​Guidelines for Writing Content

Considerations for Writing Content

Many content providers write their own articles. Others submit material in a less structured form, such as bullet points, a summary or loose draft. In those instances, the communications specialist will write the article for the content provider. All submissions are copyedited for spelling, grammar and consistency of style.

Articles must communicate information that is relevant, interesting and current. To enhance readability and reader retention, submissions should be as brief as possible and quickly answer these questions:
  1. What is this article about?
  2. Who is it for?
  3. What does it mean to the reader?
  4. Why should the reader care?

Writing Guidelines

Keep Verbiage Simple. News articles communicate most effectively through crisp, simple, clear language.

Communicate Succinctly and quickly. Articles must get to the point quickly. Typically, the first sentence should serve as a summary of the article and give the reader a clear signal of what will follow.

Keep subject of the sentence obvious. Please limit the use of pronouns, such as: “you,” “your,” “our,” “me,” “we,” “us,” etc. Identification of pronouns’ unspecified corresponding nouns can be misunderstood, depending on the readers’ interpretation.

Keep writing active, rather than passive.

Spell out acronyms on their first reference

Guidelines for Style

Purdue Marketing Communications Editorial Style Guide, the “official” style guide for Purdue University is structured much like The Associated Press Stylebook, the style manual for the news media.