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Why Is Editing Important For Content Marketing?
Sep 29, 2020
5
min read
- Tags: Editing, Editing and Proofreading
The bedrock of marketing has shifted drastically to purely content-based promotions. More specifically, it has become content-intensive. According to Hubspot’s 2017 State of Inbound report, 53% of marketers have content creation as their top priority, and with good reason.
Great content increases customer retention and drives them to your website again and again. Apart from this, it’s not only important to get followers but also to create content that trends. There are a multitude of reasons having a solid content strategy should be one of your most important priorities. A lot of companies don’t focus on content as much as they should. The few that do still struggle with trying to understand what kind of content they should put out and why they should divert resources to content creation.
This is where content editing comes into the picture. It is very important to market your company and to gather the desirable target audience. Here are some ways editing can make a huge difference in enhancing your content:
1. It makes your content more algorithm friendly
Search engines like Google are constantly releasing new features and updates that aim to make it easier for people to look things up. With the rapid development of algorithms of search engines and social media sites, there’s a risk that your content may not reach your target audience. An editing process that is cognizant of such requirements allows you to put out content that is algorithm-friendly, thus increasing your reach.
2. Content editing makes technical language more accessible
As writers or experts of a particular subject, it’s easy to be biased and lose track of how much your reader might actually know of what you’re writing about. An editor can put that in perspective for you and give you notes about how jargon or niche processes can be more accessible to the layperson.
For example, if your company specializes in creating high-end engineering equipment, you might need to explain jargon to someone unfamiliar with such equipment. A content editor helps you revise your content and ensures that the inherent meaning of your content doesn’t change but the reader still understands what you’re exactly trying to convey.
3. Editing gives your marketing material an even tone
As a brand, you don’t want each social media channel giving a different impression and then the website giving a completely different impression than the rest. An editor helps even tone the style of your copy so that it doesn’t seem jarring.
They can even help you retain this consistency on a broader scale, throughout your content strategy, by collaborating with you on a stylesheet or standardized guidelines that set the tone of your brand communication in each piece of content you create.
4. You can avoid embarrassing errors!
How many times have you seen another company’s embarrassing typo and cringed to yourself? Well, it could happen to you, only if you don’t have a content editor go over all your copy first.
Grammar errors, typos, missing punctuation, bad sentence structure and other language errors may seem like minor issues to you, but to your reader they may seem jarring and even leave a bad impression. These are errors that are really easy to eliminate, and a content editor is your go-to person for that.
5. A revision makes for engaging content
The kind of language that your copy incorporates is the face of your company. Do you want to be known for tedious content? We thought so. That’s where an editor comes into place and helps make the advertising copy less “sales-y” and more interactive and informative.
Their expertise of languages allows them to make content suggestions that make your copy more dynamic, in turn allowing you to present yourself as more approachable, friendly, and (ultimately) customer-oriented.
6. Editing makes your content error-free and accurate
The main job of the editor is editing your copy to ensure that your content is error-free. A comma could mean a world of difference between what you’re trying to say and what you actually end up saying.
You could have the best copywriter in the world, but a little editing does no harm to enhance their work further!
7. An editor can help you create a style guide
A content editor does not just look at removing errors from your copy but also develops a style guide for your company. Style guides are necessary for every marketing company; they make your branding consistent on every channel.
Style guides have protocols on spelling, the dialect of English you will be using, what vocabulary you should use and avoid, formatting guidelines, tone, style, etc. This is especially important when you have a lot of people writing or creating content on behalf of your company and want to maintain a global presence.
8. Define, prioritize, and refine your message
An editor helps you frame your content in such a way that the reader/viewer gets the exact message that you were aiming for. This is done by removing any inconsistencies in the form of unwanted subtext.
9. Not only edit, but help in creating content
A content editor helps you to create quality content for your branding across all channels. Instead of creating content that is sale-sy and seems hollow, having an editor helps the content be more authoritative.
Most marketing companies are hesitant to spend on an editor, often undermining their role in the growth of the company as a whole. We suggest that if you don’t have an editing team, you should outsource one. Apart from understanding the language of your target audience, editing makes technical language more accessible, helps avoid embarrassing errors, makes your copy more engaging, and avoids normal grammatical and spelling errors. Even if you think you can do it, sometimes minor things slip from under your eyes which then go online. This is why it’s better for a trained eye goes over the content. It won’t burn a hole in your pocket and you can focus on content rather than how it’s presented, which gives you more time for creative concepts.
Here are some related articles that you might find interesting:
- What is Copy Editing
- The Pros and Cons of Hiring Freelancers
- How to Start an Online Publishing Company
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Hi
Author
Thank you for writing this amazing article.
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Thank you and looking forward. 🙂