4 Reasons Why You Should Hire an Editor and Invest in Quality Content

Photo: Christina Jones Photography

Most bloggers, influencers, and entrepreneurs know the value of regularly updating their website, writing blog posts, and actively sharing content on social media. These communication tools can increase brand visibility and build expertise. However, if your content includes spelling and grammatical errors, incorrect information, or terms and abbreviations that are unrecognizable to your target audience, you may be jeopardizing your credibility. The key to avoiding these damaging mistakes is to work with an editor who can strategically assess and improve your content.

In my experience working at a public relations firm, we often help our clients develop and strengthen their content by writing and editing byline articles, website copy, company news announcements, and social media posts. Editing is so much more than just proofreading. Editors catch overlooked errors and strengthen your writing to help you grow your brand and enhance your presence as an industry leader or influencer. Here are four ways an editor can improve the quality of content to increase brand awareness and gain visibility for your content and website.

1. Ensure your content resonates with your target audience.

Editors help you talk to your audience in a way that resonates with them. They will be able to look through the lens of your audience and potential clients and make sure copy is tailored to their needs. Editors can identify the geographic and demographic characteristics of your target audience and make changes to your content based on who, and where, your readers are.

Readers’ experience levels are important factors that editors will consider. As an industry professional, it may be hard to know what specialized language is not familiar to your readers. Removing jargon and industry abbreviations will improve clarity. Or, if a specialized language is necessary, an editor will include explanations so that the copy is as clear as possible.

2. Position yourself as a thought leader.

Writing an article for an industry publication, blog, or website can help position you as an industry leader or influencer. However, even small grammatical errors or misused terms can chip away at your credibility. Good writers still make the mistake of using “further” when they should have used “farther” or writing “shoe-in” instead of “shoo-in.” Don’t simply rely on built-in spell checkers. Hiring an editor will save you from making avoidable mistakes.

If you are already known as an industry leader or influencer, using an editor can help protect your credibility. Showing attention to detail in written materials says a lot about professionalism, accuracy, and the attention to detail you’ll show your audience or clients.

3. Strengthen your messaging.

Strong messages will help you communicate who you are and what you can do for your clients, partners, or audience. Editors help you maintain a consistent voice to ensure your brand is memorable. An editor, as opposed to just a proofreader, will help you strengthen your writing with new or additional ideas.

Editors identify redundancies, inconsistencies, and areas that need more explanation. They will improve readability and flow, so your writing is clear and compelling. For example, editors will replace unnecessary nouns and adjectives that make a sentence sound vague with succinct verbs. They’ll favor using an active voice to cut down on words and improve strength and clarity. Strong messages are memorable, concise, and include information that is relevant to your audience.

Editors help you respect your readers’ time. As an entrepreneur or blogger, your business or blog is likely one of your favorite topics—one you could talk on for a while. But if you’re communicating with a prospect, you need to keep it short and sweet. Editors can help you get to the point effectively and quickly to get your message across.

4. Drive traffic to your website.

Well-written content can improve SEO, which increases the likelihood a consumer will find your company on the internet. An editor may be familiar with keywords to include in titles, headlines, and body that will be easily picked up by search engines to increase traffic and improve growth. An eloquent blog post is also more likely to be shared and liked on social media.

Improved SEO can make you stand out to brands looking for sponsorships or affiliate marketing partnerships.

Interested in working with an editor? You have options.

Ask fellow bloggers or entrepreneurs who they work with, and see if you can get a referral from someone in your network. You may also want to check out local PR or marketing firms and freelancers and ask if they offer editing services. The key is to choose someone you can build an ongoing relationship with, who understands your goals and helps you take your writing to the next level.

It may be hard to let someone else review your writing out of fear that they may change the meaning or tone. However, editors work for you, not against you. Writing a compelling piece requires objectivity and distance that is hard to acquire on your own.

Working with a skilled editor will help you become a better writer and can help your business, blog, or website grow. Bloggers are expected to keep new content flowing, and an editor will help you speed up the process so you can work on your next project or post. Keep in mind that what you publish is a direct reflection of your brand, your values, and your capabilities—so make your content count.

About the Author: Kara Weller is an account coordinator at Pierce Public Relations.

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This story was originally published on March 23, 2019, and has since been updated.

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This is What a Typical Day Really Looks Like for an Editor-in-Chief

Kate Ward is the current Editor-in-Chief of BDG Media (Bustle, Romper, Elite Daily, The Zoe Report), the former Executive Editor of Hollywood.com, a former editor and writer for 'Entertainment Weekly' and EW.com, and a member of Forbes' 30 Under 30 in Media. A graduate of the Medill School of Journalism at Northwestern University, Ward — whose work has also appeared in 'Glamour' magazine — loves talking about nutgrafs and hates exclamation points, despite using them on a regular basis. Specializing in reality TV, ’90s nostalgia, and bad movies, Ward is likely the oldest person to attend "American Idols LIVE!" every year with her mom.

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5 a.m.: I wake up in a panicked state after dreaming that I forgot to study for my physics final. After about five seconds, I remind myself that a) I am no longer in college, and b) I would never put myself through physics again. I attempt to fall asleep again, but my brain rejects it, deciding to one-up an anxiety dream with actual anxiety. How will I get everything done today? How will I be the leader my team needs? I calm myself down when I remember that I’m surrounded by an incredibly smart team of women who continue to work hard every day to bring women’s voices to the forefront and to help and inspire those around them — including me. This thought allows my anxiety to shift from the years ahead to the hours ahead to the present challenge: my 5-mile daily run.

7:30 a.m.: Literally dripping in sweat, I head to the shower, then blow dry my hair and attempt a hair hack my Zoe Report co-worker taught me. Confident in my execution skills, I assume I’ll walk out of my apartment looking like Gisele. Instead, the look is more '80s metal, but I decide nostalgia is in anyway. On the way out the door, I scroll through some Instagram Stories from co-workers, one of which happens to be about perception, beauty, and our collective struggle as women to accept our bodies in a world constantly trying to make us smaller. I realize I needed that reminder to be kind to myself.

8:00 a.m.: I actually get a seat on the subway (the benefit of living off the local line in Brooklyn) and spend my commute reading a book about 19th-century shipwrecks because it somehow feels better to read about a disaster that’s in the past. My office is on 24th Street, but I get out at 14th Street, partly to breathe some extra fresh air and look at pies at the farmer’s market, but mostly to get in some extra steps.

9:00 a.m.: The fresh air was nice, but to be honest (and cheesy) stepping into Bustle’s offices is really what gets me going. For the last five years, the best part of my day has been being able to walk into a workplace with this team, and I feel incredibly lucky to be able to say that. I open up a recent email from a co-worker detailing plans for Bustle’s Rule Breakers digital issue. Impressed by the team's creativity, I dive in to make sure the Issue is moving along and hitting all the notes we’re aiming for. I continue to furiously go through my inbox until it reaches zero, save for the one unopened email about my upcoming vacation, which I haven’t touched since mid-June and probably won’t touch until September.  

11:00 a.m.: Meetings. Meetings, meetings, meetings. So many meetings my Google Calendar is needing a vacation. But I actually enjoy them. They keep me close to the teams from all our sites and various departments, and there’s nothing more satisfying than working with our editors and creatives to come up with innovative ways to grow our four brands. During one meeting, we dream up a particularly great idea for IGTV. Maybe we’ll order Taco Bell to celebrate. During another with executives, I showcase a new, strategic organizational chart featuring a brand-new Editorial department that will help us manage mergers and acquisitions better. The presentation goes over well. Maybe we'll order more Taco Bell to celebrate.

2:00 p.m.: Just another mid-afternoon: We find out we just locked in the cover star for our next digital issue, and — holy celebrities! — one of the Bachelor men is in the office for an interview and photo shoot. Our Bookings Manager asks if I want to meet him, and I say yes, but then find myself in a meeting during the time he’s in. Typical.  

5:00 p.m.: I do some last-minute Google Analytics data collecting for our new Bustle UK team (spoiler alert: everyone loves Meghan Markle), and catch up with Bustle, Elite Daily, and Romper’s Instagram Stories series. Even though the series launched a few weeks ago, I continue to laugh at the name of Elite Daily’s IG stories series, Blend & Snap. I laugh even more scrolling through Bustle’s meme-heavy feed. Looking at our Instagram follower count, I take a minute to remember that we started five years ago with just a few editors (and zero followers) in a Brooklyn townhouse, and now, over 80 million people are following what we're producing every day. Sometimes I have to remember to enjoy it all. What I never forget is that none of this would be possible without our team of editors, which now 90+ strong.

6:00 p.m.: I begin to head home, texting my husband about what to get for dinner. Of the two of us, he’s the chef. I once made penne à la vodka and failed to burn off the vodka. (I kind of liked it, though?)

7:00 p.m.: Home! First order of business: Remove pants. Second order of business: Inbox zero. Third order of business: Stare at a wall for five minutes.

8:00 p.m.: My husband is also from the start-up world, so, when he arrives, we spend 30 minutes problem solving for one another and strategizing for the day ahead. It’s a lot of thinking, so we adequately dull our brains for an hour with a new episode of Big Brother and then spend 30 minutes strategizing on behalf of the house guests. We talk about how far we’d make it on the show, which inevitably turns into a conversation of how long we’d last on Naked and Afraid. I estimate I’d last all 21 days, then declare our 73-degree apartment freezing and unlivable.

10:00 p.m.: Time for bed. I plan to really get eight hours of sleep tonight. It’s time to plug in my phone.

11:00 p.m.: [Scrolling through Instagram, scrolling through Instagram, check email one more time, scrolling through Instagram, check out Tumblr quickly to see if anything is happening in the Big Brother house, scrolling through Instagram…]

11:30 p.m.: I somehow end up on the “list of unusual deaths” Wikipedia page. I take that as a sign to officially shut down. I close my eyes and start to dream away.

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