Author: Michelle Troutman

Michelle Troutman has spent more than a decade crafting attention-getting newsletters and other content for service providers. She specializes in creating standout e-newsletters for law firms and economic development organizations. Her marketing and business administration background and education enhance clear and persuasive copy that speaks to the right clients. Through features in publications like "Attorney at Work" and "Law Fuel," and her e-newsletter and YouTube channel, she inspires service professionals to create engaging content. She enjoys helping businesses that sell their expertise reach their ideal customers.

brand voice, branding, writing advice

5 Brand Voice Errors That Cost Customers: A Decision-Maker’s Playbook

If you sing that tagline that looks “pitch perfect” on paper in the wrong key, your brand voice will strike some sour notes.

That happens when:

You copy a competitor’s writing style
Too many writers spoil the broth
You use AI-generated copy “as-is”
You write like you think you should sound

Any person or AI can write content that passes spelling and grammar checks. But does it make sense? Are the chords you’re striking resonating with your audience?

If not, your writing voice might be missing a vital ingredient — authenticity — language your readers understand that sounds like you. That humanity — or lack thereof — can decide if your content marketing lives or dies.

Because your brand voice communicates your business’s unique tone and personality — it’s what makes you stand out.

Here’s how to breathe life into dull copy through writing in your own brand voice.

How to Write in Your Brand Voice to Stop Losing Authority to AI Noise

1. Failure: Messaging Derails at Scale

What it looks like: Different teams drafted proposals, web pages, and emails that sound exactly like they were written — by different people.
Why it costs money: Mixed messages erode credibility and can lower sales and response rates.

Before → After:

Before: “We know payroll.”
After: “We cut payroll errors by 80 percent.”

Fix:

Make a one-page brand voice cheatsheet that pinpoints a client outcome you deliver.
Audit your web pages to spot message drift and fix top offenders.

Stats to track: response rate, sales cycle length.

2. Failure: Tone Mismatch

What it looks like: Copy sounds casual when buyers expect authority — or formal when buyers want warmth.
Why it costs money: A misaligned brand voice increases buyer friction; prospects bail because they don’t trust you.

Before → After:

Before: “We’re here to help and make stuff easy.”
After (for corporate buyers): “We reduce vendor risk with documented processes and a 30-day onboarding plan.”

Fix: Map 1–2 buyer personas → select a primary tone → spot the drift.

Stats to track: bounce rates and time on page by persona landing page.

3. Failure: Flunking the “Trust Test”

What it looks like: Grammatically correct content that lacks depth and details. It reads like it was generated, not genuine.
Why it costs money: Visitors can distrust robotic writing. Even if it ranks in search, it can fail to convert. Prospects bounce or second-guess credibility, especially in trust-based industries like finance, law, and consulting.

Before → After:

Before: “We help businesses achieve growth through innovative, client-focused solutions.”
After: “When your inbox overflows and revenue stalls, we help you spot what’s slowing growth — and fix it fast.”

Fix: Check for humanity — have a real reader mark any line that could have come from anyone.

The three-minute gut check:

Could this sentence appear on a competitor’s site? If yes, make it personal (a client example or a unique process).
Would you ever say it aloud?
Does it reveal anything about your team or clients?

Add specifics: proof points, brand wording, and emotional cues (verbs, metaphors, sensory phrasing).

If it suits your brand voice, show some personality. “Being yourself” makes your writing lively and engaging — that includes aiming for a laugh now and then. Humor is sometimes tricky and subjective, but if you handle it well, it comes across well.

Don’t strain to sound like how you think you should sound. Otherwise, your writing might become stiff and formal, lapsing into the passive voice and businessese. Don’t catch those conditions.

Stats to track: Engagement: dwell time, scroll depth, and CTA clicks.

Scroll depth (aim: +20%)
Time on page (aim: +15%)
Conversion on content downloads or consultations (aim: +10–30%)

Prime Example

To spotlight the issue of homeless dogs and promote more adoptions, a Pedigree ad campaign informed listeners about the loyalty of a shelter pet. Pedigree promoted the bond by offering a welcome home care kit.

The ad ended with a question about whether a music streaming listener wanted to know what was included in the gift set. It encouraged a spoken reply, which could be understood through interactive audio advertising technology.

Those who expressed interest heard detailed information and were redirected to a landing page. For other answers, the ad told listeners how to learn more about supporting shelter pets. The approachable, yet energetic brand voice earned a 35 percent response rate.

AI can mimic form, but authentic explanations and storytelling in a human voice can outperform hype or cookie-cutter copy.

4. Failure: Jargon and Feature-First Content

What it looks like: Long lists of features, certifications, or acronyms — little about outcomes: proclaiming, rather than explaining.
Why it costs money: Buyers can’t see the result or return on investment (ROI), so they shop on price or delay the decision.

Before → After:

Before: “Certified X, API-integrated, SOC2 compliant.”
After: “Cut invoice processing time in half and free up staffing hours every week.”

Fix: Convert every feature bullet to an outcome sentence using the FAB formula: Features → Advantages → Benefits.

Stats to track: demo requests, time to first meaningful interaction, average deal size.

Example: Clarity and genuine tone outperform inflated marketing claims. MECLABS frames this as a scientific principle: messages that match the way teams naturally explain their value are more credible and convert at higher rates.

5. Failure: Weak or Missing Next Steps

What it looks like: Copy that doesn’t offer benefits or asks only to “Contact us.”
Why it costs money: Prospects who could click stop right there.

Before → After:

Before: “Contact us to learn more.”
After: “Book a free 15-minute voice audit and get one paragraph rewritten with notes for improvement.”

Fix: Add specific, low-risk calls-to-action (audit, sample rewrite, price ranges).

Stats to track: CTA click-through rate and audit-to-project conversion.

Writing in Your Own Brand Voice FAQs

When should I hire a professional writer versus doing it in-house?

If you doubt your abilities, hiring a pro (like me) can relieve the burden.

Hire a pro when:

You’re losing leads or conversions
You lack time for testing
You need a consistent voice across your content

If it’s a one-off page and you can do A/B testing, you can do it yourself. When in doubt, run the three-minute gut check first.

What key performance indicators (KPIs) should I track to know if a voice change improved leads?

Core KPIs:

CTA click-through rate (headline → contact)
Contact form completion rate
Demo/consult booking rate
Bounce rate on paid landing pages
Proposal acceptance rate

Which pages should I favor for a voice overhaul to get the biggest ROI?

What to fix first (biggest ROI, in order):

Homepage/Hero: The first impression; it affects many visitors and paid traffic. Measure: CTA click-through rate; contact form conversions.
Pricing/Services Page: Clears buyer friction and pre-qualifies leads. Measure: demo requests, time on page, bounce on pricing.
Primary Landing Pages (from ads or top-performing blogs): high intent; minor changes can multiply paid ROI. Measure: conversion rate, cost per lead.
Key Service Pages/Case Studies: These show proof and outcomes and help close. Measure: proposal requests and acceptance rates.
Sales/Proposal Templates & Email Sequences: Converts interested prospects into booked calls. Measure: reply rate, demo show rate.

How to choose between pages: score each page 1–5 on Impact (revenue upside) × Traffic (visitors) × Ease (time to implement); prioritize the highest total score.

How do I know when it’s time to rewrite instead of just edit?

Your conversions drop
Your tone or messaging is inconsistent
Your message no longer fits your brand direction

Get a rewrite-readiness score with a free content audit.

What deliverables and measurable results should a professional rewrite include?

A strong rewrite package ties scope to measurable outcomes.

Typical deliverables: a short audit of the existing page, 1–2 draft versions of the rewrite, on-request light SEO alignment (headlines, meta), and 1–2 rounds of revisions.

Process and timing: audit (1–3 days), first draft (3–7 business days), final delivery after revisions (depending on scope).
Measurable results to expect and test: headline → CTA click-through rate, contact form completion rate, demo/bookings, and bounce on paid landing pages.

When you sound less like AI and more like a person, the results will become clearer in more click-throughs or responses.

If you’re not used to showing up as yourself on the page, your first attempts can be rough. And if you haven’t thought through who your business is (or wants to be), you might not always know what your brand voice is — or how to write in it to get results.

That’s why following a guide or having someone there to show you can help your wording land with the right clients — those who will value you and your work.

Find out where to improve your brand voice.

get a free content audit

What has helped you write in your own voice? Leave a comment.

QUOTES

“If you are not afraid of the voices inside you, you will not fear the critics outside you.” ~ Natalie Goldberg

“When you find your authentic voice, it’s like stepping into a comfortable pair of shoes. The rhythm and pacing of your words feel right, as if they’re meant just for you.” ~ Shirley Kawa-Jump

communication, crisis communications, writing advice

5 Proactive Crisis Communication Strategies

Four colleagues around a desk during a crisis communication strategy moment: a seated person holds a handwritten “HELP.” sign while others stand and gesture at a laptop.

At 7:13 pm, when an alert pops up and your inbox overflows, an effective crisis communication strategy becomes your lifeline. A delayed response doesn’t just look bad — it can tarnish your reputation.

Two-thirds of consumers say they won’t shop with a company that handles a crisis poorly — but nearly nine in ten will stick with a brand that handles it well.

Whether it’s a data breach, a supply chain failure, or even a PR scandal, a solid plan helps you act fast. In those chaotic moments, take the following steps to make smart decisions that protect your reputation and maintain trust.

5 Crisis Communication Strategies

1. Assess the Situation

Decide who will speak for the company and approve messages. Make sure they can answer tough questions consistently.
Weigh legal risks before you decide how much detail to share.
Notify the right people first: Employees, clients, regulators. Missed priorities can escalate the crisis. (Though 59 percent of consumers prefer to hear from a CEO, it isn’t always necessary, especially if leadership caused the issue.)
Decide whether to respond immediately or wait for confirmed facts. Keep in mind regulatory deadlines and industry rules, which often shrink your time window.

Ideally, you’ll have already done a risk assessment: research on similar incidents to determine your vulnerabilities, or have brainstormed scenarios that could affect your organization.

Industry Regulatory Deadlines for Breaches of Personally Identifiable Information

▪️ HIPAA (healthcare): More than 500 people: Notify affected patients (and Health and Human Services) about breaches of unsecured protected health information (PHI) “without unreasonable delay and in no case later than 60 calendar days” from discovery.
▪️ SEC (public companies): public companies must file a Form 8-K disclosing any cybersecurity incident “within four business days after a registrant determines the incident is material” (Item 1.05).
▪️ FTC Safeguards Rule (financial institutions): At least 500 customers: financial institutions must notify the FTC “as soon as possible — and no later than 30 days after discovery” of a qualifying notification event.
▪️ State breach-notification laws (consumer data): All U.S. states have breach-notification laws; timing and triggers vary. Many use “as soon as practicable/without unreasonable delay,” while some states now impose concrete time windows like 30 or 45 days. Check your state law and resources like NCSL’s summary. (Example: In 2024/2025 updates, New York added a 30-day deadline.)

These deadlines can overlap. Coordinate with legal/compliance teams and disclose per the shortest applicable deadline while you align public messaging.

2. Keep Your Messaging Clear

When you’re under pressure, avoid overwhelming your readers with too much information.

Address what happened, what’s being done, and what stakeholders should do next with warmth and humanity. Use:
- Images, infographics, or video in place of long text.
- “I” less and “you” more.
- Short words, sentences, and paragraphs. Keep the content scannable.
Tell what to do — don’t theorize; as appropriate, offer step-by-step strategies, checklists, or frameworks
When it’s possible, show how your solution reduces risk, protects reputations, or speeds recovery.
Admit mistakes and when you don’t have all the facts, but balance with legal considerations. Be accessible.
Show empathy. Concerns about legal liability can keep you tight-lipped about apologies, as they can imply accepting responsibility.

Many templates tell you what to say, but not how. In an emergency, standard rules sometimes fly out the window. Balance authority, empathy, and urgency so people listen and act.

Describe how your business or organization has adapted. Note the trying situation in your emails, social media or blog posts, policy updates, etc., and how you’re responding to it. Not doing so can come across as insensitive or being out of touch.

Example: Healthcare practice (patient notice):

Subject: Patient privacy update — please read

What happened: We discovered unauthorized access that affected some patient records.
What we’re doing: Investigating, notifying HHS as required, and notifying affected patients within 60 days.
What you should do: If you receive a notice, follow the instructions and contact our patient helpline at [number].

3. Choose the Right Channels

Match emails, internal memos, press releases, and social media to the audience (executives, PR teams, HR, or customer support)
Ensure consistency across communications.
Address unique pain points in decision-making
Provide custom solutions, not generic guidance

Ask questions. Provide help or information. This is a great time to feature others’ stories about how they’re dealing with the crisis. Reassure readers that though we’re traveling new terrain, we’ll reach the destination together, and you’ll be ready to help them then and now.

For international audiences, consider cultural differences and local contexts. Tailor your messaging to diverse audiences and age groups.

Example: Attorneys:

Internal: Manager or managing partner → all attorneys and staff via secure intranet/email.
Clients: a secure email or encrypted portal message to affected clients; phone calls for major issues.
Public/media: only if the matter is public or likely to be reported: issue a limited press statement. Route media to a designated spokesperson.

4. Act Quickly and Confidently

Time matters. Delayed communication can worsen the crisis.
Show calm, authority, and transparency in every message.
Address the negative outcomes of a poor crisis communication strategy (lost clients, reputation damage, regulatory penalties). Clarify why it’s wise to act now

Track media coverage: Tools like sentiment analysis and real-time monitoring can flag issues before they explode. Automated alerts and faster, data-driven crisis response decisions improve communication speed and accuracy.

Example phrasing: External (public/social):

We’re aware of a security breach that affected a limited number of customers. In response, we’ve activated our incident team, engaged forensics, and will provide an update by [time/date]. For immediate assistance, contact [secure channel].

5. Follow Up and Reinforce Trust

Provide updates and share progress and the lessons you’ve learned.
Rebuild credibility and reinforce confidence with case studies, examples, or client stories
Add industry references or metrics to support your recommendations
Triple-check your data to enhance your credibility.

Example phrasing:

Our clients who used this framework avoided costly media backlash and regained trust in 48 hours.

Recommended Crisis Communication Strategy Timeline

▪️ Immediate update: within 24–72 hours: recap + next steps.

▪️ Short term: daily or twice-weekly updates while fixes are underway.

▪️ Medium term: weekly → monthly updates for 30–90 days. Note causes, corrective actions, and metrics.

▪️ Long term: a 90-day and six-month summary with outcomes and fixes. If appropriate, publish “what changed” internally and externally.

IBM research estimates the average global cost of a data breach at roughly $4.4 million USD and that it takes months to identify and contain breaches, which can sink business and reputation.

Leaders who succeed don’t stop at the crisis — they follow up with progress and the lessons learned to enhance trust. Consumers increasingly expect brands to align crisis communication with ethical, environmental, and social responsibility, and communicate regularly even during trying times.

Having a crisis communication strategy in place is one thing; communicating it effectively is another. Showing a unified front ensures you reach the right clients, employees, and vendors.

A writer experienced in handling crisis communications and customer complaints can advise you on what to say and how to say it — with or without a template. Because formulas don’t always apply to every emergency.

Learn how to create content that connects with clients who value and respect you and your business

get my checklist — START creatING content that reaches the right clients

How does your business prepare in a crisis? Leave a comment.

QUOTES

“The most important thing in communication is hearing what isn’t said.” ~ Peter Drucker

“Every great and deep difficulty bears in itself its own solution. It forces us to change our thinking in order to find it.” ~ Niels Bohr

bullet points, writing advice

5 Ways to Write Bullet Points Effectively in Business

How do you write bullet points to “fire off” each thought precisely? It’s easy to spray too many or leave behind gaps like holes in a target. That’s why certain rules of engagement help you write bullet points that land faster and hit harder.

The modern form of bullet points took shape when the 1950 New York News Type Book described them as typographic devices for use alongside asterisks, checks, and other marks in ads. The term “bullet point” later appeared in a 1983 issue of “Datamation” magazine.

Since then, bullet points and slide decks have gone together like peanut butter and chocolate — getting to the good stuff without the fluff. Here’s how to write bullet points well in business communication.

Every step in this blog explained: Learn how to write bullets that show why your content is worth readers’ attention.

5 Steps to Write Bullet Points Precisely

1. Single Bullet Point Theory

Keep to one idea per bullet. Ideally, every dot connects under a common theme, so you’re not firing thoughts at random.

2. Keep Them Concise

A survey found the most important parts of writing bullet points well are simplicity and organization, which convey information quickly and reinforce crucial concepts.

Like Dirty Harry, did you fire six shots, or only five? In writing, your bullets should add up. And don’t waste them on meaningless words, leaving your readers wondering which points you’re trying to make.

Aim for eight or fewer; more than ten in a row can be harder to read. To improve scanning, consider using a numbered list instead — especially for step-by-step content — or break the bullet points into two columns.

More rules of engagement:

The 7×7 rule: use no more than seven words per line and just seven bullet points.
Slides: use only three points per slide to convey one concept clearly. They’re ideal for breaking up items in a series.

Example:

Before:

Increase sales, reduce costs, and improve customer satisfaction.

After:

Increase sales
Reduce costs
Improve customer satisfaction

3. Align Consistently

Unless each bullet is a full sentence, you don’t have to capitalize the first word or use periods. But a capitalized opening word often looks cleaner. Choose one style — full sentences or short phrases — and stick with it.

4. Get Set

To hold interest and avoid repetition, begin each bullet with an action verb.

Example:

Before:

We do a lot of things for start-ups:

We launch new products
We handle customer complaints
We’re in charge of quarterly reports

After:

How we help start-ups run efficiently:

Launch new products
Resolve customer complaints
Prepare quarterly reports

5. Aim for Precision

Think of each bullet as a short headline. If you’re writing for the web, add SEO keywords to your bullets, which can enhance your search appeal.

Bullet points look like mere dots, but they’re your secret weapon for getting to the point. When they’re clear, concise, and consistent, your message stays on target. Ready? Aim, then fire off each of your thoughts.

Learn how to create content that connects with clients who value and respect you and your business

get my checklist — START creatING content that reaches the right clients

How do you write bullet points effectively? Drop your thoughts in the comments.

QUOTES

“Most speeches are like Texas longhorns — a point here, a point there, and a lot of bull in between.” ~ Anonymous

“Bullet points are not just decorations. They are promises — each one a commitment to say something that matters.” ~ Seth Godin

electronic newsletters, email announcements, email blasts, email marketing, email newsletters, emails, enews, enewsletters

5 Types of Email Marketing That Get Replies (& Writing Tips)

An open red mailbox with multiple hand-drawn email envelopes flying away from it, illustrating different types of email marketing.

Different types of email marketing spark curiosity in different ways, building trust through regular updates. For instance:

A newsletter keeps your name in clients’ inboxes through sharing your latest blog or news, even when they’re not ready to buy.
A promo email barks, “3 seats left!” when they’re filling fast.
A drip sequence answers leads’ objections one message at a time — until the next step feels obvious.

Based on 2024-2025 data compiled by Perplexity, these are the most common types of marketing emails service providers send.

Each video takes an in-depth look at every step in this blog with even more tips for enhancing your email engagement.

5 Types of Email Marketing (With Tips and Examples)

1. Educational Emails: Newsletters That Inform and Promote

What they are: Thought-leadership content:

news
reviews
tips

blog posts
guides
case studies

Subject line example: How to improve your business’s online security.

Stats:

Used by 81 percent of marketers, newsletters are the most popular type of email (Sender).
The average email open rate across all industries is 39.64 percent (GetResponse).

Newsletter example: Calm’s monthly Calm Down newsletter

Writing Tip: Break up text for scannability. Use bullet points, subheadings, or short paragraphs for quicker reading:

✅ Write clear, specific headlines. Summarize the key takeaway.
✅ Keep sentences short — 12-15 words max.
✅ Summarize content and link to the full article.

More in-depth business newsletter writing tips to boost your email success.

2. Promotional Emails: Writing That Sells

What they are: Emails that feature product or service sales, discounts, or events; product launches (drip campaigns/automated emails).

Subject line example: Get 25% off your next purchase!

Stats (from Sender):

75 percent of marketers send emails highlighting specific products or features.
72 percent send sales or promotional emails.
71 percent send event announcements.

Email Example: Calm’s 50 percent off a one-year subscription

Writing Tip: Lead with benefits, not features: don’t describe; persuade in concrete language that “shows,” rather than “tells”:

❌ Our latest software update is here!
✅ Save time with our automated productivity tools!

3. Transactional/Behavioral Emails: Writing That Confirms

What they are: Order confirmations, loyalty rewards, password resets, abandoned cart, or appointment reminders.

Transactional emails are more personalized, sent in response to a user’s action. They often focus more on customer service, though they can sell subtly.

Except for product or e-commerce offers like courses, professional service firms rarely use them.

Stats:

Automated emails account for 46.9 percent of email sales (Omnisend).
Most transactional emails have an average open rate of 80-85 percent. They tend to be higher because people view them immediately or revisit them (Mailgun).

Email Example: RocketLawyer’s nudge to finish completing a bill of sale.

Writing Tips:

✔ Make every word count. Use clear, concise language to help users get the message quickly: “Your order has shipped!” versus “We wanted to let you know your shipment is on its way.”
✔ Use the recipient’s name.
✔ Add subtle cross-sells (e.g., “Need help with more legal documents? Explore our custom estate plans.”).

4. Relationship-Building Emails: Writing That Connects

What they are: Client success stories, holiday greetings, customer appreciation, or welcome emails designed to strengthen bonds.

Example: “Thanks for being a loyal client! Here’s a small token of appreciation.”

Stats:

79 percent of marketers use welcome emails, and 62 percent use onboarding or “post-purchase” emails. (Sender)
Welcome emails achieve an average open rate of 83.63 percent (GetResponse).

Writing Tip: Add personality, yet write in your brand’s voice: “Hi, [Name]! We’re thrilled to have you — here’s what you can expect in your inbox.”

5. Survey and Feedback Emails: Writing To Request Information

What they are: Customer satisfaction surveys, net promoter score surveys to measure loyalty, or open-ended questions.

Example: “We’d love your feedback — share your thoughts and help others!”

Stats: The average email survey response rate is roughly 24.8 percent. (FluidSurveys).

Email Example: LegalZoom’s simple survey reminder.

Writing Tips: Keep it concise. Data suggests that if a respondent starts answering a survey, drop-off rates increase sharply with each extra question (up to 15). (SurveyMonkey)

Make it easy and enticing.

Easy: Use simple, conversational language and provide a clear call-to-action like “Take our 1-minute survey here!”
Enticing: Show a benefit, like “Help us improve to serve you better.” Adding a small incentive (e.g., a discount or giveaway) can also boost responses.

With shifting social media rules, algorithms, and ownership, more businesses are focusing on emails. Why? Regardless of your email platform, you own your subscriber list and can take it anywhere. And especially if your emails are set up properly and well-written, you have more control over who gets your messages.

Now that you know the top types of email marketing, once you have subscribers, don’t procrastinate — start creating! See how your emails can spark interest in your products and services.

See where to put your e-newsletter content–save time and gain results

grab my easy 5-step business e-newsletter template

Which types of marketing emails have proven most effective for you? Drop your thoughts in the comments.

QUOTES

“Email has an ability many channels don’t: creating valuable, personal touches—at scale.” ~ David Newman

“Good marketing emails are like good conversations: relevant, engaging, and worth responding to.” ~ Unknown

relevant content, writing advice

5 Secrets to Creating Relevant Content That Wins Business

What is relevant content, and why does it matter?

Relevant content nets reactions, replies, and connections. But finding the balance between promoting your expertise and speaking to your audience’s needs isn’t always easy. If your content marketing yields no results, it might be time for a refresh.

Here’s how to refine your content for better focus and impact.

How to create relevant content that doesn’t just interest your audience, but stands out and hooks them.

5 Ways to Develop Relevant Content for Business Success

1. Balance quality and consistency – You can feel pressure to create engaging and useful content regularly — even if you reuse, recycle, or use AI. How do you keep the content treadmill turning? And how do you produce quality content to serve your audience and your business goals?

Burnout can occur on both sides: from creating content to flooding your readers with too much. The solution? Less is more: favor quality over quantity.

Curate, don’t create: summarize or link to useful resources, like the latest industry news or trends.
Craft content for “micro-moments” when consumers search for quick answers or solutions through focused content snippets: FAQs, short videos, or concise blogs or emails.
Create less frequent, well-researched content rather than cranking out posts that add to the noise.

HubSpot reports that eight in ten content marketers agree that creating higher-quality content less often is more feasible.

2. Balance timeliness with timelessness – Keep content fresh by aligning it with trends, seasonal shifts, or industry news.

National day calendars exist for a reason. 🙂 To boost the impact, sync your content to what’s happening now. Recycle familiar topics to suit certain themes or timeframes, like posting tax planning tips or goal-setting topics by year’s end. This is among the easiest ways to plan.

A balanced scale with a tall stack of papers on one side and a glowing lightbulb on the other, symbolizing the balance involved in creating relevant content

Search research can help you whittle down keywords that can influence your topics. And you can narrow your focus and find your “when” through exploring what your readers share or discuss or have gravitated to before.

The evergreen can later become trendy, too. For example, probably because of the title and keywords — not the content depth — an ancient blog on personalizing content is now among my most visited pages.

I haven’t changed it since I published it, but plan to refresh it soon. It’s probably because, in the past few years, “personalization” has become a marketing buzzword.

3. Balance the timeworn with the unconventional – Dare to do something different, whether you lift a dull tone or present content in a new format.

Beyond text, interactive and visually rich formats give your audience something to explore, making the content more memorable and shareable.

But it’s not about showing off creativity. Make your audience think by presenting information in a way that surprises or entertains.

Example: Rather than covering a common topic, a café offered “101 ways that puppies are enjoying a puppuccino,” which became a top performer.

4. Balance tone and personality – Most business content blends in. Dare to be memorable: mixing humor, alliteration, or rhyme with practical advice turns dry topics into page-turners. It’s OK to have some fun once in a while — or more often.

Example: “7 Estate Planning Myths That Could Cost Your Family Big — Are You Guilty of #3?”

While creativity helps gain attention, ensure your ideas truly match your business goals and voice. If you’re doing something different, have a good reason. Otherwise, you could lose credibility. Avoid creating “beautiful illusions” that attract attention yet fail to spark growth.

5. Balance depth and brevity – Ensure short content packs a punch like espresso, while deep dives stay rooted in the bigger picture. Though your audience might crave detailed insights, unless your research shows otherwise, their attention spans can be limited. Provide enough details to establish your authority and deliver value while you keep your content digestible.

Concise content distills complex ideas into clear, actionable insights without oversimplifying. To convey depth without dumbing them down, use:

examples
data points
analogies
bullet points
subheadings

For in-depth pieces, keeping a clear thread to broader themes is challenging. Ensure each piece, regardless of its length, is useful and fits a larger, cohesive narrative about your brand or industry.

Example: the “pillar and cluster” content model

The key: a content strategy that’s expansive and focused, letting audiences dive deep into subjects they care about while providing enough variety to sustain curiosity.

For relevant content, balance creation with moderation. Assess its performance against your business goals regularly and adjust your strategy to establish thought leadership, improve performance, and evolve with your audience and your market.

Learn how to create content that connects with clients who value and respect you and your business

get my checklist — START creatING content that reaches the right clients

How do you create useful and engaging content? What do you think of these tips? Drop your thoughts in the comments below.

QUOTES

“Quality is more important than quantity. One home run is much better than two doubles.” ~ Steve Jobs

“Keep marketing simple. When it comes to content, cover the intersection between what your audience needs to know and your organization’s expertise. This expertise you’re sharing needs to relate to what you actually offer as a business. Make it entertaining and that’s the trifecta.” ~ Brian Honigman