getting your voice heard
TRANSCRIPT
Getting your voice heard…
The Content Paradox:
• Global content marketing exploding
• Multi-million pound industry
• Businesses working across all the channels and expanding internationally
…But how much of what you’re doing is actually being seen, read and heard?
The stats:• 3 out of 4 newspaper ads are never seen
• Over 70% of tweets never get read
• 77% of display ads are never seen
• Most websites are never visited at all
So where is it going wrong?
(…and how can you make it right?)
3 biggest pitfalls:
1. Inconsistent Tone of Voice
2. Content not tailored to your audience
3. Playing it safe
Pitfall number 1:
Inconsistent Tone of Voice
• Define your brand’s key characteristics (relate to company values, people, products, points of difference from competitors)
• Be consistent – everywhere(instantly recognisable, familiarity principle, trust, comfort)
• Make sure everyone’s on the same page (clear understanding, agency/ in-house, multiple authors)
TOV sense check:
• Does our audience care about tennis?
• Is there a natural link to what we do?
• Is it aligned with our brand values/ mission?
Pitfall number 2:
Content not tailored to your audience
• Customer needs vs. marketing messages (connections, ask WHY?, use insight, make relevant, ‘so what’ )
• Benefits NOT features (tap into feeling, use insight, be single-minded, emphasize everything = nothing)
Pitfall number 3:
Playing it safe
• Have an opinion (brand voice vs. bland voice, talk about what you know, thought leader, don’t try to please everyone)
• Don’t be afraid to take risks(use humour, be controversial – without being offensive, fine line)
…What happens when you don’t think about your audience or Tone of Voice?
Thank you!