Good day, marketers, lend me your ears.

It’s pretty much human nature to hate the sound of your own voice, but do you know the sound of your brand’s ‘voice’? 

A consistent brand voice is vital in today’s inconsistent world, so when your customers see that email subject line or that social media post they know it is you. Today, we get tips on brand voice from Phrasee, an AI-based platform that specializes in natural language generation used by eBay and other industry giants.  

Also today, we look at how the Washington Post became a leading voice in the martech space with its Arc Publishing platform.

Can you hear me?

Rodric Bradford
Editor, MarTech Today


How the Washington Post’s digital platform has evolved into a DX machine

The Washington Post’s most influential asset may not be the journalism, but its digital platform Arc Publishing.

The platform goes beyond simple website redesigns and content enhancements. The ongoing development of their platform over the past five years to meet consumer demand, from both media and enterprise clients like British Petroleum (BP), has been key to driving revenue and expanding their client roster. 

Arc Publishing platform includes live video streaming app, an eCommerce platform, a subscription platform and even a CRM. 

“Collaboration is built into the DNA of our platform, products and services because that is how we exceeded in the digital conversion of our own news content,” said Arc Publishing General Manager Scot Gillespie.


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Content Management

Perfect Sense rebrands as Brightspot

Brightspot is the Content Business Platform created by Perfect Sense, a product and services company founded 12 years ago. This week, Perfect Sense takes the name Brightspot.

“A singular name is important,” co-founder and Chief Customer Officer Lisa Beaudoin told us. Will she miss the name Perfect Sense? “I’m not going to miss the confusion of having to explain the difference between Perfect Sense and Brightspot.”

Originally for publishers. Perfect Sense started out offering a CMS for editors and publishers, to which was added digital asset management with federated search, and an assignment workflow desk. The move to calling it a Content Business Platform signaled an attempt to broaden the customer base. “As I look to the future, we can support anyone in the content business,” said Beaudoin.

Why we care. Content overload, especially on digital channels, has been a talking-point for several years. Brands which want to be heard above the noise need to have a seamless content creation and distribution system. Brightspot is one of the vendors in the race to provide that.

MarTech Minute

Tips on creating a ‘brand voice’

Why not take the human out of the ‘human error factor?’

Phrasee, an AI-based platform that specializes in natural language generation, is recommending that marketers take a second look at what can be done with the human touch and what can be done with AI. Email content, subject lines and social media content are all tasks that can be done 100% by AI, allowing human capital to focus on more strategic and revenue-generating activities.

But just as important, marketers need to establish a ‘brand voice,’ a tone and way of communicating that reflects the brand, its customer experience and product perception. 

Phrasee CEO Parry Malm and Marketing Manager Isadora Welby shared some exclusive tips that companies can control their brand voice: 

• Find your voice, maintain your voice and stick to your voice, whether it be due to economic or corporate crisis, once you stray from your voice it is obvious and you lose recognition from your audience;
• If you are still looking for your brand voice, use every opportunity to test out different approaches. Personnel announcements, new product rollouts and event sponsorships are all adequate times to test your voice; and
• Don’t be afraid of being uncomfortable at first. Familiarity breeds contempt. Being unfamiliar means you are on the path to creating a new brand voice that adequately reflects the times. 

Look for more quality insight from Malm and Welby later this month.

Why we care. ‘Brand voice’ used to be a popular catchphrase for marketing consultants 20 years ago, when in-person experiences still dominated the consumer landscape. Now with remote being the new normal, establishing a consistent brand voice is not an option, it is a necessity. 

Other announcements:

• Los Angeles program caters to diverse, young marketing and technology professionals
• IAS announces integration with Pinterest


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What We're Reading

We've curated our picks from across the web so you can retire your feed reader.

Zoom is coming to Google Nest, Amazon Echo, and Facebook Portal smart displays – The Verge 

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College advertising during COVID-19 draws criticism – Inside Higher Ed 

Moncler to take control of its e-commerce operations – Retail Dive