Writing resources

Why read it?

Developed by the brand content team, these four principles are the ones we follow to create Hootsuite's most strategic and effective thought leadership content. 

If we get sued for something you wrote, it'll probably be because you missed something on this checklist. It's standard industry fare (don't lie, ensure you have content rights, etc.) but make sure you follow it.

If you're writing for the website, these are the content blocks your lovely words will be squeezed into: headers, feature blocks, accordion cards, that sort of thing. 

Lists research sources grouped into HXC ("high-expectation customer") brand examples, demographics, CMO topics, consumer behavior and psychology, and more.

Ostensibly for blog writers, these are really a fantastic, punchy, no-nonsense set of guides to creating content that gets results. They're packed with clear, specific guidance on how to write copy that grabs attention, delivers value, ranks on search engines, and delights readers.

Read this for hard-hitting advice on writing content that delivers value. It covers five principles of successful content, plus a framework for customer and product research to ground your content in genuine insights.

Featuring former Forrester analyst Nate Eliot, this training covers writing techniques that persuade executives to further invest in social. Nate shares why most B2B content is ignored by CMOs, how to connect social into the marketing and business themes that CMOs care about, and research techniques for finding the insights that persuade CMOs and structuring clear arguments based on data and case studies. 

The User Education team maintains the help site and creates in-product help. Visit their site for product content guidelines, resources, processes, and more. 

Hosted in the Hootsuite platform, this design system shares guidelines and examples of design and copy for banners, messages, paywalls, and other Hootsuite UI elements.