The document discusses the challenges of content marketing, highlighting that a significant portion of content goes unseen or unread. It identifies three main pitfalls: inconsistent tone of voice, content not tailored to the audience, and playing it safe. The solutions offered include maintaining a consistent brand voice, understanding customer needs, and being willing to take creative risks.

1. Getting your voice
heard…

2. The Content Paradox:
• Global content marketing exploding
• Multi-million pound industry
• Businesses working across all the channels
and expanding internationally

3. …But how much of what you’re doing is
actually being seen, read and heard?

5. The stats:
• 3 out of 4 newspaper ads are never seen
• Over 70% of tweets never get read
• 77% of display ads are never seen
• Most websites are never visited at all

6. So where is it going wrong?
(…and how can you make it right?)

7. 3 biggest pitfalls:
1. Inconsistent Tone of Voice
2. Content not tailored to your audience
3. Playing it safe

8. Pitfall number 1:
Inconsistent Tone of Voice

9. • Define your brand’s key characteristics
(relate to company values, people, products, points of difference
from competitors)
• Be consistent – everywhere
(instantly recognisable, familiarity principle, trust, comfort)
• Make sure everyone’s on the same page
(clear understanding, agency/ in-house, multiple authors)

18. TOV sense check:
• Does our audience care about tennis?
• Is there a natural link to what we do?
• Is it aligned with our brand values/ mission?

19. Pitfall number 2:
Content not tailored to
your audience

20. • Customer needs vs. marketing messages
(connections, ask WHY?, use insight, make relevant, ‘so what’ )
• Benefits NOT features
(tap into feeling, use insight, be single-minded, emphasize
everything = nothing)

23. Pitfall number 3:
Playing it safe

24. • Have an opinion
(brand voice vs. bland voice, talk about what you know, thought
leader, don’t try to please everyone)
• Don’t be afraid to take risks
(use humour, be controversial – without being offensive, fine line)

28. …What happens when you don’t think
about your audience or Tone of Voice?

30. Thank you!