This may appear glaringly evident, yet I see a ton of content that crashes and burns in light of the fact that the tone and style don't fit the motivation behind the piece or the way of life of the brand. For instance, a greeting page ought to most likely contain duplicate that is short and intended to convince the peruser to make a move. Conversely, a white paper will probably work best with more subtleties to clarify a more mind boggling issue.