Judging by the lack of comments on my definition of content I am going to assume that most readers are content with my definition of content (again see what I did there!). For those who didn’t get a chance to read my last post, I suggest starting there.
Now that we have an idea of what content is its time for us to begin cultivation of information into content. Before relaying of the message can begin, however, you must do as all babies do before speaking, find your voice. Granted that last comparison was cheesy it is very comparable. Before you can begin speaking about your specific content you need to decide how you are going to proceed with conveying it.
Consider this example. Let’s say you are going to purchase a car, a salesperson and your best friend will speak about the same vehicle in very different lights dependant on their motivation. While a salesperson will work to get those keys in your hand by giving you all of the cars ‘specs’ your best friend will most likely give you a very frank response based on their opinion. Both the salesperson and your best friend’s ‘voices’ are based on the content they are looking to convey.
Knowing your voice ahead of time is a great way to begin content outreach in a positive way, however, there is one caveat to choosing a voice. Once you chose a way in which to convey your content it is imperative to stick to that voice in order to stay consistent and avoid losing any ground gained from a specific voice.
Skittles, from the very beginning of their content out reach, has stayed with a more ridiculous voice and it has thus far worked for their brand. Keeping that connection between your voice and your content consistent will ensure that your target audience stays where it is and avoids the risk of alienating potential content receivers.
Have you encountered any voices that didn’t match their brands? What is your favorite voice? Please leave comments below!