Google is known for a brand voice that is friendly and approachable. The company’s editorial department is responsible for maintaining that tone of voice on its official Twitter feed and its official blog, The Keyword.
Launched in October 2016, The Keyword is a unified platform for all of its external communications. It enables the brand to tell rich stories, and features a backend that gives contributors a turnkey experience. Ultimately, the site gives the company a direct line of communication to people who care about Google.
Here, Matt Teper, Google’s head of editorial, and Emily Wood, editor-in-chief of The Keyword, discuss the process that led to its creation.