Editorial Style Guide

Great to hear you want to write an article on Failory! Before start writing, please check out this guideline so as to do it properly and be able to reach the biggest amount of online readers.

I’ve created a unique editorial style so as to help you write better guest posts for Failory. Read this guide carefully and craft content correctly.

Our Mission & Objectives

Failory' objective consists of providing startup founders with great guides, articles, and stories about entrepreneurship, marketing, growth, monetization and investments. Each article has the objective of solving a specific problem or topic related to startups.

I prefer quality over quantity. Nowadays, there is so much 💩 on the internet, so Failory wants to differentiate from all other websites. Our articles should be a collection of the best information on Google about the topic selected, but at the same time, it has to be original and unique.

Furthermore, articles should be easy-to-digest and provide actionable information that can be easily put into work by the readers. Listing strategies and mentioning tools will so become essential to achieve this objective throughout the guest-post.

Researching Content Ideas

The best way to find content ideas to write a guest post is to learn about the problems and doubts startup founders have, so as to create an article that provides a full solution to this.

But how can I learn about challenges entrepreneurs have to confront. Well, there is an infinite number of strategies, but here are the three that worked the best for us.

1) Getting into Communities and FB Groups

There are numerous communities and online groups about startup founders sharing their problems, mistakes, and successes. If you want to find one of these communities, you can search for things as:

  • Startup Facebook Groups
  • Startup Founders Facebook Groups
  • Entrepreneurs Facebook Groups
  • Startups Communities
  • Best Startup Communities
  • Community of Startup Founders

Feel free to google whatever you want, anyway. Once you find these communities, you will have to sign up to them or request an invitation. If not, you won't be able to read any of the content inside.

Only after you have been accepted you will be able to learn about the challenges and doubts of startup founders. One way is to read recent posts. Another way is to create a question asking them about these things.

Editorial Facebook Comment

Article idea: How to register your startup for VAT?

2) Researching on Other Sites

There are thousands of site publishing information and articles about startups and entrepreneurship. A great way to find content to write about is to search through these sites and find interesting content ideas.

For example, I have just googled “startup guides”, and found this great site. Then I scrolled and navigated through the site and found the following page about articles related to fundraising.

Startup Guides Editorial

There are lots of great content ideas here. You won't want to copy the same titles and write the same content. But it is a great starting point.

TIP: Use Buzzsumo! You can use this great tool to find the best and most shared content on a specific site. Let's see how it works: Here is another site about startups. Let's enter the domain on Buzzsumo, and sort the results by total engagements. These are the results:

Buzzsumo Editorial

As you can see, many people are interested in reading how to raise VC investments. A complete guide collecting the information of all other articles on this topic on Google, with a great design and nice illustrations, will definitely be able to overcome on Google rankings the article of this startup site.

3) Google Keyword Planner and AnswerThePublic

Let's go with the more analytics way to find content ideas. One tool you can use is the Google Keyword Planner. This free tool will suggest you keywords related to a specific URL; keyword or phrase you enter. In your case, you will probably want to find related keywords to startups, entrepreneurs and business, so you simply have to enter them on the tool, as well as related keywords as “startup growth”, or “startup VC”

For example, when I search startup VC, I am shown this list of keywords:

Google Keyword Planner Editorial

Then, I can assume people are interested in angel investors and write a full article talking about angel funding.

Finally, another tool you can use is called AnswerThePublic. In this one, you will have to enter a keyword and the tool will bring you questions that Google users made about that specific entered keyword. For example, I entered the keyword startup growth and the tool showed me these questions:

AnswerThePublic Editorial

So, I can write an article talking about how to measure grow and set objectives so as to reach them.

Crafting the Headline

Once you know the article topic you will write about, you have to craft the headline of it. There are two necessary steps in creating a perfect headline.

The first one is to think of a catchy headline that includes the keyword. It needs to attract the reader so a bit of clickbait is allowed (as long as it is not lying to the user). The main keyword of the article needs to be included and in the best form possible. Following the example above, should you use “calculate startup growth” or “measure startup growth”?. It seems that the first one receives more searches every month so it is better to use that one.

The second one is to test your title with tools like Headline Analyzer. This free tool will give a score to your title and give you some recommendations to improve it.

Editorial Headline Analyzer

A score of 76 is a really good one!

Writing the Article

Now it is time to start writing!

Regarding the length of the article, try to keep them over 1,800 words. As I have said, I prefer quality over quantity. I hate those type of articles where there are words, sentences and even paragraphs that don't say anything, but that are collocated there because the authors believe more words mean higher rankings on Google.

So, avoid long introductions/conclusion and unnecessary words looking to increase word count. Each sentence should have a purpose. Although it is true that larger articles tend to rank better on Google, useless and nonsense words make the readers get annoyed and leave the article fast, increasing the bounce rate.


As for a limit of words, there isn't. Some of our articles have 3,000 or even 6,000 words.

Each article should include the following points:

  • Why the Reader Should Care About the Topic
  • An Explanation of the Main Topic of the Article
  • How-To Steps to Solve the Problem or Accomplish the Topic
  • Helpful Tools, Courses and Books Recommendations
  • A Quick Recap and Links to Further Reading on the Topic

Why the Reader Should Care

The introduction and the following few paragraphs are essential to keep the reader on the site. The introduction needs to appeal to the startup founder emotions and engage them by telling stories, anecdotes, or sharing data.

All of the topics I write about are important for startup founders (if not, they are not published). So, in the following paragraphs, you have to explain why is it so important and why should they care. Write about the concerns they may have about that specific topic.


You have to explain everything about the topic. From a definition to every subcategory of that specific topic you have chosen.

Carry out a research to find out what are other sites have written about this topic and try to contact startup founders or understand why this is a problem/challenge they have. Add graphics, videos, and images to support what you are saying.

How-To Steps

This is the part of the article where you will be going to show the startup founders a solution to their problems/doubts. It needs to be really detailed, with images, videos and graphics if necessary.

Make sure to mention other resources and tools that may help the reader.

Tools, Courses and Books

It is really important to recommend the reader tools, courses and books that will help them solve their conflicts. Remember that one of the Failory objectives is to provide actionable information and tips that the startup founders can put into work really easily.

In case there are no tools, courses or books, skip this part. Anyway, there are almost always.

Quick Recap

Make a quick conclusion and a reminder of how to solve their problem.

Also, give the readers more information about the topic. It can be external information from other sites, or blog articles that have been published on Failory.

Defining a Tone

Articles should be friendly. Most startup-related sites are written in a really technical way. When needed, it is okay to use this type of language. But if not, try to avoid it and use conversational language style.

You should write from a position of experience, so as to give the reader the confidence that they can trust in your solutions and recommended tools. But do NOT sound arrogant!

Try to use US English spelling and contractions when possible, as the following ones:

  • We will = we’ll
  • You are = you’re
  • It is = it’s
  • That is = that’s

Designing the Blog Post

There are a few things you should consider when publishing the content into Failory and designing it.


When writing titles, you have to follow these rules:

  • Capitalize the first and the last word.
  • Capitalize nouns, pronouns, adjectives, verbs, adverbs, and subordinate conjunctions.
  • Lowercase articles (a, an, the), coordinating conjunctions, and prepositions.
  • Lowercase the “to” in an infinitive.
  • You don’t have to use full stops at the ends of headings or subheadings

Or simply ignore everything and use this tool that will do the job for you.


When articles contain bullet points, bolds and italics, they are much easier and funnier to read, aren't they? So there are a few things you should consider when styling your paragraphs:

  • Try to add bullet points and ordered lists. But do NOT abuse. A few weeks ago I received an article which was ALL written on bullet points 😱
  • Add bold to keywords and important phrases.
  • Add italics when referring to something someone has said. Do not use quotes for this. Just make a space, write the quote inside “” and in italics, and make a new space.
  • Use quotes when recommending a tool, course or eBook. I have styled the quotes so as to look really nice and catch readers attention. Referring tools and ebook through this way will mean more readers clicking on them, which equals more $$.
  • If you want to add a link, do not place the URL. Instead, link it to a specific word. Like this.


Add as many images as you want. The minimum image size is 800 pixels wide. There’s no limit to the length, as infographics tend to be really large, but try to keep the height of the image under 450 pixels.

I always illustrate a cover for the article, so don't worry about it, I will get this.


Consider adding videos if they help readers understand your recommended steps to solve their problems. Only high-quality videos are accepted, and they must be uploaded to another site first, like YouTube.

Few things to consider when selecting a video:

  • No difficult to hear audio.
  • No hard to see visuals.
  • If the video is recorded on a smartphone, avoid it.
  • There are no problems with short videos, as long as they provide the reader with a full understanding of what it aims to solve.

Checking Grammar

Make sure to check out the grammar of the article. You will probably find Grammarly really useful. You might have realized that I am not a native English speaker, so I commit lots of grammatical mistakes. That is why I am always using these tools and asking for help to English friends/copywriters.

My two last suggestions about the grammar of the article are to use short paragraphs with only a few sentences and to only leave one enter between sentences.

Let's Start!

That's all 🥳! You are now able to start writing a guest-post for Failory. If you have any doubts or need any help, please email me to nico@failory.com. Moreover, I would love to collaborate with your article so I am willing to create a lead magnet or a few illustrations to add to it. Just send me an email and we can discuss this!