I might weigh in here and say someting about tone. Content is very important but quality of content is even more important.
It may or may not be relevant to what you are talking about but…… I have noticed over the years that it has a big impact on conversion. Which from my perspective is very relevant.
The tone you use can have a big impact on your click and conversion rates. The key thing is make it entertaining. By entertaining it could mean any number of things. Here are a few examples:
- Funny – people spend more when they smile
- Serious advice from an expert – the lab coat effect
- Detailed – for those that like to consider every option
- A pleasure to read – think Jack Kerouac and why everyone started hitching
So maybe choose a tone you want too, badly or boring content won’t get you as many players.