How to Write a Style Guide for Your Content

A clear and concise style guide can help reduce any ambiguity for your writers, allowing anyone to collaborate on content for your business.

A style guide is an essential document for ensuring consistency across all your content. Whether you’re a freelance writer, a marketing team, or a large organisation, having clear content guidelines can help maintain brand identity, streamline workflows, and improve readability. But how do you create an effective style guide? This post will walk you through the key steps to crafting a style guide that keeps your content cohesive and engaging.

Why You Need a Style Guide

A style guide is a reference document that defines the rules and standards for writing, formatting, and presenting your content. Here’s why it’s crucial:

• Consistency: Ensures a uniform tone, voice, and style across all platforms.
• Efficiency: Reduces time spent on editing and revising content.
• Brand Identity: Reinforces your brand’s personality and message.
• Improved Readability: Creates user-friendly, accessible content.
• Team Alignment: Ensures all writers and content creators are on the same page.

Now, let’s break down the steps to creating a robust style guide.

Step 1: Define Your Brand Voice and Tone

Your brand voice is the unique personality your content conveys, while the tone can vary depending on the context. Consider the following:

• What is your brand’s personality? Professional, friendly, authoritative, casual?
• Who is your audience? Define their demographics, preferences, and expectations.
• What emotions should your content evoke? Inspiring, informative, humorous, empathetic?

Once you define your brand voice, provide examples to illustrate the preferred tone in different contexts. For example, customer service responses may be warm and understanding, while blog posts may be more informative and engaging.

Step 2: Set Formatting and Structural Guidelines

Clear formatting rules make content easier to read and digest. Address the following:

• Headings and Subheadings: Define structure (e.g., H1 for main titles, H2 for section headings, H3 for sub-sections).
• Paragraph Length: Keep them concise, typically 2-4 sentences.
• Bullet Points vs. Numbered Lists: Use bullet points for non-sequential lists and numbers for steps or rankings.
• Sentence Length and Style: Short, clear sentences are generally easier to read.
• Call-to-Actions (CTAs): Provide guidelines on phrasing (e.g., “Download the guide” instead of “Click here”).

Step 3: Choose Your Language and Grammar Preferences

Grammar and language consistency enhance professionalism. 

Define:

• UK vs. US English: Choose one and stick with it (e.g., “colour” vs. “color”).
• Tone and Formality: Decide between conversational, semi-formal, or formal.
• Active vs. Passive Voice: Prefer active voice for clarity (e.g., “The team completed the project” vs. “The project was completed by the team”).
• Pronouns: Use “you” for direct engagement or third-person for formality.
• Commonly Misused Words: Include a list of words to avoid or use correctly (e.g., affect vs. effect, fewer vs. less).

Step 4: Define Style for Punctuation and Capitalisation

Specify punctuation and capitalisation rules, such as:

• Oxford Comma: Will you use it? (e.g., “apples, oranges, and bananas” vs. “apples, oranges and bananas”).
• Quotation Marks: Single (‘like this’) or double (“like this”)?
• Hyphenation: Standardise tricky words (e.g., “email” vs. “e-mail”).
• Capitalisation Rules: For headings, product names, job titles, etc.

Step 5: Set SEO and Digital Writing Guidelines

For online content, optimising for search engines is key. Include:

• Keyword Usage: Guidelines on placement (titles, subheadings, meta descriptions, etc.).
• Internal and External Links: Best practices for including hyperlinks.
• Meta Descriptions: Character limits and tone suggestions.
• Alt Text for Images: Importance for accessibility and SEO.
• Readability: Recommend tools like Hemingway Editor or Grammarly to maintain an easy-to-read level (aim for a Grade 8 reading level if targeting general audiences).

Step 6: Create Content-Specific Guidelines

Different content types require different approaches. 

Outline best practices for:

• Blog Posts: Word count, style, and formatting.
• Social Media: Tone, length, and hashtag use.
• Emails: Subject line guidelines, tone, and formatting.
• White Papers and Reports: Formality level, citation style, and structure.
• Case Studies and Testimonials: Preferred structure and language.

Step 7: Address Inclusivity and Accessibility

Ensure your content is inclusive and accessible to all audiences:

• Gender-Neutral Language: Avoid assumptions (e.g., use “they” instead of “he/she”).
• Inclusive Terminology: Use respectful language for all identities and cultures.
• Accessibility Best Practices: Ensure screen reader compatibility, descriptive alt text, and easy-to-read fonts.
• Avoiding Jargon: Make content understandable for a wide audience.

Step 8: Provide Examples and Dos & Don’ts

Illustrate rules with clear examples:

• Example of a Do: Use concise, engaging headlines: “5 Simple Ways to Improve Your Sleep”
• Example of a Don’t: Avoid vague, uninspiring titles: “How to Sleep Better”

This section makes it easier for writers to apply guidelines correctly.

Step 9: Keep It Updated

A style guide is a living document that should evolve with your brand. Regularly review and update it to reflect changes in brand messaging, industry trends, and new content formats.

• Schedule periodic updates (quarterly or annually).
• Allow team members to suggest revisions.
• Ensure easy access for all content creators.

Step 10: Make It Accessible and Easy to Use

Your style guide should be:

• Easily Searchable: Use a digital document with a table of contents.
• User-Friendly: Write in clear, simple language.
• Collaborative: If working with a team, store it on a shared platform like Google Docs, Notion, or a company intranet.

Start Your Style Guide Today

A well-crafted style guide is invaluable for maintaining consistency, professionalism, and brand identity across all your content. By setting clear guidelines on tone, grammar, formatting, and inclusivity, you create a seamless experience for both your content creators and your audience.

Start building your style guide today, and watch how it transforms your content into a cohesive and compelling brand voice! If you need help creating a style guide for your business, I can help with that. Let’s collaborate on developing a customised style guide that guarantees consistency across all your future content, regardless of the writer. Email me today or book a discovery call to get started.

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