The Associated Press Stylebook
Use direct, clear sentences in the active voice, instead of the passive voice. Discuss with your content developer if it’s preferable to use the first person (I) or the second person. Contractions are acceptable for an approachable tone such as in blogs, but use them consistently.
VOICE AND TONE
Be smart and informed, but not overly pedantic. Suggest that readers are proactive about security risks, without scare tactics. We are educating not selling.
Strive to write direct, shorter sentences. Write for visual scanners, with the headline and subhead clearly communicating key information. All diagrams must have a clear caption. Communications should have supporting information such as tables, diagrams, pull quotes, etc.
Exabeam + Product Name, e.g., Exabeam Data Lake.
Product Name in initial caps, e.g., Data Lake.
Avoid brand-name competitor bashing, yet inform readers of the weakness of other technology approaches where it applies. Avoid too many adjectives and adverbs.
AVOID JARGON AND HACKNEYED WORDS:
- Business (recommend organization instead)
- Next-generation (see exception below)
- Now more than ever…
- State of the art
- Today, …
- Transparent or transparently
- Unmatched, unrivalled, unparalleled
- Using i.e. and e.g. Instead use “and more”
- Next-gen only acceptable when applied to SIEM, SOC or CISO, as in “next-gen SIEM.”
Writing style should emulate Fortune:
Smart, engaging headlines and simple business prose. Infographics and diagrams should emulate Popular Science in their detail and ability to explain complex topics simply.
Refer to Fortune Magazine for examples on blog news tone and style
- Use short and direct titles and subtitles that are descriptive and interesting
- Speak directly and factually without hyperbole or wordiness