10 Insights and Tips When Crossing Marketing with Journalism

Hire a Journalist to Write Corporate Content 

  1. A journalist can create articles with a storytelling structure and balance bias.
  2. Generate writing confidence to internal corporate writers because their content is revised/edited by a journalist.
  3. Create content that pretends to not be in favor of a corporation, be interesting to a broad audience and to current customers. However, there will always be some bias in favor of the corporation coming from the PR and communications department. The journalist’s job is to attempt to create a counterbalance in every article.
  4. Create content marketing to generate more awareness and increase leads.
  5. Content that can entertain and connect with influencers. These influencers are readers to the site who may or may not be customers. According to Intelegia, there are five influencer types.
  6. The networker knows everyone and everyone knows him or her.
  7. The opinion leader is considered the expert in a particular field based on credibility.
  8. The trendsetter is always the first person to try anything new and becomes the hub for others to learn what is new.
  9. The person sharing is always distributing and amplifying information through expert websites, social networks, and media.
  10. The user is the everyday customer.

Editorial Style Guidelines

Marketing Zeus

  • Part I: Grammar
  • Part II: Style and Tone
  • Part III: Persona
    • Target audience
    • Pain points
    • Value
  • Part IV: Content Structure
  • Part V: Graphics and Formatting
  • Part VI: Approved and Unapproved Content

Who Are We Writing For?

Target audience

  • Small and medium-sized business owners and non-profits

Pain points

  • Time
  • Limited budgets
  • Lack of understanding / fear of digital marketing
  • Bad experience with other marketers
  • Overwhelmed with information available


  • Quick learning opportunities
  • Free information
  • Knowledge on what digital marketing is and how it can benefit them
  • Unbiased information
  • Organized content for specific lessons
  • Real, actionable advice that they can understand and implement



  • Effectively use the Internet to market their service or product


We need to develop 2 – 3 personas to help clarify demographic and psychographic characteristics of our readers.


There are different types of content that are appropriate for our audience. For instance:

  • How-To Guides
  • Real-World Case Studies
  • Top Lists
  • Serialized Content
  • Polls
  • Data / Infographics
  • Interviews with Experts or Successful SMBs
  • Pro / Con lists
  • Video Content
  • Audio Content
  • Comics

Note: If your article is longer than 1,000 words, consider dividing it into multiple parts.


Your submitted content must have valid and reliable sources. It is your responsibility to investigate your source for trustworthiness. Here are some tips for investigating a source’s background:

  • Use internet sources that have the name of the author.
  • Investigate the credentials of the author if unknown. Use the author’s personal page to check:
    • educational background and experience.
    • discover any scholar publications.
    • discover any published books from a university press.
    • verify employment to a college or research institution.

Approved industry resources

  • Reputable online journals and magazines have articles written by authors who list their sources in a bibliography that include scholar and offline sources.
  • Most news sources are reliable. However, do not use news as the exclusive source because they are also entertainment organizations.
  • The URL of the source can help verify trustworthiness. A site name ending with .EDU is generally an educational institution. A site name ending with .ORG is usually a not-for-profit. However you need to check for any type of bias. A site name ending with .GOV is considered to be a very reliable government site.

Unreliable source examples

  • Blogs are unreliable sources when the credentials and expertise of the writer are unknown.
  • Personal websites are like blogs (see previous point).
  • Wiki web sites can be untrustworthy. Wiki sites are edited by groups of people with unknown expertise and credentials. (However, sites like Wikipedia may be a good way to find reliable sources; check the References at the bottom of the page.)
  • Movies and historical movies can be an unreliable source. Movies are produced for entertainment and not to educate.
  • Historical novels can be “based on facts” and contain one single fact with 99% fiction.


Controversial topics and opinions to avoid

  • 40 Examples of Extreme and Controversial Advertising
  • Top 50 Shockvertisements
  • Intrusive internet marketing
  • Spam
  • Violation of consumer privacy rights.
  • Transparency and disclosure: using marketing to deliver questionable, controversial, or easily misinterpreted messages
  • Questioning people’s’ morality or ethics instead of their thoughts
  • Invasive marketing techniques that can lead to identity theft
  • Encouraging black hat marketing techniques
  • 10 Examples to Increase Sales with Controversial Content
  • Generally speaking, politics, religion, race, ethnicity, religion, and sexual orientation should be avoided, unless the focus is exclusively on marketing (e.g., you might reference how a political campaign used social media as an example for how a small business might do the same).


 Using links within content

As appropriate, linking to other quality content is encouraged. Links should be to informational/educational material and not to sales-oriented pages.

Internal links (to other MZ content) are highly encouraged to make it easier for readers to find related information.

Style and Tone

Allow your personality to flow through your writing, but keep the content positive and informative.

Keep in mind the target audience for the site and write content accordingly. Posts should be professional, but informal. Use everyday language, and be simple and concise.

Use active voice, not passive.

SEO Guidelines
Write for readers, not search engines, but do follow the guidelines regarding linking to other content, especially internal links.


Videos will be uploaded to the Marketing Zeus YouTube page. Accompanying posts will ebed the YouTube video.


Contributors may refer to (and link to) other content they have produced elsewhere. However, Marketing Zeus will not duplicate content published elsewhere.

Graphics and Formatting

Image Selection, sizing, and alt-tag guidelines


  • Thumbnail image: 300 pixels x 190 pixels
  • Image within an article: 515 pixels x 350 pixels
  • Gallery images: 650 pixels x 400 pixels
  • Infographics: 650 pixels x at least 650 pixels


Potential sources:

  • MorgueFile.com
  • Creative Commons



  • Credit: Source name
  • Note: Infographics must include within the graphic the source of the information provided

Author Attribution and Contribution

Your bio can include one link to a personal page (e.g., Twitter, LinkedIn or your own blog) and one link to a business, if appropriate. You will be expected to provide a professional headshot to be included in your bio.


Ideally, authors should be willing to share their content with their own audiences. Supporting other authors through social media sharing etc. is also encouraged.

Grammar, Spelling, and Usage

Below are some basic guidelines; for questions not answered here, please refer to the American Marketing Association Dictionary or the Grammarly Handbook.


A/B Testing
Acronyms and abbreviations
Abbreviations should be explained when first used.
No spaces or periods between letters in an acronym. Unless the acronym or abbreviation is more familiar to people than the full name, on first mention of term use full term with acronym next to it in parentheses.
a, an

Use “a” before words that start with a consonant sound. Use “an” before words that start with a vowel sound.

   Always use figures.

Only use when part of a formal name. Do not use in place of “and.”
anti-virus, anti-spyware




click-through rate

Use serial (or Oxford) commas, which means including commas before “and” in a list of three or more items.
Company names

If the company is not well-known, use the formal company name in the first mention. Don’t include a comma before Inc. or Ltd., even if it’s part of the official company name. Don’t use special characters in company names. Example: E-Trade, not E*Trade
Composition titles

Put titles of books, movies, songs, artwork, speeches, and television and radio programs in quotation marks. The exceptions are reference materials and the Bible. Capitalize the primary words, along with conjunctions and prepositions that have more than four letters.

Use copyrighted for past tense.
courtesy titles

Avoid courtesy titles, like Mr. or Ms.



Use to make an abrupt change in a sentence or attribution at the end of a quote.
Dates and Times
Generally, dates should be spelled out (e.g., September 30, 2014).
Omit ordinal designations, such as November 16th.

Do not use datelines.
Days of the week

Capitalize the first letter and spell the whole word out.

If not included in this style guide, use the American Marketing Association Dictionary for marketing terms usage and spelling. Use the Webster’s New World College Dictionary for finding general word definitions.

DoubleClick (company)

double-click (verb)



Used to omit words words within a quote. If a complete sentence is used before the omission, include a period, then a space before the ellipses.



formal titles

Capitalize the primary words when used before someone’s name. If the title is separated from someone’s name with commas, the title should be in lowercase letters.
Fourth of July
fundraising, fundraiser
Citations and websites

Add hypertext links to the content you want to reference. Readers then can click on the content with the button to view the actual article or website. Make sure the link opens in a new window.

Google, Googled, Googling


Lowercase when used to refer to someone’s name on a social media account.

The number sign (#) followed by a term or phrase. No space between the two.

Capitalize the first word and the principal words.

When referring to a website, dd hyperlinks with the format: www.domain.com.

Other hyperlinks should use appropriate anchor text.


Image labels

Images should be labeled to accurately reflect what is shown.
Photos should include a photo credit in the following format:

Credit: Name
Inclusive language
Avoid gender-specific titles (e.g., business executive vs. businessman) Don’t use “he” for an unspecified person.

Should include a list of sources for the information provided.




When used at the end of a name, abbreviate to Jr. Do not put a comma before the abbreviation.

key performance indicator (KPI, plural KPIs)


When referring to a Facebook like, do not put in quotations.

Begin list items with a capital letter. Be consistent with list items. For example, if the first list item begins with a verb, all list items should start with a verb. Only include periods at the end if a list item is a complete sentence.

There are several color options:

  • Blue
  • Orange
  • Red

log in, log out (verb)

login (noun)




Use a person’s full name on a first reference and last name on next references.
not only… but also

Use abbreviation when mentioning a ranking. Capitalize the first letter.

Numbers between one and 9 should be spelled out. Numbers 10 and above can be written numerically.
Spell out “percent.” Don’t use the % symbol.
Don’t use ordinal numbers, unless it’s part of the name.



pay-per-click (PPC)
Possessives ending in “s” Use an apostrophe after the “s”

Quality Score
Quotation marksUse when including a direct quote. A quote within a quote requires single quotation marks. For use with book titles or movies, see Composition titles.
Titles and subtitles

In names, don’t use courtesy titles. Only use Dr. when referring to a medical doctor.
No commas when using Jr., Sr., or III in names.



Don’t use a hyphen when using this prefix unless the word it’s connected to also starts with an “e.” Examples: re-elect, redesign
Use on lists that include commas in the series. Use to connect two independent clauses without a conjunction. Use before a conjunctive adverb.
sign up (verb)sign-up (adjective)
small business owner
small and midsize business (SMB)

snail mail
Social media
Make sure to follow each social media network’s guidelines, when using their branding. T
Table labels
Telephone numbers
Use parentheses for the area code. Example (555) 555-5555.
text, texting, texted
tweet, tweeted
Use a.m. p.m. not AM PMU
URLsUse the shortest URL possible. Exclude “http://” and the trailing slash




  Not the same as Internet.




Goodbye to Grumpy Forehead Wrinkles the Natural Way

Restore Your Forehead’s Collagen in a Matter of Weeks

You can’t stop it. Your sagging forehead is transmitting the wrong message to everyone around you. You maybe are the grumpy and old next-door neighbor in the apartment complex. Your neighbors see you in the morning and avoid your path. You try to and fail to ease your forehead tension during the elevator ride. You enter the elevator and smile to your neighbors but no one smiles back.

Squinting, smiling and frowning are everyday expressions that make your forehead skin lines more visible as you get older. This happens because aging skin loses collagen, which weakens the skin’s foundation. It reduces the skin’s moisture and elasticity. So, collagen helps to keep the skin firm.

It is possible to stimulate collagen’s growth to help reduce forehead wrinkles. There is a treatment called Medical and Esthetical Tissue Activating treatment or META for short. The treatment is painless and it takes up to 8-weeks to see results. It uses a wand with micro-needles to make precision perforations into the skin’s upper layer. The micro-perforations are painless and invisible to the naked eye. Then the skin’s natural repair mechanism begins to heal the micro-perforation wounds. The healing process produces collagen in the skin’s foundation to help strengthen it. Collagen accumulation assists in making the skin firm thus reducing forehead wrinkles.

Dermature created the META treatment. It is a company from the Netherlands with its own production facilities. META products are exported to independent distributors on all corners of the globe. In the United States, the distributor is located in Orlando, Florida and serves all 50 states. So, you can combat your forehead wrinkles by calling Robert Waters at 321-332- 6975 or send an email to usa@dermature.com for more information on Dermature’s fabulous META treatment for wrinkle line reduction.

Mobile Apps Increase Sales Relationships for Small Businesses

As a small business owner advertising online, a web presence is only the beginning, as commercial activities continue to shift to mobile smartphones. Smartphone apps are now an important marketing tool for small business owners to begin and maintain customer relationships.

Mobile apps increase engagement with customers:

  • Accelerate contact interaction between customers and your business, since customer’s value speedy responses that help develop a relationship.
  • Deliver coupons and send announcements to customers to increase movement in your sale’s funnel.
  • Provide a visual icon design that customers can recognize and help your business build your brand in your industry.
  • Boost repeat visits by enabling different types of online transactions like push promotions, impulse buys, and loyalty cards.

According to a 2015 Gallup survey,” Most U.S. Smartphone Owners Check
Phone at Least Hourly”, and almost all of that time is spent using mobile apps.



CBRE Group, Inc. Announces Upcoming Shareholders Meeting

Annual Shareholders Meeting on November 4, 2016

Third Quarter 2016 Results on November 21, 2016

MIAMI, Fla., Sept. 22, 2016 – Worldwide real estate investment and services firm CBRE Group, Inc. (NYSE: CBG) announced today that their shareholder’s  meeting will be held on Friday, November 4, 2016, in Miami, Florida at the American Airlines Arena, 601 Biscayne Blvd., Miami, Fl. Ritson Ferguson, CBRE Global Investors Chief Executive Officer and Jack Durburg, Chief Executive Officer Americas are scheduled to make presentations during the meeting. CBRE announced to shareholders that the meeting will stream live at 3:30 pm ET and a link to the stream will be posted on the day of the meeting at CBRE’s website at Cbre.com in the “About CBRE” section. The meeting presentation will be archived on the company’s website for viewing at the end of the month.

CBRE also announced that will make financial results available for the third quarter ending Sept. 30, 2016 by press release on Monday, Nov. 21, 2016, at around 8:00 am ET. The financial results will be reviewed at 1:00 pm ET on Monday, Nov. 21, 2016, and the host presenting the results is Jim Groch, Chief Financial Officer and Global Director of Corporate Development. The number for the audio broadcast is 305-555-5555 and the conference passcode is 58427#.

For the latest news and updates, please visit Cbre.com or follow us on Twitter: @CBRE and LINKEDIN.

CBRE Group Continues Caribbean Expansion

Caribbean Royal Real Estate Adds Strength and Reach to CBRE’s Operations

MIAMI, Fla., Sept. 20, 2016 – Worldwide real estate investment and services firm CBRE Group, Inc. (NYSE: CBG) announced earlier today the acquisition of Caribbean Royal Real Estate Services (CRRES). CREES from their main office in San Juan, Puerto Rico, about 30 professionals provide real estate investment and property management to their remote offices in Haiti, Dominican Republic, Jamaica, Trinidad and Tobago, North Andros Island, Isla de la Juventud, Great Inagua Island, South Andros Island, Grand Bahama Island, Great Abaco Island, Martinique and Isla Margarita. Particulars of the transaction were not is closed.

“Our acquisition of CRRES this month will expand CBRE’s operations to geographically cover the entire American continent, and increase our total market share in the continent. CBRE can now provide seamless services and support throughout the entire American continent,” said Bob Sulentic, CBRE’s President, and Chief Executive Officer.

“We are now proud to become part of the CBRE family. We believe it was the natural next step for CRRES,” said Antonio Burtini, President, and Owner of CRRES. “We can now offer better services to our clients and better opportunities for our professional employees,” he concluded.

“With CRRES acquisition CBRE completes a series of strategic acquisitions for 2016. We are creating the best in class real estate firm with a global footprint of services,” said Mary Jo Eaton, Global President, Asset Services and Valuation & Advisory Services.

For the latest news and updates, please visit Cbre.com or follow us on Twitter: @CBRE and LinkedIn.