How to create a persona checklist
How to Create Personas and Map Content to the Buyer Journey
Tone of voice guidelines
1 It Makes You Human
2 It Helps You Cut Through
3 It Replaces Face-to-Face Communication
4 It Builds Authority
5 It Gives You Focus
6 It Makes You Different
12 Elements of Tone
1 Word length
2 Sentence length
3 Tempo
4 Pronouns
5 Conciseness
6 Jargon
7 Buzzwords
8 Clichés
9 Contractions
10 Colloquialisms
11 Obscure words
12 Mistakes and rule-breaking
“2018 should be the year brands move away from doing #purpose for purpose’s sake and #focus on brand #differentiation through better defined #positioning.”
“Savvy brands are beginning to realise that purpose doesn’t have to be lofty or about pushing through a big societal change. A brand’s purpose should be rooted in the brand itself and what it stands for and what makes it different from competitors. And that, essentially, is positioning.”
How to “Developing #personas, understanding their #buyerjourneys, and mapping #content to the different stages of the journeys all contribute to content marketing success. You can’t have one without the other.”
Why do you need a brandvoice? Well,… “a brand voice is core tenet for creating every piece of digital content, be it a blog post, tweet, newsletter, or infographic. Brands that communicate successfully are successful brands. And in order to communicate successfully, you have to distinguish and define your voice.”
Brand Voice Doesn’t Mean What You Think It Means, But You Still Need One
How to Craft a Killer Brand Voice and Mission Statement for Your Content Marketing
Must read for content people… and others too.
“Brands that communicate successfully are successful brands. And in order to communicate successfully, you have to distinguish and define your voice.”
“Building personas that consumers can really engage with will require a real understanding of humour, language and spontaneity”