You may bear in mind writing type guides from school. Chicago Guide of Model, Related Press, Trendy Language Affiliation?
As an alternative of utilizing a generic type information for content material, in the present day’s main healthcare manufacturers are creating their very own, also referred to as content material type guides.
A content material type information is a companion to your model type information and helps writers and entrepreneurs write on-brand copy for what you are promoting.
Right here, I share what’s inside any such information and supply examples of the way it helps produce clear and constant content material throughout groups and channels.
A writing type information outlines important dos and don’ts, giving writers and different key stakeholders a toolkit for creating on-brand content material that meets your wants and expectations—whereas eliminating repetitive or arbitrary edits.
Identical to your model type information helps folks use your logos and model colours correctly, a writing type information dives even deeper into learn how to write content material in your model.
This deeper dive consists of type selections for every little thing from the Oxford comma (sure, or no?) to learn how to spell what you are promoting title throughout numerous places.
I say “residing doc” as a result of your content material type information ought to by no means be set in stone. It ought to be up to date, refined, or added to as new preferences are recognized.
A model type information often consists of the fundamentals of brand name messaging (tagline, worth proposition, messaging pillars) and essence (voice, tone, and persona).
So, in case you haven’t already, making a foundational model type information is crucial to cultivating model recognition.
Let’s dive into the nuts and bolts of a healthcare content material type information tailor-made for what you are promoting.
The Desk of Content material for a typical type information may embody the next sections:
- Writing Targets and Ideas
- Voice and Tone
- Writing About Your Enterprise
- Grammar Guidelines and Mechanics
- Pointers for Numerous Kinds of Content material
Right here’s what you possibly can embody in every of those sections:
Determine what you need each bit of revealed content material to realize in your model—and the way you purpose to realize these targets.
For instance, when writing content material for the Healthcare Success weblog, we purpose to coach, information, and encourage our readers in a pleasant and useful manner. To attain these targets, we work exhausting to make sure our content material is well-researched, related, helpful, straightforward to know, and relatable.
If not included within the model type information, it’s vital to stipulate your model’s authorised voice and acceptable tone variations. Listed below are some insights for every:
Model voice is the distinct and distinctive persona your model makes use of throughout all its communications to enchantment to its target market.
Constructing a constant model voice throughout platforms provides peace of thoughts and builds belief together with your target market. The easiest way to stipulate your model voice in your content material advertising and marketing type information is to offer language and messaging examples that showcase your traits, terminology, and model values.
Listed below are 4 straightforward steps to create a model voice:
- Know your target market and construct affected person personas
- Set up your persona traits (e.g., genuine, compassionate, reliable, useful, playful, and so on.)
- Describe what these traits imply to your model
- Determine clear do’s and don’ts
A model voice by no means modifications. However the tone varies relying on the goal persona, the subject, the place they’re within the purchaser’s journey, and which channel they’re on.
For instance, when writing copy in your firm web site, chances are you’ll go for a proper tone that conveys heat, compassion, and understanding. Nevertheless, when speaking with followers on social media, chances are you’ll pivot to a extra relaxed, casual tone that conveys the identical factor.
In each instances, your persona and values stay the identical (model voice), however the way you talk shifts (model tone).
Each healthcare writing type information ought to embody an inventory of dos and don’ts for writing about what you are promoting.
This listing ought to embody the right strategy to discuss with your model (e.g., “Healthcare Success” vs. “Well being Care Success, LLC”) and merchandise, learn how to discuss with your target market (e.g., shoppers, shoppers, or sufferers), and learn how to discuss with your docs and specialists.
If what you are promoting has a number of places, you may additionally embody most popular emails and telephone numbers for every location.
The College of Utah lays it out succinctly for its main model and 5 hospitals:
I’d additionally like to spotlight the significance of getting clear tips for extra delicate companies, comparable to dependancy facilities for alcohol and substance use.
Compassion and therapeutic are paramount when writing content material for dependancy and restoration facilities. Subsequently, a medical writing type information should embody an inventory of phrases and phrases to keep away from (e.g., addict, drug addict, alcoholic, substance abuse, and so on.) and determine most popular alternate options (e.g., an individual with dependancy, addicted individual, substance use dysfunction, and so on.).
The Nationwide Institutes of Well being Model Information has a complete set of tips for this trade:
To maintain your writing clear and constant, it’s important to obviously define your “home guidelines” for issues like:
- Energetic vs. passive voice
Stress the significance and supply examples of lively voice. Share examples of when passive voice could also be acceptable.
Do you know that almost all punctuation guidelines are type selections? Reply the age-old query of whether or not or to not use the Oxford comma and embody guidelines for semicolons, ellipses, colons, apostrophes, and so on.
Define your preferences for specialties, diseases, situations, positions, or something that isn’t a correct noun. That is additionally a superb place to make clear your intention for phrases like electronic mail, web, web site, and so on.
Share whether or not you wish to use an en sprint (-) or an em sprint (—) in your sentences.
Additionally, determine an inventory of phrases that ought to or shouldn’t be hyphenated (e.g., long-term, well-being, follow-up, C-section, and so on.)
- Abbreviations and Acronyms
Preserve your expectations clear and constant in your writers. It’s greatest observe to spell out acronyms the primary time you point out a time period in a chunk of content material, then use the abbreviation for all different references. For instance, as an alternative of writing ADHD, spell out consideration deficit hyperactivity dysfunction the primary time you employ it.
- Bulleted lists
Present tips for learn how to format your bulleted lists. Do you wish to embody a colon after each introductory sentence? Do you wish to add a interval on the finish of each bulleted listing merchandise? Do you wish to start sentence fragments with a capital letter? Define these preferences to make sure they’re constant all through your content material.
Clearly state the way you need your dates to be introduced to make sure they’re constant throughout all content material sorts and platforms.
Determine whether or not you’ll use a % image or write the phrase proportion. Additionally, clearly state whether or not you wish to use durations, hyphens, or parentheses when writing phone numbers (e.g., 555.555.5555 vs. (555) 555-5555)
A complete writing type information ought to embody ideas for writing various kinds of content material and basic tips for writing (e.g., maintain sentences and paragraphs quick, use plain language, and so on.).
This part lays the groundwork for content material advertising and marketing that educates. It ought to embody the popular kinds of academic content material what you are promoting builds and shares (e.g., eBooks, YouTube movies, webinars, employees coaching supplies, tutorials, and ceaselessly requested questions) and any parts that should be constant all through.
When crafting electronic mail communications, it’s vital to concentrate to element. On this part, figuring out the next parts will assist maintain your electronic mail communications constant, which helps construct belief together with your viewers:
- From title: Select a reputation that or title that will likely be recognizable to your viewers and maintain it constant throughout all enterprise communications.
Topic line: Define whether or not all caps or emojis are acceptable and determine the goal character size.
- Preheader textual content: As with the topic line, it’s vital to stipulate whether or not all caps or emojis are acceptable and determine the goal character size.
- Physique copy: Share your expectations on goal, size, imagery, and format.
- Name to motion: Determine particular calls to motion and the way they’re capitalized (e.g., Schedule an Appointment, Guide On-line, schedule a go to, and so on.).
This information may also define authorised electronic mail signatures for inner and exterior communications. UCLA Well being does an important job of explaining learn how to create an electronic mail signature and what it ought to appear like:
Social media can really feel just like the Wild West at instances. Because of this, it’s important to put out guiding ideas that may maintain your messages clear, constant, and out of scorching water.
First, define which social media platforms what you are promoting will use, their official character limits, and your greatest practices for every. Subsequent, determine an inventory of dos and don’ts to maintain your content material skilled (e.g., keep away from extreme exclamation factors, by no means ask customers to share your content material, and so on.).
It’s additionally vital to obviously state your hashtag technique. Embrace an inventory of most popular hashtags (and hashtags to keep away from), the utmost and minimal variety of hashtags every put up ought to embody, and whether or not together with trending hashtags is appropriate.
Your enterprise wants a complete content material type information to maintain content material constant and on-brand throughout all platforms. This information is crucial for manufacturers trying to scale their enterprise.
This doc eliminates guesswork when creating content material—from the preliminary draft to posting on-line.
Giving executives, account managers, writers, and different content material creators a information that clearly outlines how issues ought to be written or introduced helps maintain everybody on model. It additionally eliminates bottlenecks throughout every part of the evaluation and approval course of.
Model consistency additionally offers a constructive consumer expertise in your target market.
Easy methods to Create a Content material Model Information for Healthcare Manufacturers
- Peruse different official type guides
Earlier than you start writing, evaluation the AP Stylebook, Chicago Guide of Model, NIH Model Information, or different healthcare-specific type guides. They can assist you perceive what is usually included and determine parts you may wish to have.
- Develop or construct upon your Model Model Information
A model type information is a complete set of requirements for what you are promoting (e.g., model voice and tone, emblem utilization, colours, visuals, perspective, and so on.).
- Develop your model messaging (what your model communicates)
- Develop your model voice and tone (how your model communicates throughout platforms)
- Develop purchaser personas (who your model communicates with)
- Perceive your content material
Earlier than attending to the writing part, you want to audit the kinds of content material your group creates, the formatting ideas it follows, and the place they’re publishing. From there, you possibly can develop tips for blogs, printed supplies, social media posts, movies, and the like.
- Collaborate with decision-makers
Whereas the advertising and marketing division is the seemingly proprietor of this residing doc, the “house owners” should get enter from different groups and people which will must discuss with it frequently. Some groups and people to think about embody
- Writers and editors,
- Social Media
- Buyer Assist
- Talk about and make sure
As soon as you realize your content material and whom you want to collaborate with, it’s time to start. Sit down with all involved events and make a laundry listing of things that want clarification and course.
It may be something relating to content material.
After getting a complete listing of issues, you possibly can work collectively to find out and agree on the “normal” for what you are promoting and guarantee nothing is not noted.
- Create the content material type information
When you perceive your content material, and content material sorts, and have recognized preferences out of your key collaborators and decision-makers, it’s time to start writing.
- Create a shareable Phrase or Google doc
- Begin with an introduction that explains
- The aim of the content material type information
- Whether or not you favor AP or Chicago type for something not listed
- This file ought to be added to as wanted to incorporate new or up to date preferences
- Make it scannable with a desk of contents
- Deal with all the foundations mentioned and finalized in Step 5, guaranteeing every little thing is evident, concise, and free from ambiguity.
- Embrace crucial sections comparable to:
- Naming conventions for what you are promoting (spelling of the enterprise and site names and addresses)
- Easy methods to write about your merchandise, providers, or remedies
- Your most popular manner of spelling physician names
- Your most popular manner of referring to your docs, medical and administrative employees
- Your most popular manner of itemizing and spelling service traces (e.g., orthopedics or orthopaedics)
- Generally misspelled medical phrases related to what you are promoting
- Pointers for writing various kinds of content material (e.g., academic, electronic mail, social, and so on.)
- Create a vocabulary listInclude right or most popular spellings in your trade, enterprise, merchandise, and target market.
- Assessment and distribute
As soon as a draft of the information is full, get buy-in from all involved groups. Earlier than publishing and sharing the writing type information together with your groups, evaluation every little thing once more to make sure it’s error-free and that every little thing was observed.
Now that you realize what a content material type information is, why you want one, and learn how to do it—it’s time to get to work.
When performed properly, a content material type information is instrumental in producing impactful content material that engages high-value sufferers, builds belief, and persuades them to transform.