Understanding the Tone You Need to Have with Your Audience

By: David Tile| Founer @ Article-Writing.co

Posted On: December 24, 2015
Not all companies can interact with their customers in the same way. Based on a business’ purpose and demographic focus, the way that they “talk” to their audience needs to match up. For instance, some businesses can get away with a friendlier, joking demeanor in their site copy and interactions with clientele. For a different business, this attitude comes off as unprofessional. How does this relate to your purchased site content? When you buy blog articles, the tone and demographic you’re trying to convey to site viewers needs to be relayed so the professional article writers know what voice to give the copy. But how can you tell them when you don’t know yourself?

First, examine the kind of business you’re in. There are a lot of business types that can go either way in terms of a casual or staunchly professional tone. Think of recent car dealership commercials you’ve seen. Chances are some are friendly and cheerful, engaging and talking on the level of the average consumer. Others might be staunch and matter of fact. This is a good example of a business that can easily succeed with either one or the other, or perhaps even a mixture of the two. A good tip when buying blogs and copy for your site is to give your professional article writers instructions on a set amount of content in either tone.

It’s hard to pinpoint a business that has to stick with a casual concept, so know that more often than not you can succeed with a tone that is more professional than relaxed. Again, it’s never good to shift completely over to one side while ignoring the other. Many businesses can anchor a place within youth demographics by being more casual and fun, especially on social media, and professional article writers should be completely capable of this.


Also remember that a casual voice does not mean professionalism isn’t present within the website content. Think of yourself as a businessperson, sitting down to a lunch meeting. Your conversation isn’t completely dry and you’re laughing appropriately, but you’re still talking business. This sort of atmosphere should be present in your site’s content, so make sure you reiterate this to the article write in charge of creating blogs and site copy.


At the end of the day, you ultimately control how you want to be perceived by an audience. While professional article writers might produce blogging content, your social media management might be outsourced and your other employees also reflect your business’ image, a business owner is the one who sets the stage for the tone within a business. This tone then dictates how your employees and outsourced workers hold themselves and the content they create. This sets the stage for your relationship with customers. If you aren’t on the ball in this area with such a drastic trickle-down effect, you aren’t as successful as you could be.

The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.