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Because Active Voice Emphasizes The Action A Subject Performs, It’s Better Suited To Content Marketing Than Passive Voice, Which Emphasizes The Recipient Of The Subject’s Actions.many Of Advertising’s Most Famous Slogans, Like Nike’s “just Do It,” Apple’s “think Different,” Or Burger King’s “have It Your Way” All Urge The Customer To Take Action. For Example, When Nike Says, “just Do It,” It Puts The Decision To Act Into The Customer’s Hands.active Voice Is Particularly Important When Writing Headlines.