The Playbook @thecdmcontentplaybook-blog - Tumblr Blog

The CDM Content Playbook

Part One. Brand Description

Vision and Mission

Purpose

Brand Persona

Voice and Tone

Part Two. Style Guidelines

Grammar

Punctuation

Distinctive Treatment of Words

Numbers and Abbreviations

Quotations and Dialogue

Documentation and References

Part Three. Content Creation Guidelines

Storyboard

Slides

Media

Learning Accompaniment

Part Four. Team Policies

ID/Co

SEDM

Content Relations

Part Five. Available References and Sources

Verified Online Sites

Content Partners

#Content Playbook

I. Brand Description: Vision and Mission

CDMP is an agile community of educators, students and partners that encourages a culture of digital transformation. It pioneers development opportunities through interactive immersive learning experience, which aims to empower leaders. CDMP is a platform that creates an environment of mutualism.

#Part One #Brand Description

I. Brand Description: Purpose

To educate

To persuade

To connect

#Part One #Brand Description

I. Brand Description: Brand Persona

If CDM were a person:

Henrick Santiago is a CEO and part-time lecture in his early 30s. He has extensive knowledge on both traditional and digital advertising. His support for start-ups earned him a valuable position in the industry. Henrick is a highly tactical and mental person. He is innovative and open to change but assertive.

He wealthy and social. He is very composed and articulate. Henrick likes challenging norms and answering his own questions. He believes that there are no dumb questions. During his free time, he goes mountain biking or immerses himself in sci-fi popular culture. However, he’s not good with task delegation and tends to be a workaholic. Henrick is simple and substantial, and precise in his words. He is a story teller and his vision is to be remembered.

#Part One #Brand Description

I. Brand Description: Voice and Tone

Voice refers to a brand’s personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional. CDM’s brand voice is expected to be professional, sociable and reliable.

Tone, on the other hand, refers to a subset of a brand’s voice. Tone adds specific flavor to the voice based on factors like audience, situation, and channel. Tone should be direct and succinct, humble while being assertive.

When writing content for CDM, remember you embody the brand: you are the brand. You must therefore speak like the brand. Write confidently and write like you care.

#Part One #Brand Description

II. Style Guidelines: Grammar

As a content creator, your grammar is your own responsibility. The CDM persona should be a person who works well with words and who knows the usage of proper grammar.

For better guidance, we shall consult this source: The Chicago Manual of Style - Grammar and Usage.

#Part Two #Style Guidelines

II. Style Guidelines: Punctuation

On using dashes: Dashes are used to indicate added emphasis, an interruption, or an abrupt change of thought. Use a single dash (not a double dash, “- -”). Add spaces around the dashes.

On using exclamation points: Use sparingly.

On using the ellipsis: Should only be used when omitting a word, phrase, line, paragraph, or more from a quoted passage. Do not use it at the end of a sentence to suggest suspense or a trailing off of thought. Why are you even trailing off?

On using parenthetical remarks: Parenthetical remarks (however relevant) are unnecessary.

On contraction: Do not contract. Writing for learning is formal writing. Avoid contractions as much as you can.

#Part Two #Style Guidelines

II. Style Guidelines: Distinctive Treatment of Words

The general rule for using distinct terminologies in the field of digital marketing is to only treat it as a proper noun (capitalize the first letter of the words) when the term or concept is used in the context of being a specific program.

To illustrate: The session on Mobile Marketing is expected to run again the next month. Why is mobile marketing crucial to a business’ success?

Other rules on spelling, distinctive treatment of words and compounds can be referred to in Chicago Manual of Style’s chapter 7.

#Part Two #Style Guidelines

II. Style Guidelines: Numbers and Abbreviations

On numbers: If the number is below ten, spell it out. If the number is above 11, you may use the numerical form.

On abbreviation: The general rule is to to spell out the word first before using its abbreviated form.

#Part Two #Style Guidelines

II. Style Guidelines: Quotation and Dialogue

On quotations: Always capitalize the first word of a direct quote, even mid-sentence. But if quoted material continues a sentence, use lowercase.

To illustrate: Jason Cruz said in one of his lectures, “Your target audience is not everybody.” During one of her talks, Miss Peachy mentioned the concept of “empathy work”.

For more examples, you can consult Grammar Book.

#Part Two #Style Guidelines

II. Style Guidelines: Documentation and References

The general rule is to always cite your sources, no matter the type of content you are referring or citing. As a suggestion, use the Chicago Manual of Style on Documentation and References.

Here is the complete list of rules on proper citation.

In summary:

Apply bibliographic format when citing. As such, “If you are direct quoting a material,” (Cite the Author, and the Date). If you paraphrased the quote, give credit to the owner of the idea or the writer still.

You may use phrases such as: according to, as told by, etc.

When citing from an online source, simply cite the author (as indicated above). The same goes for images, videos and all other types of digital content.

In the event that the source did not specify an author or content creator, cite the publishing source instead and the citation for the actual URL/website used will be listed in a page after the whole module under Reference List.

Choice of reliable internet sources is the responsibility of the writer. Avoid citing personal blogs, unless called for by the context of the material. Consult with team leads first if unsure f your sources. When in doubt, look through existing PDM material for additional references.

#Part Two #Style Guidelines

III. Content Creation Guidelines: Slides

#Part Three #Content Creation Guidelines

III. Content Creation Guidelines: Storyboard

Storytelling

Framework

Process

Key Roles

Instruction Format/JO

#Part Three #Content Creation Guidelines

III. Content Creation Guidelines: Video

#Part Three #Content Creation Guidelines