In the blossoming digital era, developing strong, consistent digital content for your organization can make a difference in your growth prospects and overall success. But it is a full-time job that even well-intentioned professionals will find challenging to devote the necessary time and attention to. Partnering with a b2b content marketing agency will give you access to the dedicated expertise you need to build a successful long-term strategy that actually moves the needle for your company.
Depending on the project, you or the agency will draft your content—which may look like a blog, press release, or eBook. Once the copy is written, the contributions of a skilled copyeditor result in web content that is high-quality, consistent, and intentional. Ultimately, a recipe for success.
Here are five critical process improvements you can expect from your b2b content marketing editor.
1. Content planning and execution
A sound strategy is vital to getting the desired results from your b2b content marketing. Guidance from an agency will help you develop a content plan that accomplishes (and even exceeds) your goals, but a plan must be executed. Your copyeditor will have the skills, experience, and expertise to put the pieces of your plan into action and continually refine it over time. This includes:
- Project fidelity – Your editor should ensure your content fulfills your intentions for each project. They will clearly and thoroughly understand your organization, voice, and goals and use that knowledge to produce content that contributes to your overall mission.
- Ongoing topic development – Throughout your partnership, your copyeditor will brainstorm and refine your schedule for future content topics. An outside perspective can bring a fresh approach to communicating your message and fill in gaps you may not have known were there.
- Search Engine Optimization (SEO) – One critical role of a skilled copyeditor is to ensure your web content uses SEO best practices effectively. SEO ensures your content reaches its target audience to establish your authority on the subject and generate leads.
2. Meaningful collaboration
Editors strive to develop your content by doing the heavy lifting for you but always with your input along the way. Day-to-day interactions with your b2b content marketing copyeditor will include:
- Constructive feedback – Feedback from both sides of the partnership is essential to the success of your projects. Editors need your honest opinion and perspective to achieve authentic, excellent results. Meanwhile, an editor’s expertise will level up any content your organization provides.
- Team coordination – A successful partnership includes working closely with writers, designers, editors, and other team members to align each project’s various moving parts. This work will include revisions.
- Regular communication: Successful collaboration hinges on clear, consistent communication. The team you work with will frequently provide status updates according to your preference so everyone is on the same page.
3. Quality assurance
Attention to detail is the copyeditor’s bread and butter. Their expertise in maximizing clarity and accuracy, perfecting grammar and spelling, and adhering to structural and brand guidelines results in content with excellent flow and readability to improve user experience for your web content. Your editor will pay attention to:
- Error-free copy – Editing for grammar, spelling, punctuation, and adherence to style guidelines (e.g., AP Style, Chicago Manual, or agency-specific) ensures minimal revisions will be required before content is finalized.
- Consistency – An organization’s content must maintain a consistent tone, style, and brand voice across content types and mediums. Your b2b content marketing agency specializes in achieving this.
- Fact-checking – Editors build fact-checking into their process to deliver highly accurate content, contributing to your organization’s topic authority.
4. Consistency
Consistency is an underutilized but highly impactful facet of b2b content marketing. Leveraging a dedicated team of writers, designers, editors, and project managers will strengthen your overall impact.
- Deadlines – Your editor will help set realistic timelines and ensure content is delivered on schedule. Their focus is entirely on executing your content on time and exceeding your standards so you can redirect yours to other mission-critical aspects of running your business.
- Proactive communication – A dedicated agency will communicate clearly and often to ensure everyone completes their objectives and keeps the project on schedule.
5. Dedication to your b2b content marketing
Digital marketing is complex and constantly evolving. It requires dedication that many teams simply don’t have the time for or interest in. That’s where marketing agencies come in. Partnering with professionals to improve your content strategy and development will have a considerable impact on your overall performance.
- Best practices – Working with an editor ensures your content adheres to industry best practices—for copywriting, marketing, and your company’s field. A quality copyeditor works hard to perfect your projects and spends significant time on continuing education to make that happen.
- Data-driven guidance – Agencies have access to tools and data that help them make recommendations based on actual data to achieve the results you want.
With so many moving parts involved in effective content creation, accuracy, consistency, and attention to detail are easily neglected. However, they are non-negotiable when executing any marketing plan successfully. This is where copyeditors come in. When they fulfill their role effectively, your content improves and reaches broader audiences.
Partnering with an agency like Blue Star enriches your b2b content marketing process by providing access to highly skilled professionals who are passionate about helping you achieve your goals and have the expertise to do so.
