How Important Is Content Voicing?
Writing content that works means more than creating content that checks the right boxes. It’s about more than getting specific details into the content or answering questions that your readers probably have. Don’t take this the wrong way; those things are very important. They always have been and they always will be. But you have to go beyond this and consider the tone and voicing that you use while creating this content. It can be different from one brand to another, and a voice or style that works wonders for one brand may not work at all for a different brand. If you’ve never considered any of this before, it’s time to start thinking about the impact your content is already having on your readers.
It Helps to Define Your Brand
First and foremost, the voice that you choose needs to be part of your brand identity. It works along with everything else — your logo, color scheme and other stylistic choices — to show people who you are as a company. You get to define how they see you, and every single sentence that you post on your site, your blog or your social media profile goes into this effort.
For instance, perhaps you run a law firm that takes financial criminal cases. You want the tone to be professional and aggressive so that readers can see that you take this seriously, you’re highly educated and you will fight for their rights. You may never use contractions, for example, and you may have in-depth content that requires a high reading level. You want to be seen as prestigious and successful because that’s why your clients pick you.
On the other hand, you may run an indoor rock climbing gym in Texas. You just want it to be fun. You settle on a conversational, carefree style. You use contractions and sentence fragments constantly. You want people to feel like they’re chatting with you at the base of a route. This helps your brand because the gym is then seen as a friendly, inclusive place where people can come have an experience they crave. Your voicing helps build this image.
It Helps to Connect with Your Audience
All that said, you have to think about your audience and write in a way that connects with them. It’s not just about your branding and your image, but about what they get out of the experience.
As noted above, you may take a sophisticated, professional tone for financial crime cases, on account of the fact that your audience is affluent and well-educated. But what if you take DUI cases, instead? Your clients could be all over the board. They could be any age or any gender. Some may be well-educated, while others may have virtually no education. In that case, you may need to tone down some of your content so that it is simple and accessible to everyone. Don’t let your own vision for your brand get in the way of meeting your clients where they are.
We Can Help with the Content You Need
If you’re looking for new content or a rebrand, we can help. Contact us today to find out how our team can create content that is perfect for your company.
