"My team and I prepared a script that went something like this: "In Q3, we'll deliver a unified editorial calendar. Subject matter will reinforce key audience pain points. We will increase paid media investments to leverage this series in integrated campaigns." It sounded so impressive in my head, but the executive just wanted clarity. She asked, "So, what is it exactly? A blog series we promote in paid?""
"Content voice is when brands use fancy-sounding jargon in the content they create for their audience instead of communicating simply. Here's what it looks like IRL. When I posted about content voice on LinkedIn, my comments section exploded with people who knew exactly what I meant. Content voice is saying "utilize" or "leverage" instead of "use." It's customers reading multiple paragraphs about what your product does but still not understanding it."
Content voice is the use of fancy, jargon-filled language in brand content that obscures meaning. Jargon includes terms like 'utilize' or 'leverage' instead of simple words like 'use.' Jargon-filled content can make customers read multiple paragraphs without understanding the product. Using formal, impressive language can impress internally but cause confusion with stakeholders and audiences. Speaking in a regular, conversational voice improves clarity and makes marketing feel more personal and valuable. Brands should choose clear, accessible words the team would use in normal conversation. Clear language increases comprehension and ensures internal and external stakeholders understand product and campaign goals.
Read at Hubspot
Unable to calculate read time
Collection
[
|
...
]