Tone of voice

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

WP_Acrolinx_Your_Tone

 

Purpose and positioning

“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.”

Trends for 2018: Purpose will morph back into positioning

Brandvoice and persona for content

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


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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.”