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Content promotion

Content at Intuit

What is promotable content?

We create promotable content to reach our customers faster, and in new places. We do this by inspiring other content creators to share our content because it holds value for their audience. 

It’s pitchable

Promotable content differs from the other content we publish on our websites because it can be pitched to other content creators who aren’t Intuit employees — such as journalists, bloggers, and influencers. It never promotes a product.

It reaches new customers faster

A successful pitch inspires journalists, bloggers, influencers, and others to repurpose our content and share it with their readers, viewers, listeners, or followers. This supports our SEO, brand awareness, thought leadership and other marketing communications initiatives.

6 examples of promotable content

  1. Curate big data (data visualization to reveal new insights from public datasets)
  2. Publish new data (surveys that reveal new, surprising, or topical insights)
  3. Share product data (anonymous customer data to reveal industry trends)
  4. Expert analysis (interview several leading experts to create an authoritative resource)
  5. Head-to-head (interview two high-profile experts with opposing views)
  6. Harness other brands (create top-app lists or work in partnership with other brands)

5 characteristics of promotable content

  1. Authoritative: in-depth, high quality, and closely related to our areas of expertise
  2. Unique: reveals new or surprising facts or insights that cannot be found elsewhere
  3. Objective: doesn’t promote Intuit products unfairly
  4. Topical: relevant to the world beyond Intuit and its customers
  5. Inspiring: persuades content creators to mine our content and share it  

Visual guidelines

Page design

How your content looks when it is published is critical to its success.

  • Involve a designer at the earliest opportunity so you can write to an agreed wireframe.
  • Remember that objective, authoritative content that doesn’t try to sell performs best. This means our content shouldn’t look like a product page — even when it is published on a product page.
  • When publishing the results of a survey, scannable content works best, with short paragraphs broken up with punchy subheadings and beautiful graphics.


When writing a data report, graphics are critical to its success. They will tell your story. They’ll attract backlinks. They’ll earn social shares. Partner with your design resource at the earliest opportunity so they know which elements are most important to your story.

Writing guidelines

There are 3 exceptions to the Intuit style guide when writing promotable content:

  1. Promotable content is objective. Don’t mention or try to sell a product.
  2. Promotable content is newsworthy. It’s okay to lead with a negative.
  3. Promotable content is eye-catching. It’s okay to highlight problems that small business owners face. But always try to include potential solutions as well.


Google rewards authoritative content with better search rankings. It also considers content published with an author’s name to be more authoritative than content published anonymously. Always include an author’s byline in promotable content. They should be a recognized expert on the topic as often as possible.


When journalists and bloggers cite or link to our content, they’ll want to know when it was published. Google also rewards recent, up-to-date content. Promotable content should be published with a dateline.   


Headlines need to grab people’s attention. Aim for 7-14 words and use sentence case. Use numbers (written as numerals, not words).

  • Small businesses can beat labor shortage with these cost-effective benefits, survey finds
  • Labor law posters and compliance, where businesses are falling short

Include key terms—including the most valuable keyword you want the content to rank for—and the most important information up front.

  • A new Intuit survey shows small businesses can beat labor shortage with cost-effective benefits
  • How to save big with labor law posters

Avoid ambiguous phrases, wordplay, and generic topics. And don’t try to sell a product.

First paragraph

Give your reader a reason to read on. Why should they care? Use the “so what?” test. Find your angle and start to reveal it. Connect it to current trends and events in the outside world whenever possible. Deliver on the promise your headline makes.


What’s the story? Use your H2s to convey this, and take time to get them right. Your subheadings need to reveal your story layer by layer as your readers scrolls down the page. Include key terms—including the most valuable keywords you want the content to rank for—and the most important information up front.

Body copy

It’s OK to write long, in-depth pieces of content. Trends show that telling comprehensive, researched, authentic stories work. When publishing the results of a survey, scannable content works best.

Calls to action

CTAs to “buy now” should generally be omitted from promotable content (particularly when the content is still being promoted—though they can be added in later when the promotion phase of a campaign has ended). But if they’re very relevant to the content, or promoting another piece of content, they can be included at the bottom of the page.


Look for opportunities to link to useful internal resources such as tools, templates, and calculators or further information on the subject you are writing about. Linking to external sources—especially those that rank for the keywords we are targeting, and aren’t competitors of Intuit—is also good practice when publishing curated content because the authors will be more likely to share or link to your article. This helps our SEO.

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