Companies pump out content material at a staggering charge today — and as that quantity will increase, extra inconsistencies are sure to creep in. Whether or not resulting from lack of readability in regards to the fashion during which you want to jot down or disjointed communication throughout the multitude of content material creators in your group, failure to resolve upon and doc accepted editorial tips is a recipe for inconsistent messaging.

That is why in some unspecified time in the future, most firms settle for that they’re going to have to develop a writing fashion information.

Free Download: How to Create a Style Guide [+ Free Templates]

Briefly: a doc that signifies the fundamental guidelines of writing we’ll all conform to observe to make sure consistency throughout all our content material — like whether or not I ought to’ve capitalized the “a” after the colon on this sentence.

Reply: Should you write content material for HubSpot, it’s best to not capitalize the “a.”

However wait… if that is the case, why would I capitalize the “If” in that final parenthetical? As a result of “Should you write content material for HubSpot, it’s best to…” is an entire sentence, thus warranting the capital “If.”

These conventions are laid out in our writing fashion information.

Should you discovered that practice of thought terribly banal, you may suppose writing fashion guides are probably the most boring issues on the earth and have a burning need to click on away proper about now. Au contraire, mon frère.

Why Writing Guides Are Essential

The existence of a writing fashion information is what saves you from discovering your self embroiled in a debate about whether or not there ought to be areas earlier than and after an ellipses, whether or not you capitalize “for” in a title, or when a quantity have to be written out in full.

If the writing fashion information bores you, simply think about how insipid that debate might be. The existence of a mode information means you possibly can merely have the fashion information useful as your little writing rulebook with out having to sit down via debates about blockquotes.

Writing Model Information Instance

If you wish to see a writing fashion information in motion, try the one created by HubSpot Companion Yokel Native. Their writing fashion information (or “editorial fashion information” as they name it) was made to maintain each their in-house contributors and their freelancers on the identical web page when writing and enhancing advertising content material for shoppers.

pages from hubspot agency yokel local's writing style guide

Supply: Yokel Native

You will discover that they did not go too far within the weeds, both. The entire information is 15 pages in giant, enticing lettering, and something not explicitly acknowledged within the information is left as much as the AP Stylebook and the Merriam-Webster dictionary. The simplicity is efficient, and so they clearly had enjoyable designing the doc to be cohesive with their model tips.

In an effort that will help you get began with your personal fashion information, this weblog put up will stroll you thru the important parts of a model writing fashion information so you possibly can create one for your self.

What to Embody in Your Writing Model Information

Model Guide

Model manuals are reference books that inform writers deal with grammar, punctuation, and any particular use instances. Most companies undertake both the AP Stylebook or the Chicago Guide of Model. It is as much as you to resolve which guide you want your organization to observe.

You should buy on-line subscriptions to those manuals to your workers to reference, the login for which you also needs to embrace on this part of the editorial fashion information to make entry easy. You may discover workers usually tend to reference these instruments when supplied with a web based subscription that comprises a search operate as a substitute of a paper e-book via which they need to flip to seek out their solutions.

Whereas these fashion guides present a very good reference level for fundamental grammar guidelines, you may in all probability wish to make some exceptions to the principles therein for the sake of branding, tone, and magnificence. Use this part of your editorial fashion information to stipulate these exceptions and likewise to spotlight a few of the guidelines that generally come up when writing to your firm that individuals ought to decide to reminiscence — no matter whether or not it’s aligned with or in opposition to home fashion. For instance:

  • What do you capitalize? Do you capitalize the identify of your product? Are there sure prepositions you need capitalized in your title regardless of your stylebook’s suggestions?
  • What do you abbreviate? How do you punctuate these abbreviations? Would you kind “a.okay.a.” or “aka”? “Okay” or “O.Ok.”? Or “OK”?
  • Do you employ an Oxford comma?

Itemizing solutions to frequent questions like these within the first a part of your editorial fashion information will give individuals a simple useful resource to reference that can prevent time and encourage consistency. Be at liberty to proceed including to this listing as extra confusions come up and get resolved in the course of the content material creation course of. You are creating your personal fashion information, so be happy to borrow totally different guidelines from totally different fashion guides. The essential factor is that you simply use the identical guidelines constantly all through all of the content material you create.

Generally Troublesome Phrases

Most firms have terminology that is particular to their trade, and never all of that terminology has a universally agreed-upon spelling. For example, in the event you write so much about digital advertising like we do right here at HubSpot, you may discover a number of inconsistency across the spelling and capitalization of phrases like these:

  • e-book vs. E book vs. e-book
  • ecommerve vs. e-commerce
  • web vs. Web
  • web site vs. website
  • Fb Like vs. Fb like
  • Retweet vs. re-tweet vs. reTweet vs. ReTweet

… And on and on and on. As an alternative of debating spell, capitalize, or hyphenate these phrases, embrace a piece in your fashion information referred to as “Generally Troublesome Phrases” so writers can simply search for the correct spelling of those phrases in keeping with your own home fashion information.

Recommendation for World Firms

If in case you have world readership and create content material for particular, same-language markets, it’s best to embrace notes on whether or not you alter spelling for these markets or retain your own home fashion.

For instance, if entrepreneurs from HubSpot’s Dublin workplace write a weblog put up, ought to American editors change their spelling of “favour” to “favor”? “Internationalise” to “Internationalize”? These questions ought to be answered in your fashion information, and the “Generally Troublesome Phrases” part is a logical location to try this.

Equally, if you’re creating content material in numerous languages, fashion guides ought to be created for every totally different language.

Model and Tone

This part of the editorial fashion information ought to tackle one thing much less concrete than grammar guidelines however arguably extra essential: how your content material ought to sound to the reader.

Can writers use the primary particular person? How do you are feeling about using trade jargon? Take into consideration the phrases you’ll use to explain your content material in an excellent world. Which of those adjectives would you like your content material to evoke?

  • Conversational?
  • Academic?
  • Educational?
  • Humorous?
  • Controversial?
  • Irreverent?
  • Creative?
  • Goal?
  • Refined?

You may suppose you need your content material to be all the above, however pressure your self to prioritize only a few. Clarify why it is essential to realize this fashion and tone in your content material, and supply examples of content material (excerpts are effective) which might be profitable in doing so — notably if these excerpts exist by yourself web site already. If there are stylistic traits your content material completely shouldn’t have, that is the part during which to incorporate that data, too. Once more, examples of what to not do are useful right here for the sake of comparative illustration.

When deciding on fashion and tone, be sure you contemplate your target market and purchaser personas within the course of. Which fashion and tone would resonate finest with them? This brings us to our subsequent part…


Purchaser personas are inextricably tied to fashion and tone, so it is essential to incorporate this part both earlier than or after the “Model and Tone” part of your fashion information. Why is it so essential to incorporate personas? As a result of the fashion and tone you undertake ought to be knowledgeable by your target market, i.e. the those that might be studying all these items you are writing.

That being mentioned, the personas in your editorial fashion information need not go as in-depth because the personas created by your gross sales and advertising groups. (These may embrace detailed data like objections that come up within the gross sales course of and overcome them, or recommendations on figuring out these personas “within the wild” or whenever you get them on the cellphone.)

The personas in your editorial fashion information ought to be extra transient, merely pulling out the highlights that concisely clarify who your target market is, their ache factors, how they prefer to be communicated with, the worth your organization gives, and an image to offer writers a visible to remember when creating content material.

Together with personas in your fashion information actually is useful whenever you’re working with freelance writers. Should you’re doing a very good job with freelance author administration, you may present ample context to tell the content material they’re writing. A persona, and the way that informs tone and writing fashion, ought to all the time be included when kicking off a brand new freelance author engagement.

Graphics and Formatting

I do know, I advised you earlier to not get into the nitty gritty with visible tips. That is nonetheless true. Your design staff or company ought to create a separate model design fashion information that addresses extra nuanced visible… issues. (Are you able to inform I am not a designer?)

It is best to, nonetheless, add just a little data to your written fashion information in case your writers are ever answerable for creating visible property and/or copyediting visible property created by designers. Listed here are some frequent questions that will come up that can impression writers or editors:

  • The place can writers supply pictures, and the way do they correctly attribute them?
  • When ought to pictures align to the appropriate, to the left, or within the middle?
  • Ought to textual content wrap round pictures?
  • What are the RGB and hex codes to your textual content and headers?
  • What typefaces can be utilized?
  • Can writers use italics, daring, or underlining? In that case, is utilization restricted to sure events, like bolding headers and hyperlinks?
  • Which form of bullets ought to be used (sq., spherical, or different), and the way ought to they align with the remainder of the textual content?
  • How ought to numbered lists seem: “1”, “1.” or “1.)”?

Many of those graphical parts may be preset in your content material administration system, however they are often simply overridden when writers copy and paste content material from elsewhere with formatting connected — or by an overzealous author with a aptitude for design. Define these expectations in your editorial fashion information, and refer these with extra superior must your model fashion information.

Authorized and Unapproved Content material

Nice content material usually cites analysis and information from third celebration sources. Make your author’s job simpler by offering accredited trade sources from which they’ll draw — and, much more importantly, sources from which they can’t draw. Break up this part of your editorial fashion information into two sections: beneficial and accredited trade sources, and “don’t point out” sources.

The knowledge within the “don’t point out” part ought to embrace rivals and unreliable sources, and it also needs to point out controversial matters and opinions that ought to be prevented in any respect prices. For instance, many firms strictly prohibit any point out of politics or faith of their content material, or have provisions that specify when it’s acceptable to incorporate and body the dialogue. Equally, many firms work inside sure authorized restrictions, during which case this part of the fashion information may present directions for receiving authorized approval earlier than publishing a chunk of content material.

That is the part of your editorial fashion information to clarify the intricacies of such controversies as they relate to your model so you possibly can forestall status administration catastrophes.


With nice analysis comes nice duty… and a number of selections, sadly. Clear up the confusion round correctly cite analysis by deciding on one methodology and documenting it in your editorial fashion information. Clarify create footnotes, references, hyperlinks to exterior websites, and even bibliographies if they’re related to your organization.

This part of your editorial fashion information would not must be lengthy. Simply write down the principles and supply some examples of correct citations so writers can simply attribute their sources correctly.

Examples to Present What’s Proper and Mistaken

Each part of your editorial fashion information can profit from actual life examples of the ideas you are explaining, whether or not you embrace these examples on the identical web page or as an appendix on the finish of the information.

For instance, when speaking about correct formatting, embrace a visible instance of a well-formatted weblog put up with callouts that element why the weather therein are profitable. Should you’re discussing grammar utilization, present an incorrect instance, after which mark it as much as present how a author may repair it to align together with your editorial fashion information.

Bridging your necessities with correct executions out of your precise web site will assist illustrate these ideas extra clearly and lower down on follow-up questions and cases of exceptions to the principles you’ve got laid out.

What To not Embody In Your Model Information

It may be tempting to create probably the most complete fashion information of all time. However when paperwork get extremely lengthy, it may grow to be just a little exhausting to make use of on a day-to-day foundation. Goal for “complete, but usable” by deliberately reducing some sections. The commonest sections that individuals are tempted to incorporate, however which I like to recommend exist in one other doc, are:

  • Notes on content material operations. Issues like submitting content material to your editorial staff, requesting a slot on the editorial calendar, or revision cycles.
  • Suggestions for creating Web optimization-friendly content material.
  • Nitty gritty guidelines round emblem utilization or different visible fashion information parts. With some fundamental exceptions, these could be saved for a separate model or visible fashion information.

Your editorial fashion information will merely information writers by offering a set of requirements to which they need to adhere when creating content material to your web site. It eliminates confusion, guesswork, and debates over what boils right down to a matter of editorial opinion amongst grammar and content material geeks. Should you’re ever not sure whether or not one thing ought to or shouldn’t exist in your written fashion information, fall again on utilization to tell your determination. If it is too lengthy to be usable, lower it down; if it is too brief to reply the most typical questions, beef it up.

How one can Get Others to Use Your Model Information

Should you put in all this work to create a complete fashion information, it would be an actual bummer if nobody used it.

Here is the reality: Some individuals simply aren’t going to make use of it, irrespective of how simple you make it for them to take action. So simply… settle for that. However after you are performed grieving, there are some things you are able to do to extend the chance of adoption:

1. Contain different individuals in its creation from the get-go.

Nobody needs to be the Grammar Czar. And in the event you do, I promise you nobody you’re employed with thinks its cute. As an alternative of mandating the principles your whole firm should use when writing, get a number of individuals collectively to assist create the fashion information as a gaggle. Ideally, this little committee will span a couple of division to extend the chance of widespread adoption.

2. Make it simple to seek out and use.

Our fashion information is accessible on our inside wiki so it is simple for individuals to seek out, bookmark, and Ctrl+F to get solutions to questions shortly. Make yours equally simple to entry and use.

3. Hold updating it.

Your fashion information is meant to be a dwelling doc. As new questions come up, make it simple for writers to ask questions on correct utilization and get a decision — and make it possible for decision is mirrored in an up to date model of the fashion information.

Editor’s be aware: This put up was initially printed in Might 2015 and has been up to date for comprehensiveness.

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