Christine Given-Laureano of Ba6 Marketing asks a powerful question: “When people come to your website do they know right away what you can do for them?”
The business buzz term, content marketing, is a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services (thank you, Google).
With the right content marketing strategies, Given-Laureano’s question should be answered through every medium in which you market.
It all starts with language. If you paid attention to your high school English teacher, you should know about tone, diction, and syntax. These three pivotal modes of language will develop your branding.
Tone – Tone is the feeling the author creates through his/her words. Think of “It was a dark and stormy night…” – the tone is ominous, quickly suggesting there is something precarious, and creating a tumultuous mood. Translate the right tone into your content writing to attract the customer you want.
Diction – Word choice. Diction is being mindful of the specific words you use. Note the difference: “Sally walked into the business meeting” versus “Sally strutted into the business meeting.” The diction you choose will ultimately affect the tone which circles who you attract to your branding. A Sally who “struts” creates the image of power, strength, and confidence; a Sally who simply walks does not.
Syntax – Finally, syntax, which is ultimately your grammatical structure. Of course, you want to use proper grammar in all content you offer in your marketing, but there is some flexibility depending on the tone you want to suggest. “Mechanics who can fix it all” vs “Now you gone and got yourself in a tizzy?”
When writing your content, start with the tone you want to present to your target market. Who are your products made for? Once you have determined the tone you want to use, then follow with the appropriate diction and syntax to embody this tone. Your language needs to match this market. For example, if your market is aimed towards kids, you want to use simple, excited, clean language: “Holy cow! You can spin, whirl, twirl, and jump all at once!” If your focus is luxury and you’re marketing to a higher-end clientele, you want to use language that is sophisticated and original: “Join us for an exclusive experience.”
There are hundreds, if not thousands, of different possible markets. To get ideas, search out established brands who are aiming for the same/similar market you are and note their use of language. You can also step back and ask yourself: “What experience am I trying to offer with my branding?” Go back to Given-Laureano’s idea of “what can you do for them?” and include “who are you talking to?”
Happy content marketing!