🗺️ How to use >>

📒 Style guide >>

<aside> 👏 Credit to Mailchimp!

This content style guide was originally created by Mailchimp for Mailchimp employees. The gracious creators have made it completely public and available under a Creative Commons Attribution-NonCommercial 4.0 International license.

Here's MailChimp’s original version.

The version of the style guide you are looking at:

• Recreates the guide within Notion
• Highlights in red where you need to replace the original “MailChimp” mention with [your company name]
• Includes notations where you should consider tailoring the guide to your brand </aside>

<aside> <img src="/icons/flag_gray.svg" alt="/icons/flag_gray.svg" width="40px" /> How to use

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• [ ] Read through each page of the style guide to ensure you stand behind everything included before sharing.
• [ ] Review any copy highlighted in red. This copy includes specific style guidance that should be updated to align with your brand and products.
• [ ] Replace all the red [your company name] sections with your company name.
• [ ] Once completed and approved, remove this “How to use” section, post your Content Style Guide on your team’s wiki, and distribute it to your stakeholders.

<aside> <img src="/icons/book_gray.svg" alt="/icons/book_gray.svg" width="40px" /> Content Style Guide

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This is our company’s style guide. It helps us write clear and consistent content across teams and channels. Please use it as a reference when you’re writing for [your company name].

This guide goes beyond basic grammar and style points. It’s not traditional in format or content. We break a number of grammar rules for clarity, practicality, or preference.

We’ve divided the guide by topic based on the types of content we publish, so you can reference it as needed or browse in order.

Table of contents

Writing goals and principles

Overview of how we approach everything we write.

Writing about [your company name]

Explains how to refer to, write about, and render [your company name].

Grammar and mechanics

Details our house style, which applies to all of our content unless otherwise noted.

How to write educational content

Guiding principles for educational content and an overview of the types we create.

Writing email newsletters

Best practices for creating emails that are on brand and perform well.

Writing for accessibility

Guidelines to make content more accessible to the widest possible audience.

Copyright and Trademarks

Overview of our approach to copyrights, trademarks, and licenses.

Voice and tone

Explains the difference between voice and tone and how they’re applied.

Writing about people

Guidelines for inclusive writing with links to additional resources.

Web elements

Overview of our web style and explains our SEO approach.

Writing legal content

Overview of the types of legal content we publish and how they’re produced.

Writing for social media

Dos and don'ts for creating good content while following social etiquette.

Writing for translation

Guidance to help international audiences better comprehend our content.

Word list

Spelling and capitalization standards for the most common words we use.

TL;DR

At-a-glance cheat sheet highlighting the most important guidance in the above sections.