Hello, and welcome to Part 3 of PR Toolkit’s series about Finding the Right Tone! Now that you have an idea of your brand’s core values and of who your customers are, we will focus on the type of content you wish to write, and where you’d like it to be published.
Part 3: What kind of content do you wish to create? Where will it be shared?
Once you’ve established your customers’ habits and your brand’s characteristics, you should already have a basic idea of the kind of content you should create to reach your audience.
The platforms you may want to use to share your content will also often act as an indicator of the type of content to create. On Instagram, for example, you will tend to focus on the graphic aspect of your brand with only a short description, whereas keeping a blog will give you the option to write more text and conduct a deeper dive into your brand values and personality.
Most importantly, the type of content and the tone, will depend on the type of media you are aiming for. For example, social media will often require short and snappy captions, whereas a press release will need to include more detail, and likely elements written using a more informative tone.
Imagine, for example, that you were trying to market a brand of luxurious spirit. On a platform like Instagram, you would tend to use a more light-hearted and playful tone, which could result in a caption such as: “We’ve just launched this brand spanking new spirit to liven up your Saturday nights!”
However, if you were trying to market the same product for an advertisement in a luxurious glossy magazine, you would use a more serious tone, and list the qualities of your product more extensively. In this case, your content would probably look more like this: “It is with great pleasure that we can extend an invitation to tantalise your taste buds with a completely new exclusive release from [brand].”
Reflect on the type of content you would feel most comfortable creating, and research the platforms with which it would fit best. Remember to keep your customers and their social media preferences in mind, like you have established during Part 1.
While your tone should remain as coherent as possible throughout the platforms you use, remember that the goal of your communications is to reach your target audience, and that this target audience may vary depending on the media you use. Therefore, it is important to also adapt your tone accordingly, keeping your target audience and target media in mind.
We hope you found this series on tone helpful, and we can’t wait to read your content!