When I was in fourth grade, our teacher tasked us with writing our “autobiographies.” Given that a compelling and lengthy personal narrative is a rarity among 9-year-olds, she also told us to write a chapter about what we thought our futures would hold. I wrote that “I will be a linebacker for the Chicago Bears and will marry a blond-haired girl.” One out of two ain’t bad.
If I had the patience or discipline to embark on such an exercise today, with four more decades under my ever-expanding belt, it would certainly lead me to engage in some serious self-reflection about who I am and what common themes define my personal story beyond “Disneyland was super neat!”
Crafting your company’s content should involve similar introspection.
In a previous post, I asked, “Who do you think you’re talking to?” That is to say, you should consider your target audience’s perspective when developing your content. Who is likely reading this? What’s important to them? What do they know about your industry, company or product?
Now, it’s time to ask yourself “Who do you think you are?” Whether you’re writing website copy, a blog post, or any other marketing collateral, you should know who you are or at least how you wish to appear before typing a single word. Your business’ identity, core values and culture should play a big, if not defining, role in the tone and substance of your content.
How can content convey who you are beyond explicitly spelling it out? “We are a company that manufactures the highest-quality widgets at the lowest price.” Here are two tips that can help you incorporate your company’s personality in your marketing content:
- Do some navel-gazing.
You may already have given a great deal of thought to your corporate identity. Perhaps you have a company mission statement that conveys what you are all about and identifies your primary objectives. Maybe your branding is strong and clear. If so, it’s important to take the defining elements of that identity and carry it forward into your content. If you haven’t spent time being a little touchy-feely about who you are as a company, you should do some brainstorming alone or with core members of your team.
- What five words or phrases describe my company?
- Why did I go into business in the first place?
- How do I want prospects and customers to feel about my company after they visit my website for the first time?
- Make sure your voice is your voice.
If I could somehow conjure up William Shakespeare to ghostwrite my autobiography, I wouldn’t do it. As brilliant and timeless as the Bard’s encapsulation of my life may be, it wouldn’t reflect who I am. His writing would sound incongruous and awkward compared with how I am or appear to others — at least until I start living my life in iambic pentameter.
That doesn’t mean you can’t have someone write your content, but your content should sound like you. Maybe not the you watching the Cubs in Game 7 of the World Series or the you stuck in traffic on the Kennedy, but the you in a meeting with a client or on the phone with a potential customer. If someone reads your website expecting one thing and then gets another when they start interacting with you, it can dilute your company identity and be off-putting.
It has been said that you can’t fake authenticity. Your marketing content shouldn’t try to do so, either.
How does your content convey your identity? Let us know in the comments.