Content Marketing in London is enjoying a fashionable status at the moment. It’s all about great social content, blogs, articles, infographics, viral video, quizzes, games – the list of branded content opportunities is endless right now. And good on you guys who are putting it out there. But we want to hark back to that age-old cliche: Any decent Content Marketing agency would agree – it’s not what you say but how you say it.
Cliches are so for a reason: they’re usually true.
Why should you care about a consistent tone of voice in your branded content? Well, it instills trust in your audience for one. If people feel familiar and comfortable with your style, they are more likely to convert. If people can distinguish your content from your competitors, you are onto a winner. It’s also a great way to show the personality behind your brand, which is really important in otherwise staid industries.
Hiring a bunch of independent freelancers to get your name out there in the content world is great stuff – However, the first rule of content strategy is to maintain consistency. This is especially true if your content writing is a team effort. In the same way that a successful chef doesn’t let dishes on their menu until they are confident that it fits in with their ethos, same goes for your content. You may have a team of talented content creators at your disposal. But if they’re all stabbing in the dark in terms of your core values, the disjointedness is going to show.
The practice of recording and documenting your brand’s voice is an interesting and worthwhile task in itself. It really helps you to hone in on what’s unique about your business. Simply thinking about key words you want your audience to associate with you or nailing down why someone should do business with you is a great place to start.
If you’re looking for the ultimate inspiration, MailChimp’s wonderful content style guide is about as concise as they get.