Content Marketing: 3 steps to find your brand's voice
Posted: Sun Jan 19, 2025 4:55 am
If someone finds your content on a search engine, will they quickly associate it with your company or website? When your digital marketing strategy is weak and you haven't built your brand's voice, this response is very likely to be negative. But there are three important steps that will help you change that scenario.
First, it is important to understand that this voice must be clear and close. Forget rigid and structured messages, because the market is invaded by them. Insisting on “ We are a leading company, with vast experience and a permanent commitment to our clients ” only feeds the institutional ego and stops adding value to the target audience.
So what to do?
1. Create a representative network of your content
It's not about conducting an audit , but rather about collecting the type of information you've shared through your website and social media as part of your Content Marketing strategy. For example, videos, lead magnets, graphics, infographics, etc.
Next, take a critical look and find your unique pieces. Which of those elements differentiate you from your competitors? Separate them from those that don't meet that characteristic and place them on a board for better visualization. From there you will have to obtain the voice that will personify your brand.
2. Describe that voice in three words
Now you'll need to go into more detail with your selection above. As the Content Marketing Institute suggests, discuss common themes across all of those pieces , working with content creators and brand owners. Next, think abo czech republic mobile phone number list ut what three adjectives would define the brand: authentic? friendly? irreverent? Then, establish how those characteristics appear in the type of content you're creating.
With these objectives in mind, it is time to illustrate a voice chart, specifying what to do and what not to do, according to each of the characteristics. For example, if we focus on an “irreverent” voice, in the “Do” column you can specify that your own, fun illustrations will be used.
3. Keep a continuous review
Changes are an unavoidable component in Digital Marketing and, therefore, it is essential that you update the voice table as the brand and the competition evolve. The Content Marketing Institute recommends doing a quarterly review, but logically it is a period that each company must adjust according to its nature and requirements.
This step will help you evaluate the performance of your voice attributes and refine where necessary. You may find that irreverence is no longer working as well as it used to, or that friendliness needs to be boosted more.
Finding a brand's voice is certainly one of the most complex tasks in Content Marketing , but doing so allows you to build trust and gain competitiveness. The important thing is that you select the right words to stand out, seduce the user and achieve a closer relationship.
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First, it is important to understand that this voice must be clear and close. Forget rigid and structured messages, because the market is invaded by them. Insisting on “ We are a leading company, with vast experience and a permanent commitment to our clients ” only feeds the institutional ego and stops adding value to the target audience.
So what to do?
1. Create a representative network of your content
It's not about conducting an audit , but rather about collecting the type of information you've shared through your website and social media as part of your Content Marketing strategy. For example, videos, lead magnets, graphics, infographics, etc.
Next, take a critical look and find your unique pieces. Which of those elements differentiate you from your competitors? Separate them from those that don't meet that characteristic and place them on a board for better visualization. From there you will have to obtain the voice that will personify your brand.
2. Describe that voice in three words
Now you'll need to go into more detail with your selection above. As the Content Marketing Institute suggests, discuss common themes across all of those pieces , working with content creators and brand owners. Next, think abo czech republic mobile phone number list ut what three adjectives would define the brand: authentic? friendly? irreverent? Then, establish how those characteristics appear in the type of content you're creating.
With these objectives in mind, it is time to illustrate a voice chart, specifying what to do and what not to do, according to each of the characteristics. For example, if we focus on an “irreverent” voice, in the “Do” column you can specify that your own, fun illustrations will be used.
3. Keep a continuous review
Changes are an unavoidable component in Digital Marketing and, therefore, it is essential that you update the voice table as the brand and the competition evolve. The Content Marketing Institute recommends doing a quarterly review, but logically it is a period that each company must adjust according to its nature and requirements.
This step will help you evaluate the performance of your voice attributes and refine where necessary. You may find that irreverence is no longer working as well as it used to, or that friendliness needs to be boosted more.
Finding a brand's voice is certainly one of the most complex tasks in Content Marketing , but doing so allows you to build trust and gain competitiveness. The important thing is that you select the right words to stand out, seduce the user and achieve a closer relationship.
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