Getting your voice heard…

The Content Paradox:

• Global content marketing exploding

• Multi-million pound industry

• Businesses working across all the channels and expanding internationally

…But how much of what you’re doing is actually being seen, read and heard?

The stats:• 3 out of 4 newspaper ads are never seen

• Over 70% of tweets never get read

• 77% of display ads are never seen

• Most websites are never visited at all

So where is it going wrong?

(…and how can you make it right?)

3 biggest pitfalls:

1. Inconsistent Tone of Voice

2. Content not tailored to your audience

3. Playing it safe

Pitfall number 1:

Inconsistent Tone of Voice

• Define your brand’s key characteristics (relate to company values, people, products, points of difference from competitors)

• Be consistent – everywhere(instantly recognisable, familiarity principle, trust, comfort)

• Make sure everyone’s on the same page (clear understanding, agency/ in-house, multiple authors)

TOV sense check:

• Does our audience care about tennis?

• Is there a natural link to what we do?

• Is it aligned with our brand values/ mission?

Pitfall number 2:

Content not tailored to your audience

• Customer needs vs. marketing messages (connections, ask WHY?, use insight, make relevant, ‘so what’ )

• Benefits NOT features (tap into feeling, use insight, be single-minded, emphasize everything = nothing)

Pitfall number 3:

Playing it safe

• Have an opinion (brand voice vs. bland voice, talk about what you know, thought leader, don’t try to please everyone)

• Don’t be afraid to take risks(use humour, be controversial – without being offensive, fine line)

…What happens when you don’t think about your audience or Tone of Voice?

Thank you!