Inbound Marketing Blog

22 July, 2015

Editorial Guidelines: A Guide to Setting the Rules for Your Blog

Written by Emma Rudeck

on 22 July, 2015

Editorial Guidelines- A Guide to Setting the Rules for Your Blog.png

So you've decided to make a push on content and want to recruit more writers for your blog. But you've hit the all too common stumbling block: how can you make sure your new bloggers (whether internal or external) stick to your tone and style without you having to go back and forth on drafts, versions and constant amends.

It is tough. After all you don't want to recruit new writers only for them to take up more of your time. They should be an amazing resource for your to expand your reach, introduce new content themes and really kickstart your blog engine. Not a burden, which needs more editing. 

The best way to get started really is to set up some rules and guidelines, so you're future bloggers know exactly what content you want to produce. Here are the 5 key areas to consider when setting your editorial guidelines for new content writers.

#1 First thing first, explain who your blog is trying to reach

Whether your target readership includes CEOs, directors, junior sales people or stay at home parents, making this clear in your editorial guidelines means your writers will be able to tailor their copy to your reader. It can be really helpful to also share your persona document with blog writers, so they know the problems and frustrations that your personas are facing and tailor their copy accordingly. 

#2 Be up front on your blog objectives

Are you looking to increase web traffic? Establish and build your industry authority? Showcase our authority? All of the above? None of the above? 

We're not producing content for the sake of producing content (or at least I hope you're not stuck in this rut). We're creating content to help us achieve our business goals. Let your blog writers know what these are, so that they can ensure their work is aligned with these goals. 

#3 Explain the tone and style you're looking for in your blog posts

Style really does matter. If you've found a particular tone and style of writing that's working well for your blog, then you don't want to be left in a position where you're trying to tweak other people's work to fit in with that.

Be as specific as possible here, as the more guidance you can give, the closer your bloggers will be able to get your style right. Also, consider having a

Be wary of any writer who isn't willing to take your stear on tone and style. They might be technically brilliant. But if they can't fit their content with what you want, it might just be a bad fit full stop. 

#4 Set the ground rules for how the content can be used/repurposed

If you're looking for original content, be up front about this. And, if you want the content just for use on your website, again be clear with all your writers. Don't assume everyone else in the world knows about the risks of duplicate content.

#5 Explain how the blog topics will be set

Are you giving a general steer on relevant topic areas but leaving the specifics up to the individual? Or do you have a clear editorial calendar, with set blog titles that will be issued to each writer. Are you looking for your writers to provide their own ideas? 

Knowing all this in advance will mean everyone is clear on how the ideas will be generated.

Topics: Content creation Blogging