copy standards
The word “copy” refers to the written words used in advertising or marketing materials. This includes writing for digital and print ads, billboards, flyers, posters, emails, web pages, and more. Sometimes longer-form copy for assets like blogs, web pages, and white papers is called “content” instead. A writer might identify as a content writer or copywriter to denote their area of expertise, but these terms are often used interchangeably. For the purposes of this brand guide, we’ll refer to all written content as copy.
Copy and Content
Expert copywriters from the Creative Team are available to help create web pages, blogs, ads, and any other marketing materials you may need. To get started, just submit a ticket via
Workfront. You'll fill out a pre-made form where you can include all the details necessary to fulfil your request.
- Provide copy direction, not pre-written copy. Knowing which brand pillars or proof points to focus on allows our copywriters to do their best work, resulting in final messaging that’s on-brand and on-target.
- Source your stats. If a writer is unable to verify where a quote, stat, or comparison comes from, it can’t be included in the copy. References reinforce WGU’s credibility.
- Be aware of length restrictions. If you’re requesting a small digital ad or another space-limited asset, understand that longer messages or multiple proof points just won’t fit.
- Narrow down your audience. The more defined a target is, the more tailored the message can be. A narrower audience allows for more effective copy that is meaningful and drives action.
Copywriters may reach out to you during the process to ensure the final asset meets your strategic goals. Together, we can produce effective marketing materials that clearly and consistently reflect the WGU brand.
REQUESTING MATERIALS THAT REQUIRE COPYWRITING
Copy Standards by Type and Size
The following chart shows the optimum number of messages and any copy limitations for the most commonly requested deliverables. These guidelines are based on marketing best practices. Adhering to them will not only make the request process smoother but will provide consistency across the department and help the Creative Team deliver the most effective assets.
Piece
# OF MESSAGES
WORD/CHARACTER COUNT
OOH/Billboard
Primary
7 words max
Video
:15 Video
:06 Video
:30 Video
:60 Video
Primary
Primary
Primary (possible secondary)
Primary and secondary
25 words max
10 words max
50 words max
100 words max
Paid Social Post Copy
Link description
Headline
Post copy
Primary (possible secondary)
Primary (possible secondary)
Primary (possible secondary)
27 characters max
125 characters max
27 characters max (with spaces)
Radio Spot/Podcast
:15 Video
:30 Video
:60 Video
Primary
Primary (possible secondary)
Primary and secondary
25 words max
50 words max
100 words max
Flyers
8.5x11
3 messages max
150 words per side max
Digital Static Ads
MNTN Ads
Social Ads sizes 1080x1080, 1200x628, 1080x1920, 1080x1350
All other channels and sizes
Primary
Primary
(possible secondary)
Primary
105 characters max
(with spaces)
40 characters max
(with spaces)
45 characters max
(with spaces)
PIECE: OOH/Billboard
# of Messages: Primary
Word Count: 7 words max
PIECE: :06 Video
# of Messages: Primary
Word Count: 10 words max
PIECE: :15 Video
# of Messages: Primary
Word Count: 25 words max
PIECE: :30 Video
# of Messages:
Primary (possible secondary)
Word Count: 50 words max
PIECE: Digital Static Ads
Social Ad sizes 1080x1080, 1200x628, 1080x1920, 1080x1350
# OF MESSAGES:
Primary (possible secondary)
Character Count: 105 characters max (with spaces)
PIECE:
MNTN Ads
# OF MESSAGES: Primary
Character Count: 40 characters max (with spaces)
PIECE:
All other channels and sizes
# OF MESSAGES: Primary
Character Count: 45 characters max (with spaces)
PIECE: Paid Social Post Copy
Headline
# OF MESSAGES: Primary
(possible secondary)
Character Count: 27 characters max
PIECE: Paid Social Post Copy
Link Description
# OF MESSAGES: Primary
(possible secondary)
Character Count: 125 characters max
PIECE: Paid Social Post Copy
Post Copy
# OF MESSAGES: Primary
(possible secondary)
Character Count: 27 characters max (with spaces)
PIECE: Radio Spot/Podcast
:15 Video
# OF MESSAGES: Primary
Word Count: 25 words max
PIECE: Radio Spot/Podcast
:30 Video
# OF MESSAGES: Primary
(possible secondary)
Word Count: 50 words max
PIECE: Radio Spot/Podcast
:60 Video
# OF MESSAGES: Primary
(possible secondary)
Word Count: 100 words max
PIECE:
8.5x11
Flyers
# OF MESSAGES: 3 messages max
Word Count: 150 words per slide max
PIECE: :60 Video
# of Messages:
Primary (possible secondary)
Word Count: 100 words max