Content Principles

What we write should always serve a purpose. The Content Principles are here to help you determine what that purpose is.

Providing the guideline to “write like you speak” is all fine and good, but there are other prompts to make sure your words hit the Hudl mark.

Our Content Principles exist to unite every bit of writing we produce, whether it’s a blog, an email or a company-wide Slack announcement.

We kept the list short to make it easy to remember. The next time you sit down to write or edit, double-check that the content earns a solid “yes” on all three principles.

We’re talking to real people.

  • Hudl may be all tech, but our users are not robots. Write the way you’d speak directly to them.
  • Those users have emotions. Your tone should always match whatever they’d feel while reading the content.
  • Keep content personally relevant.

Our users trust us.

  • Have confidence in what you’re writing. If there’s the slightest chance it could spark doubt in the reader’s mind, try again. (Remove “should”, “might”, and “hope”.)
  • Gaining trust is a lot harder than losing it. Consider reactions above all else.
  • Never disclose information they’d be surprised to see about themselves or another user.

Every sport is a game, so have fun.

  • Our office doesn’t have the corporate vibe—neither should our writing.
  • Informative, professional conversations can be upbeat. Just use the right words.
  • Remind the user why they enjoy this sport, that it is fun, and we’re here to keep it that way.

Once you’re sure the words fit nicely under each principle, make sure it accomplishes a Content Goal. We want every piece of writing to hit at least one in a positive way.


Help the customer understand how to use our products and become a better coach, athlete or analyst. Each piece of educational content should offer new information they can act on.


They have the tools, but sometimes it takes an extra nudge to get going. Help them see what’s possible—how the power of video and stats can help them improve in their role.


Highlight their successes as a team or individually, both new and old. Congratulate them on a championship season or personal best, and remind them of the glory days with footage of their greatest moments.