I don’t know about you, but for me the title “Editor” conjures up images of a salty, cigar-smoking guy in an old-timey newsroom, throwing a stack of papers in the trash while dramatically firing a reporter for not bringing in the hard-hitting stories. This, of course, is not the case.
When it comes to your written content, what do editors do? And how do you know when you need to hire one?
A written content editor, also called a blog editor, should do the following:
1. Analyze written content for goal, tone, and clarity
Editing is so much more than scribbling away with a red pen. A savvy editor is well-versed in content marketing and knowledgeable about your strategy. They’ll understand the purpose behind each post (build awareness, enhance brand greatness, convert readers) and help tweak the content to make it more engaging and effective..
Your editor should know your brand’s personality like the back of their hand, and ensure that all written content embodies it. For example, overly technical, jargon-filled content doesn’t vibe with an approachable, down-to-earth brand personality.
A great blog editor will brief writers thoroughly before they submit content, and correct off-brand copy before it is published.
2. Check for correct spelling and mechanics
If you were to ask a random person, “what do editors do?”, you’d likely get a response like: Editors keep your blog from looking like amateur hour by going over grammar, punctuation, and sentence structure with a fine-tooth comb. Or is it fine-toothed? Ummm, can I get an editor over here, please?
3. Provide feedback with actionable suggestions for improvement
Real life is not like The Devil Wears Prada, with a power-hungry editor doling out searing critiques.
A great editor checks their ego at the door and provides gracious, concise feedback. Mastery of communication allows a blog editor to coach writers and offer constructive recommendations in a kind manner.
4. Welcome disagreement and work to find effective solutions
One of our core team values at Tobe is “strong beliefs, loosely held.” This principle applies to the responsiveness we expect from our editors (and you should, too).
An excellent editor is assertive but has no problem seeing from a different perspective. This is helpful for looking at content through the eyes of the target audience, and it’s also integral to looking at content through the eyes of the writer. We all have the same goal: sell an awesome product.
An editor should welcome other perspectives and work to find a mutual, effective solution.
Should you hire an editor?
Now you know what an editor does. But do you need one? We’re going to give you an unequivocal YES.
There are countless guides online promoting/selling the latest, greatest editing techniques. But the single most effective technique (especially if YOU are writing all of your brand’s content) is to have someone else do it.
Could you use a little more guidance on your content strategy? Get in touch with Tobe today!
