{"id":41785,"date":"2020-09-24T10:00:12","date_gmt":"2020-09-24T17:00:12","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/brand-voice-content\/"},"modified":"2024-11-15T09:29:19","modified_gmt":"2024-11-15T16:29:19","slug":"brand-voice-content","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/brand-voice-content\/","title":{"rendered":"Encompass Your Brand Voice to Make Your Content Richer"},"content":{"rendered":"

The\u00a0long-form content trend continues. Over the past five years, content marketing teams across an extensive range of industries have been steadily decreasing the production of short articles (300-600 words) and\u00a0increasing the production of long-form articles<\/a>\u00a0(1,500+ words). We live in a world now where 3,000+ words are becoming commonplace.<\/p>\n

Just because content is getting longer doesn\u2019t mean it\u2019s getting better. And, that\u2019s potentially a huge problem for your content marketing team and your audience. Your budget has been spent… your team\u2019s time and energy have been spent as well. Then, you\u2019re asking your audience to make a bigger time investment to consume long-form content.<\/p>\n

If you expect prospects and customers to give you even more of their attention, you need to make it worth their investment. Which means your content marketing team needs to give more as well.<\/p>\n

What\u2019s missing from all of that seemingly amazing long-form content you\u2019re producing? More voices. Thinking of a consistent brand voice isn\u2019t enough anymore. Your content should bring a sense of fulfillment, and in some way, enrich people\u2019s lives. To do that, you need to capture all aspects of your brand voice to make your content richer.<\/p>\n

\"Brand<\/p>\n

From brand guidelines to impactful content<\/h2>\n

Brand consistency is delivered to your audience through messaging, which is why we have key assets like brand guidelines that cover important details like tone and personality. Equally important are the voices of the people who create that content, those unbeatable emotions and insights that can only come from the human experience.<\/p>\n

Brand guidelines<\/a>\u00a0are all about uniform fonts and grammar styles, and examples of \u201csay it this way, but not this way.\u201d What about unifying the brand voice as part of your brand consistency efforts? Being that the ultimate goal of brand consistency is increasing brand recognition, your content needs to have a strong voice… and that voice should be recognizable.<\/p>\n

When the brand voice is first defined, a lot of great messaging work happens here. The discovery process is in-depth, involving interviews with customers and team members outside the marketing inner circle. Because the brand voice is so critically foundational, multiple sources come together to infuse their voices into the messaging framework.<\/p>\n

Content tends to lose its impact over time as the team moves further and further away from this collaborative exercise. The content marketing team is cranking out content, so they retreat to their inner circle (aka silo) to create content based upon their interpretation of the brand guidelines \u2014 and their interpretation of the product or service. When your team is busy producing content at an expected clip, the brand voice gets lost in hurried translation.<\/p>\n

Now is as good a time as any to:<\/p>\n