Before you ever put pen to paper (or fingers to keys) on your corporate blog, it’s crucial to decide what tone your posts will take.
For a blog, it’s really important to think about how you’re talking to people. Are you teaching them something new? Are you improving their knowledge of events in your industry? Are you informing them of something you just discovered? Are you pitching something to them?
A blog is meant to be a conversation, but you’re the one starting, the one opening the conversation. Your tone sets the bounds for the conversation. It establishes a relationship between authors and readers.
No one tone is right for every blog; each blog has its own purpose and personality. Even when you’re discussing a corporate blog, it’s not a one-size-fits-all scenario.
To help you think about your style and tone, think about the following questions:
- Who are you and how do you want to be viewed? Do you want to be seen as a person or a corporate entity?
- Who is your target audience? Are you talking to engineers, lawyers, students, soccer moms? Make sure that you’re speaking in a language that your target audience understands. Avoid vague metaphors that might be lost on a segment of your readership. Remember: On the internet, you can always throw in a link to clarify something that you’re not sure everyone understands, but many readers might not be willing to invest the time in research to understand your joke.
- What are you trying to say? Do you want to tell people how and why to use your product? Are you positioning yourself as a thought leader in your industry? Are you eliciting feedback from your users? While each choice is valid, they will take your blog on a very different path.
- Keep your tone friendly and polite. Remember that no one likes to be preached at when they’re not in church.
- What’s your ultimate goal? Do you want readers to share the post or click through to make a purchase? Is the post a gateway to another marketing collateral, or an all-in-one marketing pitch, complete with a call to action? Make sure you know what you’re aiming at, because if you don’t, you may get a result you don’t want.
In short, be intentional. If you’re writing a how-to guide, it’s not a pre-sales pitch. Write to express your message to the audience in a manner that leads them to the set goals.