Writing for different channels

Different channels require different styles of writing. A quick post on Yammer or an update on a blog will need to be written very differently to a formal letter informing staff of a significant change that has an impact on them.

There are many style guides out there and you need to understand what works for your organisation and audiences. In developing a style guide you should be mindful of how language is developing and the Government Digital Service style guide along with Plain English principles are often a good starting point.

Case Study: Style Guides

Case Study: Style Guides

PDF, 456KB, 12 pages

How to develop content for digital channels

The principles to consider before developing digital content are similar to those for any other content, namely:

  • Who is the audience and what is the most appropriate social media channel to reach them?
  • What do you want people to do as a result of reading your communication?
  • How does the content help your department or organisation achieve its policy aims?

Generally speaking, the following content works well for digital:

  • Striking imagery, coupled with short and informative status updates.
  • Content featuring recognisable people and places that resonate with your audience.
  • Asking questions of your audience and providing them with answers and useful information.