In a world where people are more demanding than ever of brands, tone of voice carries a lot more weight in the digital space thn it’s often given credit for. Contrary to a decade or two ago, we’re now consuming content on a mammoth scale, every single day. Through sheer exposure, we’ve come to not only enjoy great things when we see them, but to expect them as a matter of course. This means that digital marketers need to be savvier than ever when it comes to ensuring their content connects. It’s no longer enough to use that generic ‘bloggy’ tone of voice we’re all so familiar with. Instead, content must be used as a tool to prove a brand’s worth; to demonstrate that they are, indeed, everything their audience expects them to be.