Regardless of the industry you’re in, you’re almost certainly operating in a noisy marketplace. Why? Because your peers and competitors are trying to stand out, get noticed and win customers. You need to do the same and get your unique voice heard.

And the way to do that is through creating and publishing content. It doesn’t have to be a blog, of course – any content will help you to stand out. Blogs require less effort upfront and no specialist equipment.

Plus, if you’re not comfortable with being on camera or audio, then a blog is a good way for you to use your unique voice.

But you might be thinking now – if everyone else is creating content and making a noise, is there any point in me doing the same?

That’s a valid question, but you DO need to create regular content to communicate with your ideal customer. Remember, too, that your blogs are a means to an end. The end being to get people onto your mailing list or make a purchase from you.

So what do I mean by ‘finding your unique voice’? I mean the unique way you look at the world, your approach to how you deliver your services and how you talk about your values.

‘Formal’ writing isn’t necessary these days. So long as your posts are readable, broadly grammatically correct and easy to understand, that’s more than enough. And you can use that to your advantage.

If your day to day conversations contain references to your favourite TV show (Archer), film (Airplane!) or you communicate mostly in lyrics, then do that in your business writing too.

Why do I Need to be Consistent?

And how does blogging on a regular basis help with that? Well, the more you write, the more comfortable you’ll be. Finding your authentic voice takes practice, which you’ll get from writing blogs.

You can experiment with your style, too. Maybe you want to take inspiration from Seth Godin and publish a daily post – many of which are less than 100 words. That makes them more like LinkedIn updates, albeit insightful and relevant.

Experiment With How You use Your Unique Voice

Perhaps you want to share top tips in bullet point format and use that content to create lead magnets or checklists. Or you fancy writing only in iambic pentameter – whatever floats your boat!

If you enjoy writing it, your audience will enjoy reading it. OK, not everyone will appreciate your unique voice, but that’s fine. They’re not going to be a good fit for your services.

Artificial intelligence, especially tools like ChatGPT, allow more people to create more content more often. With a few quick prompts, it will produce something that, at first glance, looks like a good blog.

While the quality and originality will vary, the volume of new content will only increase. That much is clear. All of this AI-generated content is only adding to the noise in your industry, so you need to find a way to share your voice.

So when your competitors are publishing posts full of rocket emojis and power words like ‘crucial’ and ‘unleash’, share your posts with more relatable language, and use them to find your people.

Useful Links

• Blog: How to Use Your Skills in the Content Marketing World
• DIY workbook: The Beginner’s Guide to Writing Online Content
• Blog: Five Benefits of Content Repurposing for Business Success