Why Content Marketers Need Editors

I’m good at math.

If you looked at my standardized test results from when I was back in school, you’d see I scored very high in math and very low in verbal.

And yet, today I’m a professional writer and editor.

It’s a mad, mad, mad, mad world.

Sort of. Your content needs to quickly communicate what your audience wants and needs, so my natural abilities are actually the perfect fit for content marketing.

You probably possess some of these editing skills too, so let’s examine how you can use them to become a discerning content marketer.

Turning a “weakness” into a strength

Most of my English tests in high school weren’t adorned with those coveted “A” grades because timed exams to test reading comprehension didn’t fit my reading style.

I read text passages slowly, studied each word carefully, and analyzed how the writer could have presented his or her message more clearly.

It’s no surprise I’d run out of time before I finished every question. (It’s okay, 16-year-old Stefanie. The future looks bright for you.)

My poor test scores could have convinced me that the English language and reading comprehension were my weaknesses, but instead, I turned my way of reading into a career.

We’re in The Editor 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 your business goals. This meaningful content gives your ideal prospect an enjoyable experience that produces results.

For example, I enjoy painting, but I don’t always 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.

Essie is my favorite nail polish brand and the company’s YouTube channel has a collection of nail art tutorials. To communicate a persuasive message, each concise video required a focused vision and intentional refining.

Here’s a tutorial that has more than one-million views:

Every aspect of the video also forms a seamless call to action — the instructive lesson makes you want to buy the products used in the tutorial so you can try the look yourself.

That is enjoyable content for a nail polish lover. I watched a number of Essie tutorials while researching this article and now have a long list of new colors I’m going to buy. BlogThis!