There are a number of ways of generating great content as part of your content marketing efforts, but all are made stronger by creating a strong voice and point of view.
The stronger your voice, the more attention you can attract, though risk rises exponentially with reward as you move from milquetoast to provocative to incendiary. You may not like the attention you wind up generating.
But an editorial voice, even on the safer end of the spectrum, accomplishes 3 things:
- It humanizes contact that is, but it’s definition, mediated by machines
- It provides a way for your audience to get to know you better
- It allows you space to establish thought leadership
Whether you’re providing information based on your expertise and original research or collecting information from elsewhere and serving an editorial role, it’s important to guide your audience. Help them understand why the material you’re presenting is important to them – important enough for them to invest the time to click through to the full article or download the PDF or whatever it is you’re asking them to do.
Make it clear that you’re passionate about the work you do by staking out your position, whether it’s Mac vs. PC or pancakes vs. waffles. (The correct answers are “Mac” and “it doesn’t matter – it’s all about the syrup and butter.”)