It's your voice, not theirs
Regardless of who you hire to create your online content…
it all needs to be written in your own voice.
It’s awesome to be in a position to hire people to help sustain and grow your business.
It’s the best way to ease the friction of juggling multiple balls at the same time. But, it’s important to make sure that the people you bring on board are the right fit.
And that includes the person you hire to share your voice through your online content.
I’ve had several conversations with speaker colleagues over the years who’ve hired a content creator that puts together their social posts, Stories, and articles and were disenchanted with the results.
For many of them, they’ve felt that while the consistency and frequency of the content was great, the messaging and tone of the pieces didn’t sound like them.
They felt that the content creator leaned more on their own voice rather than their own.
And that’s a big problem.
For many people, they will initially discover you through a social media channel. As a result, you want to present yourself as genuinely and honestly as possible through the visual and written assets you share.
This allows your audience to qualify whether or not they want to learn more about you based on this first impression.
If your feed is full of content that doesn’t consistently resemble your tone, intention and voice, it can become confusing for the viewer.
That confusion can lead to frustration, which then leads to disinterest and them showing their way out of your world, never to return again.
At the end of the day, you are the expert.
You have a way of communicating your thoughts and ideas.
You’re the one who solves people’s problems.
You’ve lived the experiences and created teachable moments for those you serve.
And this is what needs to be translated and communicated in your social posts and articles in order to captivate your audience’s attention while positioning yourself as an authority in your space.
Hiring someone to simply post quotes from dead, famous people or some random pop culture stuff day-after-day isn’t going to cut it.
When you hire a content creator charged with broadcasting your voice through your articles and posts, make sure they understand that they need to have a deep understanding of who you are, who you serve, the problems you solve, how you solve them and why you do what you do.
They need to hear you speak.
They need to read your book and listen to your podcast.
They need to ask you questions and listen to how you answer them.
They need to take their own voice out of the equation and be the bridge between you and your audience.
It’s not a simple ask, to be sure, but the good news is that there are a lot of options out there. The key is finding the right person for you.
It’s all well and good to simply post content consistently - but, in order to move the needle for your business in the mid to long-game, you need to leverage content that is crafted in your own voice in order to truly speak to those who resonate with your message of transformation.
Your turn…
What has your experience been with hiring content creators in the past? Have you found it to be a smooth experience or were there some bumps in the road with regard to them capturing your voice? Please share in the comment section below.