Content Guidelines and Processes

Project Date

Fall 2019 through April 2021

Business

ADI Global Distribution, a distributor of AV, security and other low-voltage products for installers and dealers

Challenge

When I was brought on as ADI’s first digital content hire in fall 2019, there were no content guidelines or processes in place. ADI’s digital marketing and UX efforts lacked consistency, accuracy and clarity. Campaigns and assets were not written by content specialists, and were also not reviewed by anyone for voice, tone or style. ADI’s digital marketing also lacked cohesive brand messaging that resonated with its customers.

Objective

Write and implement content guidelines for style, voice and tone for marketing and UX, and document a set of standards and processes for writing, reviews and approvals for all types of content.

Result

All content for our digital channels is now written in a consistent voice, tone and style to ensure we are speaking clearly and effectively to our audience (low-voltage installers and integrators). All content is reviewed and edited against our set of guidelines before it is published or distributed to avoid errors and confusing messaging. The guidelines and processes I implemented include:

• ADI Style Guide, a style guide adapted from AP Style used heavily by my team, that defines our brand voice and tone

• SEO Best Practices and Guidelines, which are now used to ensure we are optimizing all web content, from articles to product pages

• Web and UX Guidelines, used by content, UX designers and developers to ensure design and copy is user-first and consistent across the app and web

• Content Checklist, that defines our production process and reviews and approvals to ensure we develop high-quality content

Examples of Content Guidelines and Processes