Good Content Editing Adds Polish to Copywriting
Most content editing requests include: “It just needs a little clean up.” In most cases, what the author thinks they’re saying is not crystal clear, even if they are the subject matter expert—and getting your point across is what motivates the decision to buy. The art of content editing maintains the integrity of the original message while enhancing the delivery. It also ensures that the brand message is coming through loud and clear. Content editing is more than correcting grammar and punctuation. Good content editing adds polish with on-point copywriting that makes every communication a content marketing experience.
4 Ways Content Editing Improves Copy from
First Draft to Final Cold Read
Content editing is a process that requires multiple reviews of a document. These four types of content editing should be applied to each stage of the process, including all revised versions. Organizations generally select one of three style manuals: AP Stylebook, NY Times Manual of Style, or Chicago Manual of Style.
Structure Content Editing
Focuses on ensuring: the copywriting is clear, and means what the author intended, tells a story with copy that flows, is logical; structural and organizational problems are addressed; sections are in the right order; passive voice is replaced with active voice; unintentionally repeated verbs and nouns are varied; grammar and punctuation are correct.
Style Content Editing
Focuses on standardizing: content according to the style used by the client, including industry and organization terms, capitalization in heads and subheads, punctuation, corporate colors, titles for images and illustrations, frequently used words, brand messaging, voice and tone.
Correlation Content Editing
Focuses on checking: related parts of the content against each other, including cross-references to pages and copy, table of contents, copy sections, tables, charts, maps, captions, appendices, subheads, as well as all standard brand messaging to ensure that the branding is consistent throughout.
Technical Content Editing (Includes Proofreading)
Focuses on correcting: misspellings, incorrect grammar, misuse of dashes, inconsistent capitalization, formatting issues, typos, inaccurate punctuation, poor sentence structure, incorrect parallel construction, overuse of clichés or buzz words, invalid information, miscalculated numbers, wrong dates, headline and subhead copy.
Content Editing Sample
Web 2.0—Making the End User an Integral Part of the Process
About Web 2.0
“Web 2.0“ is a technology buzzword
refersreferring to athe second generation of webWeb development and design ,that brings the experience of the desktop into browsers. Web 2.0 transforms the static, silo Web 1.0 platform into a dynamic and interactive experience facilitateswith functionality facilitating communication, securessecuring information sharing, interoperability, and collaboration on the World Wide Web. These Web 2.0 concepts have led to the development and evolution of webWeb-based communities, hosted services, and applications, such as social-networking sites, video-sharing sites, wikis, blogs, podcasts, tags, RSS feeds, mashups and folksonomies.
Web 2.0 Software
Softwaresoftware represents a major step forward for webWeb application developers, encompassing key principles likereinforcing the Web as a platform—it’s not the software that enables the Web, it’s the services that are delivered over the Web—providing a Richrich Useruser Experienceexperience and Usabilitydynamic usability, Compositecomposite applications, Architecturearchitecture of participation for user contribution, and Perpetualperpetual Betabeta.
Content editing is a critical step in the marketing communications process. It includes standard copy editing for grammar, formatting and accuracy, but it also includes rewriting the copy, as necessary, to communicate the brand message consistently. As a copywriter, I build content editing into the development process for the different types of content marketing my clients require, including: websites, webinars, videos, brochureware, advertorials, ads, white papers, case studies, blogs.