Speaking with one voice - how to get a personality
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The document discusses the importance of establishing a distinct brand voice and content strategy to effectively engage target audiences. It emphasizes creating high-quality content that resonates with customers, moving away from bland, robotic language towards a more human tone. The presentation outlines steps for organizations to enhance their content, including setting standards, providing actionable guidance, and implementing governance for ongoing improvement.
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Ad
Speaking with one voice - how to get a personality
- 1. Speaking with one voice How to develop a distinctive personality
- 2. @abredenkamp #ConfabEU Acrolinx linguistic technology helps some of the worlds greatest brands speak with one voice
- 3. @abredenkamp #ConfabEU Some customers Software Aerospace Financial Healthcare Hightech Engineering
- 4. @abredenkamp #ConfabEU and stand out in the crowd
- 6. @abredenkamp #ConfabEU Everyone is competing for eyeballs
- 7. @abredenkamp #ConfabEU Everyone is competing for eyeballs
- 8. @abredenkamp #ConfabEU !1'000!! !'900!! !'800!! !'700!! !'600!! !'500!! !'400!! !'300!! !'200!! !'100!! !"!!!! 1400s! 1500s! 1600s! 1700s! Millions' Books'printed'
- 9. @abredenkamp #ConfabEU The world is moving so fast these days that the man who says it can't be done is generally interrupted by someone doing it. Elbert Hubbard ( 1915)
- 10. @abredenkamp #ConfabEU Most companies react to the content overload by
- 11. @abredenkamp #ConfabEU creating more content
- 13. @abredenkamp #ConfabEU This content is not for us Kristina Halvorson
- 14. @abredenkamp #ConfabEU No one cares about you, they only care about themselves
- 16. @abredenkamp #ConfabEU Whats in this presentation for you?
- 17. @abredenkamp #ConfabEU How to help your organization actually genuinely get better at content!
- 18. @abredenkamp #ConfabEU But wait, what's the plan?
- 19. @abredenkamp #ConfabEU (Kristina H. again)
- 20. @abredenkamp #ConfabEU "Content Strategy" is the plan
- 21. @abredenkamp #ConfabEU Define your target audience
- 22. @abredenkamp #ConfabEU The target audience is in the middle of everything
- 23. @abredenkamp #ConfabEU "We will share user-facing task-based content that makes our customers feel smart and safe, both personally and professionally.
- 25. @abredenkamp #ConfabEU So, we all know that we "just" need content and lots of it!
- 26. @abredenkamp #ConfabEU So, we all know that we "just" need content and lots of it! But not just any content, it needs to be great content, ...
- 27. @abredenkamp #ConfabEU ... that speaks your customers language and engages them.
- 28. @abredenkamp #ConfabEU With language and tone-of-voice, you project your personality
- 29. @abredenkamp #ConfabEU 息 Roger Perry
- 30. @abredenkamp #ConfabEU Content x Tone = Impact (Doug Kessler @dougkessler)
- 31. @abredenkamp #ConfabEU Destroy. All. Robot. Language. before after modify change perform do purchase buy terminate end navigate go image picture toggle switch obtain get configure set up execute run resolve fix enable allow halt stop value number Voice at Microsoft
- 32. @abredenkamp #ConfabEU Voice at EasyJet
- 35. @abredenkamp #ConfabEU This is how you stand out in the crowd, get interest and trust
- 36. @abredenkamp #ConfabEU One market-leading tech company anonymized their content and tested it on customers against the competition
- 37. @abredenkamp #ConfabEU NO ONE COULD TELL THE DIFFERENCE!
- 38. @abredenkamp #ConfabEU So take your tone seriously, it's a critical part of your brand.
- 39. @abredenkamp #ConfabEU "Nowadays, everyone is in marketing"
- 40. @abredenkamp #ConfabEU You just need to get everyone in the organization creating great content that works.
- 41. @abredenkamp #ConfabEU Cats are not allowed in this garden
- 42. @abredenkamp #ConfabEU So, more content and better content
- 44. @abredenkamp #ConfabEU Well, two things are certain: 1. Doing nothing is not an option 2. Doing what you've done up to now is not an option
- 45. @abredenkamp #ConfabEU Doing either of these things is a high-risk strategy. This is one of those moments in history...
- 48. @abredenkamp #ConfabEU 1. Set Standards
- 49. @abredenkamp #ConfabEU 1. Set Standards - Words & Phrases (brand, message, what do we call what we do?)
- 50. @abredenkamp #ConfabEU 1. Set Standards - Words & Phrases (brand, message, what do we call what we do?) - Tone of Voice (write like a human, not a robot)
- 51. @abredenkamp #ConfabEU 1. Set Standards - Words & Phrases (brand, message, what do we call what we do?) - Tone of Voice (write like a human, not a robot) - Be Brave! (or at least don't be scared)
- 52. @abredenkamp #ConfabEU 1. Set Standards - Words & Phrases (brand, message, what do we call what we do?) - Tone of Voice (write like a human, not a robot) - Be Brave! (or at least don't be scared)
- 53. @abredenkamp #ConfabEU This is about making your tone explicit, and getting away from simple personas and adjectives
- 56. @abredenkamp #ConfabEU Personal: College-age children Golfer Career-focussed
- 57. @abredenkamp #ConfabEU Which is better for a golfer?
- 59. @abredenkamp #ConfabEU Is this your style guide?
- 60. @abredenkamp #ConfabEU You need to make your guidance actionable
- 61. @abredenkamp #ConfabEU 2. Give your content teams guidance, not just training
- 62. @abredenkamp #ConfabEU 3. Get Governance: Measure your content constantly
- 63. @abredenkamp #ConfabEU together Our work is personal
- 64. @abredenkamp #ConfabEU Help your teams speak with one voice