In keeping with our voice, our tone will not be overly formal but will not be completely casual either. Our content should sound professional but not sterile and dry. Think less Reuters and more The Atlantic or Vox.
Different types of content might call for a different tone. Special reports should sound more professional and authoritative while newsletters and social media posts should be a little more personable. As long as we are mindful of our voice, it should dictate the right tone for each type of content.