Blogging @ CantinaUse this guide to help you get started

1. Create Creative space• Find a comfortable and quiet place for an hour. • Turn off Slack and email. • Put on your headphones and play some music. • Need a playlist? We’ve got you covered.

Ask yourself: “what have I recently learned or discovered, and why is it significant? What’s an area of my work that has changed in an interesting way? What’s wrong with the way X does something/X is done, and how could it be done better?”

2. think of a topic

3. Understand your audienceWe write for three types of buyers. Think about their role, their challenges, and their context.

startup executiveEnterprise executive Technology executive

Pro Tip: Start boldly; intrigue the reader in about 50 words.

4. WritE Remember these things...

Voice & Tone:1. Fun but not silly2. Smart but not bossy3. Confident but not cocky4. Helpful but not overbearing

5. Review, publish, and Promote

Specific; get to the pointCasual but smart Use pictures

Make them smile

Pro Tip: Posts are designed to improve the reader’s skills or understanding of a topic. Add somethingnew and different into the conversation.

Active voice

Link it up

Create a hierarchy of information

300-500 words

News

400-800 words

Hacks

1000-1600 words

How-tosSuggested length by type

300-600 words

Recaps

Pro Tip: Talk directly to the reader. Use “you,”“we,” and “I”. Provide clear recommendationsand describe who should take them. Avoid jargon, passive voice, long sentences, and equivocation. Use lists and graphics

Getting Ready to Get DownJosh RitterNew SoulYael Naim

Tenerife SeaEd Sheeran

BarcelonaGeorge Ezra

Playlist

For additional resources see: • Without Bullshit Blog• Marketo B2B Content Marketing• Elements of Style

⃝ Select a peer to review and edit your post⃝ Send your post to Marketing for review and feedback⃝ Marketing will publish the post⃝ Promote on social channels like Twitter and LinkedIN

Pick one: