Post Planner

From only $9 per month


Style Guide

These are the basic editorial guidelines for the Post Planner blog.

Writers who wish to contribute articles or ideas for consideration should send queries to our managing editor:

Guidelines for Guest Bloggers



  • speak directly to the reader — as if you’re writing her an email
  • engage her in a conversation
  • remember she doesn’t know what you know — you have to teach her
  • don’t make her work hard and don’t make her feel like a dunce
  • offer concrete, crystal-clear examples for everything you recommend
  • let your passion & personality shine through


  • base around a keyword
  • aim for both virality (social shares) and SEO (search results)
  • use proven headline formulas (resources herehereherehere)
  • expect editors to change it :)


  • begin with a 1-2 line sentence/paragraph
  • should be 5-8 paragraphs (of 1-3 lines each)
  • include a quote or list, if possible (to break up left-margin monotony)
  • final paragraph should be something in the spirit of:        
    • “In this post I will…” (example)
  • final paragraph leads to first H2 subhead (where headline is repeated)


  • the first H2 subhead should always:
    • follow the intro
    • repeat article headline
  • afterward, use as many subheads as possible (to increase scannability)
  • H2, H3 and H4 should be enough for any post (H5 should not be used)
  • format your subhead lists correctly:
    • use a simple period after numbers: “1.” not “1)”

Quotes & Lists

  • use as many as possible (to break up monotony of left margin)
  • you can often turn long sentences with strings of items into lists (ordered or unordered)
  • make sure list items are parallel in grammatical structure (all beginning with verbs in same tense, for example) — example


  • ALWAYS have one!
  • begin with an H2 subhead
  • subhead should be “Conclusion” or something clearly indicating an end to or summary of post
  • end with a “What about you?” question to reader and a CTA to leave a comment


  • speak directly to the reader, like you’re writing her an email
    • use “You” and “I” as often as possible
  • write short paragraphs
    • most common = 1-2 sentences
    • rarely longer than 3-5 lines
  • use “in other words” a lot
    • then restate your idea another way, for clarity
  • use “for example” a lot
    • then offer concrete examples, for clarity
  • use lots of double dashes: “word word word — word word word”
    • replace commas with them, where appropriate
    • always replace semi-colons (NEVER use semi-colons!)
    • also use ellipses, but favor double dashes
  • use lots of parentheses
  • use contractions
    • they’re how we speak (and think)
  • shorten words when possible
    • "info" not "information"
    • "ads" not "advertisements"
    • "Jan 1" not "January 1"
    • "9am" not "9 o’clock A.M."
  • use numerals instead of words
    • "3" not "three"
  • don’t use boldface or italics
    • use all-caps instead — to emphasize & anchor reader’s eye


Content Images

  • align right by default – never align left!
  • align center for full-width images/screenshots — example
  • images should be sized to 580 pixels before entering them
  • images should be sharp and clear (no low quality images)
  • images should be named with a 4-5 word jpeg name including keyword (separate words with dashes)
  • remove image links
  • add right-justified images to break up monotony of full-column text and create narrower columns for easy reading
  • for screenshots referred to in text, place screenshot below reference – example