When you work on your content marketing, what tone of voice are you using? For many businesses, its easy to fall into the trap of creating volumes of dry, corporate content that might sound good in the boardroom, but will leave your customers cold. In today’s article, I discuss ways that you can use humour and tone to make your content connect with your audience.

1) Don’t be afraid of humour, especially on social media

How much should you be using humour in your content? To a great extent, that depends on the platform you are using. Social media is one of the most natural homes for funnier content, with users looking for bite-sized, entertaining content more than in-depth solutions or stiff corporate communication. A more informal tone when communicating with your customers is ideal here, and helps them to feel that they’re connecting with a person, not just a company. Short-form video content that showcases your business in an amusing way works well here too, helping you to stand out from the crowd and win audience attention.

2) Don’t ignore the power of memes

Memes are about as far from traditional marketing and communication as you can get, which means that many businesses shy away from using them out of a fear that it will make them look ‘unprofessional’. But used well, memes can connect with your audience on a personal level, and their easily-sharable nature means that a meme that connects with your customers will go on to be shared with their friends and family, widening your reach without any further effort – the holy grail of content marketing!

3) Be natural

Like everything else in content marketing, humour needs to feel genuine and natural. Whether you’re creating memes, email headlines or social media posts, forced humour will turn your audience away just as fast as fake enthusiasm or unnatural language would. Don’t reach for jokes. If something isn’t offering up easy humour, or if humour isn’t your strong suit, then don’t force it. But if you or someone in your business has a gift for comedy, take advantage of it!

4) Make the content fit the context

It goes without saying that humour isn’t appropriate in every context. While most products and services can benefit from occasional humour, there are a few that would never touch it. Trust that you have a good enough idea as a business owner of your company and your customers, and go with your instincts. Additionally, remember that some situations – customer complaints chief among them – are not good times to use humour no matter what your business provides.

If you want to widen the ways you promote your business, John Rowbottom Design and Marketing can help. To find out what we can do for you, visit us at jrdm.com.au.

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