In today’s digital age, everyone is in pursuit of quality content. It is the reason we keep scrolling on our feeds to find content that interests us. Marketers worldwide are continually working on creating enticing and exciting content that interests and engages with their audience. According to LinkedIn, more than half of the marketers are increasing their social media (55%) and thought leadership (53%) efforts right now because both B2B and B2C customers are hungrier for content than ever before (MarketingProfs, 2020).



Why are users attached to digital platforms?

Digital platforms such as social media have revolutionized the world and individual’s lifestyles. The average user spends up to 2 hours and 24 minutes on social media per day. So much so that 50.1% of the time spent on mobile is done using social media apps in 2020 (Tech Jury, 2020). This portrays the impact of social media and its potential.

What has got the users so attached to digital platforms such as social media? Without a doubt, it is content. Memes, posts, quotes, and videos are content that different brands have used to build an engaged audience on digital platforms. The widespread of Covid-19 has resulted in most individuals working from home or spending time at home. These individuals are often seen more spending time on social media and other digital platforms than usual. Hence, this is the best time to jump on the quality content bandwagon!

Here are 10 must-haves in your content marketing guidelines, which can help you market your brand and build an engaged audience by providing consistent and quality content.



  1. Tone – This is where you need to figure out if your content will be in a first-person or third-person perspective. Choosing the appropriate tone and sticking to it consistently throughout your content is crucial. In addition to that, you also need to determine if your blog posts and thought leadership articles are authoritative or conversational?
  2. Audience – This is where you need to determine your target audience/market, what language they prefer, and their interests. This is arguably the most important factor than any other to optimize content for your readers. If you do not develop content to cater to your audience, it will not be effective in generating the expected outcomes from effective content marketing.
  3. Style – This refers to the set of rules and writing standards that ensure your audience recognizes the brands in various formats across all channels. For example, what should your business be called, on first mention (i.e., Coca Cola) and each subsequent mention (i.e., Coke)? In addition to that, you need to prepare a style guide, which will touch-base on your unique writing style – trust me, everyone has a unique writing style, find out how yours is unique, and capitalize on that for best results (because everyone likes new things).

  4.  SEO (Search Engine Optimization) – content is most likely the most significant contributor to a strong SEO for your website. Therefore, before developing content, conduct keyword research and categorize them based on the volume of searches, long-tail/short-tail, etc. Once this is done, you need to figure out how to use these keywords in your blogs in a subtle manner. This will make the blog be searched when these keywords are searched, subsequently improving your website ranking.
  5. Headline – users’ attention span has shortened from 12 seconds to 8 seconds (which is quite like a goldfish). So, what’s the best way to grab their attention for longer? It is creative and exciting headlines. Your headline needs to clearly portray what your customers will receive from the content and should be able to catch their interest. An example of a catchy headline is “Your Customers Are Hungrier for Content Than Ever Before” – does this headline interest you about the topic and make you want to learn more? That’s the impact your headline has on your readers, so it’s the pinnacle to grab their attention.
  6. Key Takeaways or Deck – this refers to the summary that comes between the headline and the content. This is used to provide an idea to the reader of what key takeaways they can obtain from reading the content. This gives the reader an extra push to continue reading along since they are aware of what they will be learning about. An example is a summary for this blog – “Everyone is on the pursuit of quality content. It is the key when it comes to communicating effective marketing messages to your customers. What can you do to develop effective content? Here’s 10 must-haves for your content marketing guidelines.”

  7. Citing Statistics – maintaining reliability and credibility is necessary. You must cite statistics and evidence from the relevant source (make the source is credible, accurate, and reliable). An example of the in-text citation is “According to LinkedIn, …” or you can use an end-text citation “(Tech Jury, 2020)”
  8. Copy Body – this refers to the copy of the content. This is what the reader will be reading. As we mentioned earlier, the user’s attention span is about 8 seconds, and to make them spend more time, your content copy needs to be structured in an appealing and readable manner. You can use bullets, numberings, and subtopics to keep the reader engaged throughout. It is vital that your copy follows the brand’s tone and style and is focused on the audience.
  9. Call to Action (CTA) – this is a method of getting your audience to engage or take some action after consuming the content. This can be a link to your website, social media, requesting likes, shares or follows, or an affiliate link for a product that has relevance to your content topic. Therefore, if you want your readers to act after reading the content, a CTA is crucial.

  10. Internal Approval Process – this is the process of re-checking if the writers’ content and blogs comply with the brand’s content marketing guidelines. A quality check is recommended to ensure all content published is high quality and consistent with the brand’s content marketing guidelines.

Muddashir Siddique

Muddashir is a contributing author for The Entrepreneur Media. He is also a Certified Digital Marketing Professional (DMI Ireland) and currently pursuing the final year of BBA in Business Management and MIS (Northwood USA). Over the years, he has gained expertise in content creation, design & marketing of enticing content.

Clayton Durant

Muddashir Siddique

Muddashir is a contributing author for The Entrepreneur Media. He is also a Certified Digital Marketing Professional (DMI Ireland) and currently pursuing the final year of BBA in Business Management and MIS (Northwood USA). Over the years, he has gained expertise in content creation, design & marketing of enticing content.