Originally published July 10, 2021 , updated on July 29, 2021

The Goodman Lantern Content Style Guide

How We Capture Your Brand Voice and Convey Your Message

seo-illustration

No matter how many algorithm updates Google makes in a year, there’s one aspect of search engine optimisation (SEO) that does not change: Good content is king. It’s only a cliche because it’s true. Quality content is the crux of any digital marketing campaign, whether conversion-focused landing pages, email copy, social media content or informative blog posts.

brand-voice

As a business owner, finding and defining your brand voice is crucial in creating content your audience will respond to positively. And achieving consistent brand communication starts with establishing a style guide – a set of content-focused rules and requirements unique to your brand.

What is a Content Style Guide?

No matter how many algorithm updates Google makes in a year, there’s one aspect of search engine optimisation (SEO) that does not change: Good content is king. It’s only a cliche because it’s true. Quality content is the crux of any digital marketing campaign, whether conversion-focused landing pages, email copy, social media content or informative blog posts.

 

As a business owner, finding and defining your brand voice is crucial in creating content your audience will respond to positively. And achieving consistent brand communication starts with establishing a style guide – a set of content-focused rules and requirements unique to your brand.

What is Included in a Content Style Guide?

A content style guide includes basic information such as:

  • Native English writers and editors
  • Your audience
  • Editorial rules and preferences
  • Brand-specific copywriting rules

At Goodman Lantern, during the strategy stage of a new client’s content marketing campaign, we work closely with you to create a style guide that speaks to your brand. Using these initial guidelines, we can guarantee that each piece of content we create is written in your brand voice.

 

But in developing your style guide, we don’t stop at the obvious additions.

How Goodman Lantern Takes the Style Guide a Step Further

data-driven-content

As a data-driven content marketing agency, Goodman Lantern understands the importance of a consistent online presence. We take the time to develop a style guide that will enable your audience to spot your content from a mile away. When you partner with us, you can be assured of a 100 percent personalised brand bible that is representative of your business and thoroughly outlines how you want your prospects to view your brand personality.

1

An introduction to your brand

Who is your business, what do you stand for, and what are you trying to achieve with your content marketing campaign? In a detailed overview that serves as your brand introduction, we answer these questions and more.

 

In this introduction, we connect your brand and your offerings closely to the type of content you want to produce and the story you want to tell. It is part of the “why” behind the work we do for you, and helps us better understand the overarching goal behind your content campaign. With this information, we have a clear picture of the intent behind each piece of content we produce, regardless of the platform it will appear on.

2

Your content requirements

In this section of your style guide, we provide an indication of your monthly deliverables, whether blog posts, social media copy or email content. Here, we also indicate whether you require additional assets such as images. Included in this section are the basic parameters and instructions for our team of writers and editors to follow. These may include:

  • Word count
  • Keywords and keyword density (if relevant)
  • Internal and external links to include
  • Audience
  • Language localisation

Where relevant, we also conduct a competitor analysis and include examples of well-performing competitor content for reference.

3

Your digital marketing goals and objectives

It’s vital for us to understand not only what we are doing for you but also why we are doing it. That’s why your style guide includes a detailed explanation of why this content is being produced.

 

This is different for every client: It could be an exercise in SEO, or you might be looking for long-form, in-depth content to contribute towards your thought-leadership brand.

 

Whatever the overarching goals behind your content marketing campaign, we explicitly state these. In doing so, we don’t have to question what we are trying to achieve at any point in the process. We also understand that only you and the people in your organisation know what these objectives are, so we’ll discuss these with you in-depth. This way, you can ensure we are an extension of your team working towards the same goals.

Where relevant, we also conduct a competitor analysis and include examples of well-performing competitor content for reference.

4

An overview of your style

No two brands are the same, and your brand voice shouldn’t be either. We glean insights into your brand voice, and if you’re still in the early stages and haven’t established one yet, we help you define it. This section of your style guide includes information such as:

  • Brand tone of voice
  • Brand personality
  • Examples of internal and external content you like
  • Writing preferences (e.g., simple vs. complex language, Oxford
    comma usage, short vs. long sentences)

Perhaps we will be ghostwriting content for a business owner or team member. In this case, we would include samples of this person’s previous work and a list of personal style preferences to help us capture any voice effectively.

5

Tools to leverage

It’s of the utmost importance to us that every piece of content reaches our clients at a publishable standard. To meet this goal, we make use of a number of free and paid tools that help us produce content that is as close to perfect as possible. In this section of your style guide, we include a list of the software our writers and editors must use during the content production process. Depending on your content requirements, these tools might include:

  • Grammar/spell checkers
  • Plagiarism checkers
  • Keyword tools
  • Tone analysers
  • Headline analysers

With the right tools, your content will appeal to readers as well as search engines.

Work With Goodman Lantern

As content marketing experts, we do whatever it takes to ensure each client’s voice, tone, and messaging are consistent across platforms. This is how the best brands with the most loyal audiences are born. At Goodman Lantern, we go above and beyond to communicate in your brand voice and convey your story, and it all starts with our unique approach to the style guide.

 

Ready to get started on your content marketing campaign? Contact us, and let’s make your brand voice heard.