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Speaking with one voice 
How to develop a distinctive personality
@abredenkamp #ConfabEU 
Acrolinx linguistic technology helps 
some of the world’s greatest brands 
speak with one voice
@abredenkamp #ConfabEU 
Some customers 
Software 
Aerospace 
Financial 
Healthcare 
Hightech 
Engineering
@abredenkamp #ConfabEU 
… and stand out in the crowd
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU 
Everyone is competing for eyeballs
@abredenkamp #ConfabEU 
Everyone is competing for eyeballs
@abredenkamp #ConfabEU 
!1'000!! 
!'900!! 
!'800!! 
!'700!! 
!'600!! 
!'500!! 
!'400!! 
!'300!! 
!'200!! 
!'100!! 
!"!!!! ...
@abredenkamp #ConfabEU 
”The world is moving so fast these days 
that the man who says it can't be done 
is generally inte...
@abredenkamp #ConfabEU 
Most companies react to the content 
overload by …
@abredenkamp #ConfabEU 
… creating more content
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU 
“This content is not for us” 
Kristina Halvorson
@abredenkamp #ConfabEU 
No one cares about you, 
they only care about themselves
@abredenkamp #ConfabEU 
Empathy
@abredenkamp #ConfabEU 
What’s in this presentation for you?
@abredenkamp #ConfabEU 
How to help your organization 
actually genuinely get better at 
content!
@abredenkamp #ConfabEU 
But wait, what's the plan?
@abredenkamp #ConfabEU 
(Kristina H. again)
@abredenkamp #ConfabEU 
"Content Strategy" is the plan
@abredenkamp #ConfabEU 
Define your target audience
@abredenkamp #ConfabEU 
The target audience is in the middle of 
everything…
@abredenkamp #ConfabEU 
"We will share user-facing task-based content 
that makes our customers feel smart and 
safe, both...
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU 
So, we all know that we "just" need 
content and lots of it!
@abredenkamp #ConfabEU 
So, we all know that we "just" need 
content and lots of it! 
But not just any content, it needs t...
@abredenkamp #ConfabEU 
... that speaks your customer’s language 
and engages them.
@abredenkamp #ConfabEU 
With language and tone-of-voice, 
you project your personality
@abredenkamp #ConfabEU 
© Roger Perry
@abredenkamp #ConfabEU 
Content x Tone = Impact 
(Doug Kessler @dougkessler)
@abredenkamp #ConfabEU 
Destroy. All. Robot. 
Language. 
before after 
modify 
change 
perform 
do 
purchase 
buy 
termina...
@abredenkamp #ConfabEU 
Voice at EasyJet
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU 
This is how you stand out in the crowd, 
get interest and trust
@abredenkamp #ConfabEU 
One market-leading tech company 
anonymized their content and tested it 
on customers against the ...
@abredenkamp #ConfabEU 
NO ONE COULD TELL THE DIFFERENCE!
@abredenkamp #ConfabEU 
So take your tone seriously, it's a critical 
part of your brand.
@abredenkamp #ConfabEU 
"Nowadays, everyone is in marketing"
@abredenkamp #ConfabEU 
You just need to get everyone in the 
organization creating great content that 
works.
@abredenkamp #ConfabEU 
Cats are not allowed in this garden
@abredenkamp #ConfabEU 
So, more content and better content…
@abredenkamp #ConfabEU 
How?
@abredenkamp #ConfabEU 
Well, two things are certain: 
1. Doing nothing is not an option 
2. Doing what you've done up to ...
@abredenkamp #ConfabEU 
Doing either of these things is 
a high-risk strategy. 
This is one of those 
moments in history.....
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU
@abredenkamp #ConfabEU 
1. Set Standards
@abredenkamp #ConfabEU 
1. Set Standards 
- Words & Phrases (brand, message, what do we call what we do?)
@abredenkamp #ConfabEU 
1. Set Standards 
- Words & Phrases (brand, message, what do we call what we do?) 
- Tone of Voice...
@abredenkamp #ConfabEU 
1. Set Standards 
- Words & Phrases (brand, message, what do we call what we do?) 
- Tone of Voice...
@abredenkamp #ConfabEU 
1. Set Standards 
- Words & Phrases (brand, message, what do we call what we do?) 
- Tone of Voice...
@abredenkamp #ConfabEU 
This is about making your tone explicit, 
and getting away from 
simple personas and adjectives
@abredenkamp #ConfabEU
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Speaking with one voice - how to get a personality

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The importance of tone of voice in being effective with content.
Helping companies speak with one voice means providing guidance and governance on language across the whole organization.

Published in: Marketing
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Speaking with one voice - how to get a personality

  1. 1. Speaking with one voice How to develop a distinctive personality
  2. 2. @abredenkamp #ConfabEU Acrolinx linguistic technology helps some of the world’s greatest brands speak with one voice
  3. 3. @abredenkamp #ConfabEU Some customers Software Aerospace Financial Healthcare Hightech Engineering
  4. 4. @abredenkamp #ConfabEU … and stand out in the crowd
  5. 5. @abredenkamp #ConfabEU
  6. 6. @abredenkamp #ConfabEU Everyone is competing for eyeballs
  7. 7. @abredenkamp #ConfabEU Everyone is competing for eyeballs
  8. 8. @abredenkamp #ConfabEU !1'000!! !'900!! !'800!! !'700!! !'600!! !'500!! !'400!! !'300!! !'200!! !'100!! !"!!!! 1400s! 1500s! 1600s! 1700s! Millions' Books'printed'
  9. 9. @abredenkamp #ConfabEU ”The world is moving so fast these days that the man who says it can't be done is generally interrupted by someone doing it.” Elbert Hubbard († 1915)
  10. 10. @abredenkamp #ConfabEU Most companies react to the content overload by …
  11. 11. @abredenkamp #ConfabEU … creating more content
  12. 12. @abredenkamp #ConfabEU
  13. 13. @abredenkamp #ConfabEU “This content is not for us” Kristina Halvorson
  14. 14. @abredenkamp #ConfabEU No one cares about you, they only care about themselves
  15. 15. @abredenkamp #ConfabEU Empathy
  16. 16. @abredenkamp #ConfabEU What’s in this presentation for you?
  17. 17. @abredenkamp #ConfabEU How to help your organization actually genuinely get better at content!
  18. 18. @abredenkamp #ConfabEU But wait, what's the plan?
  19. 19. @abredenkamp #ConfabEU (Kristina H. again)
  20. 20. @abredenkamp #ConfabEU "Content Strategy" is the plan
  21. 21. @abredenkamp #ConfabEU Define your target audience
  22. 22. @abredenkamp #ConfabEU The target audience is in the middle of everything…
  23. 23. @abredenkamp #ConfabEU "We will share user-facing task-based content that makes our customers feel smart and safe, both personally and professionally.”
  24. 24. @abredenkamp #ConfabEU
  25. 25. @abredenkamp #ConfabEU So, we all know that we "just" need content and lots of it!
  26. 26. @abredenkamp #ConfabEU So, we all know that we "just" need content and lots of it! But not just any content, it needs to be great content, ...
  27. 27. @abredenkamp #ConfabEU ... that speaks your customer’s language and engages them.
  28. 28. @abredenkamp #ConfabEU With language and tone-of-voice, you project your personality
  29. 29. @abredenkamp #ConfabEU © Roger Perry
  30. 30. @abredenkamp #ConfabEU Content x Tone = Impact (Doug Kessler @dougkessler)
  31. 31. @abredenkamp #ConfabEU Destroy. All. Robot. Language. before after modify change perform do purchase buy terminate end navigate go image picture toggle switch obtain get configure set up execute run resolve fix enable allow halt stop value number Voice at Microsoft
  32. 32. @abredenkamp #ConfabEU Voice at EasyJet
  33. 33. @abredenkamp #ConfabEU
  34. 34. @abredenkamp #ConfabEU
  35. 35. @abredenkamp #ConfabEU This is how you stand out in the crowd, get interest and trust
  36. 36. @abredenkamp #ConfabEU One market-leading tech company anonymized their content and tested it on customers against the competition
  37. 37. @abredenkamp #ConfabEU NO ONE COULD TELL THE DIFFERENCE!
  38. 38. @abredenkamp #ConfabEU So take your tone seriously, it's a critical part of your brand.
  39. 39. @abredenkamp #ConfabEU "Nowadays, everyone is in marketing"
  40. 40. @abredenkamp #ConfabEU You just need to get everyone in the organization creating great content that works.
  41. 41. @abredenkamp #ConfabEU Cats are not allowed in this garden
  42. 42. @abredenkamp #ConfabEU So, more content and better content…
  43. 43. @abredenkamp #ConfabEU How?
  44. 44. @abredenkamp #ConfabEU Well, two things are certain: 1. Doing nothing is not an option 2. Doing what you've done up to now is not an option
  45. 45. @abredenkamp #ConfabEU Doing either of these things is a high-risk strategy. This is one of those moments in history...
  46. 46. @abredenkamp #ConfabEU
  47. 47. @abredenkamp #ConfabEU
  48. 48. @abredenkamp #ConfabEU 1. Set Standards
  49. 49. @abredenkamp #ConfabEU 1. Set Standards - Words & Phrases (brand, message, what do we call what we do?)
  50. 50. @abredenkamp #ConfabEU 1. Set Standards - Words & Phrases (brand, message, what do we call what we do?) - Tone of Voice (write like a human, not a robot)
  51. 51. @abredenkamp #ConfabEU 1. Set Standards - Words & Phrases (brand, message, what do we call what we do?) - Tone of Voice (write like a human, not a robot) - Be Brave! (or at least don't be scared)
  52. 52. @abredenkamp #ConfabEU 1. Set Standards - Words & Phrases (brand, message, what do we call what we do?) - Tone of Voice (write like a human, not a robot) - Be Brave! (or at least don't be scared)
  53. 53. @abredenkamp #ConfabEU This is about making your tone explicit, and getting away from simple personas and adjectives
  54. 54. @abredenkamp #ConfabEU
  55. 55. @abredenkamp #ConfabEU
  56. 56. @abredenkamp #ConfabEU Personal: College-age children Golfer Career-focussed
  57. 57. @abredenkamp #ConfabEU Which is better for a golfer?
  58. 58. @abredenkamp #ConfabEU
  59. 59. @abredenkamp #ConfabEU Is this your style guide?
  60. 60. @abredenkamp #ConfabEU You need to make your guidance actionable
  61. 61. @abredenkamp #ConfabEU 2. Give your content teams guidance, not just training
  62. 62. @abredenkamp #ConfabEU 3. Get Governance: Measure your content constantly
  63. 63. @abredenkamp #ConfabEU together Our work is personal
  64. 64. @abredenkamp #ConfabEU Help your teams speak with one voice

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