HOW TO CREATE A CONTENT STYLE GUIDE FOR YOUR BUSINESS
Transcript of HOW TO CREATE A CONTENT STYLE GUIDE FOR YOUR BUSINESS
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H O W T O C R E A T E A C O N T E N T S T Y L E G U I D E F O R
Y O U R B U S I N E S SLIZ MURPHY
Content Strategist, IMPACT@naptownpint
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“ W H A T I S T H E M O S T I M P O R T A N T T H I N G
I W A N T P E O P L E T O B E L I E V E A B O U T M Y B R A N D
W I T H O U T M E H A V I N G T O T E L L T H E M ? ”
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“ L O O K , I K N O W Y O U D O N ’ T K N O W M E ,
B U T I ’ M R E A L L Y S M A R T A N D A W E S O M E .
T R U S T M E . ”
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W H A T Y O U W A N T T O S A Y
V S .
W H A T Y O U ’ R E C O M M U N I C A T I N G
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“ O H M Y G O D , W H A T I S T H I S W O M A N ’ S P R O B L E M ?
I S … I S T H A T C H E E T O D U S T O N H E R S H I R T ? ”
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P E O P L E W I L L F A L L I N L O V E W I T H Y O U R B R A N D
I F W H A T Y O U W A N T T O S A Y
A N D W H A T Y O U ’ R E C O M M U N I C A T I N G
A R E A L I G N E D .
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1. Word choice
2. Phrasing
3. Syntax
4. Formatting
5. Grammar, punctuation
Y O U R C O N T E N T S T Y L E
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1. Disjointed website messaging
2. Sloppy, unfocused content
3. Inconsistent grammar and punctuation
4. Typos and misteaks
C O N S E Q U E N C E S
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1. Disjointed website messaging
2. Sloppy, unfocused content
3. Inconsistent grammar and punctuation
4. Typos and misteaks
C O N S E Q U E N C E S
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A C O N T E N T S T Y L E G U I D E M A K E S S U R E T H A T
Y O U ’ R E A L W A Y S L O O K I N G G O O D
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BETTERCONTENTTHATRESONATES.
BreedsConsistency
PutsYourAudience
First
EncouragesBest
Practices
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1. Define your audience
2. Facilitate a content style guide workshop
3. Document your voice, tone and style rules
4. Start using it within your organization
5. Iterate, iterate, iterate!
5 E A S Y S T E P S
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1. Define your audience
2. Facilitate a content style guide workshop
3. Document your voice, tone and style rules
4. Start using it within your organization
5. Iterate, iterate, iterate!
5 E A S Y S T E P S
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1. Define your audience
2. Facilitate a content style guide workshop
3. Document your voice, tone and style rules
4. Start using it within your organization
5. Iterate, iterate, iterate!
5 E A S Y S T E P S
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1. Define your audience
2. Facilitate a content style guide workshop
3. Document your voice, tone and style rules
4. Start using it within your organization
5. Iterate, iterate, iterate!
5 E A S Y S T E P S
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WHAT
• Brand
• Voice
• Tone
Y O U R W O R K S H O P
WHO
• 3 to 5 people + facilitator
• Variety of job titles
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WHAT
• Brand
• Voice
• Tone
Y O U R W O R K S H O P
WHO
• 3 to 5 people + facilitator
• Variety of job titles
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1. To inform what goes into your style guide
2. Create a shared understanding
Y O U R W O R K S H O P G O A L S
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1. To inform what goes into your style guide
2. Create a shared understanding
Y O U R W O R K S H O P G O A L S
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1. What a content style guide is
2. Brand Compass exercise (facilitated discussion)
3. Brand Perception exercise (worksheet)
4. Voice exercise (worksheet)
5. Tone exercise (worksheet)
W O R K S H O P A G E N D A
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1. Why do you do what you do?
2. What promise do you keep?
3. What makes you great?
4. What makes you better than your competitors?
B R A N D C O M P A S S
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Traditional A ------|------ B ------|------ C ------|------ D ------|------ E Modern
Thoughtful A ------|------ B ------|------ C ------|------ D ------|------ E Spontaneous
Proven A ------|------ B ------|------ C ------|------ D ------|------ E Cutting Edge
Exclusive A ------|------ B ------|------ C ------|------ D ------|------ E Inclusive
B R A N D P E R C E P T I O N
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Traditional A ------|------ B ------|------ C ------|------ D ------|------ E Modern
Thoughtful A ------|------ B ------|------ C ------|------ D ------|------ E Spontaneous
Proven A ------|------ B ------|------ C ------|------ D ------|------ E Cutting Edge
Exclusive A ------|------ B ------|------ C ------|------ D ------|------ E Inclusive
T H E S C A T T E R P L O T
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Traditional A ------|------ B ------|------ C ------|------ D ------|------ E Modern
Thoughtful A ------|------ B ------|------ C ------|------ D ------|------ E Spontaneous
Proven A ------|------ B ------|------ C ------|------ D ------|------ E Cutting Edge
Exclusive A ------|------ B ------|------ C ------|------ D ------|------ E Inclusive
P L A Y I N G I T S A F E
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“ W H A T S H O U L D M Y I D E A L C U S T O M E R
A L W A Y S S A Y A B O U T M E ? ”
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FRIENDLY – PROFESSIONAL – APPROACHABLE – POLISHED – ESTABLISHED
CASUAL – FUNNY – SAVVY – CONTROVERSIAL – DIPLOMATIC
RELATABLE – VISIONARY – RELAXED – CANDID – EXPERT– SMART
HIP – TRADITIONAL – MODERN – SERIOUS – CALM – CLEVER
ASSERTIVE – SOPHISTICATED – CONFIDANTE – INNOVATIVE – FRESH
DIRECT – STORYTELLER – DREAMER – HIGH ENERGY – REBEL – LEADER
V O I C E E X E R C I S E
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FRIENDLY – PROFESSIONAL – APPROACHABLE – POLISHED – ESTABLISHED
CASUAL – FUNNY – SAVVY – CONTROVERSIAL – DIPLOMATIC
RELATABLE – VISIONARY – RELAXED – CANDID – EXPERT– SMART
HIP – TRADITIONAL – MODERN – SERIOUS – CALM – CLEVER
ASSERTIVE – SOPHISTICATED – CONFIDANTE – INNOVATIVE – FRESH
DIRECT – STORYTELLER – DREAMER – HIGH ENERGY – REBEL – LEADER
S I M I L A R C H O I C E S
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CHATTY – DESCRIPTIVE – PERSUASIVE – CRISP – TECHNICAL – CLEAR
CONCISE – SIMPLE – LYRICAL – CONVERSATIONAL – POLISHED
TACTFUL – DECISIVE – ENTHUSIASTIC – BALANCED – MEASURED – WARM
THOUGHTFUL – RESPECTFUL – OPINIONATED – RATIONAL – ABSTRACT
SERIOUS – IMPARTIAL – POSITIVE – CRITICAL – BOLD – CHALLENGING
REASSURING – CONFIDENT – INSPIRATIONAL – WITTY – POETIC
T O N E E X E R C I S E
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CHATTY – DESCRIPTIVE – PERSUASIVE – CRISP – TECHNICAL – CLEAR
CONCISE – SIMPLE – LYRICAL – CONVERSATIONAL – POLISHED
TACTFUL – DECISIVE – ENTHUSIASTIC – BALANCED – MEASURED – WARM
THOUGHTFUL – RESPECTFUL – OPINIONATED – RATIONAL – ABSTRACT
SERIOUS – IMPARTIAL – POSITIVE – CRITICAL – BOLD – CHALLENGING
REASSURING – CONFIDENT – INSPIRATIONAL – WITTY – POETIC
E X : V I S I O N A R Y
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CHATTY – DESCRIPTIVE – PERSUASIVE – CRISP – TECHNICAL – CLEAR
CONCISE – SIMPLE – LYRICAL – CONVERSATIONAL – POLISHED
TACTFUL – DECISIVE – ENTHUSIASTIC – BALANCED – MEASURED – WARM
THOUGHTFUL – RESPECTFUL – OPINIONATED – RATIONAL – ABSTRACT
SERIOUS – IMPARTIAL – POSITIVE – CRITICAL – BOLD – CHALLENGING
REASSURING – CONFIDENT – INSPIRATIONAL – WITTY – POETIC
E X : E S T A B L I S H E D
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T H E W O R K S H O P I S N O W O V E R .
T H E Y C A N C H E C K T H E I R P H O N E S A G A I N .
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1. Define your audience
2. Facilitate a content style guide workshop
3. Document your voice, tone and style rules
4. Start using it within your organization
5. Iterate, iterate, iterate!
5 E A S Y S T E P S
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1. Find patterns
2. Connect the dots
3. Create a draft
4. Gather feedback
5. Refine
V O I C E & T O N E D E F I N I T I O N
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1. Choose your style guide (AP Style, Chicago, etc.)
2. Document your exceptions
3. Document formatting conventions
4. High fives all around, the boring stuff is over
D E F I N E Y O U R S T Y L E
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1. Choose your style guide (AP Style, Chicago, etc.)
2. Document your exceptions
3. Document formatting conventions
4. High fives all around, because you’re done!
D E F I N E Y O U R S T Y L E
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1. Choose your style guide (AP Style, Chicago, etc.)
2. Document your exceptions
3. Document formatting conventions
4. High fives all around, because you’re done!
D E F I N E Y O U R S T Y L E
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1. Choose your style guide (AP Style, Chicago, etc.)
2. Document your exceptions
3. Document formatting conventions
4. High fives all around, because you’re done!
D E F I N E Y O U R S T Y L E
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1. Define your audience
2. Facilitate a content style guide workshop
3. Document your voice, tone and style rules
4. Start using it within your organization
5. Iterate, iterate, iterate!
5 E A S Y S T E P S
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1. Define your audience
2. Facilitate a content style guide workshop
3. Document your voice, tone and style rules
4. Start using it within your organization
5. Iterate, iterate, iterate!
5 E A S Y S T E P S
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Y O U R B U S I N E S S I S N ’ T S T A T I C .
N E I T H E R I S Y O U R S T Y L E G U I D E .
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1. Annually (bare minimum)
2. New leadership
3. Pivot in strategy, vision, or mission
4. New products or services
W H E N T O R E V I E W
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1. Buyer Persona Kit
2. Workshop Presentation Deck
3. Brand Exercise Worksheet
4. Voice Exercise Worksheet
5. Tone Exercise Worksheet
6. Content Style Guide Template
W H A T Y O U G E T