FT Specialist

These guidelines apply to all FT Specialist titles, including FT Adviser, Asset Allocator, The Banker, fDi Intelligence, Professional Wealth Management, Investors' Chronicle and Sustainable Views.

In addition to the specifications below, please refer to the FT Partner Content Guidelines for requirements relating to accuracy, editorial standards, generative AI, sustainability claims, diversity and inclusion, and ethical considerations.

Copy and word count

Headline: 50–60 characters (including spaces)

This should fit on two lines. This range is good for SEO, as Google typically truncates titles around 60 characters. Google counts pixels, rather than exact characters, so headlines with capital letters or wider characters may be cut even below the 60-character mark. Headlines should be descriptive and punchy, and clearly indicate what will be covered in the Partner Content. Do not mention the client brand in the headline or standfirst. The first mention should come after the first paragraph, preferably at least two thirds of the way in.

Standfirsts: 80–90 characters (including spaces)

Standfirsts help improve click-through rates, increase time on page, and boost scroll depth by giving readers a clear, compelling reason to engage with the story.

  • Keep it concise: usually 1–2 sentences
  • Don’t repeat the headline
  • Add new detail or clarify the headline’s implication
  • Use active, jargon-free language
  • Consider your audience, speak their language and meet their expectations

Articles: 500–800 words, not including any T&Cs and disclaimers

Paragraphs should be broken up into shorter sections, rather than long chunks, to optimise reader experience. For online, the average paragraph length is just two sentences of text. Avoid use of bold and italics in copy.

Style and tone

The style and tone of Partner Content should feel native to the FT Specialist title on which it is hosted.

The Partner Content should preferably be written and subbed by professional journalists and sub-editors. The Partner Content should not be a press release or brand-forward material repurposed as content.

Content must not be written by FT Specialist journalists or named, regular contributors to FT Specialist titles.

Content must not lean too heavily on brand mentions or visuals, and it should weave in independent third-party references where appropriate. We suggest a maximum of three brand name mentions per article.

Image specifications

Hero images

1920(w) x 1080(h)px
Colour mode: RGB, minimum 72dpi
Format: JPG or PNG

The lower half of the hero image will be overlaid by the headline.

Important safe zone instructions

The safe zone is 1774x554 for an image size of 1920x1080 pixels.
The safe zone is not centred, it has 332px to the border at the bottom and 204px at the top.

Body images
Colour mode: RGB, minimum 72dpi
Format: JPG or PNG
Aspect ratio: 16:9, 4:5

Logo
Logos should be at least 200x200px with 300 dpi, and will be placed on all Partner Content pages on FT Specialist.

External links

If part of the content supplied is offering insight from a white paper or report, then a link to the full white paper or report on the sponsor’s website can be linked to from the Partner Content web page.

Video content

This should achieve a “native” (as in native to the FT) tone and style, as per written content.

It should also follow FT guidelines on accuracy, audience awareness and positioning.

Please supply:

  • An MP4 file with accompanying thumbnail image
  • Headlines should be descriptive but remain within 60 characters (including spaces)
  • Introductory copy should be up to 112 words (including spaces).
  • Include a list of key words / topics discussed in the video
  • Recommended maximum video lengths: up to 2”30

Advertising

Client advertising can feature on the Partner Content article, please supply Half Page MPU: 300x600px.

Miscellaneous

So as to not hinder Partner Content performance with the FT, it is recommended not to run the same content on competing sites at the same time. To ensure best performance, the Partner Content should not have been published elsewhere before.

Partner Content articles are hosted in the editorial Content Management System, and are therefore discoverable organically through search engines. It is advisable therefore to consider SEO when writing Partner Content articles.