So, you've taken the plunge and launched a blog/vlog/website and you're posting content weekly and receiving some decent feedback from followers. You're loving the momentum of gaining new followers weekly until you hit a wall. Your numbers seem to have hit a plateau and you're noticing that you aren't making traction with the brands that you want to create content for.
As content creation continues to climb in importance for brands and advertisers, influencers and YouTubers are finding it imperative to treat their channels and blogs as brands. The more thought you put into treating your channel or blog as a brand, the better chance you have to gain numerous followers, acquire brand ambassadorships and get highlighted in the media.
One of the issues that may be causing this stagnation is not having a voice. When we say voice we don't mean your speaking voice (unless you sound like Kermit, as that has been shown to be a major hindrance for success regardless of content or platform). When we say voice, we are talking about your overall tone and style when it comes to your content creation.
For example, if you're a beauty blogger/vlogger and your content centers around product reviews, tutorials and trends, your voice should be fun, informative, conversational and light. You wouldn't want your content to be serious, rigid and authoritative.
Here are four ways to create a brand voice that will help your content resonate with followers and attract potential brand ambassadorships:
- Figure out your content zone
Research the many types of content you can create and zero in on the forms of content that resonate with you most. For example, tutorials, product reviews, haul videos, trend reports, giveaways , blog posts, tips, quotes, memes etc... Assembling the types of content you want to focus on will bring you one step closer to finding your brand voice.
- Describe your brand voice in three words
Fun. Quirky. Informative. These are three words that can very easily describe several popular bloggers/vloggers' brand voices. When you look at and listen to your content, do you notice some consistent themes? Do you use humor to capture your audience's attention? Do you prefer to educate and inform? You will notice that there are a few key tones that weave themselves throughout your content. Once you identify these three tones, be sure to write them down so you can consciously create content with these identifiers in mind.
- Demonstrate how you want your voice used
Even though you're a team of one right now, that may change down the line. It's important to document how you want your voice used during content creation so that when you employ freelancers or other consultants to help with your blog, vlog or website, they will have a clear understanding of the tone/voice and how to properly use it. There's nothing worse than content that has several different tones and voices. It leaves the audience confused and not able to trust that your content is authentic.
- Edit your voice
As your brand evolves, so will your voice. Over time, the voice you started your blog/vlog/website with will change which is to be expected. A brand voice audit is a great way to revise your voice to reflect any changes or new direction.
The more you treat your blog/vlog/website as a brand, the better chances you have at making money creating compelling content and attracting real interest from brands and other organizations seeking content and brand alignment with influencers.