I’m always encouraging life science marketers to think about how they can get more people to share the load and contribute content for marketing.
Eventually, without some guidance, that leads to another challenge – maintaining a consistent corporate voice. Lack of consistency is damaging to your brand. And if you’re spending money on localization, it can do some significant damage to your budget as well.
So how do you ensure that your content sounds like it all comes from one company when you have dozens of writers inside and outside your company contributing? Maybe you have a style guide that people refer to. Or you simply rely on the review and editing process to tighten things up.
In this podcast, I spoke to Steve Rotter, the CMO of Acrolinx about how companies can create consistent content on a large scale. We discussed:
How a voice can differentiate your business
Establishing the right voice for your company
Steve’s best advice on rolling out a new voice so content creators will remember and use it
How Illumina generates custom protocols in 4570 possible combinations without sounding like a bag of doorknobs
Links:
Illumina Custom Protocol Selector
Don’t Sound Like Everyone Else: 12 Essential Elements to Create a Consistent Brand Voice
Intro Music stefsax / CC BY 2.5
Outro Music spinningmerkaba / CC BY 3.0
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