Content Guide Recommendation

Research
Technical Writing
Formatting Reports

About This Project

I wrote the content guide recommendation for Dr. Kim Sydow Campbell’s Style and Tone of Voice class. The brief was to recommend a content guide for Jacobs Engineering, a hypothetical client. The goal was to implement a consistent voice to the company’s technical content delivered across multiple online channels.

I analyzed two content guides—Intuit and Mailchimp—across three categories: voice and tone, word list, and accessibility language. My final recommendation was to implement Intuit’s content guide for the company’s content creators.

Read the Content Guide Recommendation (PDF)

Mailchimp Style Guide

Intuit Style Guide

Recommendations

I considered three factors to analyze and recommend Intuit’s content guide: 1) the kind of organization that produced the content guide 2) the goal of the content creators and its audience 3) the organization’s core values.

Intuit’s Voice and Tone guideline excels Mailchimp’s with its detailed examples and the visualized Dos/Don’ts (marked by a green check and red cross symbols)
Intuit’s Word List is more comprehensive, is categorized alphabetically, and has a searchable alphabet menu that makes it easy to locate a specific word and its usage, over Mailchimp’s limited Word List
Intuit’s Accessibility Language guidelines not only focus on content presentation and user-interface, but also other aspects like abolishing racist language and using gender-neutral terminology for inclusivity, while Mailchimp’s primary focus is on technical aspect of content presentation.