Finding a balance between fun and professional is often a challenge for brands driving Marketing and sales through content marketing. With other things to balance—including curated vs. original content, content formats, and keywords, the professional vs. fun content debate often falls by the wayside.
Established organizations can look to what they’ve done in the past to inform their direction, but emerging brands can face confusion when deciding what type of look and feel they want for their content. When determining the Guidelines for your future content, consider the following variables before finalizing:
Market Response
Data matters. Regardless of how an organization views itself, it’s important to double down on content that engages your audience, rather than content that establishes who you want to be.
Content by Function
Workfront Content Marketing Manager Marcus Varner outlines the importance of aligning feel with function:
Content at the top of the funnel can be a very different animal than content at the bottom. Without a little fun or edginess, you won’t last long in the realm of old media and social media. But the closer you get to the point of sale, especially in B2B, the more corporate and authoritative you may need to become.
Be Yourself
Regardless of intent, it’s always important to humanize your content. Your audience can sniff out disingenuous content easier than you think. Be authentic.
Use Branding Guidelines
Marketing teams like to have a process. This is what birthed Branding Guidelines. It’s important to maintain a strong workflow and meet requirements—but not to a fault. An internal agreement with your team regarding flexible branding guidelines creates a margin of creativity that allows you to create content that fits your audience personas
Create content that balances fun and business with the rest of Varner’s original article below.
Read the source article at Convince & Convert
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