Create a Content Style Guide for anyone creating content for your marketing in order to keep writing consistent, on-brand, and high-quality.
What does your company do?
What product/service does your company provide?
Who are you creating content for?
Internally approved descriptions and copy blocks used consistently throughout content.
Who are you directly up against in the industry? What are the alternatives?
What makes you better than the competition? What are your biggest selling points?
What is your brand's personality? Friendly & familiar or professional & expert? Formal or informal? Simple or complex?
List of specific words/verbiage you prefer to use instead of the alternatives. Say this... Not this...
List of specific preferences such as:
What are common industry or company acronyms and what do they mean?
Attach different content examples that meet the style guide.
A style guide is a living document and should be updated as new questions come up, or if there are edits that you are consistently making.