I’ve published hundreds of blog posts across WordPress sites, and the ones that perform best all share something in common: clear editorial guidelines written down before the first draft.
Content Marketing Institute found that 64% of the most successful B2B marketers have a documented content strategy. Blog editorial guidelines are the operational backbone of that strategy. Here are nine I use on every WordPress site I manage.
1. Define Your Voice in One Sentence
“Professional but conversational, first person, Sacramento-focused.” That’s mine. Write yours and pin it to the top of your style guide. Every contributor should be able to recite it.
2. Set Word Count Ranges by Post Type
I use 800-1,200 words for how-to posts and 1,500-2,000 for pillar content. HubSpot’s 2024 data shows blog posts between 2,100 and 2,400 words earn the most organic traffic, but shorter posts convert better for local businesses. Pick ranges that match your content strategy framework and stick to them.
3. Lock Down Your Formatting Rules
Headings, subheadings, list styles, image placement. Document all of it. In WordPress, I create reusable block patterns so writers can’t deviate from the template. This cuts revision cycles in half.
4. Build an Approval Workflow with User Roles
WordPress user roles (Author, Editor, Administrator) exist for a reason. Authors draft, Editors review, Administrators publish. For teams larger than three people, PublishPress adds editorial calendars, custom statuses like “Needs Review” and “Approved,” and Slack notifications that keep the pipeline moving.
5. Create a Keyword Checklist
Every post gets a primary keyword, two secondary keywords, and a target search intent before drafting starts. I track these in a spreadsheet alongside the editorial calendar. No keyword, no assignment.
6. Standardize Your Internal Linking Rules
I require 2-3 internal links per post with keyword-rich anchor text. If you’re learning how to write a blog post that ranks, internal linking is the fastest on-page SEO win available. Sites with strong internal linking structures see 40% more indexed pages according to Search Engine Journal.
7. Set Image Standards
File format, dimensions, alt text requirements, compression settings. I specify all of it. On WordPress, plugins like ShortPixel handle compression automatically, but alt text still needs a human writing descriptive, keyword-aware descriptions.
8. Document Your CTA Rules
Every post ends with a call to action. I rotate between email signups, service pages, and contact forms depending on the post category. No post publishes without one.
9. Schedule Quarterly Reviews
Guidelines that never get updated become guidelines nobody follows. I review mine every quarter, check analytics, and adjust based on what’s actually driving traffic and conversions.
What plugin should I use for WordPress editorial workflows?
PublishPress is the standard for editorial workflow management. It adds custom post statuses, editorial comments, content calendars, and role-based permissions beyond what WordPress offers natively.
How often should I update my blog editorial guidelines?
Quarterly reviews work for most teams. Review your top-performing content, check for consistency issues in recent posts, and update formatting or keyword rules based on current data.
Do editorial guidelines help with SEO?
Directly. Consistent formatting, internal linking rules, and keyword checklists improve crawlability and topical authority. Sites with documented editorial processes rank for 30% more keywords on average according to Orbit Media’s annual blogger survey.
Building editorial guidelines takes a few hours. Skipping them costs months of inconsistent content and missed rankings. If you’re scaling content marketing on WordPress, the guidelines come first.
Need help setting up an editorial workflow for your WordPress site? Get in touch and I’ll build one that fits your team.