The hardest part about crafting a meaningful content voice is accepting that it’s not about you—it’s about your audience. Here’s a process for getting it right.
Our natural instinct as marketers is to think the best voice mirrors what we personally respond well to, but that’s not often case. Unless you’re creating content about marketing for marketers who market to marketers… then you likely have some listening to do before you settle on a “style” or voice.
There’s millions of search results for “shareable email tips,” “shareable content framework,” and “anatomy of shareable content.” So…. why would I add to this pile of content? After reviewing 100+ results related to “shareable emails,” I couldn’t find what I was looking for: background, tips and framework all in one place.
It’s no secret that your buyers have the insights you need to get your marketing and sales plans right—but it can be hard for to secure the interviews needed to capture these.
There is a lot at stake for your content. It needs to generate leads and recognition in the marketplace. Content also needs to support marketing and sales initiatives throughout the funnel and pipeline. If content resonates with buyers and fulfills their buying needs at the right time, it will drive results. If not, it is destined for the wasteland of unused marketing content.
![[QUIZ] How Buyer-Centric Is Your Content?](https://www.akoonu.com/wp-content/uploads/2017/11/QUIZ-How-Buyer-Centric-Is-Your...-png.png)
We hear it all the time. Be buyer-centric. Talk to customers. Create “high quality” content. And at the same time, we’re tasked to meet content quotas, track results and make sure content leads to sales. Can the same piece of content be buyer-centric, trackable AND speak enough about the product to realistically attribute to revenue? (more…)
We’ve analyzed a significant amount of Buyer Persona interviews for our customers. One consistently common feedback area, regardless of industry, is that buyers don’t like “marketing speak” or “sales speak.” This can seem ambiguous and difficult to address if you don’t understand exactly what this means to your specific buyers.