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How We Blog @ Cantina

Clark Van Der Beken
Clark Van Der Beken

Employees were a bit puzzled how they should write for the company blog. So we came up with a fun and easy-to-understand infographic that explained what was involved.

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Blogging @ CantinaUse this guide to help you get started 1. Create Creative space Find a comfortable and quiet place for an hour. Turn o鍖 Slack and email. Put on your headphones and play some music. Need a playlist? Weve got you covered. Ask yourself: what have I recently learned or discovered, and why is it signi鍖cant? Whats an area of my work that has changed in an interesting way? Whats wrong with the way X does something/X is done, and how could it be done better? 2. think of a topic 3. Understand your audience We write for three types of buyers. Think about their role, their challenges, and their context. startup executiveEnterprise executive Technology executive Pro Tip: Start boldly; intrigue the reader in about 50 words. 4. WritE Remember these things... Voice & Tone: 1. Fun but not silly 2. Smart but not bossy 3. Con鍖dent but not cocky 4. Helpful but not overbearing 5. Review, publish, and Promote Speci鍖c; get to the pointCasual but smart Use pictures Make them smile Pro Tip: Posts are designed to improve the readers skills or understanding of a topic. Add something new and di鍖erent into the conversation. Active voice Link it up Create a hierarchy of information 300-500words News 400-800words Hacks 1000-1600 words How-tos Suggested length by type 300-600words Recaps Pro Tip: Talk directly to the reader. Use you, we, and I. Provide clear recommendations and describe who should take them. Avoid jargon, passive voice, long sentences, and equivocation. Use lists and graphics Getting Ready to Get Down Josh Ritter New Soul Yael Naim Tenerife Sea Ed Sheeran Barcelona George Ezra Playlist For additional resources see: Without Bullshit Blog Marketo B2B Content Marketing Elements of Style Select a peer to review and edit your post Send your post to Marketing for review and feedback Marketing will publish the post Promote on social channels like Twitter and LinkedIN Pick one:

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How We Blog @ Cantina

  • 1. Blogging @ CantinaUse this guide to help you get started 1. Create Creative space Find a comfortable and quiet place for an hour. Turn o鍖 Slack and email. Put on your headphones and play some music. Need a playlist? Weve got you covered. Ask yourself: what have I recently learned or discovered, and why is it signi鍖cant? Whats an area of my work that has changed in an interesting way? Whats wrong with the way X does something/X is done, and how could it be done better? 2. think of a topic 3. Understand your audience We write for three types of buyers. Think about their role, their challenges, and their context. startup executiveEnterprise executive Technology executive Pro Tip: Start boldly; intrigue the reader in about 50 words. 4. WritE Remember these things... Voice & Tone: 1. Fun but not silly 2. Smart but not bossy 3. Con鍖dent but not cocky 4. Helpful but not overbearing 5. Review, publish, and Promote Speci鍖c; get to the pointCasual but smart Use pictures Make them smile Pro Tip: Posts are designed to improve the readers skills or understanding of a topic. Add something new and di鍖erent into the conversation. Active voice Link it up Create a hierarchy of information 300-500words News 400-800words Hacks 1000-1600 words How-tos Suggested length by type 300-600words Recaps Pro Tip: Talk directly to the reader. Use you, we, and I. Provide clear recommendations and describe who should take them. Avoid jargon, passive voice, long sentences, and equivocation. Use lists and graphics Getting Ready to Get Down Josh Ritter New Soul Yael Naim Tenerife Sea Ed Sheeran Barcelona George Ezra Playlist For additional resources see: Without Bullshit Blog Marketo B2B Content Marketing Elements of Style Select a peer to review and edit your post Send your post to Marketing for review and feedback Marketing will publish the post Promote on social channels like Twitter and LinkedIN Pick one: