A passive sentence can be a bit harder to identify, however, there are some tips for spotting this type of voice. If you read a sentence and it is clear who is performing the action (and this subject is identified in the first part of the sentence), it is likely already in active voice. The primary difference is essentially the word order. This is actually quite simple once you know what you are looking for. The next step to using active voice in your content marketing is being able to identify each type of voice. As subject matter tends to be more in-depth with these types of writing, the use of passive voice (which tends to have a higher word count than active voice) allows the writer the space to show that the action is more important than the performer of the action. One is that active voice can be thought of as simplistic, something that academics naturally try to avoid. It is primarily saved for academic or legal forms of writing for several reasons. Not exactly the type of tone you’re looking for in a piece of content marketing! Passive voice does have a prominent place in writing, but it is not broadly used in content marketing. It is a subtler form of voice and can tend to appear weaker, tedious and even impersonal. Passive voice, on the other hand, is where the subject of the sentence is acted on by the verb. Additionally, active voice is not overly academic and allows readers to connect with your brand easily instead of feeling alienated by not understanding what you are trying to convey. As such, the content marketer is able to gain and keep momentum while writing, essentially keeping the customer interested and actively involved with your brand. In this form of writing, the sentences and subject matter aren’t long and drawn out. Since the subject matter is clear and easily understood, it also lends itself to engaging with the reader and establishing a sense of trust. Active voice projects confidence and has a way of taking control of a piece of writing. This method of writing creates strong, direct and easy to read content. The sentence is written in a certain order, with the subject (the noun that is doing something) first, then the verb (the action word) followed by the direct object (the noun in the sentence that is the object of the subject’s action). In active voice, the focus is on what the subject of the sentence is doing. Learn how to identify active voice in your content marketing. Below you will find a summary of active and passive voice, and what areas of writing they are typically used in. Active voice is clearly the better choice for any sort of content marketing material. It is important to note that both forms are grammatically correct and have their own time and place in writing. Grammarly describes these as, “voice, mood, tense, person, and number.” In terms of voice, there are two options: active and passive. In any piece of writing, verbs have five properties. The first step to identifying active and passive voice is to understand what each means. In this article we discuss the meaning of active and passive voice, the best ways to identify each, why it is important to use active voice in your content marketing and examples for how to turn writing that is in passive voice into active voice. As Shane Hall from Copypress reminds us, “Active voice matters because it injects more energy into your content and smoothly leads a potential customer toward clicking, buying, and other actions.” There is however, one more area to be on the lookout for, and that is the use of active voice over passive voice.īeing aware of and making a purposeful choice to use active voice in your content marketing pieces is one of the best ways to make certain that your content is taken seriously and that it motivates, encourages and moves your audience to action. Paying attention to these areas of your writing can help to ensure that your content marketing is clear, concise, and most importantly, easy to be understood by your target audience. You can read more about some of these ideas from this Three Girls Media blog article. Knowing your audience, word economy, practicing inclusiveness and proofreading for spelling and grammar are just a few areas to focus on. When creating a piece of content for public consumption there are several things to be aware of. As such, they are an incredibly important tool for content marketers. Words have an almost unlimited power to lead consumers to feel certain emotions, compel them to action and convince them that something is right or wrong. The immense strength of the written word in content marketing is not something that should be underestimated.
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