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What is a Content Guide

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What is a Content Guide

Introduction

At Castos, everyone is a writer. As members of a remote team, we recognize the importance of communicating with our colleagues in a way that is clear, concise, and easy to understand.

The words and phrases that appear throughout Castos products are also key elements of the overall experience of our customers. The words we choose have the power to educate and delight our users or frustrate and confuse them.

A voice and tone guide will help us think strategically about the words and phrases we write by providing clear, tactical suggestions designed to help us build a well-designed user experience.

What is voice and tone?

Your voice is an expression of who you are. Your voice never changes but you adapt your tone all the time.

For example:

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Attending a football game with friends vs. Attending a dinner party with colleagues

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Consoling a friend vs. Congratulating a friend

Voice is about us. Tone is about our customers.

Writing with a "human voice"

At Castos, we write with a human voice. When writing for Castos our voice is:

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Conversational but not trivial

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Helpful but not condescending

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Thoughtful but not verbose

Inspiration for this guide was drawn from the open-source style guides made available by Buffer, Mailchimp, Atlassian, Gitlab, and Shopify.