Content style guide: A step-by-step guide to creating your own

Why do you need a content style guide?

1. To put your audience first

2. To maintain consistency

3. To encourage best practices

4. To create better content

The Who, When, and How of a Good Content Style Guide

Who creates a content style guide?

When do you create it?

How do you present your finalized tone of voice guidelines?

Understand your audiences

Example: A car seat company

Getting to know your brand

Developing your voice and tone

Exercise: Create your brand personality

Developing your voice in 4 steps

1. Use 3 words to express your brand personality

Example: Apple

2. Identify what makes you stand apart

Example: Old Spice

3. Listen to your audience

Example: MailChimp

Infectious, friendly, and straightforward, Mailchimp’s tone reflects their respect for their audience. They don’t talk down or dress it up. They wanted to offer audiences a more considered service that didn’t pertain to industry ‘hoo-ha.

4. Don’t force ‘engagement’

Example: Innocent Smoothies

Think bigger: It’s not all about copy

Use video to tell a story instead

Example: Lurpak

Use infographics to explain long, or complex ideas

Example: Neomam

What to include in a content style guide

1. External style guide

2. Grammar and punctuation

3. Style and tone

Example: Straight-talking

4. Personas

5. Content types

6. Formatting

7. Approved and unapproved content.

Create your own content style guide

Last words:



UX/UI Designer — writing about design

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