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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Your Vision1


“ 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 ? ”


“ 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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The Reality2


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


“ 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 ? ”


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 .


Y O U D O T H A T W I T H S T Y L E

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Y O U R B R A N D S T Y L E

VISUALS + CONTENT

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W H A T P E O P L E L I K E

VISUALS + CONTENT

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W H A T M A N Y I G N O R E

VISUALS + CONTENT

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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


W H A T Y O U D O C O N S I S T E N T L Y I S A S T Y L E


B U T T H E Y M A Y O N L Y J U D G E Y O U B Y O N E O U T F I T

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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


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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What a Content Style Guide Is3

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Voice

StyleTone

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BETTERCONTENTTHATRESONATES.

BreedsConsistency

PutsYourAudience

First

EncouragesBest

Practices

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How to Create It3


S T Y L E I S P U R P O S E F U L

B U T A P P E A R S E F F O R T L E S 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


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. 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


A L S O , T A K E N O T E S & R E C O R D I T


# 1 Y O U R B R A N D C O M P A S S

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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


# 2 P E R C E P T I O N O F Y O U R B R A N D

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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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T H E S C A T T E R P L O T

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P L A Y I N G I T S A F E


N E X T , Y O U R V O I C E


“ 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


F I N A L L Y , Y O U R T O N E


Y O U R T O N E D E L I V E R S O N

T H E P R O M I S E O F Y O U R V O I C 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

T O N E E X E R C I S E

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E X : V I S I O N A R Y

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E X : E S T A B L I S H E D


N E G A T I V E I N S I G H T S


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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5 E A S Y S T E P S


I T ’ S N O T M A D L I B 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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Voice

StyleTone

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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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5 E A S Y S T E P S

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Online

Frontify is a great tool

for online style guides.

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5 E A S Y S T E P S


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


Here’s All the StuffI Promised You5

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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


I M P A C T B N D . C O M / S T Y L E - G U I D E

how to create a content style guide for your business

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