BY ELLIE LESTER
In the B2B world, strong content is a must. It differentiates your brand, builds engagement, generates leads—the list goes on. And in a noisy marketplace where even a single Google search can summon a world of information, every word matters.
That’s what makes your editing process so important. Through the act of revisiting, revising, rereading, and repeating, writers gain the perspective to tighten their work, evaluate its impact, and make the most of whatever space they have.
But like any essential routine, effective editing takes practice. No matter what, where, when, or for whom you’re writing, it’s important to revisit your work with intention. So, before you grab the red pen and get to work on a third draft—don’t tell me you were going to publish that second draft—consider the following time-honored guidelines.
Keep It Short and Sweet
Be wary of overwriting. (We all do it.) At the start of your editing process, take stock of everything you’ve included, and why. Think about your audience, their goals, and the value your content serves. Does every paragraph serve a purpose? What about every sentence? Every word?
Start by reading your work aloud. Listen carefully for moments that feel crowded or nonessential. Generally, if a phrase or sentence is awkward to speak, that probably means it’ll be choppy to read. By pruning unnecessary words, you’ll increase readability, solidify your message, and heighten specificity. Imagine taking three left turns instead of one right turn; isn’t that a slog? Sharpen your content with descriptive words, tight sentences, and well-organized paragraphs that move from one idea to the next without delay.
When in doubt, less is (usually) more.
Separate Yourself from Your Work
Absence makes the eyes grow sharper. Even in B2B, writing is personal; after spending so much time zoomed into a topic, a writer can’t help but read their work subjectively. Ideally, writers can achieve distance through time—be it an hour, a day, or even a week—and regain the stamina to approach their work as objective readers.
Of course, time away isn’t always an option. In those cases, find other ways to create room between you and your piece. Even something as quick as sending an email can help you build the necessary distance to breathe new perspective and clarity into your editorial process. You might also try switching gears. Force yourself to pick up a different project—reset your brain and focus on a new set of words and ideas.
With fresh eyes, writers gain the ability to zoom out, identify what the content needs, and visualize a path from point A to point B.
Master the Micro-Edit
Details are everything. In her book, The Artful Edit, author Susan Bell introduces the concept of the micro-edit.
It starts with reading slowly. As Bell points out, the best writers are skillful readers; they comb through their work at an unhurried pace, using careful reading skills to evaluate what they’ve written and understand how every word, phrase, sentence, and paragraph work in concert. Although it might seem obvious, word choice and placement carry significant weight—especially in short-form content. It’s important to recognize how something as seemingly insignificant as a comma can impact tone, voice, and meaning.
Crucially, micro-editing can help overcome the biases associated with reading your own writing. For instance, while certain words or phrases may sound nice, a rigorous micro-edit can determine whether they truly serve your writing. Rather than big-picture ideas, focus on nuance: look for language, redundancy, clarity, authenticity, and inconsistency. Ensure smooth transitions from one idea to the next, and keep your eyes peeled for missing information.
Learn from Your Mistakes
It sounds silly, but it bears repeating: avoid common errors. Simple mistakes like typos and run-ons are as preventable as they are frequent, so it’s essential to keep a careful watch over your writing and pay close attention to your weak spots.
If your writing contains misspelled words and clichés, it detracts from your credibility. With that, approach each round of editing with a clear understanding of grammar, mechanics, and these general rules for effective prose:
Be concise.
Avoid passive voice.
Triple-check your spelling and grammar.
Use vivid language.
Be consistent with agreement, structure, and tenses.
Omit jargon, clichés, and overly complex words.
Be Patient
The writing process is a marathon, not a sprint. Every writer can empathize with the experience of staring at a blank screen and wishing the content could write itself. At every step, don’t forget to breathe.
Ultimately, the best writers and editors are those with the patience and determination to continuously read, revise, and open themselves to new ideas. Much like any thought process, writing requires frequent revision, reframing, and reorienting. Give yourself the time, space, and patience to edit thoroughly, thoughtfully, and with a clear goal in mind. Your readers will thank you.