Written by Market My Market’s content team, with contributions from Hannah Kernal, Anastasiya Raynor, Katie McLoughlin, and Isabel Skormin
If you have an online presence, whether for a personal blog, a small business, or a growing practice, you may wonder exactly how you can personalize your work so it does not read like everyone else’s. Branding can be complex, but establishing a distinct voice is a necessary part of building a loyal audience rather than blending into a crowded search results page. At Market My Market, we have a unified goal of creating content that reads professionally and is easily accessible, while making sure each piece still sounds like it came from a specific business rather than a template.
Each member of our content team personalizes their work in different ways, which may include an alternate process for getting started, cleaning up and doing the first round of edits, communicating messaging, highlighting a client’s assets, and giving every piece its own voice. If you are interested in discovering more about how some of our writers personalize their content, you are in the right place to find inspiration and learn from some of the best in the business.
Why Personalization Matters More, Not Less, in an AI-Saturated Content Landscape
The rise of AI writing tools has made it easier than ever to publish something, and that has quietly raised the bar for what makes content worth reading. When a large share of what shows up in search results carries the same generic tone and the same predictable structure, a business with a genuinely distinct voice stands out simply by sounding like a real person wrote it. We explored this shift in more depth in our piece on what actually makes content fresh in an AI-saturated world, and the writer perspectives below are a direct look at how that personalization actually happens in practice.
This is not just a legal marketing consideration. Dental practices, medical providers, and veterinary clinics face the same challenge: patients and pet owners can tell the difference between a page that was clearly written for their specific practice and one that could have been copied and pasted for any competitor down the street. Whether we are writing for a dental practice or a medical provider, the same principle applies: research the client’s actual voice before writing a single sentence about their services.
Anastasiya Raynor — Content Writer
Legal clients have a unique tone and personality when it comes to their brand. When beginning to write content, I first research their online presence. Generally, on their website, you can infer what type of relationship they have with their clients, their personalities, and what makes them unique in their practice area. Using the elements that make them stand out, I craft their messaging in a clear and concise manner, ensuring that the information is scannable and informative. Finally, I implement their preferences from our client guide to ensure it uses the most appropriate language and tone for their brand.
Katie McLoughlin — Content Writer
We work with many legal clients at Market My Market, but each has a different voice and style that I implement when writing content. One of the first steps I take when starting a piece is exploring the client’s website to get a clear understanding of their online presence and unique brand. I also take the time to review their preferences in our client guide, which often contains further insight into the client’s preferred tone.
Based on this information, I start writing with the client and their audience in mind, often incorporating storytelling elements that make the content stand out and have a personalized voice. To ensure the message of each piece is communicated clearly, I use an easily skimmable and readable structure that helps readers get the information they need quickly while keeping them engaged. When reviewing the finished content, I ensure it highlights the client’s strengths and contributes to their online presence.
Hannah Lin Kernal — Content Writer
Every client MMM works with has an opportunity to give comments, constructive criticism, and guidance about the writing we do for them. To ensure every need is met, I’ll copy and paste portions of a client guide, convert it into a sort of to-do list, and refer to it as I write each piece. Even if I’m very familiar with a particular client or type of work, this helps me remember exactly what they want to highlight and avoid. I won’t check off any piece of a client guide until I’ve double-checked that everything is exactly as requested.
If I struggle to get started on a particular piece of work, I will roll a 20-sided die to decide a direction to take. Numbers 1-20 correspond with topics on a list I’ve created, making it easier to find headers that best match a topic. I also find that doing this helps reduce decision fatigue and ensures each piece is unique.
Building Client Guides That Actually Get Used
A recurring theme across each writer’s process is the client guide itself. A guide is only useful if it captures more than a list of forbidden words. The strongest client guides our team builds include the client’s preferred pronouns for addressing the reader, the specific credentials or differentiators they want mentioned consistently, examples of tone they like and dislike from their own past content, and any regulatory or compliance language that has to appear a certain way every time.
Guides also need to be living documents rather than a one-time intake form. As a client’s services expand, their competitors shift, or their own preferences evolve after seeing a few rounds of published content, the guide should be updated to reflect that. A stale guide leads to content that technically follows the rules but no longer matches where the business actually is.
Contact Market My Market for Best-In-Class Content
Building an online presence that is easily understood by your target audience is vital to the growth of your business. Not only is your online presence conducive to the success of your overall brand as a company, but it is also often a potential client’s first impression of what you have to offer. At Market My Market, our team of writers will ensure every aspect of your online presence feels personal, from your homepage to your blogs.
To begin crafting the online presence that will help you stand out from the competition, Market My Market has the tools and resources to take your brand to the next level. Contact Market My Market today by filling out our contact form.
Frequently Asked Questions About Personalizing Your Content
What is the first step to personalizing a business’s content?
Research comes first. Reviewing a business’s existing website, social presence, and past content reveals the relationship they already have with their audience and the qualities that set them apart from competitors, which should shape every sentence written afterward rather than being treated as an afterthought.
What should a content client guide include?
A strong client guide covers preferred tone and voice, required credentials or differentiators, examples of content the client likes and dislikes, and any compliance or regulatory language that must appear consistently. It should be treated as a living document that gets updated as the business and its offerings change.
Does content personalization matter for dental and medical practices, not just law firms?
Yes. Patients and pet owners can tell when a practice’s website content sounds generic versus when it was clearly written with their specific services and community in mind. Personalization principles apply across every vertical Market My Market works in, including dental, medical, and veterinary marketing.
How does AI-generated content affect the need for a personalized voice?
As more generic AI-written content fills search results, content with a genuinely distinct voice becomes easier for readers to notice and trust. A personalized voice is one of the clearest ways a business can differentiate its content from an increasingly homogeneous field of competitors.
Can multiple writers maintain one consistent brand voice for a single client?
Yes, as long as every writer references the same detailed client guide and reviews the client’s existing content before starting. Consistency comes from a shared reference point and a disciplined editing process, not from limiting a client’s account to a single writer indefinitely.