Writing good copy

Receiving the right type of visitors is crucial to the success of a blog. Therefore, understanding how to effectively communicate and establish the right tone of voice for a blog is imperative.

According to Codeless, 60% of consumers feel engaged with a brand or company after reading custom content on their blog.

Factors for finding your blog’s tone of voice

Finding the right tone of voice allows your brand to build recognition and consolidate your online presence as an industry expert or leader.

However, finding the right tone of voice for your blog depends on several factors:

1. Research your target audience

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Your blog’s tone of voice is very much dependent on your target audience.

Once you’ve established your target audience and illustrated their needs, likes, dislikes and other factors; you can then establish the right tone of voice accordingly.

User personas are a great user experience tool for illustrating your chosen demographic. As this method can allow you to visualise how your target audience interacts with your brand and from this, it allows you to develop a specific tone of voice.

For example, whereas an older audience may expect a more formal piece of writing, a younger audience may expect a more conversational tone.

2. Consider your subject matter

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Your subject matter also has a significant influence over the tone of voice you use on your blogs.

The purpose of your blog could be either serious or more informal and your tone of voice very much depends on this.

For expert insights, a formal tone would be beneficial when communicating facts and figures, as a conversational tone may undermine your expertise and cause your brand credibility to decrease.

On the other hand, an opinion piece may require more emotion in order to persuade or convince your audience.

3. Add some personality

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Finding the right tone for your blog can help establish your brand’s personality.

In a competitive market, a personality can allow your brand to stand out from the competition.

By communicating to your audience in a relative and interesting way you can effectively appeal to your audience, whilst integrating your own idiosyncrasies.

In fact, your brand personality may be the deciding factor that encourages your audience to choose your product or service over your competitors.

4. Position your brand strategically

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How you identify your brand, company or yourself within your blog is crucial to your brand positioning.

Depending on your blog’s topic, you may want to have a more personalised relationship with your audience and even provide the author’s name. On the other hand, to build brand reputation, you may want to use your company’s name instead.

For example, Renew Advice (a financial equity release company) refer to themselves as their full company name when publishing their blog posts. Due to their financial subject matter and the overall formal nature of their business, this is a great method to increase brand recognition.

On the other hand, some companies opt for the collective ‘We’ or ‘Our’. This more humanistic approach is beneficial to establish a more emotional connection with their audience.

In the current climate, users appreciate companies that appear more human and more relatable.

Additionally, by using collective pronouns you are representing every employee as an integral component of your company which again, presents your company as more human.

Putting it all together

Similar to your audience, your tone of voice will grow and adapt with your blog over time.

It is important that you are consistently making sure your content and the way you communicate remains relevant.

Finding your own unique blogging voice can be an ideal method to connect with your audience and improve conversion rates for the better.

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