I haven't worked for an interactive agency that produces content as a specialty. Sure, I've worked for agencies that have a content department. But while those agencies have the best of intentions, and really believe they understand and value content, I've found that they're often lacking the infrastructure needed for producing and maintaining it.
I won't go into what that infrastructure is or how to create it if it doesn't exist. If you want to know, please read Kristina Halvorson's Content Strategy for the Web. She does a great job of explaining it.
Instead, I'm going to focus on a small part of content strategy. It's something that originated in print publishing but isn't widely used in web content creation: The editorial style sheet.
Is That Website or Web Site?
I'll bet you've heard that question a few times. If you don't know how to answer it, your agency needs a style sheet. In fact, your agency needs more than one style sheet. But more on that in a moment.
As an agency, you produce two different kinds of content. Content that represents you and content that represents the client. Content that represents you includes your company's marketing and promotional materials, your company's website, presentations to clients, and creative briefs. Content that represents the company includes the company's website and any collateral materials produced to support it.
It's a best practice to have an internal style sheet for your agency as well as a style sheet for each client (and if you do more than one website for that client, a style sheet for each site).
But We Already Have a Style Sheet
Are you sure? An editorial style sheet defines your editorial (content) style. It should not be confused with the style sheet that the visual design department creates for websites that documents fonts, colors, etc. An editorial style sheet includes the following:
- Primary dictionary. Webster's or American Heritage? They don't always spell, capitalize, use, or hyphenate words the same way. Pick one and make it the Bible.
- Primary style book. No need to reinvent the wheel. Choose a style book such as the Chicago Manual of Style or the Associated Press Stylebook.
- Exceptions to the style. Let's say that you really like the Associated Press style, but you feel strongly that serial commas should be used. Note that as an exception, and any others, in your style sheet.
- Industry-wide terms. Should it be Web site? Or web site? How about Website or website? Have a discussion with key players in your agency and then pick one and stick to it. Period. Also in your style sheet include all frequently used terms and their proper spelling and capitalization, such as Flash (not flash).
- Company-wide terms. Make sure to include the correct spellings and capitalization of all proper words and terms used in the company, such as names of subsidiaries, departments, addresses, and trademarked products.
The Client/Project Style Sheet
As I mentioned earlier, you should have an internal style sheet and a client/project style sheet. Let's say, for example, you're working for a large company like UnitedHealth Group (UHG). Now let's say you're working on one of its many websites. If UHG has an editorial style sheet that applies to all of its websites, you'll want to start with that and flesh it out. (You'd be surprised how many large companies do have editorial style sheets. All you have to do is ask.)
For instance, you can see from UHG's main site that its style preference is for Web site (two words, first word capitalized), and health care (two words, not hyphenated as an adjective), and no serial comma. This may contradict your internal style sheet. That's fine. Just know that you need to follow your client's preferred website style unless you discuss it with them otherwise.
Also make sure to note things like the spelling, capitalization, and trademarks of your client's business groups and products. For example, UnitedHealth Group encompasses UnitedHealthcare and United Health Foundation, all different entities. If they aren't all on the style sheet, add them. Note which ones have trademarks and know the rule for when and where you need to use the trademark symbol in your content.
The Value of Editorial Style Sheets
Style sheets should always be part of the assets delivered to your client. They add value in three ways:
- Time. In the process of putting together a style sheet for a project you will undoubtedly run across inconsistencies and questions. Resolve them in the beginning and you'll save time and frustration for your QA department as well as client approvers. And let's not forget that time = money.
- Accuracy. Content creators have a responsibility to know the client's business and to be stewards of the information that goes public. If you're confused about a business segment or a product, be proactive and get informed. Make sure others benefit from what you learned. Which brings me to the next value.
- Credibility. Inaccuracies hurt your reputation with the client. (They can even hurt your reputation with potential clients who look at your agency's work online and see glaring errors.) Use UnitedHealthcare when you mean UnitedHealth Group and you risk losing the account for your agency. Once you have a style sheet for a client or project, share it with everyone—account directors, business analysts, information architects, creative directors, and quality assurance analysts. There is a lot more that goes out the agency door than content documents. There are emails, presentations, SOWs, and more. Anyone in your agency who communicates with a client should refer to the style sheet when putting anything in writing. Spell the CEO's name wrong and you have zero credibility.
You may work in an agency that isn't familiar with editorial style sheets or doesn't support your taking the time to create them. Begin by including them in the list of assets your content department will deliver. Include an estimate for the time needed to create one. Make the case that a style sheet will save time in the long run.
And may just save your reputation as well.
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