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The importance of tone of voice in being effective with content. Helping companies speak with one voice means providing guidance and governance on language across the whole organization.
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Speaking with one voiceHow to develop a distinctive personality
Acrolinx linguistic technology helps some of the world’s greatest brands
speak with one voice
@abredenkamp #ConfabEU
@abredenkamp #ConfabEUSome customers
Software Aerospace Financial Hightech Healthcare Engineering
… and stand out in the crowd
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU
Everyone is competing for eyeballs
@abredenkamp #ConfabEU
Everyone is competing for eyeballs
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU
!"!!!!!'100!!!'200!!!'300!!!'400!!!'500!!!'600!!!'700!!!'800!!!'900!!
!1'000!!
1400s! 1500s! 1600s! 1700s!
Millions'
Books'printed'
”The world is moving so fast these days that the man who says it can't be done is generally interrupted by someone doing it.”
Elbert Hubbard († 1915)
@abredenkamp #ConfabEU
Most companies react to the content overload by …
@abredenkamp #ConfabEU
… creating more content
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU
“This content is not for us” Kristina Halvorson
@abredenkamp #ConfabEU
No one cares about you, they only care about themselves
@abredenkamp #ConfabEU
Empathy
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What’s in this presentation for you?
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How to help your organization actually genuinely get better at
content!
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But wait, what's the plan?
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU
(Kristina H. again)
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"Content Strategy" is the plan
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Define your target audience
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The target audience is in the middle of everything…
@abredenkamp #ConfabEU
"We will share user-facing task-based content that makes our customers feel smart and safe, both personally and professionally.”
@abredenkamp #ConfabEU
So, we all know that we "just" need content and lots of it! But not just any content, it needs to be great content, ...
@abredenkamp #ConfabEU
... that speaks your customer’s language and engages them.
@abredenkamp #ConfabEU
With language and tone-of-voice, you project your personality
@abredenkamp #ConfabEU
© Roger Perry
@abredenkamp #ConfabEU
Content x Tone = Impact
(Doug Kessler @dougkessler)
@abredenkamp #ConfabEU
Destroy. All. Robot. Language.
modify change perform do
purchase buy terminate end navigate go
image picture toggle switch obtain get
configure set up execute run resolve fix enable allow
halt stop value number
before after
Voice at Microsoft
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Voice at EasyJet
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU
This is how you stand out in the crowd, get interest and trust
@abredenkamp #ConfabEU
One market-leading tech company anonymized their content and tested it on customers against the competition
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NO ONE COULD TELL THE DIFFERENCE!
@abredenkamp #ConfabEU
So take your tone seriously, it's a critical part of your brand.
@abredenkamp #ConfabEU
"Nowadays, everyone is in marketing"
@abredenkamp #ConfabEU
You just need to get everyone in the organization creating great content that
works.
@abredenkamp #ConfabEU
Cats are not allowed in this garden
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So, more content and better content…
@abredenkamp #ConfabEU
How?
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Well, two things are certain: 1. Doing nothing is not an option
2. Doing what you've done up to now is not an option
@abredenkamp #ConfabEU
Doing either of these things is a high-risk strategy. This is one of those
moments in history...
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@abredenkamp #ConfabEU
1. Set Standards - Words & Phrases (brand, message, what do we call what we do?)
- Tone of Voice (write like a human, not a robot)
- Be Brave! (or at least don't be scared)
@abredenkamp #ConfabEU
This is about making your tone explicit, and getting away from
simple personas and adjectives
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Personal:
College-age children
Golfer
Career-focussed
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Which is better for a golfer?
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@abredenkamp #ConfabEU
Is this your style guide?
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You need to make your guidance actionable
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2. Give your content teams guidance, not just training
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3. Get Governance: Measure your content constantly
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Our work is personal together
@abredenkamp #ConfabEU
Help your teams speak with one voice
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