Starting a business involves juggling a lot of tasks. You’re responsible for launching a brand, marketing a business, handling taxes, creating content… the list goes on and on.
But one of the most common and overlooked parts about writing content is your brand voice.
As a business owner, you’re responsible for creating content for advertisements, blog posts, web pages, newsletters… anything your business requires. But unless you have a brand voice, your content won’t be effective.One of the most overlooked parts of writing content is taking time to develop your brand voice.Click To Tweet
Copywriting is the art of writing marketing materials for your brand and business, but without a brand voice, your content is likely to fall flat. Using your brand voice is what allows you to write content that engages your audience, fosters community and builds your brand.
In today’s post, I’m talking about the top five reasons why having a brand voice helps you write better, more effective content.
Let’s get started!
Why Your Brand Voice Leads to More Effective Content
1. It’s part of your brand.
This may come as a surprise, but a brand goes a lot further than your logo and graphics. Your brand voice plays a huge role in your branding.
Branding is how your business is perceived. It’s the overall experience your target audience has when interacting with your business, whether they’re purchasing a product, visiting your website, interacting with your social media or anything in between.
A brand voice is the intentional use of words that represent and promote your brand. It helps people understand the type of business you have and who your target audience is.
It’s a vital part of fostering community around your business. So it’s something you want to have established before you ever start writing blog posts, newsletters, social media captions or emails to potential clients. You need to hone in on the way your target audience speaks and use that same language in your content.
2. You need it to develop the “Know, Like and Trust” factor.
The know, like, and trust factor is a marketing technique that focuses on building relationships with your target audience. This idea comes from the book “Endless Referrals” by Bob Burg, where he says “all things being equal, people do business with, and refer business to people they know, like and trust”.
The technique is pretty simple to understand but can be a little harder to implement.
When starting a business, we want to sell-sell-sell. The problem is people don’t want to be sold to. In today’s digital age, people are starving for interaction and friendship. The know, like and trust marketing technique puts the focus on building genuine relationships with your target audience that goes beyond just selling them your product or service.
But in order for them to know, like, and trust you, they have to get to know you. And your brand voice is an essential part of that process. It helps you highlight your brand’s personality and speak directly to your target audience.5 Reasons Why Having a Brand Voice Leads to More Effective Content - A guest post from @jpd_tweetsClick To Tweet
3. It helps you write more audience-focused content.
Have you ever had a sales page stop you in your tracks? You know the one that calls out to you, speaks to your needs and pinpoints exactly what you’re looking for? Well, that’s the power of high-quality copy focused on your audience.
“Persuasive copy is about understanding the needs of your target audience and carefully crafting a message that triggers the right emotions and convinces them to take action.” – Source
Having an established brand voice helps you write more engaging headlines, call-to-actions, and sales pages. You understand how to highlight the benefits of your products to create copy that’s positive and persuasive.
Writing copy that speaks to your readers like that takes practice. And when you don’t know who your brand is, it’s much more difficult to write copy, especially sales copy. Your brand voice allows you to craft a message that resonates with them.
4. It makes your content marketing more effective.
The Content Marketing Institute defines content marketing as the intentional creation and promotion of useful, valuable and relatable content.
Content marketing is designed to promote your target audience to take action, like signing up for your newsletter, following you on Instagram or purchasing your product or service. And “content marketing generates over three times as many leads as outbound marketing and costs 62% less.” – Source
So what does that really mean? Content marketing is creating valuable content (aka: blog posts, newsletters, captions, etc.) that your target audience finds useful. The key is putting it in terms they understand.
But content marketing takes a significant amount of time, which is one of your most valuable resources. It takes time to do research, write the content and then promote it. So if you’re writing content with no personality, it’s not an effective use of your time. Investing in your brand voice allows you to write higher-quality content for your audience.Content marketing is creating valuable content your audience finds useful. The key is putting it in terms they understand.Click To Tweet
5. It helps improve your SEO.
SEO, or search engine optimization, is the intentional development of website improvements that increase your business’s visibility in search engines.
Depending on your website platform, there are a few things you can do to improve your website’s SEO. You can include image descriptions, site descriptions and incorporate helpful plug-ins…but the best thing you can do for your website’s SEO is to have keyword-rich content on your website.
The Google bots search your website for content and references, so when similar words and phrases continue to appear, Google knows how to categorize your site and when to include you in search results. Incorporating keywords in your site content and making sure the content is properly formatted is an easy way to make sure the Google bots are finding your content.
SEO is how people organically find you through Google searches, which makes SEO crucial for small business owners. If you don’t know your brand voice, it’s harder to make sure the keywords you’re using are what your audience is searching for.
Your brand voice is an essential part of your business and not taking the time to figure it out means you’re missing out on opportunities to engage, build relationships and foster a community with your audience.
Are you using your brand voice to write effective content?
About the Author
Jordan Prindle is the designer at Jordan Prindle | Designs. She designs brands and websites for small businesses with big dreams and helps you reach those big don’t-say-out-loud goals.