The voice and tone of your blog posts matter.
As with search engine optimization, keyword research, building an editorial calendar and content strategy elements, there are rules you should follow to ensure your content is found and read—and that it boosts engagement.
Finding your writing voice isn’t choosing active or passive voice. Instead, it’s selecting the personality (voice) and mood (tone) which culminate in what you can call your writing style.
Some brand managers’ brand voices are colloquial and conversational. Others are more formal.
Why your writing voice matters
Two people with the same references, resources, and context stand a strong chance of writing like-minded posts, but their unique voice and style will set them apart from each other.
A particular voice can grab readers’ attention. As with an engaging narrative in a good novel, a unique and compelling authorial voice can draw you in. In the case of blog posts, authenticity and authority tend to cut through the clutter. Humor might also do the trick.