For the love of formats: writing content made easy

If I’m promised a step-by-step guide, I want to see an easy-to-follow numbered list. Anything else and I’m clicking my way to your competitor.

My love affair with content formats started when I was nine. Poring over my 1994 Gladiators annual every night, I loved how easy it was to read. The “fun” fact boxes, the oh so simple-to-compare stats tables telling me whether Jet or Lightning could run the fastest, the Q&As revealing what my favourite contestants ate for breakfast. I didn’t have to read it all. I didn’t have to read it in order. It was perfect for my 9-year-old attention span, which was probably better than the average web user’s today. 

I wish I could say this was when I decided to become a content writer, but at the time I was still set on being an Olympic gymnast or running my own sweetshop. 

Magazine quizzes? Never met one I won’t take. I’ve learned almost everything I know from ‘How to’ guides and I was lucky enough to come of age in the golden era of the Buzzfeed listicle.  

So, you get it. I love a format. But why? Here’s a few reasons I’m recommending them to any client that will listen 30-something years later… 

1. Formats = reassuring 

The internet can be a scary place. And among the memes and the fake news and the AI sludge, there’s something comforting about a recognisable format. Something you can rely on, whether it’s a step-by-step guide or a timeline. We instinctively know how to interact with formats we see time and time again, and that makes us more likely to engage with them. The expected nature of formats can also help build trust. But, be warned. A misused format can leave a bad taste in people’s mouths. If I’m promised a step-by-step guide, I want to see an easy-to-follow numbered list. Anything else and I’m clicking my way to your competitor. 

2. Consistency, consistency, consistency

Most brands have a lot of content, created by a lot of people. Sometimes over years and years. A good format is the guardrail that stops things spiralling out of control, leaving you with content that does what it’s supposed to. And this consistency makes content so much more useable. Ever tried to choose a hotel by comparing five descriptions all with completely different information in? Not recommended. 

3. Audiences are the priority 

By their very nature, formats are audience focused. Sitting down to develop a format forces writers to think about what should be in a piece of content, and what shouldn’t, rather than just chucking everything onto the page and hoping for the best. They give us space to think about the little extras that can really make content sing but might get forgotten about when producing pieces in silo. A “too long didn’t read” summary at the beginning of every blog? Don’t mind if I do. A mini glossary of finance terms for each product page? Chef’s kiss. 

4. Efficiency goals

Having a format doesn’t just make it easier to consume content. It makes it easier to create too. With a solid format and a strong tone of voice (more on that here), you’re halfway to a fantastic piece of content that could be produced by almost any talented writer – no need to wait for that one person on your team who usually does the case studies to be free. 

Now, to finish. An homage to one of the oldest, and best formats – the humble recipe. 

Recipe for creating great formats

Ingredients:

• One fantastic content writer
• One laptop
• Three-five cups of tea

Method:

1. Start with an idea of what you want your content to achieve. Are you entertaining? Informing? Selling? This will determine what needs to be included in your format.
2. Consider the tried and trusted formats – which one can you adapt for your purposes? A Q&A, a day-in-the-life, a timeline, a listicle, a simple blog – all winners.
3. Think about how you’ll make the format your own. What elements can you include to both reflect your brand and meet your audiences’ needs. Think pull outs, glossaries, summaries, tables, icons.
4. Craft some guidelines – these are the instructions to both your future self and other writers which will make sure your format is used correctly. Be specific. If you have a bullet point list of features, how many bullets are you including? Creating a Q&A? What’s the minimum and maximum number of questions? Include word counts, character limits and language instructions, anything you think will be helpful.
5. Put it to the test. The only way to know if a format works is to create a piece of content following your guidelines – preferably a couple of pieces. This will help you see if you need to be more specific, or if your format is too restrictive and can’t be applied to future content.
6. Sit back and enjoy – knowing you’ve saved yourself some time further down the line.

Alternative recipe

Ingredients:

• One phone or laptop
• Our contact details – hello@stickycontent.co.uk

Method:

1. Speak to the Sticky team and we’ll whip up a top-notch format to your exact requirements
2. Sit back and relax