How to write a guide?

"Hyde" comes from the English guide - 'guide, consultant'. With regard to content marketing, this is a genre of material, which is a detailed guide to the description, selection, and nuances of the operation of a product or group of goods.

That is, a guide is an article that helps users solve a specific problem - to determine the choice of a product that best suits it in all characteristics: reliability, price, design, operating conditions, etc. We will talk about how businesses can be useful in promoting their products and services guides and how to create materials of this type.

What business categories are recommended to use guides in their content marketing strategy?

Of course, they are necessary first of all online stores. It is useful to publish guides about their products also to financial companies: banks, insurers, brokerage companies offering, for example, trading platforms for traders. Firms working in the field of tourism can diversify their blog with materials: tours and articles in the spirit of "Which country to choose for summer holidays?"

By and large, guides as a genre - this is interesting and useful for many branches of business. In virtually any subject matter, they can work fine. By sharing objective information with their audiences, companies get a loyal representative of Central Asia, which, if recommendations are useful to them from published guides, can be converted into a client with a high degree of probability.

What is important to keep in mind when creating a guide

Guide is an expert level text.

Your audience has a lot of questions about the product. You can give answers to them only by deeply studying the question, having thoroughly understood the topic.

Guides for online stores can be divided into two types:

  1. general materials - on categories of goods (for example: laptops, irons, women's umbrellas);
  2. articles such as "product category + brand" (for example: Hitachi vacuum cleaners, Samsung smartphones, Versace watches).

In this and in another case, the main task is to collect as many questions as possible for your audience and answer them.

  • Where is the power button on this thing?
  • Does it work only from the mains or also from batteries?
  • Why are all these features useful?
  • And I do not want to buy a gadget at such a high price, does it have cheaper analogues? etc.

Useful advice to the author when writing a guide about any product is as follows: contact the sales department of your company and ask its employees what questions people ask about this product most often; Do not be lazy to call other stores and as a potential buyer will get the information you need about the product about which you write the guide.

How does the guide differ from a product review?

By and large, with the observed tendency to mix genres of obvious differences, there is less and less. From a purely formal point of view, we can say the following: the task of the review is to present a specific product, the task of the guide is to tell how to choose the most appropriate product for a particular person from the variety of products of this type on the market.

That is why the heading in the spirit of "How to choose?" After all, a guide is a step-by-step instruction, after completing which a user will be able to cope with the task on his own - choose the brand and product model that best suits him.


The characteristic features of the guide are objectivity and impartiality. Hyde is not a promotional material, it is an article whose purpose is to truthfully and comprehensively display information about a product or group of products.

As much as possible "meat"

Guides are characterized by a large number of facts and statistical information: figures, dates (for example, the year when a product entered the market), price range on the market, size and weight of models, data on how many people (in the world, in our country or in specific cities Russia) purchased this product for a certain period of time, etc. The more "meat" - useful information for the reader - will be in the guide, the better.

Comparison with analogues

Do not forget: the goal of the guide is to help the user make a choice. That is why the more fully presented the information on the comparative characteristics of various models, the more useful the guide.

Pros and cons of the product

If the guide does not contain information about the advantages and weaknesses of the product being described, then one can hardly speak of an objective position. What are the cons of the product? This is one of the key questions of the person intending to make a purchase.

Illustrative material

If you are creating a text, and not a video guide, you should remember about the visual design of your material. The user wants to not only read about the product, he wants to see it. Would you yourself agree to buy a product without seeing it, but only after reading its description?

Therefore, the more photos (diverse, representing the product in different angles, giving an idea of ​​its qualities and possibilities of use) will be in your guide, the better.

We hope our advice was useful to you - in this spirit, you can complete your guide.

Watch the video: 11 User Guide Writing Tips (February 2020).


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