If your blog could talk, it might have a small request: to sound a little more like you. A lot of blogs on the internet are solid, as they’re structured, optimized, and informative. But it sometimes also sounds like the content was written by a very responsible robot. Everything is “ever-evolving,” working with your company is “game-changing,” and you certainly don’t offer a “one-size-fits-all” solution.
While the content might check every box on paper, it doesn’t really leave an impression on the reader. And what kind of brand wants to be forgettable?
The Problem With “Safe Content”
Safe content is inoffensive, general, and avoids strong opinions. All the language and wording used is industry-approved, and it uses professional phrases that people are more than familiar with.
Neutral also means nothing stands out. Readers aren’t going to remember generic insights, but rather a real point of view that stems from real experience. Essentially, if you could apply the same words across competitor websites without anyone noticing, you’ve got content that’ll do nothing but make you blend into the crowd. That means fewer people distinguishing you from anyone else offering the same thing.
What “Personality” Actually Means
Yet personality doesn’t mean having to use overly energetic Gen Z copy, unless that’s your target audience, or turning every sentence into a punchline. Every brand, just like every person, has its own personality, and it often needs learning. It’s about deciding what your values are and choosing words and a tone that match those.
A tech company stereotypically values authority and reliability, so confident and clear statements work best. But for a local cafe, warmth and friendliness work much better. Some brands even twist expectations, like a law firm with a cheeky social media presence.
Why Personality Builds Authority
Many brands avoid strong “personalities” because they feel as though it’ll harm their credibility. However, authority isn’t built from being neutral. If you think about some of the most influential and famous people in history, they didn’t play it safe or try to please the masses.
When your brand takes a stance, you show off your experience in a specific area. When your tone is consistent across posts, readers start to realize, “Hey, that’s this brand!” The more recognizable you become, the more familiar, and the more trust you build to make deciding to work with you a no-brainer.
Done Sounding Generic?
If you’re going through your blog now and realizing that your content could belong to anyone, you might be wondering what to do. What’s Good Content knows what’s up. We know your business isn’t generic, and that your content shouldn’t end up being just another post on the internet.
We’re a content agency that delivers quality, human-written articles on schedule with a boutique and personalized feel. Our team throws all the corporate nonsense aside and keeps our relationships honest and collaborative.
Want to revamp your blog? Don’t be shy, say hi!