Brand rhetoric is the vehicle that will improve the voice of your brand and help you secure the loyalty of new and old customers alike. When integrated with a content marketing strategy, you can harness the benefits of brand rhetoric by capturing new leads and encouraging further conversions.
Over time, you’ll get a better feel for what rhetorical strategies are effective and which ones are not, but when you first start out, you’re bound to have difficulty figuring out the best way to create and align your content. That’s why we’ve compiled these three fundamental brand rhetoric strategies, which can propel your content strategy to the next level:
1.      Build your expertise. People won’t want to read your content unless you’ve established yourself as an expert. For some companies, that means using tonality and choice phrases to convey a sense of history and authority. For other companies, that means focusing on a very specific topic or range of topics. Find a way to build your expertise as quickly as possible as you launch your content marketing strategy.
2.      Include a human element. Not every brand will have the capacity to accommodate an informal, casual voice. You don’t necessarily need one, but you do need to include a human element or you run the risk of appearing distant and unrelatable. Keep your voice grounded in an approachable way.
3.      Engage. No content marketing strategy can be effective unless it has a way to engage its readers. That means including thought-provoking questions, calls to action, or other means to get your readers thinking and communicating with you.
The more effort you put into your content marketing strategy, the greater the rewards you’ll eventually reap, but be patient—it takes time to see results, and it takes even more time to perfect a strategy that’s appropriate for your brand.
