# voice.md

## Communication Style

**Overall Tone and Personality:**
Outbrain's voice is **authoritative, expert, and results-driven**, yet also **approachable and partner-oriented**. It projects confidence rooted in nearly two decades of experience, positioning the brand as a pioneer and leader in performance marketing on the Open Internet. The tone is professional and sophisticated, emphasizing innovation and strategic value, while maintaining a clear focus on client success and ROI. There's a subtle blend of established credibility with a forward-looking, agile mindset, especially with the integration into Teads.

**Key Stylistic Elements and Patterns:**
*   **Benefit-driven language:** Content consistently highlights what the audience will gain (e.g., "Driving Performance, Elevating Outcomes," "Maximize Your ROI").
*   **Strong, active verbs:** Uses verbs like "drive," "elevate," "maximize," "achieve," "pioneer," "lead," "boost," "define."
*   **Data and evidence-backed claims:** Frequently supports statements with statistics, percentages, and testimonials (e.g., "+35% Time Spent vs. Social," "-90% CPA vs. Social").
*   **Strategic framing:** Positions Outbrain as a strategic partner, not just a service provider, focusing on "expertise," "tools," and "solutions."
*   **Clarity and conciseness:** While expert, the language avoids unnecessary jargon where simpler terms suffice, ensuring messages are clear and impactful.
*   **Emphasizes "Open Internet":** This phrase is consistently used to define their unique operating environment and value proposition.

**Vocabulary Preferences and Word Choices:**
*   **Core business terms:** Performance, ROI, outcomes, direct response, Open Internet, native advertising, programmatic, contextual insights, predictive AI, lead generation, scale, diversification.
*   **Words indicating leadership/expertise:** Pioneer, leader, benchmark, expertise, advanced, innovative, defining, unmatched.
*   **Words indicating benefits/results:** Maximize, elevate, achieve, success, growth, revenue, exceptional, superior, optimized.
*   **Words indicating partnership/collaboration:** Partner, collaborate, support, integration, team, commitment.
*   **Words indicating data/precision:** Data-driven, analytics, real-time, transparent reports, insights, metrics.

## Content Patterns

**Common Themes and Topics:**
*   **Performance Marketing & ROI:** Central to all content, focusing on how Outbrain drives measurable results.
*   **Innovation & Technology:** Highlighting advanced targeting, predictive AI, and enhanced reach.
*   **Strategic Partnerships:** Emphasizing Outbrain's role as a trusted advisor and partner in client success.
*   **The Open Internet:** Differentiating their platform and approach from walled gardens.
*   **Industry Leadership & Expertise:** Showcasing their long-standing experience and thought leadership.
*   **Product Updates & Features:** Announcing new tools or integrations (e.g., Teads Pixel in Shopify).
*   **Success Stories & Case Studies:** Demonstrating tangible client achievements.

**Structural Approaches to Content:**
*   **Problem-Solution-Benefit:** Often identifies a challenge (e.g., maximizing ROI), presents Outbrain as the solution, and details the benefits.
*   **Value Proposition First:** Headlines and opening paragraphs immediately state the core value or outcome.
*   **Numbered/Bullet-point lists:** Used to break down features, benefits, or key differentiators for readability (e.g., "Customer-Centricity," "Agility & Flexibility").
*   **Data Integration:** Statistics and quantitative results are woven into the narrative to build credibility.
*   **Testimonials:** Customer quotes are used prominently to validate claims and build trust.

**Call-to-Action Styles and Patterns:**
CTAs are direct, clear, and action-oriented, encouraging immediate engagement.
*   **Primary CTAs:** "Get Started," "Start Now."
*   **Secondary CTAs:** "Request a Demo," "Read More," "View More."
*   **Contextual CTAs:** Often placed after key sections or benefits to prompt the next step.
*   **Urgency/Benefit implied:** While not aggressive, the CTAs suggest that taking action leads to desired outcomes.

## Audience Interaction

**How the Brand Addresses its Audience:**
The brand primarily addresses its audience directly using "you" and "your," fostering a sense of direct engagement and personalized relevance. It speaks to advertisers, media owners, affiliates, and search buyers as professionals seeking to enhance their marketing performance.

**Level of Formality and Relationship Style:**
The relationship is that of a **trusted expert and strategic partner**. It's professional and respectful, avoiding overly casual language, but also not overly stiff or academic. The brand aims to build a collaborative relationship where it guides and supports its clients in achieving their ambitious goals.

**Engagement and Conversation Patterns:**
*   **Focus on audience goals:** Content is framed around helping the audience achieve *their* objectives ("Let us help you achieve your most ambitious goals," "Your success is our priority").
*   **Educational and informative:** Blog posts and guides provide valuable insights and best practices, positioning Outbrain as a source of knowledge.
*   **Empathetic understanding:** Acknowledges audience needs and challenges ("understand the unique needs of affiliates and search buyers").
*   **Invitation to partnership:** Explicitly states the brand's role as a "true day-to-day partner."

## Guidelines & Examples

**Do's for Brand Communication:**
*   **DO** emphasize performance, ROI, and measurable outcomes.
*   **DO** highlight Outbrain's expertise, innovation, and leadership in the Open Internet.
*   **DO** use data, statistics, and client success stories to back up claims.
*   **DO** maintain a professional, confident, and partner-oriented tone.
*   **DO** use strong, active verbs and benefit-driven language.
*   **DO** address the audience directly ("you," "your") and focus on their goals.
*   **DO** ensure clarity and conciseness, breaking down complex ideas into digestible points.

**Don'ts for Brand Communication:**
*   **DON'T** use overly casual language, slang, or emojis.
*   **DON'T** make vague claims without supporting evidence.
*   **DON'T** sound overly salesy or aggressive; focus on value and partnership.
*   **DON'T** rely solely on technical jargon; explain concepts when necessary.
*   **DON'T** shy away from discussing the Teads integration, but always frame it as an amplification of Outbrain's strengths.

**Example Phrases and Expressions that are "On-Brand":**
*   "Driving Performance, Elevating Outcomes."
*   "Maximize Your ROI with Outbrain Direct Response."
*   "We pioneered performance marketing on the Open Internet."
*   "Benefit from our enhanced unique reach, deep contextual insights, advanced targeting and predictive AI technology."
*   "Your success is our priority."
*   "Continuity Meets Innovation. It's the same commitment, amplified."
*   "Achieve exceptional outcomes on the Open Internet."
*   "Optimized campaigns based on real-time analytics."

**Content Types and Formats the Brand Uses:**
*   Blog Posts (Thought Leadership, Best Practices, Product Updates, Company News)
*   Marketing Copy (Website headlines, landing page content)
*   Case Studies / Success Stories
*   Guides & Resources (e.g., Advertising Glossary, Vertical Hub)
*   Webinars
*   Podcasts (e.g., "Performance Marketing Minds")
*   Referral Program descriptions
*   Ad Specs and Help Center content (more technical, but still clear)