7 Ways Hiring a Content Editor Can Elevate Your Marketing Strategy

Create high-quality content! Create value-added content!

I don’t know about you, but I see the above everywhere, and for good reason: Google ranks content based on quality, with other qualifiers being meaning, relevance, usability, and context.

So even as AI continues to… meddle (?) with Search Engine Results Pages (SERPs), we’re still looking for useful, human-centric content across the board.

And so long as this is true, this quality content means more potential for traffic and leads.

This likely isn’t news to you.

You may have an agency with content writers on your team or are thinking about bringing in a content expert to help you craft great content that builds engagement.

But maybe you’re also thinking: Wait a minute. I already have a ton of decent content on my site, and in my social and that I’ve been using for years. Then comes a multitude of AI-based content creation tools like Jasper and CustomGPT.ai, and things start to seem more interesting… you might think, hey these could save me a ton of time!

Until you try one and realize that, while these are helpful tools, there’s a lot more that needs to be done when it comes to refining and leveraging your content.

It takes time and skill to rework those AI results into something that:

Resonates with your audience;
Generates genuine interest in your product or service;
Shows enough authority to build trust; and
Positively impacts in your business.

AI tools can be great for streamlining and automating some content processes. But creating fresh, unique content that speaks for your brand in an authentic way takes creativity and care.

This is where an experienced content editor can take over.

What does a content editor do, exactly?

There are plenty of amazing content and copywriters out there these days, but not all writers are editors, and vice versa. Some of us are well-versed in both content writing and editing; others are more specialized in one area or another.

Content editors generally do what you’d expect editors to do: review content to remove errors, check for factual accuracy, revise, review, proofread, improve flow, etc.

You might think of editors as detail- and process-oriented, and this is true. But in my view, the best editors are able to balance this type of technical precision with creativity, and they know how and when to access each side of their “brain.”

For example, were I to write an article like this for you, I might use various skills on different tasks, like this:

Ideation (outline): I’m a naturally inquisitive person, so I’d tap into this to research some keywords and headers, perhaps using a tool like SEMRush, then piece them together in a logical order using my blog template.
Developing primary draft (ghostwrite): I’d probably use the morning time (when I feel most creative) to tap into an audience’s voice and craft something engaging for each section. I’d base this on my client’s key marketing goals, as well as a selection of keywords and phrases.
Final edits (revisions and copy editing and/or proofing): After my client reviews, there will be one or more rounds of revisions and final edits. This requires more of a technical and detail-oriented approach as I check the article for clarity, flow, and accuracy.
QA and optimization: Here comes the technical and process-oriented piece where I’d be optimizing for SEO, creating alt text for images, ensuring any CTAs or promotions are included, adding backlinks, and the like.

These days we have the option of using tools like Grammarly to take the smaller, automated tasks off our desks so we can focus more on the bigger picture… and the bigger picture might be big!

Other tasks could include:

Developing long-form SEO blogs
Developing and managing a content calendar
Working on strategy with a marketing team
Researching, fact-checking, and formatting
Managing a team of writers
Developing workflows for revisions
Coordinating content updates across multiple channels
Ideating new content
Creating a strategy for repurposing/resurfacing content
Developing new assets based on existing content
Reviewing metrics
Working on bits of copy such as subject lines, titles, or backlinking
Developing newsletter content and/or strategy
Editing for brand tone and voice
Checking for plagiarism
Developing/checking social media copy

… and this is just the tip of the iceberg!

Note: A content editor might perform a variety of tasks and have different skills. Bear in mind that when you are looking to hire a content editor, you’ll want to specify whether you are looking for someone who specializes in written content versus visuals, and then break your needs down further. Be as specific as possible. (Yes, some of us can work a little bit of Canva for social posts, but beyond that, we’ll probably have enough on our plates!)

If you are looking for a graphic, photo, or video editor, that’s great too! Just be sure to specify that in your callout or job ad. 🙂

7 Major Benefits of Hiring a Content Editor

As a content editor and manager, there are plenty of tasks I might tackle in a given day, from ghostwriting to optimizing to developing a content calendar. So bear in mind that many content editors will have a variety of skills that could help you grow your business.

But I’ll focus on a few overarching skills that I think can benefit businesses and digital marketing agencies.

1. Content Editors Can See the Bigger (and Smaller) Pictures

As an editor, I look at each article or book as a single project, and even like a puzzle.

I’m looking at individual pieces of the puzzle, which is where the detail-oriented piece comes in. So that might be things like:

Fact-checking
Formatting
Proofreading
Backlinking
Keywords

Then I’m also looking at the bigger picture, which may include:

How each section of a single article “fits” with the next (flow)
Whether the overarching message matches your business’ brand and tone
Tailoring the piece to fit the content marketing strategy
Other ways to repurpose that content into the future

In the book world, editors have various specialties and would be hired on that basis – for instance, a line editor, proofreader, or acquisitions editor. I would love for content editors to have the same specialties; however, I see our (my) versatility as something that not only offers me a lot of variety in my work, but can be extremely helpful for small businesses.

2. Content Editors = Writing Consultants (Sometimes)

If you’re anything like me, you might have a few thought leadership pieces sitting in drafts that you want to sit down and write, but you just don’t have the time. (I’m talking to you, CEOs and founders. ;))

This makes sense, because guess what? Great writing takes time! And so do those carefully crafted thought leadership articles you’ve been meaning to write (more of).

Creating authority pieces from recognized leaders is an excellent way to build brand trust. And posting this content through social channels is a great way to let your customers really get to know who you are behind the scenes.

Content editors can help with ghostwriting, revisions, and aligning your content to match your own voice. They can also offer feedback to you or your writers to enhance existing drafts, web copy, articles, social copy, etc.

A great editor is able to essentially act as a coach for those who welcome the feedback. And no matter who is writing the piece initially (a CEO or a copywriter), a fresh set of eyes is always beneficial. When I’m playing writer I’m always thankful if someone can look at my piece because I have firsthand experience and understand how important editors are!

You just can’t see the forest for the trees when you’re in the thick part – the writing!

*Note: don’t assume that every content editor has this skill – we’re all different, and come from different backgrounds! So while you are looking to bring someone, be very specific about the skillsets you’ll want, instead of just saying that you want a “content editor.” 🙂

3. Content Editors Can Help Streamline Workflows

I once interviewed for a content editor position and was asked the question (something to the effect of):

Will you be able to help writers send their articles back and forth?

Me: Oh, you mean developing a review and revision process that works in your project management software? Absolutely, I can do that.

I didn’t move forward with that company, because they didn’t seem to even know what they wanted in the first place (red flag!). But what was interesting about that bit of conversation was that I realized I have a special service to offer: essentially project managing all sides of content production through multiple parties.

Content editors can coordinate and improve workflows around various content tasks such as managing content calendars and creating a revision process across team members.

This can be complex, but once we nail down a process that works with all sides, (I like to use a combination of project management software and Google Drive), it’s pretty fun.

This is just one facet of content creation that editors can proactively manage or at least assist with. Other examples include:

Processes for refreshing or repurposing content
Developing style guides
Developing brief/blog templates for writers
Developing content-related SOPs
Creating and/or managing a content calendar

4. Content Editors Will Strategically Repurpose Content

If you have already been creating content for a few months or years, you probably don’t need a team of writers to create a ton of new content.

Instead, consider creating an inventory of all your old content, then this depends on your marketing strategy, which social channels you use, etc. but the bottom line is that having a solid library of content is a great baseline for repurposing.

You can also start creating fresh content with repurposing in mind, so that each piece you come up with can go further.

For instance, I might assign a long-form article to a writer to later use to:

Craft several social posts for the following month or year
Develop a script for an explainer video
Craft mini-summaries of relevant info to use in upcoming newsletters

On the other hand, I could use a series of shorter, older blogs to:

Craft a how-to guide which can be used as a lead magnet
Develop an e-book to help build brand authority

Why reinvent the wheel when you can just use the content you already have?

5. Content Editors Understand SEO

Whether it’s heading into the back end of your CMS system to improve existing articles for SEO, or using SEO tools to help ideate new blog ideas, content editors are there to help.

They can handle SEO tools, CMS systems and related tools to help make sure your blogs, articles, newsletters, etc. are performing as well as possible. They can also watch metrics, add links, and the like, to get a better understanding of how you are faring against your competition.

6. EEATing Content

No, not for breakfast! Although some days it does feel like it.

What does EEAT (Experience, Expertise, Authority, Trust) mean now as we’re moving into 2025? It means that Google is now reviewing whether or not the writer has firsthand experience in the topic that you’re writing about.

Content editors are important here, as they can help you find the experts to write the base content for EEAT, then refine and revise to accentuate next-level credibility on your business’ website.

7. Content Editors Have Experience Through Multiple Industries and Genres

The really great copywriters of the world tend to preach one thing: Niche down, then niche down some more.

Now, while I’m a proponent of that, I also love variety, and I enjoy taking a top-down approach to content when working in that way.

If you run a content or digital marketing agency, hiring a content editor either on a freelance or permanent basis could be an amazing step, as they can manage multiple accounts and clients across various verticals and topical niches.

Content editors may have experience working through multiple content niches — think building a newsletter, creating a brand new landing page, re-working AI-based content, or managing a content library.

Why Hire a Content Editor for Your Business: The Bottom Line

I’m so grateful and excited that there are many content professionals out there with a variety of skills, and some excellent writers out there — please use them!

And if you want someone who is a bit more of a generalist to elevate and streamline things on the marketing end, do not underestimate someone who has a skillset that leans more towards editing.

Remember:

Editors are not just about proofreading! They work in a variety of contexts and tend to be able to look at the “big picture” as well as handle detail-oriented, technical, and process-based tasks.
High-level content editors are essentially project managers and strategists who collaborate with marketing teams, facilitate smooth “connections” between writers and other team members, and streamline content-related tasks.
Editors can act as writing coaches, helping ghostwrite thought leadership pieces (to build brand authority), pitching guest posts (to build an audience), and refining existing blogs (for SEO and brand voice).
Content editors can help you stay on top of SEO and related issues which keep your blogs, and your entire site, relevant and meet Google’s EEAT standards.

Finding a content editor who is a good fit for your business needs can help you attract leads, improve your marketing strategy, develop marketing initiatives, and improve overall visibility.

A good (great) content editor should be able to craft and hone your content specific to your brand voice, and manage a myriad of other content-related tasks. They can act as a project or content manager who is able to streamline tasks and just make everything…shine.

Need to uplevel or refresh your content? I’m an experienced and versatile content editor and manager who can help with everything from proofreading to strategy. Get in touch!