The approach that you take in delivering content can make a difference in reaching your B2B marketing prospects. Some content marketers advise that you tap experts within and outside of your company to generate a variety of content that maps to various stages in the sales cycle.
This is a good idea for many reasons, but the result—in particular if the materials lack editorial oversight—will be pieces with a wide variety of tones and styles. Some of these deliverables may fail to convince readers or fulfill your organization’s marketing goals.
This is where editors come in.
Maintaining Your Voice
A strong content marketing editor can help fine-tune your company’s voice and actuate your communication goals. The publish-or-perish mandate of the content marketing age demands that you adopt a consistent and credible voice.
For example, all stories in The New Yorker sound sort of the same, and they have for decades. There’s a reason for that. That publication has an editorial voice, and even when it hires the rock stars of the writing world to pen a piece, that writer is obliged to adhere to The New Yorker voice. The editors make sure of it, and everyone is on the same page. (No pun intended.)
Whether your company is using accomplished writers or subject matter experts to develop content marketing deliverables, you will benefit from editors who make sure the content is stylistically consistent, readable, and relevant.
The Editorial Workflow
A lot of thought goes into an editorial workflow. It starts with a publishing objective, an organizational voice, and thorough style guidelines—and it ends with a proof pass that makes sure readers don’t stumble over typos or punctuation oddities. Good writing is practically invisible: The reader is so engaged that he doesn’t realize he’s reading to the end. Editors ensure the audience doesn’t abandon a document because of awkward constructions.
If you don’t work with words every day, you might imagine that readers don’t care if you go back and forth between title case and sentence case in headlines. You may not even know the difference between nonserial commas and serial commas. But well-produced and consistently edited content marketing deliverables demonstrate authority and credibility in subtle and powerful ways.
The Power of "Produced"
The potency of good production explains, for example, why pop singer Ke$ha’s song “TiK ToK” (go ahead, dance your heart out) has garnered nearly 110 million views on YouTube. There are plenty of talented young singers, but they don’t all have the slick production capabilities of Sony Music Entertainment behind them.
Think big, content marketers. Think produced.
Most (really all) writing benefits from editing—and pretty much every editorial deliverable needs at least a proof pass. Editorial mistakes are unnecessary and unwelcome distractions from the narrative and message. An editor can make a piece stronger and error free, and that’s a desirable outcome.
Do your editing chops make the grade? Download our REAL Content Assessment to find out how you can make your content more effective.