With the whole Internet buzzing about content marketing lately, it's no wonder that companies from Coca-Cola to smaller, local businesses are all putting aside a little extra of their marketing budget to online articles and web content articles.
And it's no wonder companies are investing in content marketing and outsourcing it. Also, 61% of consumers say they trust brands more that are publishing customized, unique content creation and are more willing to buy from that company. However, amidst all of that content and online articles, all businesses need to be able to differentiate themselves from the rest of the crowd.
Being able to have a "voice" in online content is a key factor for any business, because it helps you define yourself among the countless other articles out there which highlight the same kind of topics, or even keywords. Of course, being able to find that voice can be a little tricky when you don't know what kind of demographic you're targeting or how to present your content. Luckily, there are ways to help create a "company voice" that won't have your PR person running for the hills.
1. Define your target market
Like with any advertising campaign, you must first know who you are trying to sell to. You're probably thinking: "To all our customers, of course!" But, content marketing can be as segmented as any other form of marketing out there. Web content articles can cater to a wide audience, or different types of channels (Two business blogs for one company, for example) can have different kinds of content which focuses on a certain kind of customer.
Who do you want to grab the attention of? Of course, this depends on your company's target customers and how to properly segment them for customized content writing. For example, customers in the 18-25 age range will probably benefit from a blog that utilizes lots of sharing buttons and has content relevant to their lifestyle: college, transition from college to entry level work, socializing and sharing online, and so forth. See? It's not that hard!
2. Start creating the content
Once you have an idea of what kind of content you want to present, it's time to create it! Now, this step can sometimes be the hardest because for some writing can be a little challenging, or there's the possible Writer's Block. Being able to draft up a list of possible titles you would like to write, and their respective keywords, is a great start to custom written content. Or, you don't have to worry about content creation at all and outsource the entire project to a content creator or freelance writing service.
3. Don't be afraid to be different
You know Apple's advertising slogan "Think different"? Well, take that into consideration with your own web content articles! In order to build up brand loyalty and trust, you need to be comfortable with being different and having your own opinion on something. Shake things up a bit in your written content.
4. Keep it consistent
In today's age, one of the first experiences a customer is going to have with your brand is through the content it creates online, whether it is on a social networking site or the business blog or elsewhere. Wherever it may be, your voice needs to be consistent, but most especially in web content articles.
Written word is just as important as any other part of marketing, and that's not going to change anytime soon. Instead of blending in with the rest of the online content out there on the Internet, take charge and really give your brand some personality!
What company do you think has the best "voice" when it comes to written online content? How about the weakest?