When you're creating content for a specific audience, you need to adopt the right tone. What problems are they facing? What are their needs? And what do they want? Your writing should address each of these questions.

However, you don't have to leave your personality behind when you put pen to paper or fingers to keyboard. Putting your own spin on things makes your writing more powerful; more unique. 

It makes your writing stand out more. 

On the other hand, if you inject too much of your own take into your work, you risk alienating your readers. You distract from the important message that you are trying to convey.

So how do you strike the right note? 

Writing for Copyblogger, Stefanie Flaxman says: "The more you write, the more you’ll be able to recognize the difference between generic content that could have been written by anyone, directionless content, and focused, engaging, goal-oriented content."

In other words, it's a classic case of "practice makes perfect". It's about learning to use your experiences and view of the world to make your writing sparkle. 

Ultimately, content marketing has a purpose: to engage the people who would most benefit from the product or service being written about.

So use your voice to tell those people how you can help them. Be real but remember to always keep your audience's interests ahead of your own.