes to defining your online voice. It’s something you should plan out from the start. And here are a few pointers to get you going.
#1: Know your audience
The first step in every marketing effort is to know exactly who you’re aiming for. You can never know too much about your target audience. You put all this effort into content marketing to build a personal relationship with long-term customers. So you need to relate to them on a personal level.
Which means a tone of voice they can relate to. A voice that speaks their language and promises to make their day (or even life) better in some way.
Pinpoint exactly who your target is and imagine them asking the same cynical question. “What’s in it for me?” Know who they are and what they want, need or crave the most – then create the voice of a brand that has it in abundance.
#2: Know yourself
Knowing yourself isn’t about you. This is where many businesses go wrong. It’s about knowing what you can offer your audience that nobody else can. Because that’s all they care about. Nobody wants to hear about your USP. They don’t care and they certainly don’t want you to tell them what it is.
Time for your voice to speak up. You know what makes your brand unique and the way to communicate that is with original content. Don’t tell your audience, show them.
Sharpie is a great example. You might think marker pens would have a tough time in a digital world. But the pen manufacturer has a powerful online brand – driven by a strong voice and social media presence. Take a look at Sharpie’s Facebook and Instagram pages for a look at how brand voice and visual content can engage audiences.
#3: Varied, valuable content – same voice
Once you find your voice it’s time to tell the world about your brand. Consistency is key and you want to make sure your voice shines through every bit of content. Easy enough when you only have one content creator.
If you have a team of copywriters, their individual styles need to sit back and let the brand voice speak up. Put together a style guide for present and future content creators. This acts as a reference for tone and style, as well as ambiguous grammar rules, or encouraged and forbidden words. And finally you want an editor. Someone who can remove any inconsistencies and make the final touches to perfect your brand voice.