Every company — regardless of whether it’s a small business or a large corporation — should have a blog. In fact, in 2018, it is one of the most valuable investments you can make in your firm (and it doesn’t necessarily have to cost loads of money).
Having a blog is important because it gives you a platform to connect with and share up-to-date and pertinent information with your customers, it fuels SEO, and it ensures your company has a voice and can help you establish yourself as a thought-leader in the industry.
Additionally, maintaining a blog helps you to build trust, connections and sales and, honestly, it can be a lot of fun to have a space to think and reflect on your brand and niche.
However, it can be challenging to know how to go about starting your blog and the direction that the content should take. To help you out in this regard, read on to learn three steps for finding the best tone for your digital agency blog.
1. Recognize that you need to be unique.
There are a lot of blogs out there in the blogosphere. Not only that, but there are a lot of really excellent blogs out there that are being read by millions of people on a regular basis. There are also a lot of well-written, thoughtful blogs that are not being read because they haven’t found a way to stand out.
This shouldn’t depress or discourage you; instead, it should make you realize that if you want your digital agency blog to stand out, then you are going to have to find a way to generate and maintain a unique tone.
In other words, why would someone read your blog and not someone else’s? You need to know the answer to that question and keep it at the forefront of your mind when planning content calendars and writing the posts.
What is it about your digital agency that is unique? Special? Innovative? Inspiring? Whatever it is that makes your firm different needs to be threaded into the tone of your articles.
Whatever you do, you don’t want to be boring, repetitive, or the same as everyone else in the space. Readers can tell when a writer isn’t engaged in what they are typing, and no one wants that kind of tone.
2. Don’t expect to stay the same.
As your brand and company grow, you never want to lose the core of your message or move too far from what initially brought customers and clients to you. However, you also can’t expect the tone of your blog to remain the same forever.
Instead, you want to check back in with your writing continually and see whether your past blog posts are still as relevant to your tone and branding as they were in the past.
If they are, that is great; continue to schedule marketing and social media posts centered around them. If they are not, however, then you may want to look into revamping them, updating them, or deleting them from the blog entirely.
As your brand is changing, keep in mind that you still need the messaging to be harmonious across all platforms, as you don’t want anyone to be confused about what your brand stands for. If you are having trouble generating enough high-quality content, consider working with the best copywriter in Dubai to get the results you desire.
So, every six or so months, schedule time to check back in with your content, your tone, and your current marketing mission to ensure everything aligns.
3. Know what keeps your audience reading.
Look, at the end of the day, no matter what you think of the content that you are producing on your digital agency’s blog, you want to ensure that your target audience is actually reading it.
Therefore, no matter what tone of voice you discover, it needs to invite your clients. It must signify who your clients are and speak to them in a way that invokes brand loyalty.
Once you have gotten readers onto the blog page, you must ensure that your intro is compelling enough that it captures the reader and pulls them to keep reading. How you write the introduction is crucial for keeping readers engaged. For this reason, make sure that you focus on the first line and paragraph that shows readers that it is worth their time to continue reading.
Furthermore, use the analytics that you are capturing to find out which styles of content and topics tend to get the most views. Make it a priority to accumulate analytics based on themes, compositions, and length. It is only by experimenting with these factors and then analyzing the results that you will find what works correctly for your blog and audience.
These analytics are invaluable when it comes to showing to you what your audience is enjoying, engaging with, and ultimately wanting to read more of — this should be an essential piece in finding the tone of the content on your blog.
How do you go about finding the tone of your blog? What strategies have you seen work for you? What are you finding challenging? Let us know in the comments below, and we can start a discussion together!
Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade’s experience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analytical annual reports, Hisham makes words work for you – so you can sell better, gain visibility, and give your brand a unique voice.