Getting Your Voice Right in Content Marketing
If you have one person per voice, that becomes easier. For example, on this blog, I'm the snarky irreverent one with the outsider's perspective. Kelly is the measured voice of reason who comments on the juxtaposition of marketing and design. Mel is the creative guy, Ken is the experienced CEO who talks about the company's vision and highbrow stuff like that.
But I don't bring the snark to work when I'm writing an email announcement to our customers: then I put on the more professional "company" voice. So if you're one person working on different pieces of content that require different tones of voice, spend a few minutes when you begin writing putting yourself into that persona.
Step three: edit out anything inconsistent with your brand voice.
But writing within a persona is tricky, and sometimes you won't get it right in one go. This is when it's important to distance yourself from the piece and come back to it with a fresh perspective. Then review it with a critical eye towards the tone of voice. Think back to step one and the characteristics of your brand voice: is what you've written consistent with it?
If you have someone to review your work, or if you're editing someone else's work, it's a bit easier. Kelly has sometimes pulled me back from being profane, and I've warned her when I think she's encroaching on my turf by being snarky herself. But don't edit out the edginess: that's what makes your voice unique.
How do you make sure you're using a consistent voice in your marketing?