Would you trust a financial institution if its blog frequently contained phrases such as, “super cute” and “my faves” or other conversational cuteness? It comes off as unprofessional and inappropriate, which is a real issue when you’re looking for a business to handle your small business financing. However, if you’re looking for fashion advice or home decor tips, reading a blog that sounds a lot like banter between girlfriends at Starbucks is quite engaging and and fun. It’s not enough to write well. A great content provider has to be able to write well for a variety of industries, topics, clients, and audiences all in a single day.
For example, here are a few pieces I’ve done for various clients.
- I wrote this for the small business financing experts at Fast A/R Funding: Bridging The Gap Without ARC Through Commercial Finance Factoring! Notice how this piece is sales-oriented and direct, plus it establishes an authoritative tone without overreaching. It’s informative without being overly in-depth, and it includes a reasonable call-to-action to encourage readers to reach out and connect with the company for more information.
- On the complete opposite end of the spectrum, I wrote this piece about Mother’s Day shopping for the Object Mythology (OM) blog. It’s cute and funny — very tongue-in-cheek — without being over the top, yet it still pushes the product in a soft-sell manner while engaging the reader. Using a first-person voice to sell decor and fashion items works well because it feels like a casual conversation, which is evident in this piece about flea marketing shopping. At other times, I was a bit more serious or informative on the OM blog, such as in this piece about what alpaca fiber actually is and why OM is just so into it.
- Some blogs call for content that falls somewhere in between these two extremes. For example, I’ve written a lot of content for the folks at TMRnyc, a Brooklyn-based metal architecture firm that provides custom metal fabrications and installations in addition to a lot of really funky furniture. At times, their blog needs to simply inform people about current and recent projects, so it needs to be conversational yet professional. Sometimes, however, their blog is more sales-oriented and SEO-heavy, but even then the blog still has to retain its typical tone and attitude.
I change my tone, style, and form to match my clients’ needs and desires. It’s a fun challenge, writing about fashion all morning and then turning around and doing SEO content for a tree-removal service, sales blogging for a jewelry company, and social media content for a winery all in the next few hours. How does your blog reflect your company’s image and branding? How did you create your blog’s unique voice? Comment here. I want to hear from you!