Within the UX ecosystem, content plays an important role. Or rather, it should - after all, it's the primary way that our customers understand our instructions, shop for our products and services, and interact with our brands. So why don't we apply writing principles to our content with the same stringency that we test the rest of our UX? Anyone developing content for a content management system, from the lowly blog to enterprise-level systems, needs an understanding of how to create content for modular content environments. This presentation covers some of the most pertinent editorial principles and technical standards that all content practitioners should know, and explains when it's important to uphold the rules and when to break them.