Content marketing tip #7: How to adopt an adequate style in your content marketing strategy

bysmartketeer

6.8K followers

Updated 6 years ago

In the previous tips I was talking about content types, content formats and content structure. Today I'm going to share with you a few words about another very important factor: the style ...

The question is this:

How to adopt an adequate style in your content marketing strategy?

So, most likely you are targeting a specific group of people who are interested in your content. When picking your target audience you should choose as narrow and small a group as possible which is still large enough to achieve your business goals.

Now, an essential part of a successful marketing strategy involves knowing your customers, and it’s very important to understand that a market or market segment isn’t just a type of person. What I am trying to say here: you’ll have to outline at least a general audience profile to describe and understand your customers. If you are focusing on lead generation and/or sales, you’ll have to make a step even further to create specific customer profiles, the so-called buyer personas. Knowing your audience is always important for a business, but in content marketing is literally vital for your success. If you don’t know them, you wont be able to create the perfect content for them. Period.

When you are targeting a specific group of people, you’ll have to adopt a specific voice, tone and language to get your message across. To put it simply: knowing your customers will help you to define a unique brand style which eventually will give you the opportunity to stand out from the noise and to engage your audience much more efficiently.

As I already mentioned, your style will be defined by three main characteristics:

• Brand voice; essentially, it’s the “feeling” that you will want your content to convey. Depending on your main audience group you can be educational, professional, authoritative, conversational, academic, etc.

• Brand tone; nothing else, but the way that your content will sound. It may sound scientific, formal, honest, amicable, direct, humorous, serious, etc.

• Brand language; it is what it is, the language in which your content is presented. And no, I am not talking about writing in English or Japanese, I am talking about being talkative, jargon-y, easy-to-digest, complicated, austere, etc.

Defining your own unique style is incredibly important for your content marketing success. Also, consistently applying it in your content creation process – and of course, through different communication channels – will help you to establish yourself as an authority and to increase your brand awareness.