Writing for marketing
Marketing content proves value. It should be confident, technical, and direct—never generic fluff. We speak to builders, not buzzword audiences. See Voice and tone for the foundation.
ClickHouse uses US English in official communications. However, when a blog post is attributed to an individual, they can use the English that best represents them.
Website copy
Headlines
Lead with value. Be specific. Prove it with numbers when you can.
✅ Do: 1B rows. Sub-second queries. No compromises.
❌ Don’t: The most innovative next-generation analytics platform for modern data teams
Feature descriptions
Show what it does and why that matters. No fluff. Technical details are good—generic claims aren’t.
✅ Do: Columnar storage means analytical queries only read the columns they need. Less I/O, faster results.
❌ Don’t: Our innovative solution leverages cutting-edge technology to deliver best-in-class performance for your analytics needs.
Landing pages
Structure landing pages for scanning:
- Hero: Clear value proposition + primary CTA
- Problem: What pain point are you addressing?
- Solution: How does ClickHouse solve it?
- Proof: Customer stories, metrics, testimonials
- CTA: Clear next step
Blog posts
Audience
Blogs reach developers, data engineers, and technical leaders. Don’t dumb it down—but don’t assume everyone knows the internals. Explain concepts, then link to deep dives.
✅ Do: ClickHouse stores data in columns. Analytical queries only read what they need—less I/O, faster results. See the architecture deep dive.
❌ Don’t: ClickHouse implements a shared-nothing architecture with vectorized query execution leveraging SIMD instructions for optimal CPU utilization.
Structure
- Title: Clear and specific. What will readers learn?
- Introduction: Hook the reader. Why should they care?
- Body: Break into scannable sections with clear headings
- Conclusion: Summarize key points and suggest next steps
Technical depth
When covering technical topics:
- Start with the “what” and “why” before the “how”
- Use concrete examples
- Define jargon on first use
- Link to documentation for implementation details
Email campaigns
Subject lines
Subject lines should be clear about the email’s content. Avoid clickbait—it erodes trust.
✅ Do:
- ClickHouse 24.3: New JSON functions
- Your free trial ends in 3 days
- Webinar: Optimizing query performance
❌ Don’t:
- You won’t BELIEVE what’s new in ClickHouse!
- Don’t miss this!!!
- 🚀🔥 HUGE announcement inside 🔥🚀
Body copy
Keep emails focused on one main message or action. Use short paragraphs and clear CTAs.
✅ Do: Hi Alex,
ClickHouse 24.3 is now available with new JSON functions that make working with semi-structured data easier.
What’s new:
jsonExtract()for type-safe JSON parsing- Improved performance for nested JSON queries
- Full JSONPath support
[Read the release notes →]
❌ Don’t: (Walls of text with multiple CTAs and no clear focus)
Social media
General principles
- Keep posts short and focused
- Use correct grammar and punctuation—simplify, don’t sacrifice quality
- Tag relevant accounts when appropriate, but never ask for likes/retweets
- Use hashtags sparingly and deliberately
Platform guidance
Twitter/X
- Product news, releases, events, community highlights
- Keep to 1-2 sentences when possible
- Link to blog posts or docs for details
- Product news, company updates, thought leadership
- More professional tone, but still conversational
- Can be slightly longer than Twitter
Mastodon / Other
- Community-focused, technical discussions welcome
- Engage authentically with the open source community
✅ Do: ClickHouse 24.3 is out! New JSON functions make working with semi-structured data much easier. Read the release notes: [link]
❌ Don’t: 🎉🎉🎉 HUGE NEWS!!! ClickHouse 24.3 just dropped and it’s AMAZING!!! 🚀🚀🚀 Like and RT to spread the word!!! #database #analytics #bigdata #data #tech
Breaking news awareness
During major news events, pause scheduled posts. Focus on what matters.
Case studies and testimonials
Authenticity
Let customers speak in their own voice. Include specific numbers—that’s how you prove it.
✅ Do: “Query times dropped from 45 seconds to 200ms. Our analysts can finally iterate in real-time.” — Jane Smith, Data Lead at Acme Corp
❌ Don’t: “ClickHouse’s revolutionary columnar architecture and blazing-fast vectorized execution engine transformed our entire data stack.” — Jane Smith, Data Lead at Acme Corp
Structure for case studies
- Customer context: Who are they? What do they do?
- Challenge: What problem were they facing?
- Solution: How did ClickHouse help?
- Results: Specific, measurable outcomes
- Quote: Customer in their own words
Press releases
Press releases have more formal conventions. Key differences:
- Introduce ClickHouse fully: “ClickHouse, the company behind the popular open source column-oriented database…”
- Use formal company name (ClickHouse, Inc.) when required
- Include boilerplate and contact information
- Follow AP style more strictly
For press releases, work with the communications team to ensure proper formatting and approvals.