Employees were a bit puzzled how they should write for the company blog. So we came up with a fun and easy-to-understand infographic that explained what was involved.

1. Blogging @ CantinaUse this guide to help you get started
1. Create Creative space
• Find a comfortable and quiet place for an hour.
• Turn off Slack and email.
• Put on your headphones and play some music.
• Need a playlist? We’ve got you covered.
Ask yourself: “what have I recently
learned or discovered, and why is it
significant? What’s an area of my work
that has changed in an interesting way?
What’s wrong with the way X does
something/X is done, and how could it
be done better?”
2. think of a topic
3. Understand your audience
We write for three types of buyers. Think about
their role, their challenges, and their context.
startup executiveEnterprise executive Technology executive
Pro Tip: Start boldly; intrigue
the reader in about 50 words.
4. WritE Remember these things...
Voice & Tone:
1. Fun but not silly
2. Smart but not bossy
3. Confident but not cocky
4. Helpful but not overbearing
5. Review, publish, and Promote
Specific; get to the pointCasual but smart Use pictures
Make them smile
Pro Tip: Posts are designed to
improve the reader’s skills or
understanding of a topic. Add something
new and different into the conversation.
Active voice
Link it up
Create a hierarchy of information
300-500words
News
400-800words
Hacks
1000-1600 words
How-tos
Suggested length by type
300-600words
Recaps
Pro Tip: Talk directly to the reader. Use “you,”
“we,” and “I”. Provide clear recommendations
and describe who should take them. Avoid
jargon, passive voice, long sentences, and
equivocation. Use lists and graphics
Getting Ready to
Get Down
Josh Ritter
New Soul
Yael Naim
Tenerife Sea
Ed Sheeran
Barcelona
George Ezra
Playlist
For additional resources see:
• Without Bullshit Blog
• Marketo B2B Content Marketing
• Elements of Style
⃝ Select a peer to review and edit your post
⃝ Send your post to Marketing for review and feedback
⃝ Marketing will publish the post
⃝ Promote on social channels like Twitter and LinkedIN
Pick one: