Editorial Policy

This document is created for blog content authors to guide them in formatting their submissions in such a way that proofreaders will have no comments. The marketing.link blog is a collection of useful materials for businesspeople and marketers. We write about everything related to marketing and online promotion.

Why Editorial Policy is Necessary

Benefits of the Aticles

Before writing anything, it’s important to determine what we’re writing, for whom, and why.

The goal of any text should be formulated from the perspective of its utility. It’s better not to write at all than to write “just to tick a box”.

NoYes
Write about new Google Ads rules so clients won’t complain they weren’t warned.Help prepare for changes:
— Enter company details and contact information in advance.
— Attach product certificates.
Suggest alternatives:
— advise what to do if necessary documents are missing, what to do if the account is blocked.
Write aticles just to meet the content plan quota.— 
Write something because nothing has been written for a long time.
Write something to get a backlink.— 

Types of Content in the Blog

Text Formatting

This section will cover complex examples, modality, abbreviations, symbols, and difficult cases.

Company Name

The company name marketing.link is written in Latin letters. The name is not enclosed in quotes.

NoYes
MARKETING.LINKmarketing.link
Marketing Link

Ellipsis

If you remove unnecessary phrases from a quote, use an ellipsis. At the end of thoughtful or unfinished sentences, do not use it.

Exclamation Mark

If you feel the urge to use an exclamation mark—think twice. The blog’s content is written in a calm tone. Too many exclamation marks create the impression of a hysterical interlocutor.

Dash

The dash should be marked with the symbol —, not with a hyphen -. Be careful with symbols that have a similar appearance:

Different types of dashes

The em dash (—) is used without spaces around it. For example: “She won the game—despite being injured.”

Quotation Marks

In English, there are no guillemets (angle quotes), so use inch marks for quotations. Other languages (German, French, Swedish, etc.) have their own rules—please refer to them.

Rules

NoYes
Pet Supermarket Rabbit
Pet Supermarket «Rabbit»
Pet Supermarket „Rabbit“
Pet Supermarket “Rabbit”

In English, it’s standard to use double quotation marks (” “) for quoting speech, titles, or other quoted material. Unlike some other languages that may use guillemets (« ») or other forms of quotation marks, English primarily uses the inch mark style. Note, in American English, periods and commas go inside quotation marks, regardless of logic.

Currency Units and Symbols

Use the symbols $, € consistently: if all currency denominations in the content are written with symbols, continue using symbols throughout; if spelled out, do so consistently from start to finish. Write the $ sign before the number without a space, e.g., $100. For others, write after the numbers, e.g., 100€.

Do not separate the % sign from the number, for example, 100%.

You, Your

In articles, “you,” “your,” “to you” are written in lowercase if they appear in the middle of a sentence.

Numbers

Write as follows: from one to nine in words; from 10 and beyond in numerals. Exceptions are numbers in titles, e.g., “5 Simple and Effective Ways to Set Up Google Ads”; and ranges, e.g., from 3 to 5 years.

For easier readability of large numbers (from 1,000 and more), use a commas: 5,787; 59,000; 860,000. From one million upwards, write the number and abbreviate “million,” “billion” without a period.

Use ordinal numbers with suffixes (11th floor, 25th flight) with a hyphen.

Use Roman numerals for centuries, for example, the 20th century, 16th–20th centuries.

Suffixes for Ordinal Numbers

Suffixes for Ordinal Numbers Numerals with suffixes are always written with a hyphen. Suffixes can only be added to ordinal numbers, not cardinal numbers. Cardinal numbers “two,” “three,” “four” are represented as 2, 3, 4.

How to check: cardinal answers the questions: “how many?”; ordinal: “which?”

Time and Dates

Write all dates in the following format:

Display times using a colon to separate hours from minutes, or spell them out completely:

Abbreviations

Place a space between the value and the abbreviation:

With a dotWithout a dot
Years, year — yr.Tons — t
Pieces — pcs.Grams — g
Cubic meter — cu. mKilograms — kg
Square meter — sq. mBillions — bln
Pounds — lbs.Million — mln
Feet — ft.Meter — m
Miles — mi.Thousand — k

Lists

Utilize both numbered and bulleted lists. When a list follows a heading, the use of a colon after the heading is standard.

Bulleted List

Start each item with a capital letter, especially if it follows directly after a heading or if each item is a complete sentence. For simple list items that do not form complete sentences and follow a colon, starting with a lowercase letter is acceptable. Typically, if the list items are complete sentences, each item ends with a period.

Simple List with SemicolonsSimple List with CommasCapitalized and Ending with a Period
This information helps to improve:
• Advertising, websites, or sales scripts. The Quality Control department hears who is genuinely interested in the product and what matters to these people.
• Business processes within the company. The Quality Control department is aware of all complaints and customer wishes.
• The motivation system for sales managers. It helps when managers “dump” difficult customers.
On the table are three markers:
• Red,
• Yellow,
• Green.
This information helps to improve:
• Advertising, websites, or sales scripts. The Quality Control department hears who is genuinely interested in the product and what matters to these people.
• Business processes within the company. The Quality Control department is aware of all complaints and customer wishes.
• The motivation system for sales managers. It helps when managers “dump” difficult customers.
Numbered List

List items start with a capital letter, and each is followed by a period. Use a numbered list only when you need to enumerate actions sequentially.

For cases, it’s preferable that the first 500 characters, or 1-2 paragraphs, be plain text without any list. It’s best to avoid nested lists — e.g., a, b, inside 1, 2, 3 — as nested lists can narrow the text column, making the webpage look cluttered. Ideally, there should be lists of only one level.

Non-breaking Space

In HTML, you can insert non-breaking spaces ( ) to prevent currency symbols and abbreviations without numbers next to them from wrapping to a new line.

Modality

Avoid modality (combinations with the verbs “can,” “must,” “need to,” “seem,” “to be”).

No: “You must upload a photo.” Yes: “Upload a photo.”

No: “You can check.” Yes: “Check.”

Links

Format all links so that they open in the same window. Avoid placing links in the first paragraph to prevent taking the reader away from the content prematurely.

NoYes
Telegram is available for smartphones and computers: web.telegram.org.Telegram is available for smartphones and computers.

Do not overuse hyperlinks or redirect the reader to other resources unnecessarily. Links can be appropriately placed in:

References to blog materials should be made by pointing to relevant articles. Links to client websites (in case studies) should be placed unless otherwise specified, such as by an NDA.

Regardless of the link type, its text must clearly indicate where the reader will be directed. Formulations like “click here,” “read here,” or “something via the link” are prohibited.

Downloadable Files

Occasionally, but sometimes necessary, content may require attaching a download link for a file.

For filenames intended for download from the website, use only Latin letters (transliteration), numbers, underscores, hyphens, and periods.

On the website, specify the file type, name, and size below the file’s title.

NoYes
Download imageSchema_drive.jpg, 782 KB
Download documentSurvival_guide.doc, 254 KB

Content Structure

To write compelling text, it’s not enough to remove stop words and place the main point at the beginning. Text is difficult to read if it lacks structure: everything dumped into one paragraph or multiple ideas crammed into a single paragraph can cause the reader to lose the sense and not want to continue reading.

Choosing a Topic and Researching Information

To create a good structure, each subheading, paragraph, and sentence must serve the purpose. The goal is to make the text easy to perceive. The reader should not feel confused or fatigued.

All content is built on the inverted pyramid principle: present the essential information in the first part, then provide details, and always write a summary or conclusion.

Nesting

For example, if you are writing about Google AMP, the structure (pay attention to the nesting) should be as follows:

The structure (plan for the upcoming article) needs to be approved by the editor in Google Docs. This will help avoid major text changes after edits and prevent misunderstandings.

Content Length

For case studies and manuals, the length should be no less than 5,000 characters; for articles, 7,000-40,000 characters (it all depends on the competition: open the first 7-10 results in the search and check how much competitors have written on the topic; if it’s 7,000 characters, then your content cannot be less).

Headline

The headline should be clear, understandable, and include keywords for search engines. Ideally, it should contain numbers. We do not provide false information in headlines or promise magic solutions.

Periods are not used in headlines except for two sentences. In that case, place a period after the first sentence but not after the second. Do not use question marks in headlines.

The headline cannot end with a colon, even if followed by a list.

Introduction

Read chapter 10 of David Randall’s “The Universal Journalist” on how to write a lead (introduction, subheading): “The lead must be clear and understandable. Upon reading it, the reader should ask themselves only one question: Do I want to read this article? The answer will almost certainly be ‘no’ if the lead is ambiguous. It’s also important that it isn’t overloaded with unnecessary information, namely: superfluous details, precise titles—basically, anything that can wait until the second paragraph or even later.”

We have summarized Randall’s book on the most successful leads.

Successful Leads

Unsuccessful Leads

Key Thoughts and Quotes

Key thoughts are the most important and interesting theses in the text. They help retain the reader’s attention by highlighting the text, conveying crucial points. They should be highlighted. You can look at quality articles with successful designs of insets and quotes. A key thought should be concise—up to five lines.

Rhetorical Questions and Self-talk

Do not use rhetorical questions in headlines. In the text, use them sparingly without a question mark. Besides rhetorical questions, we do not talk to ourselves in the text. Try to avoid phrases like “Yes, it’s more expensive” or “No, it’s not that scary.” It’s like you’re talking to yourself, which is dull.

Conclusions

Help the reader remember the main point by using a conclusion. This can be a single concluding paragraph (summary) or a whole section with a subheading, for example: “Summary,” “Conclusion,” “What to Remember,” “Check-list.”

Authors

Finally, list all the people who participated in the release of the material. If someone took action in preparation/writing up to the moment of publication, they are mentioned in the team. List all the experts who helped with advice, editing, or approval of the article.

Illustrations

Use illustrations, GIFs, or videos when necessary to explain, illustrate a process, show characters, demonstrate, or emphasize emotions.

If an illustration, GIF, or video does not perform any function, remove it.

The width of images should be no less than 740 pixels. The exception is mobile screenshots. Group mobile screenshots in pairs so they look nice on the page or integrate them into the text. A lone mobile screenshot creates emptiness around itself.

Within one article, desktop screenshots should be uniform: the same height, with or without shadows—all the same. If you’re taking a screenshot of a website or service, open it in “Incognito” mode without any other tabs open.

Personal data in all screenshots should be covered with a black bar or blurred . If the data is fictional for an example, it does not need to be covered.

Personal data include names, surnames, logins, phone numbers, accounts, card numbers. If a screenshot for a case contains private client information that we do not disclose within the case (income, click cost, budget, etc.—things not related to the specific case)—it must also be covered or blurred.

The main image for the material should be in formats: blog-preview, blog-cover, for Instagram, for Facebook, for newsletters. This should be clarified with the chief editor.

Make captions for illustrations. Do not place a period at the end of the caption.

For GIFs and videos that are self-explanatory, do not add captions.

Editorial Policy gif

Prohibited Techniques

Authorship

Every article must have an author, whether it’s a partner agency’s piece or not. A specific individual as the author must be identified. Include information about the author: name, work experience, key skills and achievements, a clear photo, and a link to a fully completed LinkedIn profile.

Case Studies

This section is primarily for Marketing Link employees.

We publish case studies on the blog, including photos of the authors and comments from experts involved not only in the project itself but also in the creation of the case study.

Case studies are published after approval from the manager, as not all clients want their commercial information to become public knowledge, including to their competitors.

Sometimes, if a case is truly exceptional, we may publish it without mentioning the site’s name, only specifying the industry. This should also be clarified with the editorial team.

All screenshots also need to be approved, as some information may need to be redacted.

Occasionally, we write about “anti-cases” when mistakes are made by us or the client. It’s not a good tradition, but mistakes, especially those documented and reflected upon, help us grow.

Case Studies with Limited Information

Exemplary Cases

Content Checklist

  1. Choose a topic. If it’s a case study or manual, select specialists and experts. Conduct interviews. If writing an article, see what competitors have written: analyze the structure, decide on the length. Rely on choosing reliable sources, we have a special article for marketers on “Information Sources: How to Check and Trust Them” and how to select them.
  2. Write the structure of the material. Agree with the chief editor. Make a detailed plan (with subpoints) for the text part and a plan for screenshots and illustrations, based on what competitors and reference services offer.
  3. Plan points are questions for an interview with an expert if your material is based on an interview. Not all plan points may be useful in your work, as technologies change. Some points will be added, some will disappear. Let others do the work first, then proceed to work on it yourself; this means first inviting comments and working on the material in parallel.
  4. Invent a lead and a headline.
  5. Select illustrations, screenshots, GIFs.
  6. Proofread it yourself, check.
  7. Send it to a proofreader/editor for proofreading.
  8. Arrange the conclusion section and specify the roles of the material’s authors.

Remember: good texts are hard work.

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