Finding a Voice for Your Content | Musselwhite Marketing

Musselwhite Marketing is a full-service digital marketing agency serving the insurance/business industry since 2009.

Finding a Voice for Your Content

When you read content by someone who’s found their voice, there’s a distinct ring to it. You can tell they’re confident, passionate, really self-expressed and really know what they’re talking about. It’s what we call having found their Content Voice?
People are moved by those who speak with their real voice. Yet what most people don’t realize is that almost everyone who’s found their voice had to put in a lot of work to find that voice. For whatever reason, finding your voice doesn’t usually come naturally.
So how do you find your voice when it comes to content marketing?

To Find Your Content Voice – Start with What You’re Passionate About

  • If you’’re a hair salon owner and are passionate about hair “coloring” in particular, publish several articles on the topic.
  • If you’re a grading contractor maybe you talk about how you help your customers bring their dreams to life.
  • If you’re an insurance professional maybe you talk about how you help your clients reach their financial goals.
  • If you’re a restaurant maybe you talk about food pairings.
  • etc…

Ask yourself: What’s a topic that you could talk about for hours and hours on end? What’s a topic that you’d talk about and obsess about even if you weren’t getting paid?
What’s something that really lights you up in life and gets you excited?
While not every passion can be turned into relevant online content, you’d be surprised at how many people do manage to turn their passions into profit-boosting online content pieces.
Start with what you’re really passionate about. It’ll come through in your voice.

Be as Self-Expressed as Possible, but Be Careful

If you’re speaking from your real voice, you’re probably going to turn some people off if you’’re not careful. And we say it is okay to be polarizing. It’s actually good to be polarizing. But as a business owner, we understand that you probably want to maintain a professional image and remain conscientious about what you are posting online and how it may come across to your target audience. We’re not saying to be rude, just be real!
People who have strong voices are polarizing – Some people like them, others might hate them.
When you’re writing content, try to write as if you were speaking one on one to a friend. Write naturally, in a casual yet self-expressed and passionate manner.

Care about the Impact You Want to Make

Can you tell the difference between someone who’s written something and really cares if you succeed, versus someone who’s just writing the content to write the content?
Most likely, you can tell that the former has a completely different feel to it. Naturally, it’s the people who really want to help us that we feel drawn to.
When you’re writing content, ask yourself: Who are you trying to help with this content? How would you like their life to change as a result of you writing this content for them?
If you really want to help people, they can sense that. It comes through in your writing and your voice. It creates loyalty.
Your voice isn’t “one thing” that people can point to and say whether it’s good or not. It’s more of the overall vibe of your content, how everything you say is presented. A great voice will create a sense of community, loyalty and following, while a weak voice will turn people away from your content.

6 Ways to Apply This Information Now

  1. Identify what you’re passionate about in your business and create a list of topics
  2. Write down 3-4 supporting keyword ideas for each topic
  3. Create a content calendar and start writing
  4. Visit our Facebook page and ask us a question
  5. Share this article on LinkedIn (or Your Favorite Social Media Site). Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.
  6. Leave a comment below. Let’s start a conversation about how to find your content voice, distributing your content, etc…

Is your content bringing you new prospects and customers? Do you want help with creating and producing your content?

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