Have you ever met a radio broadcaster, and been surprised by the way they look in real life?
On the airwaves, their tone of voice, vocal delivery and “way with words” often paints a picture of a larger than life character. When you meet them in person, it is disappointing when your mental image is a far cry from reality.
In many ways, a digital marketer’s voice is made up of the articles, web pages and blogs they publish online. Websites, social media and even print marketing materials are often the first impression a client or prospect has of a company. To initiate positive, professional relationship before meeting in real life, your marketing voice needs to convey:
- Imagination or innovation
- Ease of doing business
- Value for investment of time and money
There are many more characteristics you could add to the list above, though these are a good start.
Why Writing Matters
Much like an elevator pitch, a single social media post, whitepaper or blog article is the catalyst for a lucrative business relationship - or, not. Your content isn’t just words on the screen, it is a moment of truth.
Taking the time to prepare, compose, revise and edit your marketing content is important. Beyond writing your material, styling and formatting it for your audience is critical. Tools like Atomic Writer are helpful to assess your content in terms of:
- Sentence and paragraph structure
- Audience appropriateness
- Quality of headlines
Just like listening to your favorite newscaster or morning radio personality, you want to write in a tone which is at once conversational, sincere, and focused. Deliver your message with clarity, at a pace which is engaging and a level of emotion which suits the subject matter.
The ability to write effectively provides opportunities to reuse content marketing assets. Have an e-book or whitepaper which has delivered high conversion rates? Revise elements of longer form content into multi-part blogs. Transform a press release into a web page or article.
Has a competitor been out-ranking you on some strategic keywords phrases or topics? Put together some optimized, shareworthy blogs to catch the eyes of your audience.
Write from the Heart and Mind
If you write in a “voice” which is not your own, you could lose credibility if people meet you in the physical or digital world and the message isn’t consistent. If your social media chatter, or discussions on Blab or Periscope sound provide entirely different context, you could be jeopardizing your credibility.
Being yourself in your writing is as important as writing for your audience. Write in short sentences, with minimal jargon. Set your writing goals to build relationships, not sell products or services.
Picture yourself sitting in a coffee shop with a customer who sincerely wants to get to know you, and your company better. Before you start writing, create a persona profile for them. Give them a name, a family, and a personality. You can record a conversation you might have with them, and then wordsmith what you wanted to convey.
Write for People, SEO Will Take Care of Itself
If you spend a lot of time and energy writing for Google or Bing, you will optimize yourself out of a post which your readers will want to share with their peers. Follow some basic SEO rules of thumb, but write for warm blooded, inspiration seeking, decision making humans.
Don’t forget calls to action! People like to be told how to engage you further when they finish reading your content.
There are many great resources on the internet and in colleges and universities to help you write effectively. Do your best to create quality content which will connect with your clients and community. Review the content with Atomic Writer, and have a friend read it as well.
Do you know other reasons why marketers must be effective writers? Tell us about it in the comments section below! Try running some of your content through the Atomic Editor Lite, and see how your messaging is resonating with your clients!
About The Author:
Mark Burdon is a technology professional based in Barrie, Ontario. He has worked in sales and marketing for companies including IBM, Open Text and most recently The Portal Connector for Microsoft Dynamics CRM .Mark has provided B2B content marketing services to companies including Intuit, HireVue, and gShift . He is a freelance writer with Cloudworker Solutions. Follow him on Twitter: @mark_burdon