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What are the most important elements to include in your CMS content style guide?

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If you manage a website or blog that uses a content management system (CMS), you know how important it is to maintain a consistent and professional tone, style, and format across your pages and posts. A CMS content style guide is a document that defines the rules and standards for creating and editing content on your site. It helps you and your team produce high-quality, engaging, and SEO-friendly content that aligns with your brand identity and goals. In this article, you will learn what are the most important elements to include in your CMS content style guide and how to use it effectively.

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Michelle F.

Social Media, Brand Content Manager | Sharing Early Career Opportunities ??

1 Voice and tone

One of the first elements to include in your CMS content style guide is the voice and tone of your content. Voice is the personality and character of your brand, while tone is the mood and attitude of your content in different situations. For example, your voice may be friendly, authoritative, or humorous, and your tone may vary depending on the purpose, audience, and context of your content. You should define your voice and tone clearly and provide examples of how to apply them in different types of content, such as headlines, introductions, body paragraphs, and calls to action.

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Selma Fetic

Communications Specialist
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The alignment between voice and tone with brand identity forms the cornerstone of effective communication. The brand's identity defines its character and values, shaping the voice that conveys these traits. Tone, on the other hand, adjusts to the context while staying true to the overarching brand persona. The synergy ensures an authentic brand experience, fostering connection with the audience.

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2 Grammar and punctuation

Another essential element to include in your CMS content style guide is the grammar and punctuation of your content. Grammar and punctuation are the rules and conventions that govern the structure and clarity of your sentences and paragraphs. They help you communicate your message effectively and avoid confusion and errors. You should specify the grammar and punctuation rules that you follow, such as the use of active or passive voice, the choice of pronouns, the capitalization of titles and headings, the placement of commas and periods, and the use of quotation marks and apostrophes. You should also provide examples of common mistakes and how to correct them.

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Shannon O'Shea

Senior Copywriter | Creative, Brand & Content Strategy | ex-Semrush
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It may be tempting to just adopt an existing style guide like AP or Chicago Style when it comes to proofreading basics like grammar and punctuation. For many organizations, this is sufficient. And if you've never put together a style guide before, it's a great place to start. But don't expect to stick with it 100%. Why? Style guides are living documents. If yours is effective, you'll probably find yourself revisiting, expanding, and modifying it as the months and years pass, as you discover your brand voice, editorial preferences, and get to know your audience better. Or (like me) you just really like the serial comma, and you think AP was wrong to exclude it.

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3 Formatting and layout

A third important element to include in your CMS content style guide is the formatting and layout of your content. Formatting and layout are the visual aspects of your content that affect its readability and appearance. They include the use of fonts, colors, headings, subheadings, lists, tables, images, videos, and other elements that enhance your content and make it easier to scan and understand. You should define the formatting and layout rules that you follow, such as the font size and style, the color scheme, the heading hierarchy, the alignment and spacing of text, the size and quality of images and videos, and the use of captions and alt text.

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4 Content types and templates

A fourth key element to include in your CMS content style guide is the content types and templates of your content. Content types are the categories and formats of content that you create and publish on your site, such as blog posts, landing pages, product descriptions, newsletters, and case studies. Templates are the predefined structures and layouts that you use for each content type, such as the title, introduction, body, conclusion, and call to action. You should define the content types and templates that you use, such as the purpose, audience, length, tone, and format of each content type, and the sections, elements, and variables of each template.

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5 SEO and accessibility

A fifth vital element to include in your CMS content style guide is the SEO and accessibility of your content. SEO stands for search engine optimization, which is the process of improving your content's visibility and ranking on search engines, such as Google and Bing. Accessibility refers to the ease and convenience of accessing and using your content by people with different abilities and preferences, such as those who use screen readers, keyboards, or voice commands. You should define the SEO and accessibility rules that you follow, such as the use of keywords, meta tags, headings, links, and sitemaps for SEO, and the use of contrast, font size, alt text, captions, and transcripts for accessibility.

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6 Review and update

A final crucial element to include in your CMS content style guide is the review and update of your content. Review and update are the processes of checking and improving your content's quality, accuracy, and relevance over time. They help you ensure that your content meets your standards and expectations, and that it reflects your current brand identity and goals. You should define the review and update rules that you follow, such as the frequency, criteria, and methods of reviewing and updating your content, and the roles and responsibilities of the reviewers and editors.

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Michelle F.

Social Media, Brand Content Manager | Sharing Early Career Opportunities ??
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In the ever-evolving content landscape, a CMS style guide MUST stay current. Here's how: 1. Regularly assess against industry trends and user feedback. Set biannual calendar reminders for comprehensive reviews. 2. Involve diverse stakeholders to gather insights. Engage content creators, designers, SEO specialists, and legal teams for a well-rounded perspective. 3. Actively seek feedback from daily users. Establish a feedback loop to enhance usability, clarity, and effectiveness based on practical insights. 4. Implement a transparent version control system. Clearly document updates and revisions. 5. Stay abreast of technological advancements. Integrate with new tools and platforms, future-proofing your content strategy.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most important elements to include in your CMS content style guide?

1

2

3

4

5

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7

1 Voice and tone

2 Grammar and punctuation

3 Formatting and layout

4 Content types and templates

5 SEO and accessibility

6 Review and update

7 Here’s what else to consider

Writing

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What are the most important elements to include in your CMS content style guide?

1

2

3

4

5

6

7

1 Voice and tone

2 Grammar and punctuation

3 Formatting and layout

4 Content types and templates

5 SEO and accessibility

6 Review and update

7 Here’s what else to consider

Writing

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