Why You Need a Defined Voice For Blogging

Blogging is only effective when you have a defined voice.

Blogging is a scary beast to tackle for most business owners. You don’t have the time to devote to it. You aren’t a good writer. You aren’t sure how to blog.

You can probably come up with a number of great excuses, but your business needs a blog. From a boost in search engine optimization to establishing yourself as an industry thought leader, blogging has a lot of benefits.

But, before you jump in and start churning posts out, you need a blogging strategy that includes a defined voice.

Defining a voice for blogging

Why do you need a defined voice for blogging? Can’t you just write a post and schedule it?

You could, but that post may end up doing more harm than good.

Your brand is comprised of every message you send out. From your killer logo design all the way to your last tweet, your content is your brand.

Your blog is part of your entire branding. You need to have a defined voice that stays consistent from blog post to blog post, so readers know that it’s your brand speaking.

What to consider for your brand’s blogging voice

Now that you know the need for a defined voice, you need to know how to establish a specific voice for your blog. Here are a few things to consider:

  • Use Your Values

The first thing you need to do is review your company’s values and mission statement. The language you use in these will help define the voice for your blog and for the rest of your brand’s messaging.

No matter what you’re writing, you should always reference back to your company’s values to ensure that what you wrote is in line with your values and mission statement.

Remember, the key to branding is consistency. Your content and messaging needs to be consistent in order to successfully nurture leads through your sales funnel and see an ROI on your blog.

  • Tone

Next, you need to use your values and mission statement to establish a tone of voice.The tone of voice you use in your blog should reflect your brand.

The tone of voice you use embodies your brand’s personality. This voice is the essence behind your values and mission statement.

 

Before you start blogging on a regular basis, it’s important to establish the tone of voice you’ll use for your blog posts.

Are your posts going to be light and fun or serious and technical? What type of content is your audience looking for? If your brand is already established, then there’s a good chance your brand’s voice already has a specific tone to it.

If the tone of voice has been defined, then you need to make sure you use it to keep everything consistent.

  • Specific Words

Because your blog’s voice has a specific tone and because your brand is established, there are words you’ll want to avoid and words you’ll want to use when blogging.

How do you know which words to use and which words not to use?

It might help to imagine your brand as an actual person. How would your brand person talk? Would they be casual or more formal? Would they be lax when it comes to structure or stick to the rules?

Write down some of the words that your brand person would say and some of the words they wouldn’t say. This is your starting point. From there, you can keep a running list of words that your brand uses and doesn’t use.

The more you blog the longer these lists should be. When you’re editing posts and find a word that doesn’t fit your brand, add it to the list of words not to use. If you notice a word that really fits your brand, add it to the list of words to use.

  • Revise As You Go

As you start blogging, you may find that what you thought was your brand’s voice actually isn’t. That’s okay, so long as you recognize it and revise.

Revision is part of the normal blogging process.

Your brand may be evolving, so your voice has to evolve as well.

One of the best ways to make sure your voice in blogs is still an accurate voice for your brand is to engage with readers. Ask them to describe your brand in a few words and if those words don’t match up with what you are trying to portray, then the voice you’re using in your blog may be off.

At this point, it’s time to tweak the way you are writing and the voice you are using. It’s all just part of the process and means you need to adjust your voice to get back on track.

Blogging and content marketing can help create brand awareness and increase your ranking on search engine results. With the right plan, blogging should be part of your overall digital marketing strategy.

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Scott Blanton

Content Writer at Iconic Digital Marketing
As Iconic Digital's content writer, Scott works with clients to develop brand stories and key messaging. When he isn't typing away at his computer, you'll find him exploring new coffee shops, spending time with this family, or working on a new home improvement project.