Update blog guidelines

    - Refactor to a call to action for contributors
    - Clarify how to reach this sub-team specifically
    - Reformat for readability and organization
    - WIP of Requested Content to help contrast our use cases

Signed-off-by: Matthew Broberg <1744971+mbbroberg@users.noreply.github.com>

2 files changed, 67 insertions, 36 deletions

diff --git a/communication/marketing-team/blog-guidelines.md b/communication/marketing-team/blog-guidelines.md
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+++ b/communication/marketing-team/blog-guidelines.md
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+# Upstream Marketing Blog Guidelines
+
+This initiative falls under the [Upstream Marketing Charter](./CHARTER.md).
+
+We are looking for Kubernetes-curious community members who are **interested in writing** and **care about getting the word out** to our huge community of users, developers, and contributors of all types. Here's how to get involved.
+
+## Requested Content
+
+We are looking for: 
+
+* TODO << Request specific types of content
+
+Other types of content, like Kubernetes capabilities and tutorials, are better suited for the [SIG-Docs blogging initiative](https://github.com/kubernetes/community/blob/77aa44ba8a506b2d8a7110ff96f545c36db906f3/sig-docs/blog-subproject/README.md).
+
+## Submit a Post
+
+The quickest way to get involved is to let the team in [#sig-contribex](https://kubernetes.slack.com/archives/C1TU9EB9S) know that you have an idea for an article.
+
+For now, our official process is to use [SIG-Doc's system](https://github.com/kubernetes/community/blob/77aa44ba8a506b2d8a7110ff96f545c36db906f3/sig-docs/blog-subproject/README.md).
+
+## Blogger Expectations, Responsibilities, and Info
+
+Anyone is welcome to contribute when they have time. 
+
+If you would like to be listed as a member of the team, here are the expectations:
+
+1. Be prepared to write one blog a quarter and participate in edits to other articles. The time commitment is typically 5-10 hours per quarter depending on the number of blog posts in the review queue.
+2. Bloggers are expected to attend at least one upstream marketing team meeting a month or check-in to remain active. 
+3. Remain non-partial: if you receive a request to write about a project, an individual, or a group of people from your employer, you should ask an impartial blogger to write it.
+4. As with all contribution to Kubernetes, adhere to the [code of conduct](/code-of-conduct.md), values, and principles of the project.
+
+## How to Write an Effective Blog: 
+
+Keep the following points in mind as you write in order to speed up the review process:
+
+* Use inclusive language understandable by everyone
+  * Rephrase gendered pronouns (change "he" or "she" to "they" or adjust to remove)
+  * Remember nothing is simple when you're starting out (remove "just," "simply", and "easy")
+  * Define terminology or acronyms (do not assume people know what a term means)
+  * Shy away from jargon and colloquial expressions
+  * Write clearly and avoid ambiguous sentences
+* Emphasize the things you want readers to remember; tell a story
+  * Stay on topic and stick to the facts
+  * Design a beginning, middle, and end to your story with a clear call to action
+  * Provide evidence and data where applicable, to back up your message
+* Make the article visually appealing
+  * Include at least one image (and use public domain or Creative Commons licensed ones)
+  * Prefer inclusive images like those from [WOCinTech](https://www.flickr.com/photos/wocintechchat/) and [Queer in Tech](https://www.flickr.com/photos/mapbox/albums/72157713100349311)
+  * Find images on sites like [Creative Commons](https://search.creativecommons.org/), [Pexels](https://www.pexels.com/public-domain-images/), and [Unsplash](https://unsplash.com/images/stock/public-domain))
+* Be accountable and honest as an author
+  * Remove anything that lacks adequate evidence
+  * Avoid interjecting personal reactions 
+  * Ensure that the blog post is reviewed by the anyone being mentioned in the piece
+  * As the author, never talk about your employer, sell, promote, or pitch; this is about upstream community endeavours and the individuals and groups that create it
+
+## Further Recommendations 
+
+The following are helpful resources for authoring articles: 
+
+- [Creating Quality Content (For Search Engines and People)](https://moz.com/blog/quality-blog-content)
+- [How to write effective documentation for your open source project](https://opensource.com/article/20/3/documentation)
+
+
+## Review Process
+
+This process is bootstrapped from the sig-docs blog [subproject](https://github.com/kubernetes/community/blob/77aa44ba8a506b2d8a7110ff96f545c36db906f3/sig-docs/blog-subproject/README.md). Please ask for review from community liaisons on the sig-docs-blog team or let the team in [#sig-contribex](https://kubernetes.slack.com/archives/C1TU9EB9S) know you need help. 
+
diff --git a/communication/marketing-team/contributor-blogging.md b/communication/marketing-team/contributor-blogging.md
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-# Upstream Marketing Blog Guidelines
-
-Blogging serves as a way to highlight and give exposure to the work that is being done by the kubernetes [community](https://github.com/kubernetes/community).
-
-## Guidelines for contributor blogs: 
-
-* Use inclusive language understandable by everyone
-* Ensure that the blog post is reviewed by the anyone being mentioned in the piece
-* Stay on topic and stick to the facts
-* Avoid interjecting personal reactions 
-* Shy away from jargon and colloquial expressions
-* Revise your post before submission to make sure it’s unambiguous and accurate
-* Emphasize the things you want readers to remember; tell a story
-* Provide evidence and data where applicable, to back up your message
-* As the author, never talk about your employer, sell, promote, or pitch; this is about upstream community endeavours and the individuals+groups that create it.
-* Avoid ambiguity
-* Avoid including anything that lacks adequate evidence
-* Make sure to have at least one original quote and one picture
-* Much of what’s outlined already in the [website blog guidelines](https://github.com/kubernetes/community/blob/77aa44ba8a506b2d8a7110ff96f545c36db906f3/sig-docs/blog-subproject/README.md
-) owned by sig-docs
-
-## Blogger Expectations, Responsibilities, and Info
-
-1. Active bloggers should write one blog a quarter. The time commitment is typically 5-10 hours per quarter depending on the number of blog posts in the review queue.
-2. Adhere to the code of conduct, values, and principles of the project.
-3. Bloggers are expected to attend at least one upstream marketing team meeting a month or check-in to remain active. 
-4. If you receive a request to write about a project, an individual, or a group of people from your employer, you should ask a non-partisan blogger to write it.
-
-## Submit a Post
-
-This process is bootstrapped from the sig-docs blog [subproject](https://github.com/kubernetes/community/blob/77aa44ba8a506b2d8a7110ff96f545c36db906f3/sig-docs/blog-subproject/README.md)
-
-## Review Process
-
-This process is bootstrapped from the sig-docs blog [subproject](https://github.com/kubernetes/community/blob/77aa44ba8a506b2d8a7110ff96f545c36db906f3/sig-docs/blog-subproject/README.md). Please ask for review from community liaisons on the sig-docs-blog team.
-