Hopefully soon Eko blog posts will be written by people from all over the company, not just those with “writer” in their job titles. It's great having experts from around the office blog about their work. The person most familiar with the subject is in the best position to convey it, and the writers on the marketing team can help with brainstorming and editing as needed.
This section will focus on the main current Eko marketing blog, but the guidelines apply to the other channels, too.
We plan to update the Eko blog a couple times every week. We generally publish:
- Feature, release, and integration announcements
- Eko user case studies
- Tips and tricks for small businesses
- Examples of how we use Eko’s features in our own internal communication
We publish blog posts that explain the “why” behind the work we do at Eko. We want to show people that we're on the way to become an industry leader with the best products, and we use our blog to tell the stories behind those products.
Be casual, but smart
This isn’t a term paper, so there’s no need to be stuffy. Drop some knowledge while casually engaging your readers with conversational language.
If you're writing about data, put the numbers in context. If you're writing about an Eko user, give the reader plenty of information about the company's stage, workflow, results, and values.
Get to the point
Get to the important stuff right away, and don’t bury the kicker. Blog posts should be scannable and easy to digest. Break up your paragraphs into short chunks of three or four sentences, and use subheads. Our users are busy, and we should always keep that in mind.
Link it up
Feel free to link away from Eko if it helps you explain something.
Use tags and keywords
In WordPress, add keywords that apply to your article. Look through existing posts for common tags. If you’re not sure if a word should be a tag, it probably shouldn’t.
Include images in your blog posts when it makes sense. If you’re explaining how to use Eko, include screenshots to illustrate your point. When posting to WordPress, remove image links, or link the image to the relevant URL. Make sure to use alt text.