PowerPoint Presentation
Content Style Guideswhy, how, what, where, who & when
Joseph K. HallVP, Content Marketing EnVeritas Group@JKHallJr
why do people spend time on your site?
Its pretty? Hoping for solutions? Gen C: 80%
millennials.Connected Generation cares about QUALITY CONTENT.They
have to?Google Think Insights:
http://www.google.com/think/research-studies/introducing-gen-c-the-youtube-generation.htmlGen
C spends $500 billion annually. 2
Quality content is: Readablehow do I ensure my site has quality
content?
AccurateTimelyInformativeConsistentA Content Style Guide governs
content quality. Good Style Guides are playbooks that: Cover the
rulesAre easy to followAre easy to shareMake creation scalable
what goes into a Content Style Guide?
Basic guidelines for copy creation: Grammar &
punctuationFormattingToneStyleVoiceSEOBrand trademarksReally good
Style Guides provide how-tos. a.k.a., examples! Word choiceTarget
audienceLanguage requirements
help us understand concepts like tone and style.
where can I go for Style Guide inspiration?
Look to the experts.
Talk to colleagues & stakeholders.Understand how users
consume content. What content do they like the most? Why?What
content do they like the least? Why?
who is in charge of the style guide?
There can be ONLY ONE! It has to be a person who: Has strong
writing & editing skills.Understands how/why content is
consumed.
Knows how to get weigh-in and sign-off.Can show and tell at the
same time.Understands the platform.Is empowered & willing to
make decisions. Can drop the hammer.
When do I make a Content Style Guide?
Before you start plying your website with content.Immediately
time doesnt wait!Sync it with your next big move: Prior to the
launch of new site content. In conjunction with a significant staff
change. New hire Restructuring
Joseph K. Hall. Jr.
[email protected]@JKHallJr
Thank You!
