When I work with smart, successful people it’s usually to help with their blogs, newsletters, social media and content marketing strategies. And often there’s more to marketing than meets the eye. Much more that the actual words you use…
Most content marketing elements are easily visible. That’s a good thing, because it’s easy to see what’s been done and what works. (Also, what stinks, so to speak.)
But the stuff behind the visible stuff counts a lot. I call it the Invisible Content Marketing. It’s what’s inside the person doing the marketing and the writing that matters. You can’t write without bringing out your character, especially if you’re writing in the first person about things.
Invisible Content Marketing is your attitude. It’s your “tone of voice” on paper or the screen. It’s your personality and your values and …all that stuff that makes you attractive, or arrogant, or sweet, or bitchy, or whiny, or cool, really cool.
Of course you don’t have to be a trained psychologist like I am to know that what’s inside a person really matters, nor do you need a graduate degree to pick up on the attitudes and values of someone when they “speak” to you on the Web.
Every time you write content for your business, people are “listening” to your tone of voice, trying to pick up your attitude, values, and trust-worthiness.
How are you making it clear to your readers what you really mean? How can you convey “attitude” when all you’ve got are words on a screen?
There are definitely ways to convey an attitude, through little things like graphic images, colors, transitional words… all sorts of things can help.
But the most important key concept to keep in mind is that every time you publish content, you’re publishing your thoughts, values and beliefs. Are they being conveyed clearly and correctly? Or do your words mislead people?
Things to think about…