Content marketing primarily consists of creating lots of different types of content, then promoting it online via as many means as you can, such as social media sharing, pay per click (PPC) marketing, search engine optimization (SEO) and more. In my opinion every single business should be using content marketing because it’s a really great way to get the word out about your services and productions in a natural, organic way. However, it’s important to figure out who you are, what your point of view is so that you can create better more coherent content with a professional voice for your content marketing.
Figure Out Your Values
What is it that you want to say? What is it that you feel is important? Do you want your business to be a beacon of light to your audience, shining down on them, creating joy and happiness? Do you want your business to be a wake-up call and teach lessons for your audience? What do you want your audience to think about when they think of your brand?
Content Marketing Is All About Getting to Know Your Audience
Marketing is all about what’s in it for them the customer, not what’s in it for you the business. If you can remember that, for every piece of content you create, you’ll be more than half way there. Every story you tell, be it through an article you write, a video, or a press release, should all be focused with the audience in mind. The best way to do that is truly understand who your audience is by studying them and immersing yourself in everything there is to know about them. How best you speak to your audience will be directly related to how well you know your target audience.
Identify the Value You Offer Your Target Audience
Depending on your service or products, there is some type of value that you are offering such as more time, less worry, or another intrinsic value. Your value might be tangible as well, but usually your value lies in how you solve your audience’s problems and issues. For instance, you might think I sell websites, I don’t I sell the leads, the revenue, the costs savings and the customers these bring.
Differentiate Your Business from your Competitors
How are you going to stand out from the crowd and get noticed? One of the ways to do that is to decide how you’ll express your values to your audience. How will you deliver the goods and services that you’ve promised? How will you provide more time, more health, more of whatever value your company offers while also sticking to and expressing your values?
Decide If Your Voice Is Formal or Casual
Once you combine all of the above, you will need to decide if your audience will respond better to a casual or formal voice (or someplace in between). How you speak to your target audience is a very important factor if your content marketing will engage your audience.
Determine Acceptable Lingo and Terms
Once you’ve decided whether your voice is casual or formal or someplace in the middle, you can come up with the type of terms and lingo you’ll use throughout your content marketing, regardless of format. For example: Formal – “I would like to inform you about a sale we are having during Memorial Weekend.” Casual – “Hey all! Check out my Memorial Weekend price cuts!”
Create Documentation as a Guide
Whether you’ll be creating all the content yourself, or getting help, creating documentation to guide you through the process will help. Be specific about which font to use. Write down the type of words you want to use, too. The terminology, lingo and jargon is important because it will mean something to your audience and help you get your message across in a way it will produce the results you desire.
Just be Yourself, Don’t Try to Be Someone You’re Not
The worst thing you can do as you’re creating and developing your voice is to try to be someone you’re not. If you are not generally formal, don’t even try to be formal. If you’d 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 market to them in a successful way using content.
Content marketing is the most effective form of marketing today, finding your voice will help make everything easier. You’ll be able to not only create content easier, you’ll also have a guide to help keep it consistent across all marketing channels and you’ll engage your audience better and your conversion rates will increase.
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 target audience actually is. That can only make everything better and more effective.