We’re in The Editing Age
The title of this interview on Contently’s The Content Strategist says it all: ‘You Need Editors, Not Brand Managers’: Marketing Legend Seth Godin on the Future of Branded Content.
When asked how he’d build a brand media property, Godin replied that brands often opt for playing it safe rather than thinking, “How can we be more interesting?”
Then, Godin concluded: “That’s not what happens when you want to make a hit TV show or a website that people care about. You need editors, not brand managers, who will push the envelope to make the thing go forward.”
Editors produce enjoyable content
“Enjoyable content” sounds a bit weak, doesn’t it? It’s less serious than “effective content” or “content that produces business results”.
But enjoyable content is a prerequisite if you want your content to be effective.
Editors produce the right content experiences with refined messages that help meet their business goals.
For example, I enjoy painting, but I never have time to paint on canvas, so I frequently paint my nails. It’s relatively quick, and I get to display my work every day for as long as the manicure lasts.
So, by now I’m sure you see there’s more to becoming an editor than aiming to produce error-free content.
Let’s look at seven steps that help bring your inner editor to the surface during your content creation and production process.
Step #1: Research
Your content marketing strategy begins with research.
In addition to optimising your chances of connecting with your target audience, research is also the foundation of captivating content. It helps you stand out with unique ideas your audience won’t find elsewhere.
Step #2: Prepare
I prefer preparing over planning because it allows for more flexibility when unforeseen circumstances arise.
If you’re prepared, you can easily adapt. Editors prepare their content schedules in advance and adjust them as needed.
Step #3: Write
Synthesise your research into a cohesive presentation, whether it’s an article, magazine, book or whatever else.
“Don’t try to do too much” is my favourite writing advice.
While first drafts are certainly the place to let your ideas run wild, stay focused on the message you need to communicate.
Step #4: Delete
Remove repetitive and excessive content.
For example, if your article is about nail care, don’t distract readers with statistics about how many people give themselves manicures each year. That information doesn’t directly match the topic or serve the readers.
Step #5: Refine
Once your content is complete, how can you make it sharper? Is there a more succinct phrase you could use, or do you need to explain a point with more details?
To address a possible concern, about halfway through an article you can reassure the reader with: “This may look difficult, but don’t be scared. It just takes a little practice.”
Step #6: Polish
Grammar and spelling lovers rejoice; this is the step where you check for mistakes – large and small.
Dedicate time to fact checking (even if you think you already did) and hold every aspect of your content up to professional standards.
Step #7: Publish
You don’t have the chance to make a positive impression on your ideal prospects until you release the content you create.
Confident content marketers have overcome the false security of perfectionism and publish their best efforts. They simply stay vigilant about possible ways to improve in the future.
Get In Touch
Everyone has something they need edited! But you may be unsure about where to go, unsure of what price you should pay for the service, unsure of everything basically.
I can help with all of that! I provide a full editing and proofreading service at a very reasonable price. Also, I will sort out all the grammar, punctuation, spelling and syntax of your document, adhere to any styles (APA, Harvard, Chicago, etc) required and go over the work again if you want. I want my clients to be satisfied, so am happy to do whatever is required, within reason of course.
I currently have some work going on, but am always happy to do more. All you have to do is get in touch and I will certainly get back to you.
If you have any questions about the English language or need help getting your document into shape, then please get in touch with me. I will sort out all the English on every document you have and make sure it contains perfect English!
I guarantee a great service at a great price, so please get in touch.