Organize ideas into sections. Break each section into subsections if that makes sense.
Each paragraph should convey one idea.
It may make sense to organize sections in a sequential order.
Backup ALL your facts with links to evidence preferably from a reliable/reputable site with some authority in the market.
Include all reference links within the content pointing to the exact deep page containing the information not the top level domain so we can easily refer to them in the final publication.
You don’t necessarily need to follow a strict editorial style, however you should keep all your grammar, punctuation and formatting consistent.
For example, if you choose to use the % sign instead of spelling the word ‘percent’ then do this throughout all of your articles.
If preferred, you can follow Associated Press (AP) Style Guidelines; some further info here.
Your articles should demonstrate the writer’s (or ghostwriter’s) personality. This can be by sharing anecdotes and your own opinions (without being divisive!). You should write in a clear and informal way, almost like you’re talking to a friend—and use pronouns and possessive pronouns (e.g. I, me, we, you, your, my, our) to talk directly to your readers.
Short sentences and paragraphs are much more effective and easier to read. Stand-alone sentences and single words can work too.
Correct: “Acne sucks! Tonight’s your cocktail party with the girls and you’ve woken up with the map of a small country on your face in red pimples. Does this sound familiar? Well never fear, because we’ve got just the solution!”