Skip to main content
Find Writers Products Industries Plans Become a Writer 1 (866) 501-3116 Sign In Get Started

Products

Blog Posts Press Releases Web Pages Product Descriptions Newsletters
Transcriptions Social Media Posts Video Scripts Custom Projects Content Tune-Ups
Ad Copy Ebooks Editing Q&A Content Whitepapers
Facebook Post Instagram Post

Industries

Agriculture Art & Design Automotive Building Materials Cannabis Career Construction Counseling Customer Service Dental Education Energy & Environment Engineering
Fashion & Beauty Family Practice Food & Beverage Gaming Health & Wellness Healthcare Higher Education Home & Garden Human Resources Injury Law Interior Design IT & Security
Insurance Legal Manufacturing Media & Entertainment Medical Law Nutrition Parenting Payments Personal Finance Real Estate Relationships
Retail & Ecommerce Religion & Spirituality Restaurant and Bar SaaS Sales Senior Services Software Sports & Fitness Technology Transportation & Logistics Travel
x Close Menu Find Writers Products
Blog Posts Press Releases Web Pages
Product Descriptions Newsletters Transcriptions
Social Media Posts Video Scripts Custom Projects
Content Tune-Ups Ad Copy Ebooks
Editing Q&A Content Whitepapers
Facebook Posts Instagram Posts
Industries
Agriculture Art & Design Automotive Building Materials Dental Gaming Fashion & Beauty Family Practice Cannabis Career Construction Counseling Customer Service Injury Law Interior Design IT & Security Retail & Ecommerce Education Energy & Environment Food & Beverage Personal Finance Healthcare Health & Wellness Higher Education Home & Garden Human Resources Transportation & Logistics Insurance Legal Manufacturing Media & Entertainment Medical Law Nutrition Parenting Payments Real Estate Religion & Spirituality Restaurant and Bar SaaS Sales Senior Services Software Sports & Fitness Technology Travel Relationships Engineering
Plans Become a Writer Login Get Started 1 (866) 501-3116
  1. Blog Home
  2. Content Marketing
  3. JD Peterson
  4. How to Outsource Content & Maintain Your Brand's Voice

How to Outsource Content & Maintain Your Brand's Voice


Content is key to improving sales, visibility and authority online.



It takes a great deal of content to establish leadership and improve brand loyalty. If you're like most business owners, you probably lack the time it takes to sit and write page after page of content which is why outsourcing is always a great option. According to the Content Marketing Institute, more than 61 percent of large companies and 44 percent of small companies outsource their content creation each day. A concern for some though is that the outsourced writers won't be be able to communicate the brand's voice and tone. This is an understandable worry, but really all it takes is clear communication to make sure that doesn't happen.


See also: When Outsourcing Content is Good for Your Business


Here are a few strategies to ensure brand-consistent, well-written content time after time again.




Communicate Your Voice and Tone Clearly


Brand consistency increases a company's value and results in more opportunities for growth. This means that your content should always reflect your brand clearly.

If you've outsourced a large volume of content, there may be several writers working on the order. This naturally could result in wild differences in voice and tone. To prevent these issues though, explain what your brand is all about, who your audience is and what tone you want the writing to reflect. If you aren't sure what voice or tone your content should be written in, here is a quick guide to help you decide:

Voice



  • First person: Often used to establish authority and leadership or to reflect personal opinion.

  • Second person: Used to communicate information directly to the person reading. This inclusive voice makes the content more personal.

  • Third person: Often used to create educational journals, website content, white papers, press releases and product descriptions.


Tone





    • Objective: An objective tone is often used when reviewing products or reporting news. For example, an objective report might state that "Three men have been identified as leaders of a drug smuggling ring" rather than "Police say Jim Smith, Frank Jones and Paul Brady are responsible for smuggling drugs into the city."





    • Formal: A formal or professional tone is used in academic or scholarly papers. You would expect to see this type of writing in scientific or other professional journals.





    • Journalistic: A journalistic tone informs readers of who was involved in an incident and what happened without providing any opinion of the matter.





    • Conversational: This type of writing uses contradictions and slang or colloquialisms. Some non-standard spelling and grammar may be used. It's less formal and more like a conversation.





    • Commentary: A commentary tone is used when giving an opinion of an idea, product or event. Emotional words may be used, but the writer tries not to use overly loaded words, such as "horrible" or "amazing," in order to give the reader space to evaluate the commentary. Reviews and editorials sometimes use a commentary tone rather than a persuasive tone.





    • Enthusiastic: Conveys high energy, confidence and interest without sacrificing professionalism. To convey confidence, the writer uses words that express excitement or appreciation while still using conventions, such as refraining from slang.





    • Whimsical: A whimsical tone relies on the use of metaphors and hyperbole to convey a sense of fantasy.



The voice and tone should remain consistent to retain the uniformity of your content.



Provide Examples or Links


Give the writers examples of how best to reflect your brand in the content. This provides them with a clear idea of what you'd like to see. Also, be sure to highlight the elements you want them to pay close attention to. Is it the tone of the example? The structure? The style or voice? Whatever element you feel reflects your brand the best, communicate it clearly alongside the link.

Outsource to Experts in Your Industry


These writers create web content for companies similar to yours and will have a deep understanding of how best to approach your work. However, you should still provide clear instructions on how to best convey your brand to the reader to ensure consistency. This person will be familiar with your industry, content and your brand's voice.


Having a library of content on the web is one sure way to improve your brand's visibility. However, off-brand content that doesn't reflect your business can do more harm than good.


By following the advice above, you can be sure that your content will remain consistent, and that your brand will shine in the best possible light.

 
How do you make sure your brand's voice is conveyed through outsourced content? Share your stories with us in the comments section below.

 

To Read More News, See Below:


Scripted Tips: Request Better Edits


How Topic Pitching Works




Powered by Scripted.com





Published by JD Peterson on Monday, November 25, 2013 in Content Marketing, Content Strategy, Outsourcing Content.

Sign Up For Your 30 Day Free Trial Today!

You agree to Scripted’s Terms of Use and Privacy Policy.
Already have an account? Login
©2011-2022
Our Company
About Us Privacy Terms of Use GDPR Trust
For Members
Enterprise Agencies Publishers Customer FAQs Newsletter Customer Sign In
For Writers
Writer Services Agreement Writer FAQs Writer Sign In
Additional Resources
The Scripted Blog Industries Podcast Technology Affiliates Competitors
Social Buttons