Most of the content I come across online about SEO, social media, and marketing are typically flashy, rocket-to-the-top promotions or theoretical assumptions about how and what Google and AI are doing, which is not what this piece will be about by any means. A few years ago, I began to focus heavily on the fact that each client (and sub-clients, which I’ll explain in a later blog) has a unique character and voice. Not only do their business and the services/products they provide have distinct characteristics, but I, as their marketing/content creator and strategist, unconsciously created a voice and dynamic character to coincide with each client’s content produced. Ideally, this character, voice, and content combination needs to be not only reflective of the business but also speak directly to their clients or customers. While Web Force KC’s clients have become widely diverse in terms of industries, the overall approach to creating unique, relevant, and effective content pieces, big and small for each of them, has not changed but has, in fact, vastly evolved.
Character Driven Search Engine Optimization, Social Media, and Website/Blog Content Combined Can Create A Company’s Voice Accurately
Whether it’s a simple and time-sensitive social media post on GAME DAYS for the group of smoke and vape shops in KS, MO, and TX we work with or the quality, professional lawn and landscaping voice urging potential customers to secure spring lawn care and landscape services in the dead of winter, I’ve found that switching back and forth between characters has become much easier. That being said, I have over 12 years of practice doing it.
What is interesting in today’s online arena is finding the balance between engagement and creating content that is not only witty, cute, and/or informative but also helpful, sprinkling in the all-important call to action. “Why should you hire ‘X’ company?” “Why should you shop at ‘Y ‘store?” Thoroughly knowing and somewhat becoming each character often allows me to also walk in the shoes of their potential clients and customers, which before seemed virtually impossible and, quite honestly, felt weird. With all of the analytics and tracking tools available to marketers today, it seems almost absurd not to have fictional yet authentic characters and accurately representative voices in any online marketing content, as it will often give a very defined inside look at what works, what doesn’t, and how the overall strategy can be improved and refined.
While no marketing strategy is perfect or guaranteed, for that matter, making sure that your company or organization has a distinct voice and character that accurately reflects the goals, values, and vision is never a bad thing to have. Just like riding a bike, learning to ski, or even learning to type furiously with little error, creating a solid voice that reflects your character takes time, practice, and a ton of effort. And remember that as your company/organization grows, so too does the voice and character, ideally for the better.
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