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<\/a><\/p>\nIt sounded so impressive in my head, but the executive just wanted clarity. She asked, \u201cSo, what is it exactly? A blog series we promote in paid?\u201d<\/p>\n
Oops.<\/p>\n
In that moment, I realized the words I was using were all wrong. I wasn\u2019t just doing this in meetings. I was adopting this voice in all the brand\u2019s content I was creating, too.<\/p>\n
I call that jargon-filled approach \u201ccontent voice.\u201d And since that meeting, I\u2019ve been on a mission to stop its spread \u2014 both in my work and at other brands. Let\u2019s break down exactly what content voice means and how to avoid it, along with some real examples of brands that get it right.<\/p>\n
Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n Content voice is when brands use fancy-sounding jargon in the content they create for their audience instead of communicating simply. Here\u2019s what it looks like IRL.<\/p>\n When I posted about content voice on LinkedIn<\/a>, my comments section exploded with people who knew exactly what I meant. Content voice is saying \u201cutilize\u201d or \u201cleverage\u201d instead of \u201cuse.\u201d It\u2019s customers reading multiple paragraphs about what your product does but still not understanding it. When you read something written in content voice, you can tell it\u2019s marketing content, making it feel less personal and valuable.<\/p>\n In my experience, speaking in your regular, non-content voice is a much better bet. Sticking to a clear, accessible voice for your brand is critical to make sure your internal and external stakeholders actually understand what you\u2019re talking about.<\/p>\n Instead of complicated, inaccessible language, just use the same words you\u2019d use to explain your idea to a friend over coffee. I know this might seem tough, especially in B2B. But your customers will thank you for explaining things clearly.<\/p>\n At the end of the day, we\u2019re all human, so there\u2019s no need to talk like a robot. Instead, just use regular, jargon-free words, and do your best to communicate as clearly (and as humanly) as possible.<\/p>\n <\/a> <\/p>\n So, you\u2019ve cut all the jargon out of your style guide. That\u2019s just the first step. Goodbye, content voice. From there, you have to build a brand voice that feels distinct in a sea of sameness.<\/p>\n Your brand voice should feel like a logo, memorable and distinct. Any time I interact with your brand, I should automatically recognize it from the words you use.<\/p>\n Your brand voice should be authentic to your offering and your audience. And it should span your social channels, blog content, company podcasts, and newsletters. Ideally, I\u2019d be able to say, \u201cI\u2019d recognize that voice anywhere.\u201d<\/p>\n <\/a> <\/p>\n How do you actually develop a voice like that? Here are some tried-and-true tips to help marketers develop a strong and cohesive brand voice.<\/p>\n Especially as a junior marketer, I often assumed that the point of communicating was to sound smart. It didn\u2019t matter if I had no idea what I was talking about, as long as I sounded impressive.<\/p>\n But to develop a brand voice that\u2019s clear and intelligible, it\u2019s essential to actually understand the subject matter. And, that starts with really listening. So, when interviewing leaders or customers, ask plenty of questions. Don\u2019t be afraid to ask the same thing multiple times to get the information you need. Then, once you really understand their answers, you can use that understanding to communicate more effectively.<\/p>\n In general, it\u2019s best to use simple language that everyone can easily understand. But of course, you can\u2019t always avoid niche terms.<\/p>\n When an industry-specific term is necessary, it\u2019s okay to use it. Just remember to define the term, rather than assuming that everyone will already know what it means. You can define the same term in multiple pieces of content. Don\u2019t assume everyone\u2019s read everything you create.<\/p>\n Talking like a regular person may not seem all that counterintuitive, but I\u2019ve found that sooner or later, you\u2019re likely to run into some pushback. Whether it\u2019s an overzealous colleague or an old-fashioned senior executive, it\u2019s not uncommon for marketers to find themselves dealing with people trying to edit their work to make it more jargon-y.<\/p>\n If and when that happens, it\u2019s vital to serve as an advocate for your audience. Of course, this conversation can be uncomfortable (even more so if it\u2019s with your boss or someone who has a lot more experience than you). But if you explain that you\u2019re just trying to make the content as clear as possible, then you should be able to get the buy-in you need.<\/p>\n That\u2019s especially true for global audiences, many of whom may natively speak a different language than you do. Those folks will definitely appreciate when you avoid jargon-filled copy.<\/p>\n Beyond just explaining that using regular language will naturally help more people understand what you\u2019re saying, I bet you can also find data to support the benefits of this approach.<\/p>\n The metrics that matter most will depend on your unique industry and business context, but see if you can find evidence proving that using a regular voice leads to more time spent on your website, higher conversion rates, and other valuable improvements. In general, I\u2019m guessing if you test regular voice vs. content voice website headings or landing page copy, the regular voice will win.<\/p>\n Finally, if you\u2019re in a leadership role, be proactive about your brand\u2019s voice and tone. After all, junior writers and editors will be emulating you. If you use pompous, confusing language, they\u2019ll get the message that sounding fancy is the way to succeed. But if you talk like a regular person, people will naturally follow your lead.<\/p>\n In addition, make sure to praise marketers for using clear language. When reviewing their content, always look for opportunities to simplify. You can also formalize brand voice guidelines, explicitly encouraging people to avoid corporate jargon and prioritize accessibility. But of course, people will only follow those rules if they see their leaders sticking to them, too.<\/p>\n Even if you\u2019re not in a leadership role, you can still lead by example, though, and make a push inside your company for clearer language.<\/p>\n <\/a> <\/p>\n So, what does this look like in practice? Here are a few examples of brands using a strong, clear voice without sounding pretentious.<\/p>\n B2B brands have a tough mission. They need to be distinct and have personality while selling technical solutions. How can you possibly showcase a B2B offering without using jargon? Mailchimp finds a way.<\/p>\n The email marketing and automation platform strikes the right balance between helpful content and vibe. Its how-to guides give real steps that can help marketers create effective email campaigns, all while keeping jargon to a minimum.<\/p>\n On social, Mailchimp continues to lead with value, like in their LinkedIn carousels that offer deep, but brief, insights for the audience. Source<\/em><\/a><\/p>\n Newsletter The Hustle offers business news without content voice. The publication offers a \u201cno-BS source for the business stories that matter.\u201d<\/p>\n All of the brand\u2019s content \u2014 from social media posts to the newsletter itself \u2014 has the same conversational tone. The brand\u2018s personality shines through in their subject lines too, with headers like, \u201cWhy everyone\u2019s suddenly obsessed with pickleball.\u201d<\/p>\n I see something punchy in my inbox and want to click through. And, once I get to the content, I know that I won\u2019t need an MBA to understand it.<\/p>\n When I think of graphic design, I think creativity, fun, and finding clever ways to showcase a product. Canva captures that spirit. Instead of defaulting to content voice, the brand has a straightforward and casual tone. There\u2019s no mention of in-the-weeds features. Canva just lets the product do the talking.<\/p>\n That approach is all over the brand\u2019s copy, whether that\u2019s on LinkedIn or billboards. Source<\/em><\/a><\/p>\n\n
What is content voice?<\/h2>\n
Your voice should feel like a distinct logo.<\/h2>\n
5 Tips for Developing a Strong & Cohesive Brand Voice<\/h2>\n
1. Listen to understand.<\/h3>\n
2. Define niche terms.<\/h3>\n
3. Advocate for your audience.<\/h3>\n
4. Use data to back up your approach.<\/h3>\n
5. Lead by example.<\/h3>\n
Examples of a Strong Brand Voice<\/h2>\n
Mailchimp: Striking the Balance Between Business and Pleasure<\/h3>\n
![\"brand](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/voice-2-20250814-9209629.jpg\")
<\/p>\nThe Hustle: The No-BS Approach to Business<\/h3>\n
Canva: Keeping the Product Fun, Front, and Center<\/h3>\n
![\"brand](\"http:\/\/www.coclea.org\/wp-content\/uploads\/2025\/08\/voice-3-20250814-302701.jpg\")
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