Exabeam follows the Associated Press (AP) Stylebook for written material.
We’ve put together this writing style guide with Exabeam-specific examples to help you with your projects.
Headlines are in title case, written with initial caps for all words that are not articles. When there is an article that is four letters or more the word is written in caps.
For example, “How an Airline Solves Unique, Non-Security Use Cases With Exabeam’s Analytics”
Do not use exclamation marks in the headline of a product page, web page, documentation, training document or blog post. You may use exclamation marks sparingly to indicate excitement and use no more than one exclamation mark.
Exception to the rule: exclamation marks are allowed in headlines in social media posts where appropriate.
Subheads are in sentence case with only the first word and proper nouns in uppercase.
For example, “What you need to know about the Capital One breach”.
Em-dashes use a space on either side.
For example, “Exabeam’s security solutions — unlimited data collection, machine learning and analytics for modern cyber threat detection and response — are built to work with your existing SIEM so you can leverage your investment.”
En-dashes are used to offset items in a bulleted list with their descriptions.
- List item – This is the description of the list item.
Also, use en-dashes to represent a span or range of numbers, dates, or time.
For example, “The 2001–2019 season was our best yet.” “You will find this material in chapters 8–12.”
Finally, en-dashes are used for clarity in an open compound adjective. This is also known as a compound adjective, an adjective that has two words with a space between them.
For example, “Windows 10–compatible products”
Hyphens should not be used interchangeably with dashes. They should only be used to create compound modifiers (adjectives that have more than one word).
For example, eye-opener, check-in, free-for-all, commonly-used words
Hyphenate compound numerals and fractions when spelled out at the beginning of a sentence.
For example, “Twenty-five percent increases were the order of the day.”
“One-third of the page is now dedicated to showing the impact of the changes to the UI.”
Omit the comma before the last item in a simple list per AP Stylebook.
For example, “Julie, Sarah and Tina”
For the Oxford comma, use a comma before the last item when a list includes a conjunction such as “and” in the terms separated by commas.
For example, “Log monitoring includes aggregating security events and alerting on invalid and multiple login attempts, port scans, and privilege escalation.”
Note: The product docs team always uses the Oxford comma, even in a simple list
Periods and spaces
Use one space after a period per AP Stylebook.
Use an ellipsis to condense quotes in your writing projects to remove irrelevant content, redundant words or those that are understood.
An ellipsis uses three non-spaced periods with a space both preceding and following them. Treat an ellipsis as a three-letter word, constructed with three periods and two spaces. ( … )
If a sentence ends in an ellipsis use a period and then the ellipsis. ( ….)
Capitalize titles when used before the individual’s name. The title is in lowercase when not used before a person’s name. Per AP Stylebook, never capitalize a title used alone, no matter how important it seems.
For example, The president signed the bill. The pope blessed the multitude.
Governor Gavin Newsom attended the press conference. The governor later answered questions from journalists and the public.
Job titles used before an individual’s name are capitalized.
For example, Vice President, Sales Engineering Andy Skrei
Don’t capitalize a job title that stands alone. If it isn’t followed by a proper name, it’s lower case.
For example, “She was promoted to vice president for market development.”
Most job descriptions are not considered titles and are not capitalized: astronaut John Glenn, actor Zac Efron, teacher Nancy Hanson.
First use: Exabeam + Product Name, e.g., Exabeam Data Lake
Second use: Product Name in initial caps, e.g., Data Lake
Product names should not be shortened to acronyms. For example, Exabeam Advanced Analytics should not be shortened to AA. Spell out product names when referring to them.
The only exceptions to the acronym rule are the Exabeam Security Management Platform and the Exabeam Cloud Platform.
Exabeam Security Management Platform can be shortened to SMP but only after the first mention, which should include the acronym in parentheses.
First use: Exabeam Security Management Platform (SMP)
Second use: the Exabeam SMP
Exabeam Cloud Platform can be shortened to ECP but only after first mention, which should include the acronym in parentheses.
First use: Exabeam Cloud Platform (ECP)
Second use: ECP
Don’t use a possessive for Exabeam when referring to the company’s products. For example, use Exabeam Advanced Analytics or the Exabeam Content Library, not Exabeam’s Advanced Analytics.
Use a possessive when referring to a type of solution. For example, “Exabeam’s incident response solution”
Proper nouns, product names and capitalization
Only proper nouns, product and service names are capitalized. For headlines see our guidelines on how to capitalize.
Common nouns such as security, content and cloud when referring to Exabeam’s capabilities are not capitalized in written material.
Proper nouns for example, The Google and Apple contact tracing API was released in March 2020.
Product names for example, The Exabeam Security Management Platform (SMP) is a modern SIEM built on advanced data science, deep security expertise, and proven open source big data solutions.
Common nouns for example, In addition to Exabeam SaaS Cloud, Exabeam provides hybrid cloud security options. Provision Exabeam on premises and in a private cloud, to match your organization’s budget and security policies.
A term that precedes an acronym is lower case unless it is a proper noun.
For example, user and entity behavior analytics (UEBA), Exabeam Security Management Platform (SMP), Amazon Web Services (AWS)
Common acronyms don’t need to be spelled out, like HIPAA, SSL, http and others.
Numbered lists vs. bulleted lists
Lists are used for clarity and help the reader.
Use numbered lists if you are writing an ordered list (actual steps, a series of chronological phases), such as:
- Create a blank document.
- Draft your document.
- Publish your document.
Use bulleted lists if you are writing an unordered list, such as:
- Feature list
- Directory list
- Grocery list
Use of periods in lists
There should be a period if the list item completes a sentence. Don’t include punctuation only when the list item is an incomplete sentence that does not complete a sentence introduced by the opening sentence.
For example, a list of items like this doesn’t need a period after each one:
You need the following to install the product:
– A computer
– An internet connection
– Some data
We’ve listed commonly-used words that appear in our writing. For guidance on commonly-used words, we use the AP Stylebook and then Merriam-Webster.
- Apache NiFi
- cyber threat
- crypto mining (or cryptocurrency mining)
- end user
- endpoint (security)
- internet of things
- machine learning (open, no hyphen as noun or verb)
- on premises (or on prem noun; hyphenated as a verb “on-premises security solution”. Do not use “on premise”)
- Trojan horse
Service marks, trademarks or registered marks
Exabeam, the Exabeam logo, Threat Hunter, Smarter SIEM, Smart Timelines and Security Management Platform are service marks, trademarks or registered marks of Exabeam, Inc. in the United States and other countries.
For printed material use the Exabeam boilerplate with the service mark copy and copyright:
Exabeam is the Smarter SIEMTM company. We help security operations and insider threat teams work smarter, allowing them to detect, investigate and respond to cyberattacks in 51 percent less time. Security organizations no longer have to live with excessive logging fees, missed distributed attacks and unknown threats, or manual investigations and remediation. With the modular Exabeam Security Management Platform, analysts can collect unlimited log data, use behavioral analytics to detect attacks, and automate incident response, both on-premises or in the cloud. Exabeam Smart Timelines, sequences of user and device behavior created using machine learning, further reduce the time and specialization required to detect attacker tactics, techniques and procedures. For more information, visit www.exabeam.com.
Exabeam, the Exabeam logo, Threat Hunter, Smarter SIEM, Smart Timelines and Security Management Platform are service marks, trademarks or registered marks of Exabeam, Inc. in the United States and other countries. All other brand names, product names, or trademarks belong to their respective owners.
© 2020 Exabeam, Inc. All rights reserved.
All other brand names, product names, or trademarks belong to their respective owners. There is no requirement for adding them to our materials.
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 (you). Contractions are acceptable for an approachable tone such as in blogs, but use them consistently.
Keep the following style points in mind when you write:
- The more concise, the better. Longer sentences force most readers to give up or get frustrated.
- Create lists and tables wherever possible, rather than longer/bulkier paragraphs or walls of text.
- Do not use gender pronouns (he/she), but rather “they”. Or, refer directly to the reader (you).
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.
We prefer smart, engaging headlines and simple business prose. Infographics and diagrams should emulate Popular Science in their detail and ability to explain complex topics simply.
Fortune magazine provides good examples of 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
Strive to write direct, shorter sentences. Write for visual scanners, with the headline and subheads clearly communicating key information. Communications should have supporting information such as tables, diagrams, pull quotes, and other visual elements.
All diagrams and figures must include a caption. The caption should clearly explain what is shown so it is accessible even for those who have not read the article.
Poor Caption – Figure 1: A map of the United States
Proper Caption – Figure 1: The growth of urban populations in the United States between 1950 and 2010.
Blog Code Snippets
When blogs include samples of code, the code should be formatted in Courier Font (standard 16 pt font size) and included as an image, not text.
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, unrivaled, 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.”