Content

Writing for Clarity

We use language people can “see” by limiting abstract nouns. Remove adjectives and adverbs that don’t change the meaning of the word they modify.

We prioritize readability. In long-form thought leadership content, investing terms and formal company names often add length to sentences. To counteract this, we can vary sentence length in other places. Explore strategies like:

• Punctuating long, complex sentences with short ones. Commas lose readers.
• Using direct sentence constructions over passive ones.
• Breaking up paragraphs with adequate white space. In general, we try to limit paragraph length to four lines or fewer.

“Forbes and Glassdoor agree—Morningstar is one of the best places to work. Here’s why”

Do back up claims with specific examples, authoritative sources, and numbers.

“Our world-class benefits attract top-tier employees across disciplines.”

Don’t use vague marketing terms that could apply to any financial services brand.

Writing for Approachability

We write with plain language. Our marketing copy should reflect how our clients speak: with contractions, without jargon.

Our writing always maintains professionalism. In informal contexts, such as discussing company culture or team events, humor may be appropriate. However, we eschew sarcasm in all cases.

Extended metaphors can tie together an article and help readers understand abstract ideas. However, we try to avoid American idioms—especially when writing for a global audience. Playful language may come across as glib about money matters that have serious implications for investors.

“Embrace the global language of investment data. See how we enhance raw data with research, analysis, ratings, and more to make it speak.”

Do use extended visual metaphors to illustrate an abstract concept. These adhere to one theme without mixing metaphors.

“Is it time to give your portfolio a ‘byte’ of the AI action?”

Don’t use puns or play on words.

Writing for Purpose and Value

We keep content short and to the point. Indicate a timeline when promoting long-form content, webinars, or product demonstrations.

Our thought leadership content should go beyond identifying a market trend or an industry challenge to offer actionable next steps. Include tools that professional audiences can use, such as:

• Case studies
• Checklists
• Frameworks
• Data-driven examples
• Step-by-step how-tos
• Templates

Our product-focused content emphasizes benefits over features. Instead of describing what we offer, explain the results. How will things be easier, more profitable, or faster for the client now that they work with Morningstar?

While our tone always follows voice, it modulates based on whom we’re addressing and when. Account for the emotional state of the audience in the moment.

For example, consider promoting a research report during a market downturn. In this case, our tone would flex to become more measured because Morningstar views short-term fluctuations within a long-term framework. To underscore our reliability, we would avoid hyperbole that could be misconstrued as clickbait. And to mitigate market anxiety, we would add reasonable next steps to address current challenges.

“Looking for clarity after turbulent headlines? From undervalued opportunities to long-term growth trends, we’ve got you covered. In a recent webinar, Morningstar analysts answered the biggest questions driving today’s markets.”

Do recognize the complex emotions around money.

“US markets are in the red. Are you making these 12 investing mistakes?”

Don’t fearmonger for the sake of clicks.

The Morningstar Style Guide outlines conventions for spelling, grammar, punctuation, and usage. For access, email the copy desk. This abbreviated list focuses on words and phrases that come up frequently in marketing copy.

• Crucial, important, necessary. Show why with specifics instead of telling why with generalities.
• Expert. Due to compliance considerations, avoid using this term Morningstar analysts and researchers.
• Impact (verb).
• Leverage, utilize. Replace with the simpler “use” or “apply.”
• Partner. We avoid using this word to refer to Morningstar clients or integrations

• Best-in-class, industry-leading, world-class. These general terms lose their punch when they could be claimed by any company. Instead, narrow the aperture to focus on superlatives that only Morningstar can claim.
• End to end, seamless. These have become cliches in tech marketing—we look for ways to explain our value in concrete terms.
• Evolving. This word appears frequently in high-level brand campaigns and global event marketing. To avoid oversaturation in other instances, explore other terms to capture the same idea.
• Intuitive. This has become another cliche of tech marketing. Look for ways to show this promise through product illustrations and animations.
• Landscape. Monitor to avoid overuse.
• More than ever, unprecedented. Often, this phrase is used to agitate the user when it isn’t factually correct.
• Real-time. Ensure this is technically accurate for the data you're referring to, or use an alternative like “low-latency.”
• Unique. Instead, look for ways to show, not tell with specifics.