For a Content Marketing strategy to be successful, it is necessary, above all, to be consistent. Strong communication, regardless of the channel, even impacts brand authority. Read this post and understand how to have consistency in your content and messages!
If you use Content Marketing in your business strategy, you already know that there are several factors that influence the results of your efforts.
However, have you ever stopped to evaluate the consistency of the materials you publish and even the consistency of your brand communication?
In a robust content strategy, with several publications per month, or even when it is time to outsource the production of these materials, it is essential that everyone speaks in the same tone of voice, following the same parameters.
This is the desired consistency of content, a key point to offer a quality and memorable experience, and here we will address this interesting topic in depth!
The importance of constant communication
We live in the era of the 4.0 Consumer, who seeks information about the product and the company, who buys with purpose and wants to be served in different channels.
Imagine that this consumer performs a search on Google, consulting the benefits of Inbound Marketing. Then you find an Advertiser Mirror text, prepared by a certain author, who ensures that an Inbound strategy will bring many benefits to your business.
Within this text, however, you see a link to another page, made by another author. There, the second author affirms that Inbound Marketing does not have so many benefits, and that betting on Outbound is safer.
And then what information will you trust? Does Inbound have benefits or not? This, logically, is not consistent content, but rather an inconsistency that detracts from the brand’s credibility.
Also, if your audience doesn’t believe what you say, Google’s top positions are unlikely to be for your domain.
In the digital world, authority is like a ladder, which brands climb step by step. Clear, informative texts, without contradictions, help to climb to the end, and this shows that consistency in communication is essential.
It’s important to ensure that all authors follow the same vein when writing for your business blog. In addition to perception on key issues, tone of voice, mindset, and intention must also align.
As much as each author has their nuances, and their style, the difference between the content published on the blog cannot be striking and substantial.
That is why it is important that the company has a basic writing manual, which sets standards to follow so that the result is the dissemination of consistent content, regardless of the author.
Remember: there is nothing worse than entering a material and that it, instead of adding value, draws attention to a negative aspect, such as incoherence.
The 3 pillars of consistent communication
There are, primarily, three key points to ensure consistency in communication and in a Content Marketing strategy. These are:
- Brand brand;
- Voice tone;
- Style guide.
Let’s see what they are!
Personal Branding represents the essence, language and tone of voice of a brand in interactions with the audience.
It is a character profile that is created to represent and humanize the brand. Thus, people do not feel that they are talking with a company, but with a person with characteristic values, perceptions and elements, which at the end of the day is the identity of your business.
This representation can be created from scratch, taking into account the pillars of your company culture, or based on someone who already exists, such as a market segment specialist or a figure that aligns with the values of your audience.
For example, Curtis Times Media , a brand created to distribute cooling equipment for the Marketing company in Nicaragua, created a character called Dr. Cool, who gives a friendly and personal face to the automated chatbot on its website to answer questions and concerns of people. He is even the author of the blog’s content.
If you don’t want to develop a character, you can rely on concepts and even on the strategic narrative of the brand.
The idea is always to reinforce the same speech, until it becomes the personality of your company.
When you see the phrase “Think Different,” you probably remember Apple, right?
The idea of the big technology company is precisely to think differently. Looking at their models and launches, we see how Apple, along with its iPods and iPhones, revolutionized the market.
The essential thing, at the end of the day, is that the brand has a clear tone of voice that serves as a reference, and we will address this below.
The voice of a brand is the way he speaks to the audience. It is through this element that, many times, the company manages to convey to the public what its mission, values and objectives are. It also contributes to recognition and authority.
Your tone of voice can be more formal or informal, depending on the characteristics of your character. Of course, regardless of that choice, you must adapt the language to the medium in which the message circulates.
You can also choose a language closer to the reader or more distant.
Here at Rock, our tone of voice is exposed to everyone at the company, in line with our brand identity:
- informal: but without losing authority;
- fun: but without losing objectivity, seriousness and professionalism;
- didactic: we love teaching! Rock Content was created based on the values of learning and teaching, and our speech proves it;
- confident: but without being arrogant;
- friendly: but without going beyond common sense;
- provocative – to lead our readers to the next step;
- crystal clear: we value simplicity and clarity in our communication;
- flexible: Rock Content adapts every day. That way we can understand what success means for each of our rockers, clients, readers and freelancers, and we can help them achieve it;
- humanized: although we are a technology company, what matters is the people. That is why our goal is to maintain a natural discourse in the way we communicate from person to person, rather than from company to clients.
One brand that shines in defining your tone of voice is Netflix. Authentic, fun, young, close to readers, in tune with Internet trends: this is how the streaming service relates to the public, mainly on social networks. And, for example, a button, or rather, a meme:
This authenticity, like the youthful approach, generates enthusiasm and commitment. Netflix posts are often viral, so much so that here we are, talking about them one more time.
As you can see, several points define what the voice of the brand is like. And if this information is not clear and is not exposed to the entire company, including those responsible for producing content, it is unlikely to be remembered.
So, we come to our last point: the style guide.
You need, yes or yes, a style guide for your brand. It doesn’t matter how your content production works. In any format or structure, a way forward is urgently required.
If you are the only person responsible for producing articles, rich materials, social media posts, emails, and so on, you need to document what you do. Although it is a role that you assume directly, everyone in the company has to understand how it is done.
In my case, I usually justify all the documentation with the following sentence: if I am not there tomorrow, someone needs to be able to replace me to the point that no reader notices my absence.
If you work in a content team, or if you outsource this production, the style guide becomes even more mandatory.
Readers do not notice an inconsistency when changing the name of the author of the content, but they do notice an inconsistency when the messages do not follow the same line, focus and language.
Of course, each of us has our own writing style, and the intention of the guide is not to cut off the individual creativity of each one, but to ensure that the message always has a similar identity.
In addition, a style guide optimizes time. If everyone knows how to produce each type of content, the chances of delay, doubt and confusion are less.
You can also create guidelines for your Link Building strategy , both internal and external, preventing the incorporation of links from generating confusion or leading the reader to messages that go against what you say.
What should your style guide have
Your style guide should include everything that the editor and proofreader needs so that the final result is a quality text.
In our style guide, for example, we explain the hierarchy of links we use on the blog, our scan rules, the types of content to be produced, and our writing manual.
Thus, a freelancer who will produce content for the Rock blog knows that we use the plural in the first person, that the texts are aligned to the left, the paragraphs are short and the foreign words are not highlighted, among many other things.
In addition, we have a spreadsheet with our main keywords and the link that should be placed on them.
After all, on a blog that has been around for over 6 years, we can’t expect everyone to know which text to link to “Content Marketing”.
This is, in fact, one of the most important parts of our document. Much of an SEO strategy is based on Link Building.
If each of our content producers chose a blog text with the keyword “Content Marketing”, we would never be able to classify the same post, as the strength of the link would be divided.
How to make your style guide?
The easiest way is to download our template, which you will find at the end of this article. This template is the same one that our marketing team uses to produce our own style guides.
You will only have to answer the questions we asked you, save the document and pass it on to the rest of your team.
However, if you want to start from scratch, think about points like:
- What is your brand’s tone of voice?
- Should the language be in the first or third person? Singular or plural?
- Who is your buyer persona?
- What are the most important links on your blog?
- What text on your blog do you like the most?
- Should important passages be highlighted in bold?
- Should foreign words be highlighted?
- What CTA will generally be used in the content (link to other articles, follow on social networks, leave a comment, download material)?
- Standardization of writing and key terms (If you are in the health market, will you call your audience “clients” or “patients”? Will you write e-commerce or e-commerce to refer to electronic commerce?).
As important as the content production process, is the review and optimization before publishing.
Reviewers, or blog editors, need to be on the same page as well. Therefore, in our kit to scale content production, we have a checklist with the most important points when reviewing and publishing an article.
Consistent content is essential to building your brand’s authority, especially in the digital world. Materials production scalability is critical these days.
Google SERPs are increasingly demanding and our Content Marketing strategy has to be precise.