---
title: Writing for marketing
description: Guidelines for website copy, blogs, email campaigns, and social media
---

Source: https://clickhouse.design/brand/guidelines/writing-for-marketing

# 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](/brand/guidelines/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:

1. **Hero**: Clear value proposition + primary CTA
2. **Problem**: What pain point are you addressing?
3. **Solution**: How does ClickHouse solve it?
4. **Proof**: Customer stories, metrics, testimonials
5. **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](/docs/architecture).

**❌ 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:

1. Start with the "what" and "why" before the "how"
2. Use concrete examples
3. Define jargon on first use
4. 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

**LinkedIn**

- 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

1. **Customer context**: Who are they? What do they do?
2. **Challenge**: What problem were they facing?
3. **Solution**: How did ClickHouse help?
4. **Results**: Specific, measurable outcomes
5. **Quote**: Customer in their own words

## Press releases and public events

Press releases and many events will 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](https://docs.google.com/document/d/1vAvDk3WXoDM00T3Q-IlreVNbsX2jra6DCpPUzsjLCl4/edit?usp=drivesdk) (external partners may request access) and contact information
- Follow AP style more strictly

For press releases, work with the communications team to ensure proper formatting and approvals.