A few years ago, I was responsible to present a large marketing strategy to a manager. My team and I prepared a script that went about the same way:
“In the third quarter we deliver a uniform editorial calendar. The topic strengthens the most important pain points of the audience. We will increase paid media investments to use this series in integrated campaigns.”
It sounded so impressive in my head, but the manager just wanted clarity. She asked, “So what exactly is it? A blog series that we paid for paid?”
Oops.
At that moment I realized that the words I used was all wrong. I didn’t just do that in meetings. I also adopted this voice in all the contents of the brand that I created.
I call this “content voice” filled with jargon. And since this meeting I have been on the mission to stop its distribution – both in my work and in other brands. Let us bred exactly what the content voice means and how you can avoid it, along with some real examples of brands that do it right.
Table of contents
What is the content voice?
The content is when brands in the content they create for your audience use a fancy jargon instead of simply communicating. This is how it looks like Irl.
When I posted around Content voice on LinkedInMy comment area exploded with people who knew exactly what I meant. Content Voice says “use” or “lever” instead of “use”. They are customers who read several paragraphs about what their product does, but still do not understand it. If you read something in content voice, you can recognize the marketing content so that it feels less personal and valuable.
In my experience, it is a much better bet to speak in your regular, non -content voice. It is crucial to stick to a clear, accessible voice for your brand to ensure that your internal and external stakeholders actually understand what you are talking about.
Instead of a complicated, inaccessible language, simply use the same words with which you would explain your idea to a friend about the coffee. I know that this may seem difficult, especially in B2B. But your customers will thank you for clearly explaining things.
At the end of the day we are all people, so don’t have to speak like a robot. Instead, simply use regular, specialist words and do your best to communicate as clearly (and as humanly as possible).
Your voice should feel like your own logo.
So you cut the entire jargon out of your style. This is just the first step. Goodbye, content voice. From there you have to build a branded voice that feels different in a sea of ​​equality.
Your branded voice should feel like an unforgettable and clear logo. Every time I interact with your brand, I should automatically recognize it from the words you use.
Your branded voice should be authentic for your offer and your audience. And it should include your social channels, blog content, company podcasts and newsletters. Ideally, I can say: “I would recognize this voice everywhere.”
5 tips for developing a strong and coherent branded voice
How do you actually develop such a voice? Here are some proven tips that help marketers develop a strong and coherent branded voice.
1. Listen to your understanding.
Especially as a junior marketer, I often assumed that communication was to sound wise. It didn’t matter if I had no idea what I spoke of as long as I sounded impressive.
In order to develop a branded voice that is clear and understandable, it is important to actually understand the topic. And that starts to listen to really listening. So if you ask managers or customers, ask many questions. Don’t be afraid to ask the same several times to obtain the information you need. As soon as you have really understood your answers, you can use this understanding to communicate more effectively.
2. Define niche terms.
In general, it is best to use a simple language that everyone can easily understand. But of course you cannot always avoid niche terms.
If an industry -specific term is required, it is okay to use it. Remember to define the term instead of assuming that everyone will already know what it means. You can define the same term in several content. Do not assume that everyone read everything you create.
3. Write to your audience.
Speaking like a normal person does not seem to be as counterintuitive, but I have found that sooner or later they will make a setback. Regardless of whether it is an overzealous colleague or an old-fashioned manager, it is not unusual that marketers have to do with people who try to work on their work to do more jargon-y.
If and when that happens, it is important to serve as a lawyer for your audience. Of course, this conversation can be uncomfortable (all the more if it is with your boss or someone who has a lot more experience than you). However, if you explain that you only try to make the content as clear as possible, you should be able to obtain the buy-in you need.
This applies in particular to global audience, many of whom speak a different language in a virtual language. In any case, these people will appreciate it if they avoid a specimen filled with jargon.
4. Use data to secure your approach.
I bet you can also find data to support the advantages of this approach.
The most important key figures that are most important depend on your unique industry and business context, but check whether you will find evidence that the use of a regular voice is more time to lead to higher conversion rates and other valuable improvements. In general, if you test regular voice vs. content voice website headings or copies of landing page, the regular voice will win.
5. With a good example.
If you are in a leadership role, you should be proactive about your brand’s voice and tone. After all, junior authors and editors will emulate them. If you use pompous, confusing language, you will receive the message that it is success. But when they speak like a normal person, people will of course follow their leadership.
Also make sure that you praise marketers for the use of a clear language. When checking your content, always pay attention to simplification options. You can also formalize brand language guidelines and expressly encourage people to avoid corporate jargon and prioritize accessibility. But of course people will only follow these rules if they also see that their leaders stay on them.
Even if you are not in a leadership role, you can go ahead with a good example and make pressure in your company for a clearer language.
Examples of a strong branded voice
What does that look like in practice? Here are some examples of brands that use a strong, clear voice without preserving.
MailChimp: beat the balance between business and pleasure
B2B brands have a hard mission. They must be different and have personality while selling technical solutions. How can you possibly present a B2B offer without a jargon? Mailchimp finds a way.
The e -mail marketing and automation platform creates the right balance between helpful content and mood. His instructions give real steps with which marketers can create effective email campaigns and at the same time keep jargon to a minimum.
In social, MailChimp continues to lead with value, as in her LinkedIn carouselers, which offer deep but short knowledge for the audience.
The Hustle: The NO-BS approach for business operations
Newsletter The Hustle offers business news without a content. The publication offers a “no-BS source for the most important business stories”.
All contents of the brand – from social media posts to the newsletter itself – have the same talent. The personality of the brand also seems to be in its subject lines with the header such as “Why everyone is suddenly obsessed with pickleball”.
I see something powerful in my inbox and want to click through. And as soon as I arrive the content, I know that I don’t need a MBA to understand it.
Canva: Keep the product entertaining, front and in the middle
When I think of graphic design, I think that creativity, fun and the search for clever opportunities to present a product. Canva captures this spirit. Instead of dealing with the content voice, the brand has a simple and informal tone. There is no mention of features in the weapons. Canva only lets the product speak.
This approach is everywhere in the copy of the brand, regardless of whether this is due to LinkedIn or advertising boards.
When it comes to brand voices, it is easier better.
At the end of the day I learned that it is almost always better. While niche terms have their place, it tends to follow up when you attract a unusual “content voice”: instead of sounding smartly, just sound as if you are something complicated.
Instead, I always recommend that marketers concentrate on clarity. This means using simple words and prioritism. And if you have doubts, just try to sound like a person.