In the wonderfully wacky world of online content and blogs, there are an array of competing opinions and disparate styles. What often lacks in the majority of business blogs is a unique “voice,” that essential yet somewhat misunderstood aspect of writing that makes it sound different from everything else. Developing a unique voice for your company’s online content is a sure-fire way to set your business apart from the competition and give readers (potential customers!) a little taste of what you’re really all about.

Once you get past the overwhelming quantity of poorly written blog content with which you’re confronted every time you give the Web a quick Google, it’s interesting to explore the way some businesses set themselves apart with a singular style that encapsulates the brand. That’s right — developing a characteristic voice is about more than sounding good; it’s one more way to position your firm as an authority in the field. Whether you’re a good-time gal with a wholesome homespun style like that masterfully exhibited by Pioneer Woman Ree Drummond in her Confessions blog or a Web-savvy techspert like the geeks over at Mashable’s tech blog, the way you express yourself in writing is just as important as — if not more than — what you say.

What is voice?

Voice is a distinct personality or style and the unique character of writing that emerges when readers consume your words. Think of it this way: there are many takes on the classic holiday tune “The Christmas Song” (AKA “Chestnuts Roasting on an Open Fire”), and everyone has a favorite version. Though artists from Mel Torme to Whitney Houston covered it, the words and music remain the same. What sets each new version apart is the way the artists interpret it; those different approaches encapsulate the style.

A different voice is required for content covering different sectors: a real estate firm might have a more business-like approach than a beauty brand. But what if it’s an especially hip and unorthodox boutique real estate company in a trendy urban area catering to hipsters and first-time homebuyers looking for something other than strictly business? That firm may have a more casual, cool voice to their online content than the Coldwell Banker in Omaha.

How to Develop It

Developing a distinguishing voice for your company’s online content should begin with the most important player in the equation: your target audience. If the goal is to connect with readers on a deep level and eventually establish a community of loyal readers who will eventually become buyers, you need to keep these people in mind when tailoring your writing style.

Start by considering the specific characteristics of your target demographic. Are they:

• Middle-age suburban parents of young adult children in college?
• Tweenage girls in urban settings with interest in Japanese street style?
• Divorced Asian-American women in their 30s?

Once you know the audience you’re trying to reach, you can commence creating content that connects to their interests by speaking their language. While you may offer appropriate content for your desired target audience, if you can’t express it in a way that resonates your language will languish in lugubrious little corners of the Internet, unvisited and undiscovered by your target demographic.

Why it Matters

A well-developed voice in your writing will help further your business’ branding efforts and establish your blog as a reliable source of regularly updated, relevant content. With an appropriate voice, you’ll make every word count as you endeavor to establish what will eventually become a fruitful relationship with your readers. Focus on distinguishing your company with writing that means something by focusing less on churning out copious copy and more on making copy count. An appropriate and engaging blogging voice will court loyal readers, establish a thriving community to consume your content, and cast your company in a clear, clever, and consistent light.

Kathryn Cunningham is a professional writer and social media maven. Dividing her time between her home in midtown Manhattan and many homes on the road, she enjoys supporting the arts in small communities and advocating for rescue dogs.