Before you start writing a blog, it’s important that you understand what we are trying to achieve through blog articles. Our aim is to create relevant and insightful articles for our audience that tie back to the services we offer our clients or the things that matter most to us. Blog posts help show our audience, specifically potential clients, our depth of knowledge in the field.
Our blogs are promoted using our social channels (Facebook, LInkedIn, Instagram and Twitter) and we are looking to attract new clients and new projects with existing clients. Ideally we are looking to capture strategic campaigns vs. commodoity only projects.
- Select a relevant topic to our business and audience.
- How does this topic weave into the services we offer? i.e. Talent Recruitment – marketing strategies, internal communications.
- Why is this topic important to our audience?
- What are 1-3 key insights and/or takeaways that you are going to leave the audience with. What is something new they might learn from this article; did we provide a tangible piece of advice?
- What reputable statistics do you have to back up statements to help create authenticity?
- What case studies or examples of project work do we have that will help show our depth of experience in this area?
- What existing blogs do we have that could link to this content?
- What is the call to action? Do we have a free download we wish to offer on this blog? Should we create a free download that would make sense for this blog?
- What format (written, video, infographic, audio) should this blog be in, or what graphics should be included?
- How should this blog be distributed (social channels, paid content etc.)?
Before you start writing, please review the information you have developed at this point with the Inventive team, to gather further insights and ideas.
Draft blogs should be created and kept in this Google Drive folder and its important that you keep track of ALL source links and references for fact checking and attribution purposes.
Tone and voice
Our brand has a unique voice and the tone of our voice is an incredibly powerful tool to help our audience recognize us. Our aim is to deliver great experiences for our customers, giving them consistent encounters that help build brand loyalty. We do this by using a voice that fits our brand and culture.
Blog writing is often shared by multiple content authors. These guidelines are a central reference point to keep the overall voice consistent.
See the Tone and Voice Guideline for more details.
writing style tips
- Use Active Voice
- Avoid slang and jargon – write in plain English
- Write positively – use positive language rather than negative language
When writing for the blog, follow the style points outlines in the Voice and Tone and Grammar and mechanics sections. Here are some more general pointers
Be casual, but smart
This isn’t a term paper, so there’s no need to be stuffy. Drop some knowledge while casually engaging your readers with conversational language.
Get to the point
Get to the important stuff right away, and don’t bury the kicker. Blog posts should be scannable and east to digest. Break up your paragraphs into short chunks of three or four sentences and use subheads. Our audience is busy, and we should always keep that in mind.
Link it up
Feel free to link away from our website if it helps explain something.
Make ‘em LOL
Inventive is a fun company, and we want our blog to reflect this. Feel free to throw in a joke here and there, or link out to a funny GIF or YouTube video when appropriate. Just don’t overdo it and don’t link to competitor content.
Include images in your blog posts when it makes sense. Images can be helpful to help explain or illustrate your point. Make sure to use alt text.
See the Grammar & Mechanics Guideline for more details.
images & graphics
When it makes sense include images or graphics in your blog. You may wish to create an infographic or call out/ quote graphic to help break up the content on your page. Think about the page of you blog like a magazine, images and graphics help keep the audience engaged and leads them through the content.
All blogs will need a thumbnail and social media graphics that will entice our social audience to click on the link. These can be created in Canva using the templates. Please be sure to follow the Imagery guidelines, as a design centric agency its important that we use vibrant images and create quality graphics.
Thumbnail: Create custom 2:1 image in Canva
Instagram: Create custom square image in Canva
LinkedIn: LinkedIn will pull the Thumbnail image
Twitter: Twitter will pull the Thumbnail image (Check using the Twitter Validator)
Facebook: Facebook will pull the Thumbnail image (Check using the Facebook Debugger)
See the Imagery Guideline for details on image and graphics
When laying out your blog, be sure that the most important information is at the top and that the graphic isn't the first element on the page - don't forget to check the mobile and tablet view. Once the page is published its important to check the live link and make adjustements if neccessary.
Use subheads, small images and graphics to break up the information and help guide the audience through the content.
1. Login to Squarespace
2. Select the "Blog" Page
3. Add a new page
4. Insert blog title and content
Note: Blog articles do not have dates
5. Have a second person review your blog and edit your final content
6. Before you post your blog, click the Options button
Update the URL so that it reflects the correct title and year is necessary (any repeat events will require the year in the URL). Example:
Insert a thumbnail image - this is the image that social media channel (Facebook, LinkedIn and Twitter) will pull - IT'S IMPORTANT
Copy the first two paragraphs of the blog and paste into the excerpt section. This is what social media channels will pull for the preview.
7. Publish the article and check that the correct data you wish to publish is noted. The automatic date is the date that you first created the page, so make sure that you change it to reflect the post date or relevant date for the article.
Blogs should be shared across Inventives social channels. Not every blog will be suitable for every channel, but during the content development stage you will determine the best distribution methods for your blog.
For all blogs create a Bitly link and select relevant hashtags to accompany the post. Please ensure that when posted the link works correctly and the graphic/image isn't cut off.
Instagram: Post custom graphic with blurb and hashtags. Place URL in the bio and post a story an image or even better, a video with narration on why our audience should check out the blog.
LinkedIn: LinkedIn will pull the Thumbnail image from the blog link. Write a relevant blurb for our LInkedIn audience to accompany the link.
Twitter: Twitter will pull the Thumbnail image. Use the shortened link and write a relevant blurb (280 character limit) for our Twitter audience to accompany it. Before you publish, check the layout here: https://cards-dev.twitter.com/validator
Facebook: Facebook will pull the Thumbnail image from the blog link. Write a relevant blurb for our Facebook audience to accompany the link. Before you publish, check the layout here:https://developers.facebook.com/tools/debug/
See the Social Media Gudelines for more details.