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Mike Lieberman, CEO and Chief Revenue ScientistWed, Jul 18, 2012 4 min read

Your Content Marketing Might Be Missing Personality

Your Content Has No Personality Having an online presence for your company (especially if you’re using content marketing) makes it entirely impossible to avoid expressing yourself through the written word. You already know the importance of grammar, spelling and writing with clarity -- it’s been drilled into your head since grade school. However, as a business owner, executive or marketing professional, writing for and about your company takes on a whole new meaning.

If you want to make the best of your company's content marketing and overall communication strategy, you need a voice, you need a tone and you need a personality.

You’re not going to gain any ground if you’re merely writing for your company--and not making an effort to write as your company.

That means you need to create a personality for your company. One that connects emotionally with your prospects, clients and potential partners. Then this personality has to be conveyed through every single interaction with prospects and clients whether it's electronic or in person.

Why is this so important?

Think of it this way: you wouldn’t create a website design that didn't incorporate your company’s logo and color scheme. That would cause your business to look inconsistent and disorganized. The same thing goes for your voice and tone! By using a single, specific writing style in your company’s communications, you create a unified character and personality. This consistency helps prospects get to know, like and trust you...the three pillars required before anyone buys anything. 

Here’s an example of how we describe our voice, tone and personality from one of our internal documents.

The Square 2 Marketing voice is clear, confident and bold. It doesn’t tiptoe around sensitive topics, preferring instead to take the direct and sometimes contrarian approach that gets right to the point…Whatever you do, don’t call it cute, clever, flowery or polite unless you’re looking for an argument you can’t win. While the Square 2 Marketing voice never intends to offend, it also doesn’t shy away from a fight, believing that the best marketing advice should pack a content-heavy punch instead of standing on ceremony or dancing around the subject at hand.

So how do you define your company’s own voice and tone?

The easiest technique is to ask yourself this question: if your business was a person, what would he (or she) be like? After nailing down some core values, you need to consider exactly how your written communications represent this personality effectively.

Find out where you want your voice and tone to fall between different extremes: is it professional or laid back? Chatty and conversational or more formal? Finally, regardless of what your company’s voice and tone actually is, don’t forget to maintain clarity and accessibility to ensure your prospects feel comfortable and confident in choosing your business over the competition.

Start Today – Come up with solid values and attributes that your company would possess if it was a person. Create a short voice and tone guide by listing the company’s personality attributes and summarizing how these translate into a specific writing style. Practice writing in your voice and tone, encouraging your colleagues and employees to do the same to get a better feel for it. Use the Square 2 Marketing paragraph as a starting point to create your own voice and tone descriptive copy. Apply it to your communications and see your content marketing success soar!

 NRO - It's Not Me, It's You

Square 2 Marketing – Leading the Inbound Marketing and Reality Marketing Revolution!


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.