Voice and Tone

One way we write empowering content is by being aware of our voice and our tone. This section explains the difference between voice and tone, and lays out the elements of each as they apply to MarketMuse.

What’s the difference between voice and tone? Think of it this way: You have the same voice all the time, but your tone changes. You might use one tone when you're out to dinner with your closest friends, and a different tone when you're in a meeting with your boss.

Your tone also changes depending on the emotional state of the person you’re addressing. You wouldn’t want to use the same tone of voice with someone who’s scared or upset as you would with someone who’s laughing.

The same is true for MarketMuse. Our voice doesn’t change much from day to day, but our tone changes all the time.


SEO in general and as it relates to content is a minefield of confusing terminology and disinformation. That’s why we speak like the experienced and compassionate business partner we wish we’d had way back when. We treat every hopeful brand seriously. We want to educate people without patronizing or confusing them.

When we write copy:

  1. We are plainspoken. We understand the world our customers are living in: one muddled by hyperbolic language, upsells, and over-promises. We strip all that away and value clarity above all. Because businesses come to MarketMuse to get to work, we avoid distractions like fluffy metaphors and cheap plays to emotion.
  2. We are genuine. We relate to customers’ challenges and passions and speak to them in a familiar, warm, and accessible way.
  3. We are translators. Only experts can make what’s difficult look easy, and it’s our job to demystify the strategic creation of content and actually educate.


We straddle the area between the formal and informal. We value clarity over entertainment and avoid humor because it's easy to think you're funny when you're not.

Style tips

Here are a few key elements of writing MarketMuse’s voice. For more, see the Grammar and Mechanics section.

  • Use active voice. Avoid passive voice.
  • Avoid slang and jargon. Write in plain English.
  • Write positively. Use positive language rather than negative language.