The remit

The small marketing team was struggling to get Partners to stick to brand style when writing, so needed guidelines to explain “how we do things”. They wanted to lessen the editing and rewriting burden on their team, and empower those around the business to create good copy on their own.

What I did

I met with the team to hear about their challenges, the common issues they encounter, and what they consider to be best practice – their pipe dream, as it were. I also asked them to share their best and worst content examples. From there, I created a tone of voice and editorial style guide that not only included the guidance, but also examples of what good looks like taken from their own archives. The guidelines covered content in all formats, from website copy and blogs to newsletter, social media and sales enablement.