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“When creating content for a client, it is important to be consistent.

Each element created must remain true to the client’s brand image. A brand image is the way in which a client wishes to be seen by the public. Creating guidelines ensures that content matches the client’s brand and is created in a timely manner. Learn how to create content guidelines with these tips from SSDM.

Create consistent copy guidelines

When writing copy, be sure that the tone and voice of your words match the brand of your client. Brands that want to be seen as easy-going may prefer a more down-to-earth style of writing. However, if a client or brand is more serious, be sure to stick with a professional tone. It is also important to keep phrasings consistent. Short, brief phrases can help to build a brand image. If you create a phrase that your client approves of, be consistent with using it to associate it with the brand.

Creating organization-wide content guidelines including keywords, phrases and tone descriptions can help your team understand expectations and will make the onboarding process for new team members or outside partners a breeze. 

 

 

Designate specific design elements

Design elements can also benefit from the use of content guidelines. There are some key elements you should consider when creating guidelines:

  • Colors – determine core, secondary, and accent colors for the brand
  • Shapes – sharp, clean lines don’t express the same feelings as organic, rounded edges
  • Gifs or animation styles – movement keeps your audience engaged and interested
  • Photographs – add a branded filter or seek out photos that will connect with your clients

Just like copywriting, it is incredibly important to create a consistent brand image. Your audience should be able to easily identify your content at first glance. 

Created, implemented, completed

Strict guidelines must be established for the creation, editing and implementation of content. Perhaps the most important, these guidelines ensure that new and updated content is regularly created and posted for the client. These guidelines, along with design and copy guidelines, make sure that all content is client-ready upon completion and can expedite the approval process.