Content is the message — the points you want to make within a communication to inform and inspire your reader to take action. Content can be anything from informing students of test requirements to information about housing. When appropriate, include one or more NIU key strengths and benefits as part of your content.
Tone is the variation of voice you might use depending on the audience and medium. For example, an email explaining the steps to apply for financial aid will sound different than a Facebook post announcing a Huskie pep rally.
Voice = how we sound
Personality = what we're like
Content = the message
Tone = variation in voice based on audience and medium