Editorial Guidelines

Effective Date: December 19, 2024

Rook Digital prides itself on its ability to provide quality education-first content that is accessible to all who visit our website. Below, you will find our editorial guidelines, including what we expect from anyone submitting, generating, or deploying content on our behalf.

WRITING STYLE

• Word Count: All articles should range between 2,000 to 4,000 words.

Structure:

• Use one H1 tag per article.
• Include at least two H2 tags and use H3 tags as needed.
• Each section (indicated by an H2 tag) must include a graphic to introduce it.
• Paragraphs should not exceed four lines unless completing a concise thought.
• Include at least one bulleted list highlighting key points.
• Key Takeaways: Provide three key takeaways prominently displayed at the top of every article.

Visual Elements:

• Articles must include an accompanying thumbnail.
• Embed a video summary at the top of the article.
• Provide an embedded audio version of the video with a link to a transcript for accessibility.

2. TONE AND VOICE

• Brand Personality: Professional but approachable.
• Clarity Over Perfection: Explain concepts so thoroughly that the reader cannot misunderstand.
• Audience Focus: Make complex digital marketing topics relatable to beginners, small businesses, and technically savvy professionals.
• Tone: Use contractions for relatability and incorporate humor where appropriate. Avoid the passive voice unless it enhances readability.

3. BRAND ATTRIBUTES

• Education-First Approach: Content should educate and empower readers to understand digital marketing principles and avoid unethical practices.
• Transparency: Emphasize honesty in all work, pricing, and recommendations.
• Demystification: Simplify complex topics and avoid jargon unless explained.
• Ethics: Follow the "Hippocratic Oath of Marketing" — first, do no harm. Avoid offering services that don’t provide tangible value to the client.

4. LEGAL COMPLIANCE

• Plagiarism: Never plagiarize; all content must be original or properly cited.
• Citations: Use appropriate external links to credit original authors for quotes or data.
• FTC Compliance: Disclose affiliate links and ensure they meet FTC guidelines.
• Accessibility: Content must be ADA-compliant, including audio, video, and transcripts.
• AI Use Disclosure: If AI tools are utilized, disclose their use.
• Prohibited Content: Never use hate speech and offensive material. Respect all protected categories.

5. CONFIDENTIALITY

• Articles remain in draft status until approved by an editor.
• Content must meet all quality standards before distribution.
• Content produced for Rook Digital must not be reused on other sites without explicit authorization.

6. EDITORIAL PROCESS

• Topic Identification: Topics are researched and identified by the marketing team.
• Outlining: A structured outline is developed.
• Draft Creation: The article is drafted with attention to style and tone.
• Revisions: Revisions are completed based on editorial feedback.
• Quality Assurance: Final review by editors, leadership, and the marketing team.
• Publication: Approved content is scheduled for publication and distributed.

7. CONTENT GOALS AND OBJECTIVES

• Goals: Establish Rook Digital as the world’s premier digital marketing agency through education-focused content.
• Objectives: Build trust and authority and convert visitors into leads while providing value to current and past clients.
• Metrics: Success is measured through engagement metrics, SEO rankings, and lead generation.

8. FORMATTING

• Guidelines: Follow MPA guidelines but allow for design customizations using CSS.
• Custom Fields: Use CMS custom fields where applicable.
• Templates: Existing content on RookDigital.com serves as a baseline for structure and expectations.