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Rachel Klaver is a marketing strategist, specialising in lead generation and content marketing.
OPINION: I joked to my coaching group last week that I can be a bit of a control freak when it comes to my own content. I expected laughter. All they did was nod. I felt a little exposed, but after some thought I agreed I’ve become very focussed on protecting our marketing voice.
It wasn’t always that way. When I had a large in-house team, I’d often give our marketing to others in the team to do, especially as they were coming into the business. I thought it was a good opportunity to keep them busy while we built up their billable hours. It did that. It also meant our marketing was a cacophony of slightly different messages and it didn’t hit the same way my content did.
When we changed how our business operated, and I took back the job of “being the face” of our business, I also took back the job of our messaging. I had learned the hard way that even in big businesses, the brand message needed to be consistent, which meant one clear voice that permeated all of our content.
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This voice does not have to be the owner. But it needs to be someone who does share all your values, can replicate how you talk, create and do, and mirror what’s going on in your head when it comes to your vision for where the business is now, and where you want it to be.
For most of my clients, I strongly encourage them to take time to identify what their core messages, catchphrases and content should look like and sound like, well before getting some regular marketing help in the form of a marketing assistant or a virtual assistant (VA).
Even if some of that work is outsourced to a content writer, it needs to be someone who can take what you say, the way you say it, then craft it. They…
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