Comtravo Tech Blog
Writing Guidelines
General tips
- Know your audience
- The blog is aimed at Tech-savvy people
- Ask yourself: What has the reader gained after reading the blog post?
Use simple language
- Your (ideal) audience is tech-savvy but you basically write for multiple audiences. Keep it simple and clear to make it accessible while still maintaining accuracy.
- Cut jargon, don’t make the language unnecessarily complicated.
- Every team has their own lingo for referring to certain concepts, avoid using specialised terms that are only meaningful internally
- Ask yourself: Does this language make sense to someone who doesn’t work here
- For example:
- "audience acquisition and retention" vs. "building and sustaining a loyal audience"
legandsliceare meaningful only for the backend team- if you can't avoid using specialised terminology, then explain what the term(s) mean.
Prefer active voice over passive voice
- Active: They did something
- Passive: Something was done by them.
Exception: If you want to specifically emphasize the action over the subject, then passive might be fine. Example: Your account was shut down by our security team.
Avoid long and complicated sentences
If the sentence is too long, cut it into two.
Structure
Use sections, or even think about a series of posts for big topics. Format for easy reading (sub-headlines, bullet points, keep paragraphs short).
Introduction get the reader’s attention
- What is the issue this post talks about (1-2 sentences) and how does that issue relate to Comtravo (1-2 sentences).
- A short summary of how the issue is addressed (1-2 sentences)
- Tell the reader what they will get out of reading this post
- Give some context (as needed)
- Background/definitions (if necessary)
- Is it something we’ve been working on
- Is it a topic that keeps coming up
Main body: That’s where you discuss your topic Remember to use sections (see above)
Conclusion: Sum up your post/findings You can also give an outlook or use call to actions