Tone of Voice
• Use first-person ("I" or "we") where appropriate
• Write directly to the reader using "you"
• Prefer active voice over passive
• Keep it clear, helpful, and practical
Do Not:
- Call out competitors by name when speaking negatively (ex: X provider really sucks compared to what we offer)
- Submit content that already exists on your site or anywhere (both customer facing or internal) or AI-generated content without editing
- Use overblown marketing claims (ex: by using our software, you can increase productivity by 200%)
- Include stock or promotional images with marketing text
Revising Content:
If you have a case study, product story, or other piece of content already on your site that you'd like to submit, we ask that you revise the content enough to pass a plagiarism inspection. The reason for this is to avoid negative SEO impacts to our domains and your own.
You can measure if the content already exists elsewhere and would flag with Google in most AI models and through common trackers such as Grammarly or PapersOwl. Content must have under 30% marked as already known elsewhere.
To revise content, we recommend working with your internal marketing teams. This is super important as it gives them the ability to flex their skills and ensure your brand is represented well and does not conflict with the content on your site.
Examples of Accepted Topics
We love:
- How-to tutorials for your product
- Product feature deep dives
- Use case breakdowns or job-to-be-done stories
- Case studies from real customers
- Product templates, hacks, tips, or update roundups
- Feature explainers and onboarding walkthroughs
Sample Titles:
- “How to Use [Product] for Onboarding New Hires”
- “X Automation Tricks in [Product] You Didn't Know About”
- “Why [Customer] Chose [Product] Over [Use Case Need]”