Keeping a blog producing quality content is not an easy task. Having a frequency of weekly or daily posts about your niche requires effort, time, and dedication. And how to have all this with a lean team and often without time?
In this post we will deal with the role of the editor . Who can occupy the position, what are your duties and how it should act within the scenario of your company to resolve this issue.
First of all, it is important to emphasize that it is necessary to have a direct person in charge of the production of content in your company. It may be someone from the marketing team or from another team and because the content is often quite technical, it does not have to be a communications professional exactly. It is clear that the higher the professional qualification and affinity with the job, as a journalist or an advertising person has, for example, the more quality tends to have its process and its production.
At first, with a smaller volume of content, this role is not necessarily a function that will require dedication all the time or that takes many hours a day from a professional. Over time and with a possible increase in the demand for content production, your company will naturally feel the need for full-time hiring of a professional in the field.
In a company that works and relies on content marketing to generate Leads, you need a professional responsible for making things happen consistently. When the role of writing is delegated to a number of people or even to third parties (such as an agency or a specialized content production service), someone must be responsible for the progress, who takes the lead and follows the level of quality of the content. of a series of points that we will see below.
The editor has the role of ensuring the unification of the company’s vision and making all publications speak the same language. It is your role to ensure that everything is aligned and contributing to the positioning that the company wants to convey.
In many cases, we have several collaborating professionals who do not have much affinity with the techniques of writing in a blog and who do not possess a more technical knowledge in digital marketing.
These people may not be accustomed to some grammar details, not having the technical knowledge to pass content to a platform (such as WordPress), chat with client via text, or outsource in a post in a way that is easily understood.
It is the role of the publisher to also work the content in the best way to make it more user-friendly, valuable and offer a great read to the user. In addition, you need to be aware of basic SEO techniques such as use of keywords, links with anchor texts, writing a title linked to URLs, images, among others.
This is one of the editor’s most essential roles. He needs to pick up the post list with ideas and themes selected for the content and turn that into a calendar, and most importantly, ensure that that calendar is followed.
It may be that the publisher in some cases outsources content production. He may ask someone on the staff or someone else to write on some subject, but in the end who is charged by the date of delivery and by the final product should not be these writers but rather the publisher.
It is he who should be charging the perpetrators all the time and have a letter up their sleeve if any problems come up. Initially the “you write one post per week” commitment is created, but if there is no date or charge it is very likely that people will stop writing.
For this to happen, the publisher assumes this role of charging by becoming the direct responsible and becoming the “owner of the blog” within the company.
There are 3 important steps to follow for execution:
Keep in mind what content will come out each day and how much time a writer will take to write. Depending on the case, define the topic and the subject to be treated so that things do not overlap.
To help organize your ideas we indicate the post Outline: how to create a post killer structure.
Often the fact that the person has to write does not make it their main obligation. It is the publisher’s role to have this very clear and to negotiate well in advance. The chances of assurance that this content will actually come out and be published are much greater.
The manual of content will give the north to all the texts of your company. Here are some points that are important to have in a manual.
If all this is very clear in the company’s content manual, rework tends to decrease a lot. The guide should be very easy for any employee to read and understand his role as a content producer.
If you want to know more about this content manual we have a post on our blog where we cited 9 super tips to create a content production manual for your company’s blog . We put in the manual from the use of grammatical rules, personas, use of images until the formatting of the texts and specific sizes of sources.
This is the role of the editor in the sense of improvement. He often lives a dilemma between content editing and author feedback.
Usually you do the editing yourself. The chances of content quitting faster are greater and you have more control over the content as well as ensuring more quality. It really is a valid solution in the short term. If I need to publish something tomorrow and the text is not at the level of quality I want, it is possible to change points without major problems.
The point is, this is not always a long-term sustainable practice. It can often encourage the writer’s behavior not to pay attention to the text as it should. Knowing that someone is going to pick up the material and work harder to turn it into something of a higher quality can make the writer oblivious to important details of his text and give the reviewer much more work.
The tip is, whenever possible, to give feedback to the author. Explain to him why he should change, list some review and typing points. You can still recommend some examples.
This methodology can make a lot of people see this as a rather unpleasant situation, but it will certainly help the collaborator to understand better what is expected of him as a writer and how it can make the text even better.
Usually the first posts tend to be more laborious, but this helps the writer to evolve his writing until he reaches a time when he will be more mature.
So be careful, in many cases the spelling errors go unnoticed, it is at this point that the feedback is important so that the same mistakes do not occur again by the same author.
Here in Digital Results we use the Google Docs suggestion template to give feedback. The author shares the article with the reviewer who passes the text changes. A practical and dynamic way to save time without losing quality.
There are basically 3 points in which the role of the editor is inserted
We believe that delivering an outline is already going too deep in most cases. However, it is possible to take stock and require that, before the author enters the writing itself, it sends the outline and you review. This methodology in conjunction with planning avoids extra work because in many cases, many texts may be completely out of company policy, or topic, or with an approach you did not expect for that matter. Therefore, it is a way for you to be much more assertive in posting the post.
It is a fact that in several cases it has not been done before, because it is laborious and can be seen as a bureaucracy. Here in Digital Results the editing team meets with the author of the post to define the outline together. Despite the time investment in this step, there is a great savings in the future avoiding further revisions and unnecessary issues.
Your blog is critical to your company’s digital strategy. Keep in mind that it is one of the main points of contact between customers and their products or services. Having an editor is key to the success of good content. Having the definitions in mind and deploying them are the best way to add value to content and help make your business market benchmark.