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Editing the content

Good editing adds considerably to the writing process, preserving a writer’s voice while making the writing more taut and the message more coherent.


1. Developmental editing

Before you even think about hunting for typos, you need to start with larger, conceptual concerns (known as ‘developmental’)

Here you focus on the big picture:

  • Have you stuck to your outline?
  • Is your message coming across?
  • Is the piece written in the brand voice?
  • Is the content truly valuable?
  • Does it flow from one idea to the next?
  • Does each section seem to naturally follow the last one, answering questions just as you start to form them?

2. Copy editing

At this phase, the content itself is solid. Your ideas are clear and sharp, the structure is fluid and natural, and you’ve verified that the piece is aligned to your business objectives. Now it’s time to get granular. You’ll look for:

  • True typos – spelling errors, missing words, etc.
  • Style guide violations – capitalisation, comma usage, spelling conventions, short paragraphs, short sentences, etc.
  • Brand consistency – product names, company description, etc.

A great example of why punctuation is important